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Brand Design and the Pillars of Patient Centricity

Brand Design and the Pillars of Patient Centricity

David Keefe

David Keefe

January 30, 2019

Conran Design Group’s Managing Partner David Keefe on how the healthcare industry can reimagine its patient-first design.

"These platforms have redefined what patient-centricity means within established channels of distribution that were once thought to be largely immutable."

The healthcare industry is undergoing a real transformation with respect to how it communicates with key audiences who are now fully connected, better informed, and within reach of a myriad of choices never before thought possible.                                                      

This inflection point is occurring industry-wide (pharma, biopharma, devices, health services, and therapies). Established pharma/healthcare companies have realized that by focusing on crafting and curating experiences that are patient-centric, it is possible to build longterm, less transactional, and more enduring relationships with their audiences.         

                                        

Why is this important?

No one in the healthcare industry will deny the value of patient centricity, even as it remains somewhat ill-defined to many. Patient centricity, however, is not just about patients. In fact, there are real and derivative benefits to many audiences beyond the patient.                               

For example, brands that can achieve patient centricity within the chain of care provide benefits to physicians who prescribe these products, services, and therapies with the hope of improving adherence and compliance and, ultimately, fostering better outcomes.                                     

Similarly, when caregivers, nurses, and HCPs administer products, services, and therapies that are designed with patient-first thinking, we see improvements in patients’ day-to-day routines, which can lower stress and create the conditions for more optimal medication management.              

Finally, we are seeing the optimization and reimagination of the pharmacy experience around the world as the confluence of design, technology, and innovation, which has created new delivery platforms. These platforms have redefined what patient-centricity means within established channels of distribution that were once thought to be largely immutable.

"Importantly, brand design needs to highlight all that a brand stands for, and then accurately reflect that across verbal, visual, and experiential elements."

Why is patient centricity relevant to brand design?                                          

At its heart, brand-building is about storytelling. We use design to create ownable and relevant “stories” that are a reflection of a company, product, service, or other entity. Importantly, brand design needs to highlight all that a brand stands for, and then accurately reflect that across verbal, visual, and experiential elements.                                                    

For brands dedicated to the advancement of medical science in order to improve patients’ lives, patient centricity is not only fundamental to their charters, but it can also serve as a guidepost for how brands are commercialized within the chain of care. Thus, the “story” of patient centricity is relevant and ownable by any brand dedicated to this mission. As a result, the key question becomes “how should a brand capture its authentic flavor of patient centricity across its unique ecosystem of care?”                                             

With large segments of the Health & Wellness marketplace engaged in the pursuit of patient centricity, the onus today is on the brand design community to make “patient-first” design tangible, practical, and bespoke to the ambitions and strategic realities of every brand and client.

To form our thinking around brand design and patient centricity, we have conducted in-depth research around the world with patients, physicians, caregivers, and pharmacists. Through this research, we have created “The Pillars of Patient Centricity:”                                                

  1. Evoke trust and confidence
  2. Understand patients’ daily needs and routines
  3. Simplify the patient experience
  4. Be uplifting.

We use these pillars to design, measure, and even validate key aspects of the brand journey.

With this in mind, the following illustrates how we go about applying these pillars to the all-important area of packaging, and how this can facilitate decision-making at situational, emotional, and functional crossroads:

 

By designing patient-centric experiences, today’s brands can achieve greater levels of differentiation while building much deeper and more customized experiences with key audiences, even beyond the patient. All of this reverberates positively in the form of increased brand equity, greater operational performance, and better outcomes within the chain of care.

"These platforms have redefined what patient-centricity means within established channels of distribution that were once thought to be largely immutable."

The healthcare industry is undergoing a real transformation with respect to how it communicates with key audiences who are now fully connected, better informed, and within reach of a myriad of choices never before thought possible.                                                      

This inflection point is occurring industry-wide (pharma, biopharma, devices, health services, and therapies). Established pharma/healthcare companies have realized that by focusing on crafting and curating experiences that are patient-centric, it is possible to build longterm, less transactional, and more enduring relationships with their audiences.         

                                        

Why is this important?

No one in the healthcare industry will deny the value of patient centricity, even as it remains somewhat ill-defined to many. Patient centricity, however, is not just about patients. In fact, there are real and derivative benefits to many audiences beyond the patient.                               

For example, brands that can achieve patient centricity within the chain of care provide benefits to physicians who prescribe these products, services, and therapies with the hope of improving adherence and compliance and, ultimately, fostering better outcomes.                                     

Similarly, when caregivers, nurses, and HCPs administer products, services, and therapies that are designed with patient-first thinking, we see improvements in patients’ day-to-day routines, which can lower stress and create the conditions for more optimal medication management.              

Finally, we are seeing the optimization and reimagination of the pharmacy experience around the world as the confluence of design, technology, and innovation, which has created new delivery platforms. These platforms have redefined what patient-centricity means within established channels of distribution that were once thought to be largely immutable.

"Importantly, brand design needs to highlight all that a brand stands for, and then accurately reflect that across verbal, visual, and experiential elements."

Why is patient centricity relevant to brand design?                                          

At its heart, brand-building is about storytelling. We use design to create ownable and relevant “stories” that are a reflection of a company, product, service, or other entity. Importantly, brand design needs to highlight all that a brand stands for, and then accurately reflect that across verbal, visual, and experiential elements.                                                    

For brands dedicated to the advancement of medical science in order to improve patients’ lives, patient centricity is not only fundamental to their charters, but it can also serve as a guidepost for how brands are commercialized within the chain of care. Thus, the “story” of patient centricity is relevant and ownable by any brand dedicated to this mission. As a result, the key question becomes “how should a brand capture its authentic flavor of patient centricity across its unique ecosystem of care?”                                             

With large segments of the Health & Wellness marketplace engaged in the pursuit of patient centricity, the onus today is on the brand design community to make “patient-first” design tangible, practical, and bespoke to the ambitions and strategic realities of every brand and client.

To form our thinking around brand design and patient centricity, we have conducted in-depth research around the world with patients, physicians, caregivers, and pharmacists. Through this research, we have created “The Pillars of Patient Centricity:”                                                

  1. Evoke trust and confidence
  2. Understand patients’ daily needs and routines
  3. Simplify the patient experience
  4. Be uplifting.

We use these pillars to design, measure, and even validate key aspects of the brand journey.

With this in mind, the following illustrates how we go about applying these pillars to the all-important area of packaging, and how this can facilitate decision-making at situational, emotional, and functional crossroads:

 

By designing patient-centric experiences, today’s brands can achieve greater levels of differentiation while building much deeper and more customized experiences with key audiences, even beyond the patient. All of this reverberates positively in the form of increased brand equity, greater operational performance, and better outcomes within the chain of care.

David is the Managing Partner at Conran Design Group New York. Reach him at 203-227-3000.

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