Disrupting the Senior Healthcare Market

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Pharmaceutical Laboratory

Innovation
Design Thinking

DESIGNING AN OTC BREAKTHROUGH INNOVATION.

A PIONEERING LABORATORY WAS LOOKING TO ENTER THE OTC SECTOR IN FRANCE BY ADDRESSING ITSELF TO THE PRE-SENIOR TARGET, AGED 55 TO 70, WITH NO SERIOUS MEDICAL PATHOLOGY.

BRIEF

Develop a new and disruptive value proposition that can be sold in pharmacies, and in line with the brand’s values.

Attract two targets: Seniors (BtoC) and pharmacists (BtoB).

CHALLENGE

Allow 55 to 70 year-olds to take full advantage of this new stage in their lives and go beyond the first discomforts associated with age. This requires two actions:

1. Address the well-being of seniors by offering them gentle and natural solutions, in a more preventive than curative logic.

2. Design an inclusive innovation that does not stigmatize age and favors a holistic approach to healthcare. The challenge: meeting global needs, functional and emotional.

SOLUTIONS

A collaborative and iterative design thinking process at the service of innovation: 4 months of project, 4 phases

  • EXPLORATION: Collection of insight (perceptions, needs, uses) and foresight (prospective and ideal projection) to encourage ideation.
  • IDEATION: Definition of the first value propositions and conceptual tracks.
  • DEVELOPMENT: Rapid prototyping and full concept development.
  • EXPERIMENTATION: Confronting end-users with concept prototypes to sort, challenge and optimize these concepts.

RESULTS

Two concepts with high potential, currently in R&D, and two other relevant and breakthrough concepts, requiring more time to explore.

Several product landings that validate all of the project KPIs:

  • Reaffirm the values of the brand.
  • Promote innovation with strong business potential.
  • Value the role of the pharmacist.
  • Allow short-term development (R&D and regulatory feasibility).