Pharma Design Thinking case

1. Challenge: We have a proof our Hyaluronic
Acid (HA) injectable for Osteoarthritis of the
Knee (OaK) product is superior, yet we have
a hard time penetrating the market.
PHARMA
CASE

2. Research: untapped PCP market, only specialists inject the product
Insights: PCPs are not comfortable injecting (difficulty level, risk).
Additionally, when they detect OaK, it’s often too late for a preventive
HA treatment (leading to surgery).

3. Original Challenge: We have a proof our
Hyaluronic Acid (HA) injectable Osteoarthritis
of the Knee (OaK) product is superior, yet we
have a hard time penetrating the market.
Reframed Challenge: How might
we empower PCPs to become
comfortable with diagnosing OaK
and administrating injections?
Reframed Challenge: How might we
modify the routine physical exam to
check for early signs of OaK?

4. Not OaK OaK
Congratulations Dr.
Roman!
In the past 30 days your
OaK X-ray diagnosis has
improved by 60%.
You are in the top 20% of
other physicians looking
at the same X-rays.
Solution: Digital X-ray
learning game and
mannequin knee injection
practice
Solution: ‘60 seconds OaK check’
impactful poster in the office, patient
quarterly self-check e-reminders,
Facebook campaign with points