Health care · 2004

PILLS IN A BAG, OF BENEFIT TO BOTH PATIENTS AND CAREGIVERS

Our clients ApoDos, at Apoteket, the national pharmaceuticals retailer, felt that they were not sufficiently customer-centric, but rather had a production focus in the organization. They wanted to change this and therefore asked us help them become more customer-centric, in terms of both products and processes. Our task were to begin by improving their ApoDos service, from both the patient’s and health professional’s perspectives. To achieve this, we had to optimize the entire chain from when the recipe came in, the drugs were packaged and distributed to the caregivers and patients.

Om Apoteket

Apoteket sells pharmaceuticals, health products, qualified pharmaceutical services to consumers, businesses and conservation. ApoDos is Apoteket’s service for multi-dose packaged drugs.

www.apoteket.se

ApoDos, that’s the bag isn’t it?

THE CUSTOMERS DON’T KNOW what ApoDos is comprised of.

The Challenge

The problem was that the constituents of ApoDos were relatively unknown and the effect of Apoteket’s production focus was that the sachets didn’t really make life easier for the caregivers. If Apoteket were to succeed in becoming customer-centric, they had to meet patients’ needs, simplify things for caregivers and understand what changes were needed in their operations to meet these requirements.

The Results

Patient, care and purpose designed solutions that optimize the design and function of the ApoDos service. We also created a prioritization matrix based on how easy the solutions is to implement in terms of the benefit they afford patients and caregiver.

Fredrik Bergfalk

Client & Market · Management & Support · Servicedesign

vice vd design/kund/marknad
+46 70 686 39 45
fredrik.bergfalk@transformatordesign.se

HERE’S WHAT WE DID

In order to become more customer focused,Apoteket needed to build up its solutions together with its customers, i.e, patients and caregivers. By listening to patients and healthcare providers we could, together with Apoteket, work out solutions built on the customers’ needs. In this way we were able to ensure that the patients approved of the solutions, that they made the work of the health care providers easier and that Apoteket were able to deliver the solutions.

customer Interaction: The goal is to listen, not talk

To get to know both the patients and healthcare providers, we conducted in-depth interviews and studies. Our goal was to listen, not talk or control the conversation. However, to find out if, and in what ways, Apoteket might be able to deliver what its customers were demanding, we also talked with their employees about their production and sales process.

The most important factor is the safety of patients and ensuring beyond doubt that the patient receives the correct medicament.

Caregivers about Apodos

CUSTOMER INSIGHTS: COMMON DENOMINATORS BECOME CUSTOMER INSIGHTS

After studying our interviews and observations, clear-cut contexts and common denominators emerged, and we packaged the results into customer insights. Equipped with these insights, we moved on to the next stage, the idea phase.

GENERATING IDEAS: IT IS VITAL THAT THE SOLUTIONS ARE SECURE FOR PATIENTS

Based on both the patients’ and caregivers’ needs and motivations, we developed and presented solutions regarding the function and design of ApoDos. Together with Apoteket we configured what was needed to be done from an operational perspective to ensure that the solutions could become reality.

TRIGGER MATERIALS: IT'S EASIER TO TALK ABOUT APODOS IF THE SOLUTIONS ARE VISUALIZED.

In order to figure out how ApoDos should look and function, the next step involved visualizing the solutions. We refer to visualizations as trigger materials since their function is to trigger discussions when we bring in our customers to help fine-tune the solutions. Trigger materials may for example take the form of rough prototypes of the medicine bag or quick sketches of what’s expected of ApoDos as a drug.

SOLUTION: PATIENTS AND CAREGIVERS IMPROVE APODOS

The above steps were repeated until we had produced solutions that fulfilled both the patients’ wishes and caregivers’ needs. As the solutions took shape, we crossed-checked with Apoteket in order to ensure that the company was able to deliver the solutions and determine what operational changes, if any, were required.

Working with Transformer Design has provided us with many good insights and knowledge that we can build on. We have also presented our project to the entire organization, and received very positive responses.

Monica Åkerlund Åhslund, Sales Manager Apodos

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