Example Reflection – Learning Launch- For a medicine used to treat high blood Pressure called “ Brand S ” 

 Challenge : 

 One of the challenge we have in pharmaceutical industry is lack of differentiation . There are too many competitors selling   the same medicine resulting in “ price ” driven or “ transaction based ” business model to generate revenue . So the challenge is   to break the clutter . Challenge is to create a “ differentiation ” which provides value to customers . In pharmaceutical industry   these challenges bring higher level of complexity as “ consumer of medicine ” is a patient & the decision maker is a different   person well known as a “ Doctor ” . All these challenges were faced by Brand “ S ” used to manage high Blood Pressure .    Brand “ S ” had competition from too many identical medicine molecules selling as different brands . Brand “ S ” also faced   high competition from newer blood pressure reducing medicines which were liked more by current generation of doctors . 

 Selection : 

 The tool selected to deal with this challenge was learning launch . We started looking at our challenge from a different point   of view . We looked at what is the problem faced by patients suffering from high blood pressure . Simply put it as “ Lack of   Blood Pressure control ” . Learning launch was the tool used , not because of lack of data . We had enough data on medicines   used in management of BP . We looked at it as a “ human ” challenge , where something which can be easily managed like   high Blood Pressure is still producing worst outcomes like brain stroke & heart attack . All current data and current method   of approach to generate revenue with brand “ S ” has not resulted in favorable outcome . So a different approach was required   to solve the problem of brand “ S ” . 

 Application : 

 We spent time looking at certain other challenges faced by other diseases . For Eg . How authorities are trying to deal with   HIV spread . One of the key elements used to defeat HIV was pushing more and more people for “ Diagnosis tests ” . Higher   the rates of diagnosis test lower the chances of HIV spread . We made a list of following relevant issues for high blood   pressure patients . They are , there is “ no symptom ” of high blood pressure . High blood pressure is a “ silent ” problem . Lack   of awareness was another issue , as a person classified as suffering from high blood pressure did not know that , consistent   high blood pressure above 140 by 90 is defined as high blood pressure . Lack of self - initiative to “ measure ” blood pressure   was another challenge faced by patients . Based on learnings of HIV disease management focusing on “ diagnosis ” , self- measurement of blood pressure is identified as a way of ensuring blood pressure control . We wanted to test the hypothesis   about how self - measurement of blood pressure can be achieved . For this three initiatives were taken . One is to put up digital   BP machine with instructions on how to “ self ” measure ? In patient waiting area of “ targeted ” set of doctors . Second , put up   such self - measurement BP kiosks in petrol bunks nearer to clinics & hospitals of targeted doctors to fuel their vehicles .   These fuel bunk kiosks were put right next to vehicle tier air pressure filling kiosks . Here the message was , you frequently   take care of your vehicle tier pressure , why do n’t you check your own blood pressure ? Third was to keep few digital BP   machines with targeted doctors , so that they can lend these machines to patients and return later after a week with home   measurement of blood pressure . Here targeted set of doctors was essential as brand “ S ” needs to get associated with those   set of doctors who believed in the belief of brand “ S ” . That belief of brand “ S ” , was if frequent self - measurement of blood   pressure is achieved , it will help us in achieving blood pressure control . All this work by brand “ S ” started getting support   of targeted doctors , resulting in “ differentiated value ” generation . Learning launch was done in specific state targeting 25   doctors for a period of 6 months . Only senior doctors above the age of 50 were targeted , as current generation of young   doctors did not have enough experience with brand “ S ” . Learning launch was to observe the whole set up as patient friendly 

 for self - measurement of blood pressure . How useful for doctors to achieve blood pressure control with patient participation   in their own “ silent ” disease called high blood pressure . Learning launch tool gave valuable learnings in designing patient   resting arm near the blood pressure machine , comfortable sitting chair for patient , transparent top glass to ensure visibility   of numbers etc . 

 Insight : 

 Data has limitations to gain “ empathy ” especially to understand life of high blood pressure patients . Learning launch tool   allowed us to look at challenges faced by brand “ S ” , from different perspective . The key insight here is changing the   problem statement from “ how to differentiate brand “ S ” ? To , how to ensure blood pressure control in such patients ? Design 

 thinking is valuable in human centric solutions . Another insight was confidence & rapid scale up done in 3 more states with   learnings of 25 Doctors learning launch . 

 Approach : 

 One learning from this exercise is , patients still did not owned up their “ blood pressure ” number . They blamed the wrong   machine or something else for their high blood pressure number . This approach did NOT create impact on all patients , but it   created impact on “ targeted set ” of doctors . Doctors appreciated the initiatives of brand “ S ” to achieve blood pressure   control . Continuous touch points in first three months of “ self- measurement ” with patients to answer their query need to be   tested with “ learning launch ” tool . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Example Reflection – Learning Launch- For a medicine used to treat high blood Pressure called “ Brand S ” 

 Challenge : 

 One of the challenge we have in pharmaceutical industry is lack of differentiation . There are too many competitors selling   the same medicine resulting in “ price ” driven or “ transaction based ” business model to generate revenue . So the challenge is   to break the clutter . Challenge is to create a “ differentiation ” which provides value to customers . In pharmaceutical industry   these challenges bring higher level of complexity as “ consumer of medicine ” is a patient & the decision maker is a different   person well known as a “ Doctor ” . All these challenges were faced by Brand “ S ” used to manage high Blood Pressure .    Brand “ S ” had competition from too many identical medicine molecules selling as different brands . Brand “ S ” also faced   high competition from newer blood pressure reducing medicines which were liked more by current generation of doctors . 

 Selection : 

 The tool selected to deal with this challenge was learning launch . We started looking at our challenge from a different point   of view . We looked at what is the problem faced by patients suffering from high blood pressure . Simply put it as “ Lack of   Blood Pressure control ” . Learning launch was the tool used , not because of lack of data . We had enough data on medicines   used in management of BP . We looked at it as a “ human ” challenge , where something which can be easily managed like   high Blood Pressure is still producing worst outcomes like brain stroke & heart attack . All current data and current method   of approach to generate revenue with brand “ S ” has not resulted in favorable outcome . So a different approach was required   to solve the problem of brand “ S ” . 

 Application : 

 We spent time looking at certain other challenges faced by other diseases . For Eg . How authorities are trying to deal with   HIV spread . One of the key elements used to defeat HIV was pushing more and more people for “ Diagnosis tests ” . Higher   the rates of diagnosis test lower the chances of HIV spread . We made a list of following relevant issues for high blood   pressure patients . They are , there is “ no symptom ” of high blood pressure . High blood pressure is a “ silent ” problem . Lack   of awareness was another issue , as a person classified as suffering from high blood pressure did not know that , consistent   high blood pressure above 140 by 90 is defined as high blood pressure . Lack of self - initiative to “ measure ” blood pressure   was another challenge faced by patients . Based on learnings of HIV disease management focusing on “ diagnosis ” , self- measurement of blood pressure is identified as a way of ensuring blood pressure control . We wanted to test the hypothesis   about how self - measurement of blood pressure can be achieved . For this three initiatives were taken . One is to put up digital   BP machine with instructions on how to “ self ” measure ? In patient waiting area of “ targeted ” set of doctors . Second , put up   such self - measurement BP kiosks in petrol bunks nearer to clinics & hospitals of targeted doctors to fuel their vehicles .   These fuel bunk kiosks were put right next to vehicle tier air pressure filling kiosks . Here the message was , you frequently   take care of your vehicle tier pressure , why do n’t you check your own blood pressure ? Third was to keep few digital BP   machines with targeted doctors , so that they can lend these machines to patients and return later after a week with home   measurement of blood pressure . Here targeted set of doctors was essential as brand “ S ” needs to get associated with those   set of doctors who believed in the belief of brand “ S ” . That belief of brand “ S ” , was if frequent self - measurement of blood   pressure is achieved , it will help us in achieving blood pressure control . All this work by brand “ S ” started getting support   of targeted doctors , resulting in “ differentiated value ” generation . Learning launch was done in specific state targeting 25   doctors for a period of 6 months . Only senior doctors above the age of 50 were targeted , as current generation of young   doctors did not have enough experience with brand “ S ” . Learning launch was to observe the whole set up as patient friendly 

 for self - measurement of blood pressure . How useful for doctors to achieve blood pressure control with patient participation   in their own “ silent ” disease called high blood pressure . Learning launch tool gave valuable learnings in designing patient   resting arm near the blood pressure machine , comfortable sitting chair for patient , transparent top glass to ensure visibility   of numbers etc . 

 Insight : 

 Data has limitations to gain “ empathy ” especially to understand life of high blood pressure patients . Learning launch tool   allowed us to look at challenges faced by brand “ S ” , from different perspective . The key insight here is changing the   problem statement from “ how to differentiate brand “ S ” ? To , how to ensure blood pressure control in such patients ? Design 

 thinking is valuable in human centric solutions . Another insight was confidence & rapid scale up done in 3 more states with   learnings of 25 Doctors learning launch . 

 Approach : 

 One learning from this exercise is , patients still did not owned up their “ blood pressure ” number . They blamed the wrong   machine or something else for their high blood pressure number . This approach did NOT create impact on all patients , but it   created impact on “ targeted set ” of doctors . Doctors appreciated the initiatives of brand “ S ” to achieve blood pressure   control . Continuous touch points in first three months of “ self- measurement ” with patients to answer their query need to be   tested with “ learning launch ” tool .
### Output: 