Design Thinking to New Drug Product Development - 

 A Human Centric Approach by Visualization 

 Visualization is adopting visual thinking and designing a path to deal with challenges 

 and provide best outcome using once intellectual and imaginative capabilities with sound 

 scientific insights .   Visualizations offers endless possibilities to design new products and 

 pushes us beyond using words or language alone . It is a way of unlocking different part 

 of our brains that allows us to think nonverbally and that many executives might not 

 normally use . 

 Challenge 

 Developing drug products understanding unmet patient needs particularly for paediatric 

 and geriatric population is huge challenge across the pharmaceutical industry . We have 

 adopted a human centric approach to design new products to cater unmet needs and serve 

 patients with best and affordable products . 

 Selection 

 The tool I have deployed is the , tool of Visualization , or Visual Thinking , to achieve a 

 shared understanding on human centric drug product development , among a diverse 

 group of stakeholders . I used this approach to gather information , then empathize , define , 

 ideate , prototype , and test and implement it . I have used the a relationship matrix smart 

 art to move from one step to the other with a set of questions or stimuli for discussion to 

 allow a diverse group of participants to learn from each other in the process of defining 

 the scope , boundaries , key elements , and interrelationships to identify opportunities for 

 improvements or solutions . 

 Application 

 I started the process by creating a relationship matrix graphic of the problem domain . To 

 had gathered literature and materials available to understand the unmet needs . Then I 

 conducted informal interviews with key opinion leaders , patients , received market 

 feedback etc . For the activity , I have divide the stakeholders into groups of 5 - 6 

 participants each representing a different business units or areas of interest . Each group 

 receives a poster - size copy of the graphic and ad - boards that they can write on directly , 

 or use sticky notes to make comments . I give them two - three questions to answer , such 

 as : 1 ) What are the unmet needs in the domain 2 ) What key elements are to consider for 

 incremental innovation ? 2 ) What additional aspects can be considered to more accurately 

 reflect the problem space ? 3 ) What key insights do we have about relationships between 

 the entities in the problem space ? I give them approximately 30 minutes to discuss the 

 questions and share their view points . Then I have each group report out on their answers 

 to those three questions while pointing to the mark - ups on their poster . I had recorded 

 the cohesions in the insights from each group . After the session , I digitized all view 

 points as an artefact , created a view that combines the shared and new insights from the 

 group discussion , and then I created a revised graphic that incorporates their feedback 

 and proposed changes that they agreed to as a group . 

 Figure 1 Overview of Human Centric Approach for new product design 

 Insight 

 What I have learned from conducting this exercise with several groups is that while the overall 

 graphic incorporates their feedback – it was important for reinforcing their understanding of 

 the problem they are working to solve , the more valuable aspect of the activity is the shared 

 insights and shared learning that occurs while they are working to define their problem space . 

 The graphic gives the diverse group of stakeholders a focal point for discussion that allows 

 them to share their perspectives and develop insights into potential root causes of their 

 Key opinion   leaders   Interactions 

 Market feedback 

 Ad -Board 's 

 Patient Journey 

 Observations 

 Generative   Sessions 

 Context   mapping 

 Defining 

 Problem   statement 

 • Workshops   • Repurposing 

 Product   Design 

 • Business Approvals • Scale up • Commercialization • Post market 

 surveillance 

 • Continuous 

 improvement 

  Unique 

 compositions 

  Animal POCs 

  Improvements 

  Clinical evaluation 

  Innovative pack 

 designs 

 problems . Stakeholders could identify variables in the problem space – that is , it helps them to 

 identify what they do n’t know , in what areas they need to obtain information or data to provide 

 the values for the variables . Since I discovered that the most valuable aspect is the shared 

 insights and learning , next time I would use the visualization activity as a starting point for a 

 series of design thinking activities . Then the revised graphic that incorporates their combined 

 feedback can serve as a reference tool throughout the remainder of their work . 

 The exercise not only helped understand the unmet , but it has helped us in developing new 

 modalities treatment options by human centric approach for designing safer and better 

 medicines for paediatric and geriatric patients . 

 Approach 

 The approach helped us in understanding multiple viewpoints and was an insightful journey . 

 The collaborative working , starting with a simple graphic started the meaningful conversation 

 for all the stakeholders . They could quickly related to the problem and identify where they are 

 problems and can more quickly gain new insights about relationships between key entities 

 instead of taking time to identify them . 

 This approach has helped us in identifying multiple unmet needs in the domain and helped us 

 shape various business opportunities at the same providing safer and affordable healthcare to 

 patients . 


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: Design Thinking to New Drug Product Development - 

 A Human Centric Approach by Visualization 

 Visualization is adopting visual thinking and designing a path to deal with challenges 

 and provide best outcome using once intellectual and imaginative capabilities with sound 

 scientific insights .   Visualizations offers endless possibilities to design new products and 

 pushes us beyond using words or language alone . It is a way of unlocking different part 

 of our brains that allows us to think nonverbally and that many executives might not 

 normally use . 

 Challenge 

 Developing drug products understanding unmet patient needs particularly for paediatric 

 and geriatric population is huge challenge across the pharmaceutical industry . We have 

 adopted a human centric approach to design new products to cater unmet needs and serve 

 patients with best and affordable products . 

 Selection 

 The tool I have deployed is the , tool of Visualization , or Visual Thinking , to achieve a 

 shared understanding on human centric drug product development , among a diverse 

 group of stakeholders . I used this approach to gather information , then empathize , define , 

 ideate , prototype , and test and implement it . I have used the a relationship matrix smart 

 art to move from one step to the other with a set of questions or stimuli for discussion to 

 allow a diverse group of participants to learn from each other in the process of defining 

 the scope , boundaries , key elements , and interrelationships to identify opportunities for 

 improvements or solutions . 

 Application 

 I started the process by creating a relationship matrix graphic of the problem domain . To 

 had gathered literature and materials available to understand the unmet needs . Then I 

 conducted informal interviews with key opinion leaders , patients , received market 

 feedback etc . For the activity , I have divide the stakeholders into groups of 5 - 6 

 participants each representing a different business units or areas of interest . Each group 

 receives a poster - size copy of the graphic and ad - boards that they can write on directly , 

 or use sticky notes to make comments . I give them two - three questions to answer , such 

 as : 1 ) What are the unmet needs in the domain 2 ) What key elements are to consider for 

 incremental innovation ? 2 ) What additional aspects can be considered to more accurately 

 reflect the problem space ? 3 ) What key insights do we have about relationships between 

 the entities in the problem space ? I give them approximately 30 minutes to discuss the 

 questions and share their view points . Then I have each group report out on their answers 

 to those three questions while pointing to the mark - ups on their poster . I had recorded 

 the cohesions in the insights from each group . After the session , I digitized all view 

 points as an artefact , created a view that combines the shared and new insights from the 

 group discussion , and then I created a revised graphic that incorporates their feedback 

 and proposed changes that they agreed to as a group . 

 Figure 1 Overview of Human Centric Approach for new product design 

 Insight 

 What I have learned from conducting this exercise with several groups is that while the overall 

 graphic incorporates their feedback – it was important for reinforcing their understanding of 

 the problem they are working to solve , the more valuable aspect of the activity is the shared 

 insights and shared learning that occurs while they are working to define their problem space . 

 The graphic gives the diverse group of stakeholders a focal point for discussion that allows 

 them to share their perspectives and develop insights into potential root causes of their 

 Key opinion   leaders   Interactions 

 Market feedback 

 Ad -Board 's 

 Patient Journey 

 Observations 

 Generative   Sessions 

 Context   mapping 

 Defining 

 Problem   statement 

 • Workshops   • Repurposing 

 Product   Design 

 • Business Approvals • Scale up • Commercialization • Post market 

 surveillance 

 • Continuous 

 improvement 

  Unique 

 compositions 

  Animal POCs 

  Improvements 

  Clinical evaluation 

  Innovative pack 

 designs 

 problems . Stakeholders could identify variables in the problem space – that is , it helps them to 

 identify what they do n’t know , in what areas they need to obtain information or data to provide 

 the values for the variables . Since I discovered that the most valuable aspect is the shared 

 insights and learning , next time I would use the visualization activity as a starting point for a 

 series of design thinking activities . Then the revised graphic that incorporates their combined 

 feedback can serve as a reference tool throughout the remainder of their work . 

 The exercise not only helped understand the unmet , but it has helped us in developing new 

 modalities treatment options by human centric approach for designing safer and better 

 medicines for paediatric and geriatric patients . 

 Approach 

 The approach helped us in understanding multiple viewpoints and was an insightful journey . 

 The collaborative working , starting with a simple graphic started the meaningful conversation 

 for all the stakeholders . They could quickly related to the problem and identify where they are 

 problems and can more quickly gain new insights about relationships between key entities 

 instead of taking time to identify them . 

 This approach has helped us in identifying multiple unmet needs in the domain and helped us 

 shape various business opportunities at the same providing safer and affordable healthcare to 

 patients .
### Output: 