The Sad State of Product Design and Innovation in Healthcare
Doctor as Designer
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To solve these problems, a mindset shift is needed: pharmaceutical companies are dominated by doctors, pharmacologists, chemists and marketeers. None of these have the insights needed to solve design problems, because their education *never* focused on design challenges and product design workflows. “Creatives” are considered as the people that have to add the final varnish and create the adds. As long as creative problem solvers (focused on the end-user) aren’t integrated in the product development people will keep paying too much for counter-intuitive, badly-designed, unusable, overpriced medical-care products.

As a disclaimer: I have worked on the ad-side for 5 medical companies and am now in the brand development business with occasional product development. My father was an MD, and I have a strong scientific grasp.

I (and many designers like me) have at least 10 ideas for minor alterations to medical product design, package design and document design (have you tried to *read* the documentation some drugs are shipped with???), that could change the way people think about drugs, and would easily *double* therapy loyalty (which is probably the most serious problem in medical care today) and drastically reduce misuse of said medication, and through actual concrete feedback regain the people’s trust in regular medicine and regular science.

Medicine, care for the disabled, and traditional construction all three suffer from the fact that professionals tend to shun “creative meddling”, which tends to stagnate innovation, or focuses innovation into niche domains, bypassing the needs of the many. Time for a change.

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