Roche is one of the world's largest biotech companies.
They sell products to support patients with diabetes, one of their key products was single-use insulin testing strips.
With new Continuous Glucose Monitoring (CGM) products on the market, they needed to develop new solutions.
The Challenge.
As CGM would become more readily available, the market's need for their single-use test strips would be reduced.
Still wanting to support patients with diabetes, they looked for alternative options.
The approach.
Through our qualitative research, we identified patients who had made and sustained healthier lifestyle changes, slowing or even reversing their diabetes progression, had done so after the shock of impending insulin dependence was made more clear to them.
This insight led us to partnering with PwC to further develop their data analytics solution, Bodylogical™.
Together, we built a diabetes digital-twin simulation model based on the patient's bio-markers, medications, demographics, and lifestyle behaviours.
Utilising our design, research, and development capabilities, we conducted user and market research, ideated solution concepts, designed study stimulus for concept validation, designed UI screens and flows, and conducted user testing to evaluate both the solution concept and the usability.
We employed a range of methodologies including Design Thinking, Lean Startup, Human-Centered Design, and Agile to move quickly from concept to solution.
The outcome.
The devised solution was a digital-twin simulation tool that creates a personalised model of the patient's biological, medication, and lifestyle data.
It allows diabetes coaches to generate and compare simulated health outcomes, effectively demonstrating how small, incremental lifestyle changes can dramatically slow or reverse disease progression—capitalising on the 'shock' insight to drive lasting behaviour change.
In preliminary studies, the solution showed great promise, delivering good results in changing patients' behaviours, as well as having strong buy-in from HCPs and solid commercial models.
