Dr. Reddy’s Laboratories was set up in the early 80s with a clear vision: bring new molecules into the country at a price the common man can afford. Dr. Anji Reddy believed that if medicines had to serve their purpose, they had to be accessible and affordable.
By 2015, the company realised that to stay true to its vision, it had to evolve beyond an organisation dedicated to developing new pharmaceutical drugs. The future of healthcare was beyond-the-pill.
Dr. Reddy’s became an incubator for a small team of researchers, designers and thinkers. Their goal was to transform the company into an organisation that applies the principles of Design Thinking to every aspect of the customer’s healthcare experience.
This bold step into the future was called Studio 5b. Today, it is home to some of the sharpest minds in the field of design, behavioural science, experience design, and research. Their goal: to take healthcare into the future, while keeping the needs of the patient at the heart of every solution.
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We don’t immediately jump to solving the problem. Design Thinking asks you to spend time understanding the root cause of the issue. Then it forces you to consider the wide range of potential solutions. It requires you to prototype and iterate till you have an answer that makes the user’s life better. The goal is to not just arrive at a solution. But to have a solution that is desirable for the user, feasible technologically and viable economically.
Within our doors you will find a team of talented people tinkering with ideas that will transform pain points into moments of joy. If you insisted on applying labels, they would call themselves creative thinkers, insight explorers, strategic experts, or experience designers. Their infectious energy coupled with an environment that nurtures teamwork and efficiency, helps us create people-centric healthcare experiences that lead to healthy, happy lives.
Our design process has refined the art of using Design Thinking to solve healthcare problems. It creates an environment where research findings, lateral thinking, strategy and feedback loops can work together efficiently. It also helps us work in tandem with teams from multiple disciplines across Dr. Reddy’s to create solutions that lead to healthier, happier lives.