ProjectDiabetes in the Philippines: solutions for the BoP and business opportunities for pharmaceuticals
In many emerging markets, the prevalence of non-communicable diseases such as diabetes is becoming a major public health challenge. Asian countries contribute to more than 60% of the world’s diabetic population, with rates steadily increasing. The Philippines is one of the world’s emerging diabetes hotspots, with a prevalence rate of around 6% - and a worryingly large estimated number of unreported cases. In order to manage this disease, awareness about as well as availability and affordability of treatment options adapted to patients needs is paramount.
Endeva, in cooperation with the Asian Social Enterprise Incubator (ASEI), Civica and 3xBL, worked with a major pharmaceutical company to understand business opportunities in the middle income segment.
An intense field research phase aimed to understand: who is the emerging middle class? Where to find them? How does the patient journey of a typical middle class diabetes patient look like? And what are his/her “pain points”, i.e. what are the main challenges in terms of access to proper treatment of diabetes? To find answers, we immersed ourselves into the environments emerging middle class consumers frequently visit, and conducted in-depth interviews as well as focus groups with diabetes patients, health care professionals and experts.
An in-depth analysis of the findings informed the development of three business model ideas, which were co-created in workshop sessions between the Endeva team and representatives of the pharmaceutical company.
Based on findings of the field research, company representatives and the team of Endeva consultants co-created three business model ideas. One pilot is currently being implemented.
Credit cover photo: Oskar Annermarken