Dr. Reddy’s Announces Purple Health, a Unique Patient-Centric Platform That Takes Care beyond the Pill
September 01 2016 - 5:43AM
Business Wire
Dr. Reddy’s Laboratories Ltd (BSE: 500124, NSE: DRREDDY, NYSE:
RDY) today announced the launch of Purple Health, a unique
platform designed to inspire patient-centric innovation and deliver
solutions that address unmet needs of patients. Built around four
pillars of Awareness, Access, Adherence and Experience of therapy
for patients, Purple Health is another affirmative step
forward by Dr. Reddy’s to institutionalize patient-centricity
across the organization, stemming from its core belief ‘Good Health
Can’t Wait.’
As the first major initiative under Purple Health, the
company launched a new range of innovative, patient-centric
packaging that aims to enhance the therapy experience for over 20
million patients each year. The entire packaging initiative spanned
a period of 24 months from research to concept development to
implementation. Starting with the India market, the new packaging
will be rolled-out in phased manner over the next six months for 25
of its focus brands.
Mr. M. V. Ramana, Executive Vice President & Head Branded
Markets (India & Emerging countries) – Dr. Reddy’s Laboratories
said, “Dr. Reddy’s is committed to addressing unmet patient
needs through patient-centric innovation and we are very excited to
introduce our new packaging for patients in India. We continue to
make significant efforts to provide care beyond the pill and see
Purple Health as our belief put into practice.”
Dr. Reddy’s identified medicine packaging as an underserved area
to innovate, as it has traditionally been designed only to meet
technical and regulatory requirements, with little to ensure
patient convenience. The Company partnered with global design and
innovation consulting firm IDEO, and applied the ‘Human-Centred
Design’ approach to finding solutions during the design phase of
the project. The team met a cross-section of patients, doctors and
pharmacists across the country, conducting in-depth interviews and
observational studies to understand patient’s needs. Based on the
insights, the company redesigned its blister packs and syrup
bottles to address the pain-points.
As a part of Purple Health, the company has also commenced a
structured mechanism to assess its brand offerings on delivering
care beyond the pill. Based on assessments by an eminent external
jury, five of its brands have been certified as “Purple Star”
brands for their patient centricity innovations. The five brands
cater to needs of patients across various disease areas ranging
from diarrhea to oncology, with the assessment process underway for
its other brands.
About Dr. Reddy’s: Dr. Reddy’s Laboratories Ltd. (BSE:
500124, NSE: DRREDDY, NYSE: RDY) is an integrated pharmaceutical
company, committed to providing affordable and innovative medicines
for healthier lives. Through its three businesses - Pharmaceutical
Services & Active Ingredients, Global Generics and Proprietary
Products – Dr. Reddy’s offers a portfolio of products and services
including APIs, custom pharmaceutical services, generics,
biosimilars and differentiated formulations. Our major therapeutic
areas of focus are gastrointestinal, cardiovascular, diabetology,
oncology, pain management and dermatology. Dr. Reddy’s operates in
markets across the globe. Our major markets include – USA, India,
Russia & CIS countries, and Europe. For more information, log
on to: www.drreddys.com.
Disclaimer: This press release may include statements of
future expectations and other forward-looking statements that are
based on the management’s current views and assumptions and involve
known or unknown risks and uncertainties that could cause actual
results, performance or events to differ materially from those
expressed or implied in such statements. In addition to statements
which are forward-looking by reason of context, the words "may,"
"will," "should," "expects," "plans," "intends," "anticipates,"
"believes," "estimates," "predicts," "potential," or "continue" and
similar expressions identify forward-looking statements. Actual
results, performance or events may differ materially from those in
such statements due to without limitation, (i) general economic
conditions such as performance of financial markets, credit
defaults, currency exchange rates, interest rates, persistency
levels and frequency/severity of insured loss events (ii) mortality
and morbidity levels and trends, (iii) changing levels of
competition and general competitive factors, (iv) changes in laws
and regulations and in the policies of central banks and/or
governments, (v) the impact of acquisitions or reorganization,
including related integration issues.
The company assumes no obligation to update any information
contained herein.
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