Insightfil is a new venture from custom mosaic design company Artaic. We worked with Insightfil in its early startup phase to reimagine the delivery and use of prescription pills.
Imagine a lovely image you took or designed. Now imagine that image transformed into a mosaic to fit spaces as large as a hotel lobby wall, or as grand as the exterior surface of a five-story building. That’s what Boston-based company Artaic does, using their computer aided design software, robotic manufacturing systems, and millions of glass, ceramic, and stone titles.
While it may seem strange that a mosaic manufacturer would enter the pharmacy market, when you take a step back, it makes complete sense. Deep down, Artaic is an innovation-focused organization with expertise in taming complex workflows, designing custom software, and using robotics automation for mass customization. Mosaics were the first application of these unique abilities. They believed these abilities and technologies would be perfect for providing customized medication packages for patients, as well. After all, robots don’t care if they’re working with tiny tiles or pills.
We were delighted to work with Insightfil as they explored opportunities in healthcare through a research grant from the National Institutes of Health. It turns out that over 60 million Americans struggle to manage their complex medication regimens, leading to poor healthcare outcomes and $300 billion in avoidable medical costs for our country. Insightfil believed they could positively influence patient adherence—a huge issue that affects patients, health providers, and insurers—by rethinking medication management, packaging, fulfillment, and distribution.
Many organizations struggle with how best to bring a new service or product to market. There’s so much to consider and align: go-to-market strategy, business needs, supporting technology, pricing, marketing—you name it. This is particularly true where the offering is something innovative, where you can’t rely on improving what’s come before.
Together with Insightfil, we determined that the patient experience was the key. You can have the best technology and a solid business case, but without a great user experience, you’re unlikely to modify patient behavior in a way that influences adherence.
One of the tools we used to understand what patients feel and experience is a “customer journey map.” This visualization tool allows you to see all touch points—from initial awareness to ongoing relationship—from the perspective of the patient. It is a powerful way to turn a traditional, siloed, organizational point of view on its side, and to see each step as part of a larger whole.
It dramatically shifted our understanding of how all the pieces fit together: everything from the overall business opportunity to the packaging, clinical experience, and design of key digital experiences.
We had the good fortune to participate in a design review organized by Design Museum Boston, which brought together designers, healthcare experts, and roboticist to review and critique our journey map.
“This journey map changed how to we understood everything about our new healthcare initiative. We still look at it every day.” -- Mike Trachtman, Chief Technology Officer at Insightfil