Healthcare

Healthcare

Helping people to stop smoking

Context

Smoking causes one in ten deaths worldwide. Most smokers know that smoking is dangerous, but the combination of chemical addiction and social routine makes a cigarette habit hard to break. There are many healthcare apps and devices that claim to help people to stop smoking. Our client wished to launch a breakthrough product in this crowded market: a product that was potentially more effective than its competitors, but possibly more complex to understand and use. It asked Innovia to recommend how to compete.

Approach

Our approach was to first analyse the behaviours, beliefs and motivations around existing approaches, as well as their technical merit. Creating the landscape required expertise in health psychology, behavioural economics, biochemistry, pharmacology and product design. Using a combination of deep technical and behavioural analysis, we explored emerging and mature products, digital health interventions, and services that have been developed to change behaviour and improve health outcomes. By mapping the technologies onto suitable models of behaviour, Innovia identified key threats and opportunities for the launch: what new approaches are on the horizon? How might policy and regulatory changes impact the success of the product? What partnership opportunities exist? How can behaviour change techniques be incorporated to boost efficacy?

Impact

Using this analysis, Innovia created a set of future scenarios into which the product might be launched. We facilitated a multi-location workshop to develop strategic options for the launch. Our work will improve the launch of this breakthrough product, and help more people to quit smoking across the world.

What is going on in the brain when people try to quit smoking

What is going on in the brain when people try to quit smoking