Healthcare

Healthcare

Helping people to stop smoking

Context

Smoking causes one in ten deaths worldwide – the combination of chemical addiction and social routine makes the habit hard to break. There are many healthcare apps and devices that claim to help people to stop smoking. Our client’s new product was potentially more effective but more complex to use than current approaches. It asked Innovia to recommend how to compete.

Approach

We analysed both the technology and the behaviours, beliefs, and motivations around existing smoking-cessation approaches. We explored emerging and mature products, digital health interventions, and services that try to change behaviour. By mapping the technologies onto suitable models of behaviour, Innovia identified key threats and opportunities for the launch, considering emergent new approaches, likely policy and regulatory changes, potential partnership opportunities, and how behaviour-change techniques could 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