Using a structured innovation process, we creatively reframed the way pharmaceutical companies typically approach medical problems.

We used a structured innovation process comprising: immersion, background context/desk-research, deep primary user research to gather patient insights, exploration of potential ideas, rapid prototyping and development of content, co-creation with world-leading cardiologists, behavioural change scientists and partnership with existing health/wellness solutions to develop a transformational service.

Our primary research showed patients have no support immediately following a heart attack, and more importantly that the first 4 weeks is crucial to stimulate behaviour change.

During these 4 weeks, patients are highly motivated to make lifestyle changes which will reduce their chances of having a second heart attack. After this period, they are far less likely to make changes.

We partnered with Vida Health, a digital health coach startup based in California. First we trained a team of dedicated heart-health coaches, then we used their digital coaching app as a platform to connect these coaches with patients and to distribute tailored content.

AstraZeneca’s Day-by-Day offers a choice of personal health coaches, for one-on-one, totally tailored information and support.

Live video chat, messaging and accessible content (e.g. animations, motivational messages) help patients form healthier habits, and give them the emotional support they need after a heart attack.

In the first 4 weeks on the Day-by-Day programme:

• patients interacted with their coaches 40 times a week on average

• 60% of patients started a new exercise routine

Based on data from previous studies, a rise in Patient Activation Measure (PAM) scores implies a 43% increase in medication adherence.