ROCHE / HEALTHCARE SOLUTION MODEL FOR CENTRAL AMERICA
Type 1 and Type 2 Diabetes are among the most pressing health issues in Central America, with significant barriers to accessing both public and private healthcare. After losing a major public healthcare tender in the region, Roche sought to rethink its approach. The challenge was to design a strategy focused on real-life problems and needs, delivering meaningful solutions that added value not only for Roche, but also for healthcare professionals, patients, and government agencies.
(Strategic Innovation & Service Design)
Approach
Conducted in-depth field research in Panama and Costa Rica to understand the healthcare ecosystem.
Mapped the full ecosystem of diabetes care, identifying barriers, inefficiencies, and unmet needs across stakeholders.
Co-created with local healthcare professionals, patients, and Roche teams to uncover opportunity areas.
Defined strategic solution models balancing desirability, feasibility, and viability.
Designed and outlined digital platforms, apps, and support programs to improve treatment and communication.
Impact
Defined new strategic positioning for Roche in Central America’s healthcare ecosystem.
Designed digital platforms for doctors and patients to support treatment and follow-up.
Proposed apps for monitoring and patient support programs.
Developed communication and marketing strategies adapted to local healthcare contexts.
Strengthened relationships with local healthcare professionals and institutions.
Key activities
Field Research & Stakeholder Insights: Interviews, observations, and ecosystem/service mapping in Central America via comprehensive customer journey and ecosystem analysis with key pain points
Opportunity Area Identification: Prioritised high-value areas for patients, doctors, and government systems, identifying a strategic opportunity framework for diabetes care.
Solution Model Design: Defined concepts for digital platforms, patient-doctor interaction, and monitoring tools, with a solution model blueprint with service design maps.
Prototyping & Strategic Alignment: Developed initial concepts for digital solutions, support programs, and communication materials. Portfolio of prototype solutions for future development.
Roadmap & Implementation Guidance: Created a pipeline of short- and mid-term initiatives, via a strategic roadmap for Roche in Central America.
Reflection
This project reinforced the importance of deep field research and local context when shaping global healthcare strategies. By shifting from a product-first to a human-centred approach, Roche was able to envision solutions that built trust, improved care delivery, and created value across the healthcare ecosystem.
