Five students from Johns Hopkins University were awarded
first place and took home $5000 in the 5th annual Pfizer Case Competition
, a competition that prompts participants to solve “real-world” business challenges which involve pharmaceutical products developed by Pfizer.
The winning case focused on creating a strategy to increase compliance for a pneumonia vaccine in children or seniors, according to a recent press release issued by Johns Hopkins Carey Business School.
The Centers for Disease Control and Prevention (CDC) report that pneumococcal disease
is common in younger children, however, it’s older adults who are at increased risk of developing more serious, often life-threatening infections. This is why the current CDC recommendations call for all babies and children under 2, all adults 65 or older, and anyone between 2 and 64 who have medical conditions that put them at increased risk of pneumococcal disease to receive the pneumococcal conjugate vaccine
The Hopkins team consisted of Priya Arunachalam, Stephen DeMars, and Misha Isran (Global MBA students from Carey), as well as David Buxton and Dexter Waters, students from the Bloomberg School of Public Health. To create their strategy for the case, the team used behavioral economic theory. According to the press release, this meant taking a “design thinking approach
,” which consists of several elements but boils down to a fundamental philosophy: “to conceive innovative solutions by zeroing in on a problem’s root causes.”
“Design thinking teaches you how to think differently when solving a problem; to take a more creative approach,” Sharon Kim, PhD, associate professor at the Johns Hopkins Carey Business School said in the news release.
Here’s how the process works:
- Understand the problem and make note of the constituencies affected by the issue.
- Observe the problem objectively to remove existing bias held by the design thinker or stakeholders.
- Examine the various viewpoints held by all stakeholders.
The first three steps of the process serve to create empathy for the users among the design thinkers.
- An ideation phase where thinkers are encouraged to think way “outside of the box.”
- A rapid prototyping phase which allows for key adjustments to be made to the plan
- The final testing phase