How can fragmented cardiometabolic services be connected into one coherent, patient-centred pathway?

Cardiometabolic care is still delivered through disconnected services, with separate entry points for obesity, diabetes, and related conditions. Patients living with multiple diagnoses are left to coordinate their own care. Many experience stigma, uncertainty, and conflicting advice, which often leads to delays in seeking treatment or dropping out of the process altogether.

“I have so many doctors. I have my PCP, an endocrinologist, a pneumonologist, anophthalmologist, a neurologist… but no one seems to know me really, or be able to tell me what I should try next.”

– Study Participant

The pharmaceutical company wanted to increase early treatment initiation across markets. However, doing so required more than awareness efforts. They needed a structured digital service layer that could guide patients toward appropriate care, connect them with trusted partners, and support HCP engagement without crossing regulatory boundaries.

At the same time, market organizations lacked a shared product and data foundation to coordinate digital partnerships or measure outcomes consistently. Without a common structure, scaling digital access across markets would remain slow, inconsistent, and difficult to manage.

We partnered with product and commercial teams to turn the partnership strategy into a working digital model.

Using existing research and new ethnographic fieldwork, we examined how people experience cardiometabolic conditions in everyday life. We identified when they begin considering treatment, what typically stops them from progressing, and what type of support increases follow-through.

From this, we designed a clear digital pathway that defines how patients move from awareness to evaluation and onward to treatment discussion and adherence. We specified which types of partners should be included, how referrals should work, and how information should flow in a compliant way.

At HQ level, we created a modular digital baseplate covering governance rules, UX principles, data structure, and partnership logic. This allowed local markets to activate relevant partners within a shared framework rather than building new solutions from scratch. The outcome was a practical blueprint supported by playbooks and decision tools that markets can use to onboard and manage partnerships consistently.

The first MVP launched in an Asian market in2025, bringing the model into real-world operation.

Patients now receive clear, stigma-sensitive guidance, are directed to appropriate partners, and can move more smoothly toward treatment discussions with healthcare professionals. The model supports timely initiation while preserving the central role of HCPs.

Beyond the MVP, the company now has a scalable digital distribution blueprint. A living HQ handbook captures the principles, workflows, and integration logic required to replicate the model. Markets can deploy partnership-led digital access pathways faster and with greater consistency, balancing patient needs, compliance requirements, and commercial growth.

Looking toaccelerate patient access through digital partnerships?