Introduction by The Project Guide
Modern medicine is focused on the relationship between healthcare professionals such as doctors, pharmacists or nurses and the patient, but there’s a third group of people that is almost going unnoticed: the caregivers. All the family members and friends who are deeply committed to improving the lives of their loved ones. In fact, 42% of patients worldwide are nursed privately by family members. As it stands, there is currently no comprehensive service offer that puts the focus on the caregivers and gives them the attention they rightfully deserve.
Teva, the world’s leading pharmaceutical manufacturer (250 million people use Teva products daily), wants to provide caregivers (see ‘Target Group’) with support and services to make their personal care journey more manageable and bearable. The term “care journey” is used to describe the whole process a caregiver goes through: from the initial shock of finding out about the illness of a family member or friend, to the ongoing difficult caregiving process, up to the resolution (recovery or death) of the caregiving process. Teva is looking for new services and solutions to provide assistance and relief to caregivers along the way.
The major challenges for caregivers:
Caring/nursing is an act of devotion and dedication, done out of deep affection and compassion. Even so, the situation is often a tremendous burden: physically and even more so emotionally. Having to care for someone who has fallen ill poses a challenge on many levels. Read about the major challenges for caregivers in the uploaded Project Kit found below.
Teva wants to show that the brand stands for “more than medicine” and to lay a basic foundation for a new approach to caregiving. Teva feels that caregivers give a lot and get little in return, which is why they are looking to develop commercially viable care solutions that address this situation.