Project Brief

Johnson & Johnson: Johnson & Johnson Medical touches a billion lives around the world. Johnson &
Johnson Medical provides solutions to doctors, patients and nurses. Being a leading Medical Devices
provider in almost every segment, what sets it apart is its constant focus on innovation. It offers an
extensive range of high technology medical and surgical equipment, devices and services. The business is
organized into franchises to focus on target customers. The core franchises include: Ethicon, Ethicon Endo
Surgery, Depuy Synthes, Biosurgery, ASP and Lifescan

Our Credo: Johnson & Johnson is guided by the values set forth in Our Credo, created by General Robert
Wood Johnson in 1943. These principles have guided us over the years and continue to set the tone of
integrity for the entire Company. At all levels, the employees of Johnson & Johnson are committed to the
ethical principles embodied in Our Credo and these principles have been woven into the fabric of the
Company. We believe it’s a recipe for business success. Put simply, Our Credo challenges us to put the
needs and well-being of the people we serve first.

Project Title:
Understand Triggers to Overcome fear of surgery

Background of the Project:

Clinically severe obesity (also called “morbid” obesity) causes many different risks to health. Obesity,
often referred to as the mother of all diseases, is known to trigger many associated disorders (called co-
morbidities) like diabetes, hypertension, sleep apnea, PCOD, infertility etc.

India is witnessing a dramatic rise in obesity. With almost 3 Million Morbidly Obese people, India now
has the world's third largest number of obese individuals following USA and China. Johnson & Johnson
India is working to address this challenge and help patients live healthier lives

Bariatric surgery is one of the options for treatment of morbid obesity and J&J has world class products
that get used in the surgery for better outcomes. The aim of surgery for obesity (called “Bariatric
Surgery” or “Metabolic Surgery”) is to not only to lose weight but, more importantly, to improve health
and increase the life-span. In spite of the advantages, adoption levels are low, with only 13000
procedures annually, the potential that exists in India is yet to be realized.
Owing to increase in awareness, many are consulting surgeons however less than 20% of those undergo
surgery.

Opportunity Area:
To understand the patient perception, awareness, behavior, key influencers, reason for drop out with
regards to “Bariatric Surgery” or “Metabolic Surgery”, JnJ initiated a market research study which
uncovered ‘Psychological Risk or Fear of Surgery’ as an important reason for not opting for surgery or
delaying surgery. Patients who opt for surgery overcome this barrier. Understanding the triggers of
patients who opt for surgery and designing tools to aid those considering surgery to accelerate their
decision may help patients choose the right treatment sooner.

Project Objective:
To develop a communication strategy to market evidence related to bariatric surgery and remove
misconceptions around surgery
To understand the decision making journey of patients who opt for bariatric surgery and ideate on how
the journey could be made easier/accelerated.

Project deliverables:

1. Conduct 2-3 focus groups to understand the triggers that helped patients who under-went
bariatric surgery overcome -fear of surgery
2. Understand the disease landscape and recommend a plan on ATL/BTL awareness activities that
can to improve awareness about bariatric surgery focusing on reducing fear of surgery basis on
learning from the focus groups
3. Identify key communication methods and messaging that can reduce the fear of surgery
4. Recommend a plan to leverage FB community / other digital platforms alongside

NOTES / additional info:

Guide Name: Kanchan Bhakoo

Mentor Name: Ajay Grover

Johnson & Johnson India: http://www.jnjindia.com/

OUR CREDO: http://www.jnj.com/connect/about-jnj/jnj-credo/

Note: Please submit duly filled form to requester along with additional guidelines / instructions /
information, in case any.

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