UHC360 Brief
Patient experience from rural India (PERI) for the global medical product lifecycle
India has held the third largest share of global gross domestic product (GDP) at purchasing power parity (PPP) since 2009 – and is projected to reduce its share gap with the United States to just 3.5 percentage points by 2031. Rural India accounts for 46% of India’s GDP as well as 64% of its population and 77% of its reported deaths due to non-communicable diseases (NCDs). Patient experience from rural India (PERI) can inform the global medical product lifecycle – before launch, it can shape no-regret design choices that work for rural India as well as traditional advanced economy markets. Post-launch, it can offer an early return on investment by showing how patients judge the efficacy, safety, quality and price of medicines, why and when they start and stop treatment, and what they are willing to pay for. This Brief provides a snapshot of PERI based on 22 mixed methods interviews with NCD patients as well as 8 focus group discussions in villages and 19 with 164 primary health staff in Uttar Pradesh’s Rampur district.