This study aims to apply the design thinking concept into the new product development process in Indonesia pharmaceutical company. The design thinking framework consist of two phases: identify and solve. The identify phase consist of discover and define, and solve phase consist of create and evaluate. Through the two phases of this, the new product development process in pharmaceutical company will be modified using the design thinking. This method in this study using the combination between survey and interview from the key persons in the company. The informants are deputy director in business development, R&D, product development and product planning. The managerial implication and discussion will be discussed in this study.

Keywords

Design thinking, Indonesia, product development process, pharmaceutical company