From PTSD Hypotheses to True Understanding

With a new indication on the horizon, a global pharmaceutical company needed foundational insight into the patient journey, including barriers to diagnosis and treatment and opportunities for the brand to improve the patient experience.

Individual experiences of this illness are unique and shaped by a complex interplay of multiple factors, such as how people orient themselves to the condition and how social, emotional, psychological, and logistical factors impact their journey.

This condition is often misunderstood and stigmatized, and it can be very difficult to talk about.  We knew we would need to take a unique approach, offering different ways for participants to engage, to ensure they felt comfortable and safe. Leveraging anthropological techniques, we dug deep into personal experiences with empathy and sensitivity.

Through this research, our client gained foundational insight into patients’ experiences with this chronic illness and identified key opportunities to improve the journey. Our thought-starters for possible brand territories and target patients positioned the client to make strategic and perceptive decisions on brand positioning.