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How can we create an HCP campaign that works synergistically both globally and locally?
The Context
A global pharmaceutical company is launching a new therapy for a rare, potentially terminal pulmonary disease and aspires to provide added tools to help in the management of this therapy and their condition.
Business Challenge
Being an add-on treatment to existing regimens, the client needs to provide services which reduce the overall burden of treatment on patients while simultaneously elevating the standard of care.
Our Approach
Through individual and group interviews (market research), we designed and tested service concepts with patients and providers, revealing that patients are experts in their daily management and have existing processes carved out. The support provided must be specific to the new therapy and it must serve the practical needs of patients.
APPROACH HIGHLIGHTS
Behavioral Science-driven secondary research and theories helped us understand the deeper why behind the concept feedback we received.
Our Impact
Armed with (i) key recommendations for changes, (ii) specific watch outs and detailed optimizations and (iii) a list of existing examples to draw inspiration from, the partner agency and our clients were able to prioritize the most useful features in the concepts and evolve them to better meet the patient needs. Changes included altering core ideas, adding/removing features and tweaking small details such as names.
“These are rich insights. I can’t wait to revisit the concepts and refine them.”
- Client Executive Director
"Love the behavioral and social science lens!"
- Agency Service Designer
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