PH-COPD: Creating a category by starting with empathy​

Our client discovered a molecule for a yet undefined but serious and often confounding condition. We revealed through our research that in this space - without treatment, clear diagnosis, coordination of care, monitoring, or vocabulary - there was a deep need for definition, education and empathy. ​

By developing a global patient journey and 3 global personas, we created the foundational knowledge, empathetic understanding and internal alignment our client needed for a successful path to launch. We identified patient-centric endpoints to guide research outcomes and 7 key unmet needs as springboards for innovation. ​ ​ ​ ​