Roadmap for Best-in-Class Rare Respiratory Disease Patient Care

How can Customer Experience research reveal the most impactful opportunities for designing patient service concepts?

Context

A global pharmaceutical company aspires to deliver an elevated, future-facing standard of care to accompany the launch of a new treatment for patients with a rare and potentially terminal lung disease.

Challenge

In order to ensure that patients would receive a truly patient-centric, holistic treatment experience, the client needed to understand the end-to-end patient and HCP journey, as well as future shifts relating to rare disease care solutions.

Our Approach

Our ethnographic CX interviews revealed that while a terminal illness diagnosis is devastating, patients do not resign themselves easily to the life limitations imposed by this rare disease. Instead, they find ways to self-advocate, and seek opportunities from their wider healthcare teams to partner with them in optimizing their immediate and long term treatment management.

  • Ethnographic CX interviews and behavioral observations with patients & HCPs, to immerse ourselves in patients’ lives and understand their most salient needs across the rare disease experience.
  • CX Needs Blueprint & Emotional Journey to bring to life t complexity of the treatment experience and identify high impact service need opportunities.

Our Impact

Armed with clear CX impact opportunities, we handed our client an inspiring service blueprint. Next, we led the CX team in the design of service concepts with the goal of empowering patients and HCPs along key phases of the treatment journey.

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“This is a very deep, rich understanding and will open a lot of pathways for us.”

- Agency Design Director ”

"You captured literally everything."

- Client Executive Director

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