Surfacing the Friction Points and Unmet Needs in M.A.S.H. Care

MASH is a largely neglected and under-screened disease, with unclear responsibility for diagnosis and management.  Without treatment, clear diagnosis, coordination of care, monitoring, or vocabulary, there was a deep need for definition, education and empathy.

Speaking to both patients and HCPs, we created a CX journey that brought to life the behavioral and structural friction points, uncovering the deeper why behind these frictions, and identifying opportunity areas to improve timely diagnosis, care pathways, and adoption of new treatments for MASH patients.

• Diagnosis as Catalyst: We found the diagnosis acts as a catalyst after years of other cardiometabolic diagnoses, shifting patients' understanding of their health trajectory.
• HCPs Deprioritize MASH: HCPs often view MASH as secondary to other cardiometabolic issues and fail to harness this momentum.
• 33 CX Opportunities: We identified 33 grounded CX opportunities to leverage MASH momentum by driving closer screening, faster diagnosis, and earlier treatment.