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When a cough is not “just a cough”…
CONTEXT
In a post-Covid world, mindsets around coughing have changed - coughing has become re-defined, which has implications for patients suffering with Refractory Chronic Cough (RCC). A global pharmaceutical company wanted deeper insight into the social and emotional experiences of RCC patients highlighting opportunities for shaping their brand strategy and patient support interventions along their journey.
CHALLENGE
Our challenge was to deeply understand the unique tensions that manifest for RCC sufferers, exploring how the realities of “just a cough” forces patients to navigate multiple life-changing impacts.
Our Approach
Across all global markets our work demonstrated that although RCC is not a life-threatening condition, it imposes a complex disease burden on patients and considerable quality of life impacts, not only physically, but emotionally and socially.
Approach Highlights: A comprehensive global ethnography revealed important parallels and salient cultural distinctions across the global RCC patient experience, shedding light on the multiple unmet needs across markets.
Our Impact
By deeply understanding the complexities of the RCC patient experience and unmet needs, the team was able to pinpoint key opportunities areas in which to shape and leverage their brand strategy and optimize forthcoming treatment interventions.
“I’m very grateful to the FSi team…this will be very, very helpful as we think about our branding work.”
“The work directly speaks to the brand strategy needs.”
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