Investigating the Patient Experience in Anticipation of Introducing a Novel Molecule

Challenge

A pharmaceutical company geared up to introduce a novel molecule into a market already saturated and well-established. To ensure a successful launch, they sought to comprehend the experiences of individuals coping with the relevant medical condition. This involved identifying touchpoints, pivotal decision moments, and actions taken by patients throughout their journey, aiming to assess the product's potential efficacy.

Impact

We recognized temporal patterns, key moments of human connection, peaks, crises, and obstacles across various levels – encompassing behaviour, attitudes, and emotions. We delved into the factors influencing the initiation, transition, and cessation of therapy. Additionally, we gained profound insights into patients' fears, unmet requirements, and aspirations throughout their experience. Lastly, we presented a structured set of actionable catalysts and impediments to generate interest in the new molecule, along with identifying the optimal positioning strategy.

Method

We engaged in comprehensive interviews with patients to gain insight into their journeys, spanning from the emergence of initial symptoms to the treatment phase. Our focus encompassed their interactions with healthcare professionals, examining the nature and extent of these engagements. We identified potential openings for a new player in the market through this exploration. This approach allowed us to discern and capitalise on patient needs, pinpointing areas where our client could make the most significant impact in generating interest for their product.