The challenge
A leading pharmaceutical brand that is already established in the Rheumatoid Arthritis space was preparing for commercial decisions for potential new auto-immune indications. The team needed robust patient insights across autoimmune disease states to inform both commercial viability and market strategy.
We know autoimmune diseases are so much more than the symptoms. A truly effective strategy needs to be focused on the human, not just the condition.
The method
Our robust, 360-degree approach engaged patients and their loved ones in different contexts, with different goals. We conducted digital ethnography and a series of IDIs and dyads among patients and their loved ones. This allowed us to go deep emotionally, uncover tensions, and understand the impact on both patients and their relationships.
But the piece that truly unlocked this research wasn’t the research at all: it was an immersive experience that got the team inside the head of the target patients. Creative activities, sensory engagements, and role playing brought the patient experience to life in an all-day immersion workshop.
The impact
The workshop and accompanying insights helped the team create empathy-driven strategies across multiple potential treatment indications. Studies like these remind us of who is at the core of everything we do in pharma marketing: the people we can help.
Here to listen, ready to help
Questions, ideas, or something you’d like to talk through? Our team is just a click away, ready to listen and help you find the right next step.
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