The challenge
Despite superior data, a leading Type 2 Diabetes therapy struggled to move earlier within HCPs’ treatment algorithms due to a gap in patient understanding. Many clinicians were limited by the misperception that patients would resist injectables, ultimately delaying prescriptions and T2D patients’ access to a superior therapy.
We didn’t just need to understand the perception gap; we needed to identify the latent drivers and nuanced interactions that influence prescribing decisions in the moment.
The method
We mimicked real office visits to move beyond self-reported data and reveal the subconscious biases and ingrained drivers guiding treatment decisions. We carefully crafted each element to mirror the pressures and complexities of a real clinical interaction, involving:
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Simulated consultations: We hired a trained patient actor to engage with physicians. This allowed us to extend beyond stated intentions and contextualize the tangible gaps in what’s communicated to patients.
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Realistic scenarios: We primed the actor to present with different, nuanced hesitations about starting T2D treatments, particularly injectables. We intentionally included variation to analyze the full range of counseling.
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In-the-moment observation: We witnessed how physicians react to patient concerns. Real-time observation allowed us to focus on what language they used and how their underlying beliefs shaped the conversation and treatment recommendation.
The impact
Our research surfaced two distinct, engrained physician perceptions that directly influence prescribing decisions, from which we built a treatment philosophy framework. The framework now shapes the teams’ HCP segmentation approach, how they target, how they craft messaging, and how they educate. The team continues to leverage these foundational insights during brand-building of their next T2D asset.
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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