Empowering patients to advocate for better treatment options
The challenge
Our client’s challenge tapped into one of our true passions, which is to help brands develop patient-centric strategies that, in turn, empower patients to advocate for better treatment. Strong brands, not unlike humans, are driven by purpose and meaning. Patient-centric brands address an actual problem experienced by patients and can clearly articulate how they do so.
On this occasion, our client’s brand was a treatment for opioid-induced constipation. It had been on the market for a long time and was systematically relegated in later lines, after patients cycled through laxatives that, most often, didn’t provide adequate relief and weren’t even indicated for that specific use.
The solution
We proposed and carried out a full programme integrating:
- a consulting-led workshop to dive deep into the pain points in the journey, using our proprietary 4D Mapping™ framework
- a round of research with patients to understand in more depth their experiences around these pain points
- a second workshop to translate those insights into patient messaging opportunities
- a second workshop to translate those insights into patient messaging opportunities
- a final round of research to test patient messaging
The outcome
Because the messaging was anchored in patient experiences, through a rigorous process including internal and external engagements, the platform resonated strongly with patients, and activated them to advocate for their own health.
