Case study – Patient journey
MOVING FORWARD
WITH CONFIDENCE
THE SITUATION
Our client has an early-stage asset for Genital Herpes and required a deep understanding of the GH patient journey from an HCP and patient perspective. Specific goals were patient interpretation of GH and key emotional stages, plus obtaining feedback from patients on the potential product profile/draft TPP.
THE SOLUTION
We started with a Digital Safari to capture current understanding of GH through online articles, plus patient pre-work with mobile devices to capture the highs and lows of the GH journey. This led to more productive, insightful 1-on-1 interviews with patients. We also led 1-on-1 interviews with HCPs to unpack the journey from their perspective. We then re-engaged for a PEP Talk round-table with 5 GH patients to validate our insights and add further dimensions.
SOLUTION
Taking our findings from the interviews, we created a comprehensive report following our 4-D Patient Mapping to identify the treatment burden, healthcare system influence, social and emotional impact, and physical impact in each key milestone in the journey. With PEP Talks, our initial findings were validated, with some constructive challenges and insightful builds.
Our client was able to move forward with confidence, and with a greater depth of understanding of the GH experience. Further, our client was able to obtain refined ideas to feed into further brand development research such as a patient segmentation.