Case study – Patient journey
UNCOVERING THE ILD LANDSCAPE
BUSINESS OBJECTIVE
Our client had a new early-stage asset in interstitial lung disease (ILD). There was a need to uncover the current market landscape, including pain points and emotional impact on both patients and HCPs.
Positioning concepts in development need to pivot to leverage upon current pain points to ensure the new product can make a difference in the ILD landscape once launched.
There was a need to collaborate and refine the positioning concepts through exploratory research and then subsequent testing, to determine which positionings are likely to resonate best with key stakeholders in the ILD space.
NOTRE APPROCHE
Across US, DE, FR, JP, CN, we interviewed all key stakeholder groups in the ILD space:
Phase 1: KEE and HCP interviews to understand the treatment and management landscape in ILD, including rational and emotional pain points.
Patient interviews to understand the lived experience with ILD, and rational and emotional pain points experienced by patients with limited treatment options.
Phase 2: Testing of six refined positioning concepts with both HCPs and patients against key criteria (barriers, differentiation, clinical need) to select final positionings to move forward with.
INSPIRATIONAL
OUTPUTS
Insights placed in a storylined report and subsequent workshop for each phase of research, to ensure the findings from the research are utilised and integrated into the refined positioning concepts moving forward.
Phase 1 findings highlighted the extent to which the emotional burden of ILD is heightened by social stigma, combined with the deterioration of their physical condition, and treatment side effects ultimately mean the patient’s world gets smaller and smaller. HCPs and patients highlighted QoL as a key goal for future treatments.
Testing of the TPP and positionings provided clear direction on what elements of the highest performing positionings would be best to take forward for further refinement.