{"id":987509742,"date":"2024-01-19T14:53:42","date_gmt":"2024-01-19T14:53:42","guid":{"rendered":"https:\/\/branding-science.com\/?page_id=987509742"},"modified":"2024-01-22T14:58:53","modified_gmt":"2024-01-22T14:58:53","slug":"etude-de-cas-decouvrir-le-paysage-des-ild","status":"publish","type":"page","link":"https:\/\/branding-science.com\/fr\/etude-de-cas-decouvrir-le-paysage-des-ild\/","title":{"rendered":"\u00e9tude de cas D\u00e9couvrir le paysage des DPID"},"content":{"rendered":"

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Case study – Patient journey<\/p>\n

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UNCOVERING THE ILD LANDSCAPE<\/strong><\/h1>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_weight=”3px” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”30px||30px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_button button_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE0MiJ9fQ==@” button_text=”Read more” _builder_version=”4.23.1″ _dynamic_attributes=”button_url” _module_preset=”default” custom_button=”on” button_bg_color=”gcid-61670f6f-3003-4c14-9a0d-4015191426cd” button_border_width=”0px” button_border_radius=”12px” background_layout=”dark” locked=”off” global_colors_info=”{%22gcid-61670f6f-3003-4c14-9a0d-4015191426cd%22:%91%22button_bg_color%22%93}”][\/et_pb_button][\/et_pb_column][et_pb_column type=”2_5″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.23.1″ _module_preset=”default” background_color=”rgba(237,178,46,0.15)” background_enable_image=”off” background_size=”custom” background_image_width=”32%” background_position=”center_left” custom_padding=”100px||30px||false|false” custom_padding_tablet=”100px||70px||false|false” custom_padding_phone=”75px||75px||false|false” bottom_divider_style_tablet=”curve” bottom_divider_style_phone=”curve” bottom_divider_style_last_edited=”on|tablet” bottom_divider_height_tablet=”35px” bottom_divider_height_phone=”35px” bottom_divider_height_last_edited=”on|tablet” background_last_edited=”on|desktop” background_enable_image_tablet=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

BUSINESS OBJECTIVE<\/strong><\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.23.1″ _module_preset=”default” width=”50%” width_tablet=”85%” width_phone=”85%” width_last_edited=”on|desktop” custom_margin=”30px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

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. \u200b<\/p>\n

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. \u200b<\/p>\n

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.<\/p>\n

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OUR APPROACH<\/strong><\/h3>\n

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Across US, DE, FR, JP, CN, we interviewed all key stakeholder groups in the ILD space:\u200b<\/p>\n

Phase 1:\u200b KEE and HCP interviews to understand the treatment and management landscape in ILD, including rational and emotional pain points.\u200b<\/p>\n

Patient interviews to understand the lived experience with ILD, and rational and emotional pain points experienced by patients with limited treatment options\u200b.<\/p>\n

Phase 2:\u200b 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.<\/p>\n

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INSPIRATIONAL<\/strong><\/h3>\n

OUTPUTS<\/strong><\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”30px||30px||true|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_font=”|300|||||||” text_text_color=”#FFFFFF” text_font_size=”22px” text_line_height=”1.2em” header_font=”|300|||||||” header_text_color=”#FFFFFF” custom_margin=”30px||||false|false” global_colors_info=”{}”]<\/p>\n

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.\u00a0 \u200b<\/strong><\/p>\n

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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\u2019s world gets smaller and smaller. HCPs and patients highlighted QoL as a key goal for future treatments.\u200b<\/p>\n

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.<\/p>\n

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Case study – Patient journeyUNCOVERING THE ILD LANDSCAPEBUSINESS OBJECTIVEOur 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. \u200b Positioning concepts in development need to pivot to leverage upon current pain points […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-987509742","page","type-page","status-publish","hentry"],"yoast_head":"\ncase study Uncovering the ILD landscape - Branding Science<\/title>\n<meta name=\"description\" content=\"The pharmaceutical industry is facing a crisis. We believe that gaining a deeper understanding of the clinical trial experience can solve it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/branding-science.com\/fr\/etude-de-cas-decouvrir-le-paysage-des-ild\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"case study Uncovering the ILD landscape - Branding Science\" \/>\n<meta property=\"og:description\" content=\"The pharmaceutical industry is facing a crisis. 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