Patient Journey
The patient journey isn’t one size fits all; its relevance, usages and implications depend on the disease in question and the stage of the asset development process.
The challenge
We believe a successful patient journey starts by answering some fundamental questions:
Early phase
In the early phases, the foundations of the strategy should be laid to ensure the best chance of success at launch. This should:
- Excite the organisation and inform the company vision.
- Provide a deep understanding of the current patient experience and unmet needs.
- Help identify critical roadblocks that need to be addressed now to be in play for launch.
- Guide elements of the clinical trial design (e.g. PROs) and support better engagement with the clinical trial program.
Later phase
The focus on the patient journey is to provide the deep emotional insight that will support brand building and campaign launch by:
- Allowing the creation of an emotionally engaging positioning, brand identity and compelling brand narrative, and providing foundations for the creative brief.
- Bringing patient centricity into comms development, including engaging patient personas.
- Informing strategic drivers for launch preparation and planning.
Get in touch
Got a question, or want to find out more? We’d love to hear from you. Click here to get in touch.
The Branding Science solution
Early phases:
Alignment and program kick off
A program alignment meeting is crucial to establish the key success factors for the program and ensure the methodology can answer your business questions.
Data distillery market and insight synthesis
We start our engagement with a data distillery – desk research on your asset, competitors and state of the category, plus available primary and secondary research – to establish an insights foundation.
Insights generation
Methodology is customised, though typically has qualitative research focused on functional/clinical aspects of the patient experience, and areas for improvement.
Insights activation workshop
We finish the project with a half-day interactive workshop with the full client team.
Later phases:
Alignment and program kick off
A program alignment meeting is crucial to establish the key success factors for the program and ensure the methodology can answer your business questions.
In-depth qualitative interviews
Qualitative interviews are the foundation, providing a deep and holistic portrait focused on the interplay of the physical or emotional experience. This is most impactful with a variety of stakeholders (at least patients, carers and HCPs).
Patient/carer extended engagement
Extended engagements are key to rich insights, enabling patients and carers space to reflect on their journey.
PEP™ Talks
We use PEP™ Talks for another layer of validation data to build confidence in the journey as a guide for your strategic decisions.
Strategic activation workshop
We finish the project with a BSc-facilitated workshop with the full client team. Workshops are structured to achieve team alignment and consensus, from an agenda tailored to your needs.
Why branding science
1
We are a global insight-led pharmaceutical consultancy, built upon a foundation of behavioural, marketing and data sciences.
2
Our work harnesses commercially meaningful insight to create world class strategies for brands, portfolios and early-stage assets.
3
We act with courage and conviction, challenging the status quo to elevate thinking and enable positive change.