Case Study
Pulmonology/Respiratory
Our market research in respiratory diseases, including asthma and COPD, helps clients assess the landscape for new treatments and devices. We focus on understanding patient experiences, physician treatment preferences, and the competitive environment. By providing comprehensive insights into respiratory care, we enable clients to refine their product offerings and communication strategies.
“Day in Life” Ethnographic research to ideate around a new service offer –NSCLC
Objective of the Study
Determine the Asthma Patient Pathway, with all its different stages and specificities.
Methodology
METHODOLOGY
25 Ethnographic interviews with asthma patients, with a pre-task of journals
GEOGRAPHICAL SCOPE: France
SAMPLE
-4 conducted in facility.
-21 conducted at the home of each patient in several regions of France.
TARGET DETAILS
The patients were divided among different profiles (validated by the client). The profiles were established using criteria like GINA stages, age group and type of treatment.
In preparation for the interview, each patient had to complete a diary (this pre-task was used to enrich the interview findings).
LOI = 120 minutes.
MAIN RESULTS
Determined the impact on patients’ lives and how the patients cope with the difficulties encountered depending on the GINA stage.
Identified missing key points in the patient journey, the drivers or barriers of each step and breakpoints or events that move the patient from one stage to another.
The analysis provided a list of positive and negative attitudes/ behaviors of the different profiles with respect to their treatments and expected services that would facilitate their daily lives but also lead to an understanding of their disease and their treatments.
Provided verbatims from patients, to be leveraged in a potential awareness campaign, that would allow the general public to understand the disease – for a better acceptance / understanding by the non asthmatic circle.
KEY TAKE-AWAY
Presented all relevant aspects including: patient perceptions of asthma, treatments and health professionals involved in the management.
Investigated the patient pathway within the medical system, from the first symptoms until diagnosis, prescription of treatment and disease control.
Brand Equity Research and Insights regarding hospital listing and access approach in hospitals for a newly available product to address a Severe Asthma indication
Objective of the Study
Understand how this indication is approached, patient journey to understand the specialist and diagnosis process, impact of COVID (workload, responsibilities).
Brand equity (client’s product vs. competitors) and competitive landscape investigation.
Methodology
METHODOLOGY
Qualitative In-depth Interviews
Pre-task: each HCP provided 3-5 Patient Records and follow-up calls with a focus on hospital listing aspects and fine-tuning the optimal listing approach.
GEOGRAPHICAL SCOPE: Hungary, Croatia and Lithuania
SAMPLE
36 Pulmonologists and a total of 38 Patient Records
TARGET DETAILS
Specialists only were included in the investigated target; HCPs were asked to describe a patient that typically represents the SEA patients that they see and treat in their practice.
LOI: 60 min for the IDIs, 30 min for pre-tasks
MAIN RESULTS
Explored the SEA patient journey and diagnosis process including symptoms that trigger HCPs to think of SEA, and standard lab tests.
Analyzed the ideal treatment, prescription drivers, treatment algorithms and the positioning of biological treatments within existing algorithms.
Performed brand equity analysis complete with current main players in the indication, patient profiles associated with each of the existing product profile evaluation, patient eligibility and brand reputation.
Investigated the competitive landscape, main perceived competitors and their associated USPs.
KEY TAKE-AWAY
Provided in-depth understanding of SEA approach, patient profiles and patient journey, the client’s brand equity and USPs, as well as competitive landscape to be considered when positioning the product on the markets within the scope of the study, and optimum approach for hospital listing.
Performed an insights activation workshop with the client’s teams from the investigated countries in order to put insights and structure recommendations based on country specific knowledge.