PROJECTS
PATIENT JOURNEY:
DETECTING OPPORTUNITIES
Health
METODOLOGÍAS
Ethnographic research | Qualitative research | Design thinking methodology
SECTOR
Health
YEAR
2020
Description
Our client faced the challenge of redefining the Global Brand Positioning of one of its core products in Asia and Latin America.
We conducted in-depth research with patients, doctors and caregivers to analyse the patient journey of people after traumatic brain injury. Pain points were investigated, and their experiences analysed to identify unmet needs, transforming them into opportunities for new product positioning.
Ethnographic research in 6 countries
54 international participants (doctors, caregivers and patients)
3 patient profiles identified
Customised opportunities per region
“A guide with an explanation of how the neurological part of the patient will evolve at home would have been very useful”.
Neurologist
KNOW THE PATIENT
IN DEPTH
Construction of the patient’s empathy map. Understanding what they think, what they see, what they hear, what they say and do with regard to the pathology and available treatments.
Identification and characterisation of patient profiles taking into account different attitudes, contexts and specific needs.
BUILD
THE PATIENT JOURNEY
Detection of the phases of the journey and the key moments, identifying the gain and pain points in each of the stages.
Construction of the map of stakeholders involved in each of the stages.
Evaluation of the drug and the experience with it, as well as the differentiating elements with respect to the competition.
ANALYSE DIFFERENCES
BETWEEN COUNTRIES
Understanding the country’s context, the importance of its private sector, the usual prescribing process, the level of patient support, etc.
Identification of particularities during the journey, and in the perception of the drug, in order to detect cross-country and country-specific needs.
IDENTIFY
OPPORTUNITIES
Identification of areas of opportunity to respond to the detected needs and achieve a differential positioning in the pathology.
Definition of commercial actions for the Global Brand Plan, establishing specific roadmaps for each country.
