Case studies

Case study

How we helped our client understand recent behaviour changes in market dynamics and what it means for their omnichannel strategy

The challenge

Our client needed to understand physicians' needs and expectations for an engaging multichannel communication, with a focus on COVID impact, to inform the evolution of their long-term omnichannel strategy and roadmap.

The solution

We conducted two phases of research:

Phase 1 Quantitative: 30 minutes online survey with physicians representing the client’s 3 different business units, all of whom had to have some interaction with our client and competitors over the course of the past year to be able to evaluate them.

• MaxDiff methodology to enable us to identify most preferred channels for HCPs to receive communication from pharma companies.

Phase 2 Qualitative: 60 min remote web-assisted interviews with the same target audience as the quant to dig deeper into insights uncovered during the quant phase

• Homework assignment completed by all HCPs prior to research to identify sources of information and use of digital resources

Passive Metering: an innovative approach that utilises an app installed on respondents’ device(s) to collect info and create a picture of their digital behaviour over a period of 2 weeks.

We identified how/when HCPs interact with pharma companies and how this has evolved over the past 1-2 years, particularly post-COVID
Assessed how our clients’ specific customers are sourcing information and what the expectation is moving forward

Uncovered what competitors are doing: HCPs’ perception of current multichannel communication by pharma companies and their impact
Explained impact of trend towards digital communication on rapport / relationship; identified gaps that may exist between current vs. desired activity.

The Outcome

Created an easy-to-use segmentation tool to help identify HCPs’ affinity for in-person vs. digital resources

Developed an ‘ideal mix of
channels’ for each type of
HCP communication

Case study

How we helped determine the ideal telemedicine service for ophthalmic conditions

The challenge

Our client wanted to evaluate current usage and expectations of telemedicine services for ophthalmology. The results were needed to better understand what a telemedicine service offering needs to look like in order to appeal to Eye Care Practitioners (ECP) and patients/ consumers and ultimately support the client in developing their own offering.

The solution

Opted for qualitative in-depth telephone interviews to reach a target group of ECPs and patients to discuss personal experiences with telemedicine and expectations for a future service. ECPs and patients were recruited on the basis of treating or suffering from specific eye conditions. We asked respondents to review current telemedicine platforms to assess their likes and dislikes and how they are currently using telemedicine. We further enquired into their unmet needs in the patient journey, and assessed which features would be most useful for a telemedicine service in order to address current and future needs.

Due to the onset of COVID-19, research was briefly halted. Once we resumed fieldwork the client team felt it was necessary to understand how social distancing rules might have influenced the perception of telemedicine, and whether this would have a lasting effect on the likelihood to use telemedicine in the future.

The outcome

Provided insights into
potential barriers

Delivered specifics into how a telemedicine service should be best designed

Our interactive in-depth interviews provided an opportunity to examine and generate ideas for an optimal telemedicine service for ophthalmology. We informed the client’s understanding of how these services are currently being used, pinpoint different needs between ECPs and patients, as well as assess the relative necessity to include various features. We provided insights into potential barriers to uptake and implementation and how to overcome them. Ultimately, we delivered specifics on how a future telemedicine service should be best designed.
We demonstrated to the client that COVID-19 has initiated a shift in the perception of telemedicine services as a way to provide continued safe access to healthcare, which has seen an increase in usage that is likely to continue into the future. This convinced our client to continue their commitment to a telemedicine service in ophthalmology.

Case study

How we helped our client build an integrated care solution in diabetes

The challenge

Our client wanted to build an innovative integrated care solution linking connected devices with an app to deliver meaningful data and insights for both patients and HCPs. Research was required to address unmet needs facing diabetes patients, which can positively impact our clients’ portfolio
of insulin brands.

The solution

We conducted two phases of research:

Qualitative: Pre-workshop task followed by 2 hour dynamic workshops (each with 4-6 participants) with Endocrinologists, Diabetologists, PCPs
and Patients in Germany, Italy and US.
Quantitative: 40-minute online surveys conducted with Endocrinologists, Diabetologistsand PCPs in Italy and Germany

The creative flow of the qualitative methodology allowed us to look at the unmet needs in patient journeys, review different connected tools, and ideate on optimal integrated solutions.
The quantitative phase enabled us to validate and quantify the qualitative findings and assess impact on Rx and perceptions of our client’s portfolio.

The outcome

We provided our client with a comprehensive overview of key challenges along different diabetic journeys and optimal connected / integrated solutions / design (including core ecosystem and features) to address different patient situations in the most impactful way. We were able to provide recommendations focused on realistic next steps for development and key hurdles to overcome.

Case study

How we helped our client optimise a voice assistant prototype for IBD patients

The challenge

Our client had a voice assistant (VA) prototype and wanted to find out whether such a device would be acceptable to patients and HCPs.
Research was required to help them optimise their prototype and offer ideas on the design of the support service and additional features. We also wished to help map how well it could address pain points and challenges across the patient journey.

The solution

We carried out:

35 face-to-face interviews over Zoom with gastroenterologists, gastro nurses, IBD patients and PAG representatives in France, Germany and Italy. These face-to-face interviews allowed us to gauge the facial expressions of the doctors while viewing the prototype
Video diaries were conducted to understand the level and quality that engagement physicians and patients had with current voice assistant apps

This methodology enabled us to validate the pain points along the patient journey and measure how well the support solution could then help alleviate such points and have the greatest impact.

The outcome

Following the research we were able to demonstrate how support delivered via a VA app could address patients’ challenges, as well as how different features are prioritised by both patients and HCPs.
We delivered to the design team the blueprint / framework for a MA app. The framework gave directions into the positioning of the app, the aesthetics, scope and features to humanise the app.

Case study

How we helped our client address unmet needs and opportunities in Virtual Healthcare

The solution

Two phases of research were conducted with patients with the target CV condition, all were users of some form of technology to manage their condition:

18 patients took part in a 1 week MROC followed by a web-assisted individual interview two-three weeks later

Our topline conveyed a key learning that some CVD patients recognise a need to make behavioural changes to improve outcomes and is a key driver to engage in both in-person and VHC solutions. This knowledge helped our client further optimise the stimuli before the next phase.
The second phase enabled us to capture feedback on the proposed VHC stimuli to understand the extent to which the solution would encourage and maintain engagement - ultimately capturing if it provides patient-desired autonomy in self-care (as specified in the topline).

The challenge

Our client wished to understand the unmet needs that patients faced managing their cardiovascular (CV) condition that could be addressed through a Virtual Healthcare (VHC) solution.

The outcome

We identified key needs and benefits of a CV-dedicated VHC concept, taking into account, the behavioural adaptions patients make in their transition towards self-care. The key insights were identified in 3 areas below:

The life changing impact of a CV event and patient motivation to subsequently take ownership of their condition
Wide range of recovery support mechanisms used, but pain points exist that could be addressed via a VHC solution CRP
Reaction to the client-proposed VHC solution, including positives and drawbacks for optimisation

As a result, we were able to provide our client with tangible recommendations on fine-tuning design, execution and delivering an app with capabilities desired as essential by patients.