Enhance
Enhance your existing knowledge for deeper emotional insights
You may have a fairly strong understanding of the patient, but recent changes to the environment, perhaps that have come about since the pandemic, or since the arrival of a new entrant, means you need to look again at the patient journey in greater depth.
In order to:
Understand how the journey has changed in the digital world post-COVID
Understand how patients have been impacted by new entrants in the market
To unlock the key moments of truth in the patient journey that will help to optimize uptake or change behaviours in physicians or patients
To improve compliance & adherence
The types of questions we would ask at this stage of research include:
What are the digital touchpoints?
What is the level of satisfaction with current treatment?
What are the leakage and leverage points?
How can you, as the client differentiate?
What are the evolving pain points?
Our client wanted to understand the patient journey for specific forms of AMDD, in order to inform future development in a way that would offer the greatest impact.
We opted for a three-phase solution:
Large social media listening study across all markets to understand the online conversation in AMDD
Social listening results incorporated into an immersion workshop to generate hypotheses for in-depth interviews with patients / caregivers, Psychologists, KOLs, and advocacy group representatives
Patients and caregivers created 5-day journals addressing assigned tasks ahead of the qual interviews, offering great insight into their struggles with AMDD and its impact on their lives
Respondents offered great insight into their struggles with depression and its impact on their lives post pandemic. Social media listening provided a strong foundation for deep and insightful interviews and the highly visual and interactive final presentation allowed the client team to fully immerse themselves in the insights.
