The Global Commercial team of a top 10 pharmaceutical company working with a new asset in the field of Pain
The client was seeking to understand the intersection between the patient flow, journey and experience as well as patient and physician attitudes and behaviours in the context of pain management, unmet needs, and potential opportunities to affect real change in the complex, multi-dimensional pain landscape
We developed a co-creation framework that immersed teams in the day to day lives of patients and prescribers in the context of pain. Based on hypothesis work, the framework allowed us to explore challenges through multiple lenses, develop potential solutions, and pressure test them with key audiences.
Using a variety of tools, the co-creation approach facilitated open dialogue, challenged accepted norms, and uncovered health system challenges that directly impacted on care pathways
We delivered multi-country stakeholders journeys, identifying barriers to prescribing from practical realities to concerns over patient populations and potential impact on health systems. Patient contributions helped uncover more insightful needs, shape expectations against category norms and signpost barriers to success. Final recommendations identified areas for further exploration around segmentation, positioning and launch activation
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