Rapidly building and scaling organizational understanding of multiple patient journeys
The Challenge
A global pharmaceutical company was planning 30+ launches in the next two years.
The client team was mandated with ensuring that affiliate teams had an understanding of patients to prepare local strategies and tactics for launch. With widespread organizational budget cutbacks, the client needed to reduce costs while delivering more value.
The Approach
Literature Synthesis and Hashtag Ethnography: Published academic and grey literature and hashtag ethnography were leveraged to build a journey for each therapeutic area and indication that was grounded in real patient insight, at a fraction of the cost.
Patient Journey Mapping Sessions: Structured patient journey mapping sessions were held with each affiliate team, leveraging tacit knowledge to quickly fill gaps.
Knowledge Gap Prioritization: Remaining knowledge gaps were prioritized against corporate objectives for each affiliate, therapeutic area and indication. This enabled the client to effectively identify where new primary research would provide the greatest return on investment.
The Result
29 PJs, 18 Months, 12 Markets: 29 Patient Journeys were developed in 18 months and adapted for affiliates across 12 priority markets.
Insight-Driven Strategy & Positioning: Deliverables were used to inform global brand positioning and messaging, local tactical development, global and local patient support program solutions, as well as refine ongoing clinical trial program development.
50% Savings and Targets Exceeded: The organization saved approximately 50% of the cost of previously developed patient journeys, with the client team exceeding their targets in preparation for launch.