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How do we identify whitespaces for a new medical solution?
The Context
A global pharmaceutical company wished to determine potential therapeutic opportunities for a subset of patients who experience severe complications around three types of chronic gastro illnesses.
Business Challenge
To assess the landscape and opportunities for a new medical solution, we needed to identify whitespaces at the intersection of patient need, HCP need, and future shifts in gastro care.
Our Approach
Our global ethnographic immersions (market research) with patients and HCPs challenged existing assumptions around how a disease complication is defined and experienced by patients. Importantly, patients’ gastro complications were not experienced as an extension of their existing condition, but as an entirely new illness, marked by a complex set of unique physical, emotional and treatment needs.
APPROACH HIGHLIGHTS
Patient Emotional Journeys across three subsets of gastro conditions to bring to life the nuances and complexity of the treatment experience
Global ethnographic interviews and behavioral observation, to immerse ourselves in patients’ lives and understand their most salient needs.
Our Impact
Informed by this new understanding, we confirmed for our client team the critical need for new treatment opportunities and key market opportunities in this space. This allowed them to meaningfully extend their existing leadership in the gastro space, and to prioritize initiatives throughout the treatment development process.
”You captured the whole complexity…I think your work will carry us a long way."
- Director, Global Commercial Development
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