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Deep empathy patient journey: facial injectables
Photo by Eye for Ebony on Unsplash
How do we impact patient decision making around facial aesthetics?
The Context
A global pharmaceutical company was seeking strategic opportunities to impact patient decision-making and enhance the patient experience around facial injectables.
The Challenge
In order to meaningfully address patients’ unmet needs, the client needed a deep understanding of the complex emotional journey that patients experience around facial aesthetics.
Our Approach
Through experience design and ethnographic interviewing techniques used during market research, we uncovered that the patient experience around facial beauty is marked by significant moments of internal emotional tension. Along the journey, people can feel both empowered and vulnerable, confident and unsure, autonomous and constrained.
Approach Highlights
- Behavioral interviewing techniques, such as projective tasking, to get beyond the surface
- Strategic leverage points and critical next steps.
Our Impact
Equipped with experience journeys and impactful patient videos, the marketing and brand strategy teams had a nuanced understanding of patients’ unmet needs and aspirations. This new knowledge informed their marketing and brand strategy.
“These videos are amazing! They really do bring the journey to life and allow you to connect to the patient experience."
- Manager, Marketing Research
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