Differentiating a New Lung Cancer TX in an Evolving and Crowded Space

How might we preemptively remove barriers to adoption by designing customer-centric solutions that address HCPs' biggest pain points?

Context

A pharmaceutical company sought to increase the competitiveness of their new lung cancer molecule at launch.

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Challenge

The client wanted to gain a deep and nuanced understanding of pain points and unmet needs for HCPs in the treatment and management of lung cancer in order to develop a customer solution to differentiate their therapy and get ahead of potential barriers to adoption.

Our Approach

Double sprint to identify priority domain(s) then dive deep into them
Horizon scan identifying inspiration for solution for development and potential future partners.
1:1 ethnographic interviews with oncologists, physician assistants, nurse practitioners, and pharmacists to uncover deep, actionable insights.
Design principles to guide solution development

Our Impact

Equipped with a nuanced understanding of the HCP experience as well as an appreciation of the true pain points across AE management and clinical decision making, the client team was able to prioritize proposed solutions for further development.

"I can see us coming back to this research throughout the year as we build out the tool. I already have slides picked out to share with project sponsors."