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How can emotional drivers motivate adoption of a new treatment?
The Context
A global pharmaceutical company was considering the launch of a new Fixed-Dose Combination (FDC) indication for 2 products currently existing in the Metastatic Breast Care space.
Business Challenge
In the absence of therapeutic innovation, the client needed to understand potential reactions to the FDC and to uncover emotional drivers which they might leverage to motivate adoption.
Our Approach
Through ethnographic interviews (market research), we came to understand the greatest motivator for using these 2 products in FDC therapy was the benefit to the quality of life for the patient. The reframe leveraged the emotional pull that HCP’s felt for this patient type and an unmet need of wanting to do more for them. Ultimately, the reframe focused on the opportunity to offer the patient greater ease in their journey and more time to live.
Our Impact
Following the research, the client was armed with a clearer idea of the risks and potential successes of launching the FDC and the importance of leveraging the emotional connection that HCP’s have with this patient type. They were provided with a strategic plan on how best to launch the FDC, including patient pull strategies, and an HCP plan which includes oncologists, nurses, pharmacists, and P & T committees.
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