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How can we help to shine a light on the lived gynecological cancer patient experience?
The Context
A global pharmaceutical company wished to achieve a deep, empathetic understanding of the early and advanced stage patient experience for a gynecological cancer, including pain points and social determinants of health (SDoH) barriers.
Business Challenge
Our client was seeking to identify areas of opportunity for a new indication of their oncology drug and to continue leading in the development of solutions for this lesser-known gynecological cancer patient community.
Our Approach
Horizon scanning of the current landscape to identify social shifts and technological advances impacting the patient and HCP community for this cancer.
1:1 Ethnographic interviews to immerse ourselves in the patient’s cancer journey from symptoms to remission.
Our Impact
Equipped with a detailed patient journey outlining the emotional experience, strategic opportunity spaces and a thorough list of drivers and barriers to diagnosis and treatment, the consumer and HCP marketing teams achieved a nuanced understanding of the patient and caregiver’s unmet needs, as well as the overall need of this specific cancer community to be seen.
"The FSi team put a lot of effort into this work. Our team is buzzing with ideas based on the insights in this report."
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