Understanding the emotional journey of leukemia patients

Our client was seeking to understand the emotional journey of Acute Myeloid Leukemia (AML) patients through the eyes of patients, caregivers, and nurses to identify opportunities and strategies to support patients while assessing the role of their brand in this space.

This study provided foundational insights, an AML journey including pain points and moments of meaning, messaging recommendations and guardrails, and strategic opportunities for the brand.