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Understanding the emotional journey of leukemia patients
Photo by National Cancer Institute on Unsplash
How can we understand the true disease lived experience of AML in order to design better support solutions?
Business Challenge
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.
Our Approach
FRAMING THE PROBLEM
Stakeholder kickoff
Collaboratively reframe the challenge, facilitating team alignment from the start
DIGITAL ANTHROPOLOGY
Immersion into online forums
Review online forums, blogs, and associations to emerge overarching insights into the AML experience
ETHNOGRAPHIC INTERVIEWS
Deep dive into the AML experience
One-on-one interviews (market research) with patients and their caregivers to explore their daily lives with AML, and specifically their experience of different treatments.
ACTIVATION
Ideating strategies
Session to build empathy among clients and ideate strategies to engage and support AML patients along their journey.
Our Impact
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.
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