Content and UX for pharma website providing a portfolio overview and patient management guidance for HCPs
Research found physicians are frustrated with lack of effective current Txs for AML. Enthusiasm for enrolling patients in clinical trials, suggests physicians are keen to try new products and have little satisfaction with current ones.
If NI Tx is chosen the aim is not cure, the aim is for everyday QoL. This is the driving factor underlying Tx choices.
QoL is very personal, but key factors are: Staying away from hospital / reduced blood transfusions, minimal S/Es, dying in peace.
AML NI is a difficult and emotional treatment area for doctors to treat, due to: lack of Tx options, lack of confidence in outcomes for patients and terminally ill co-morbid patients with limited prospects. New products need to offer notable increases in OS with no worse / minimally worse S/Es. A new product will not have great traction if they have worse S/Es and little improvement in OS.
Proven clinical superiority over Decitabine monotherapy is essential, with tangible reductions in anaemia and associated health economic costs desirable.
Physician and patients work together on choosing Tx choice (DoH guidelines). All Tx choices are authorised by the Multi-Disciplinary Team so personal values of the physician do not necessarily impact Tx choice. Treating AML is personal. No magic bullet. No cookie cutter treatment approach.
Purpose, to understand treatment landscape for Clostridium difficile infections (CDI) and the key challenges to be addressed and a product profile review.
Language and visual cues were the focus of this study, to deliver the basic understanding needed for communication materials to describe the treatment of post Myocardial Infarction patients. In-depth discussions conducted with physicians and nurses found the common language and emotional triggers around the management of post-MI patients that deliver relevance to the clinician. Imagery and visual cues were tested and the combination and hierarchy of relevance established.
Brand positioning mapping investigation into the likely adoption of a new anti-rejection drug for the treatment of organ transplant patients.
Market landscape exploration
Exploring the prescribing legacy and potential for different routes of administration and regimens, we mapped the competitive landscape and highlighted the potential drivers and barriers to adoption; finding a product position and delivering a communication strategy for launch.
Biba Medical, the leading medical publishing and conference provider for vascular surgeons needed to understand brand perception and event experience at their flagship conference: CX Symposium. We held discussions with physician attendees to map experience and understand what the brand and symposium experience meant to physicians. The understanding formed the basis of a marketing strategy that allowed the client to ensure the symposium experience remained true to physicians’ values as the symposium expanded.
We investigated digital information channels used by midwives, highlight sources and levels of awareness they have of new products. We recommended semi-ethnographic interviews and eye-tracking to test digital concepts in everyday context, and allow a user digital journey to be mapped in as realistic environment as possible so behaviour could be fully understood among all the stimulus and distractions of the actual workplace.