/ Health
Overcoming Compliance Barriers and Championing Patient Adherence
The Challenge
A pharmaceutical company wanted to understand why their migraine medication was seeing significant patient discontinuation at or before the one-year mark. They came to us to help them understand the true tipping points of discontinuation and the drivers of adherence to the medication over time.
Path Forward
Employing a rigorous qualitative and quantitative approach, we conducted interviews with migraine patients, both in friendship/care partner pairs and individually. This allowed us to explore who patients were as individuals and in relationships, the impact that migraines had on them and the desperation in gaining relief as well as the disruption caused by migraines. We narrowed in on the fuels and frictions of what drives adherence and then followed up with a quantitative study to help size and quantify the biggest behavioral barriers were, as well as understand the positive behaviors to lean into.
Impact
In the end, we unpacked the beliefs that underpinned discontinuation behaviors, identified the opportunities and strategies to increase adherence how to leverage them across the brand’s strategy and multi-channel plan.