001 / Health
A global pharmaceutical company
Understanding the moments of loyalty & switch to identify more effective patient activations
In an established market, how can a brand encourage first-line switch?
A large pharmaceutical company wanted to support patients suffering with chronic idiopathic constipation, specifically by identifying strategies and tactics to increase patients’ Rx switching (from suboptimal Rxs to potentially more effective treatments). They came to Egg to better understand the behavioral and emotional journey of these patients.
Strategies and tactics that nudge patients at key micro-moments
The Egg team started by working with the clients to develop detailed hypotheses to help inform the fielding strategy and to focus on where to go deep in the research. We then conducted three rounds of qualitative research with patients (mobile & in-home ethnographies & co-creation groups) and one round of research with HCPs to allow for iteration and this hypothesis-driven approach. We engaged with patients to understand not just endogenous factors like emotions, mindsets and attitudes, but also how these factors interact with exogenous factors like how social information affects perceived social norms and how HCPs frame expectations and information. Through assessing the overarching behavioral and emotional journey, we identified key micro-moments that served as inflection points. Armed with a deeper understanding of the nuances at play within the patient journey, we developed specific strategies and tactics to effectively nudge patients onto the desired path.
Unlocking opportunities to set patients up for success
Identifying the triggers and patient drivers at each stage enabled our client to develop and pursue more effective patient activations along the treatment journey. Going forward, the company can now ground its strategic initiatives in a rich understanding of the patient’s behavioral and emotional experience.