Business Case

Identified emotional drivers influencing treatment selection at specific points in the patient journey for a rare disease

Our client, a large pharmaceutical company very active in GTx was developing a gene therapy for a rare disease and sought to understand the emotional drivers impacting key stakeholders during their patient journey. LSC employed a deep-dive approach, using qualitative interviews to unearth the myriad of factors, from philosophical views on care to beliefs and perceptions about the disease to identify factors that influence treatment choice and openness to new therapies at specific points on the patient journey. This intricate mapping of emotional drivers, motivations and perceived unmet needs not only illuminated the experience throughout the patient journey, but also highlighted areas to refine the client’s go-to-market strategy.