We work with clients launching new products into increasingly complex treatment pathways. In preparing for launch, we help clients identify and articulate the patient unmet need that they are addressing.  

 

We recently supported a client launching a new mechanism of action treatment into a therapeutic area with an entrenched standard of care that physicians and patients felt very comfortable with.

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There was a lack of recognition of sub-optimal treatment practices with inappropriate dosing, which is linked to sub-clinical indicators of poor patient outcomes. In order to evolve quality of care to improve patient outcomes, we first needed to highlight to the community the impact of current practices.  

 

We conducted social listening, which uncovered patient behaviours demonstrating that they normalise barriers to their daily living and do not discuss these issues with physicians. We conducted a survey of healthcare professionals, which uncovered that sub-clinical indicators of poor patient outcomes are not routinely assessed. We created an unmet needs narrative based on a literature search of current evidence and created data visualisation assets to show the link between sub-optimal treatment practices and sub-clinical indicators of poor patient outcomes. Finally, we built a creative concept to visualise the burden of disease, which was used to execute an educational campaign. 

 

These activities have led to a motivated community of healthcare professionals and patient advocacy groups coming together to address gaps in quality of care.