The client sought to dig-in and understand the daily impact of COPD on patients’ lives via ethnographic research. Our approach included: 

• 16 immersive ethnographic case studies globally (in the US, Germany, Spain, Japan and China) using a ‘behavior under scrutiny’ approach 
• Interviews included a combination of film and researcher observation over 7-10 days which also captured respondent diaries and photography  

Ethnography explored patients emotional, physical and environmental state and impact of disease

• Following completion of the research globally, a two-day immersion workshop was held on-campus, with 14 cross-functional stakeholders in attendance. Workshop included: 
•  “Cinema” screening sessions, where each individual patient’s case study comprised of edited footage was presented (with popcorn!) 

Breakout tasks followed to explore the patient experience, common themes and key insights

• A final thematic report detailed the overall patient journey, including how patients achieved balance (detailing living rituals, self-care and sleep routines); personal goals and ‘wish lists’ for the life with COPD, and their medication experience (including where they would live to ‘feel better’)

• Unpick motivations and beliefs impacting usage of biologics with a particular focus on reasons for persistent prescribing of older, less efficacious medications
• Examine perceptions of the newer biologics now and in the future including perceived strengths and weaknesses

Explore differentiation for our clients’ newer biologic, and what data can be utilised to stand it apart from key competitors within its class in order to translate intent to use into actual use

• HRW Shift behavioural science Mini Fathom Review of previous research to identify behavioural biases
• Pre work: fast associations exercise to understand top of mind associations with biologic brands 
• HCP duos and IDIs to deep dive into customer views

HRW Shift Radar materials audit to provide guidance to leverage behavioural nudges in sales materials

• Six key barriers were identified to uptake of our clients’ product: familiarity/habit, saving the best till last, dosing/administration, efficacy, cost and promotion
• Research provided in-depth explanation of all barriers, with validated behavioural science solutions for how to counteract and overcome each one

Integrated Radar audit outputs revealed how nudges could be utilised in a detail aid

Our client wanted to develop a detailed patient journey for patients across two related disease lifecycles, identifying moments of meaning, pain points and key points of interaction, and areas of difference. In addition, they wanted to build patient typologies, focusing on emotional and clinical aspects for kidney disease patients at different stages of the journey

We incorporated a mixed methodology including IDIs, as well as bringing key HCP stakeholders together in Fusion Groups. For patients, we conducted a mix of IDIs, and duos with our SoulmateTM technique to provide real depth and access to unknown unknowns.  HRW Shift provided insight into behavioural biases and opportunities for optimizing the patient experience along the journey.

• Brought all insights together across rational and emotional patient journeys from both the HCP and patient perspective to provide clear direction on priorities for the client
• Applied behavioural analysis from HRW Shift ensured development of meaningful solutions that addressed key identified behavioural biases
• Provided the client with a key foundational piece of research that significantly contributed to the strategic direction of the asset, and has continued to be an important ongoing reference point