WHY THE CLIENT NEEDED THE STRATEGIC WORK?
A new treatment for patients was being launched and the company was afraid it would cannibalize the sales of a current treatment. Lateral Strategy was hired to understand each treatment option, develop a consumer profile for each treatment and a differentiated communication strategic plan for both.
WHAT WAS DONE?
A thorough Research was conducted amongst- Doctors, Patients, Caretakers, Nurses and other stakeholders to bring insights on each stakeholder’s pains and experience.
Results were translated into various “patient journey maps” that highlighted the moments in a patient’s story that posed a fundamental question for everyone involved in the process. A strategy game was then designed where Decision makers had to make risky decisions for somebody else with limited information.
This “game” gave decision makers the forum to discuss strategic choices within a variety of high/low risk scenarios, clarify group think and set priorities based on understating the complexity of the problem. It also allowed them the opportunity to understand how different people assess risk and how their biases were shaping their reality. The client also recognized the complexity of prescribing a treatment to a patient.
RESULTS
Collaboration and creativity were stretched during the solution finding phase and the client recognized the limitations that the “one size fits all” approach to patient segmentation would pose. Instead of prescribing a treatment based on patient’s demographic profile, previous treatment response, how the condition was evolving, what the doctor felt was best for the patient, etc., it was determined that the treatment to be prescribed needed to be aligned with the patient’s and caregiver’s needs. This would allow patients to segment themselves based on their future desired state.
A patient assessment was designed to help Doctors and Caregivers have the difficult conversations that were being ignored. Armed with a better understanding of the patient’s desires, Doctors were able to prescribe the treatment option that aligned with the patient’s needs. The assessment eliminated speculation while facilitating basic conversations in a simple and relatable language.
