Patient insight via ethnography

Background and objectives

Our client aimed to gain insights and deep understanding of rheumatoid arthritis (RA) patients and care givers, including:

• Fears and hopes of living with a condition, current life situation, limitations and emotions caused by their disease
• Unmet needs through communication about their particular situation and their informational requirements
• Patient segmentation based on needs

The study involved seven countries: the USA, Canada and five in the EU

Approach

We proposed an ethnographic approach, in two subsequent steps:

• Ethno interviews with patients:
  • Respondents were required to write a 7-day diary describing everyday challenges, difficulties etc., and to collect photos/pictures/images to show emotions and feelings
  • A full day observation with an in-depth interview followed in order to probe relevant aspects and video record the most representative situations
• Focus group discussions with patients and carers to discuss communication needs and expectations

Results delivered

• Report and recommendations expanded with pictures and images submitted by the respondents to give the client a vivid taste of their experiences
• Areas covered in the report included:
  • Top challenges in living with RA, key feelings and emotions of patients and care giver
  • Differentiating variables and patients' needs based segmentation
  • Patients' support: current, expected and ideal
  • Information gaps, communication style

Prescription and drug switching dynamics in oncology

Background and objectives

Lifescience Dynamics was commissioned to carry out a patient diary study in multiple myeloma. Our client had a chemotherapy product and its sales were not matching their expectations. They wanted to understand the market at a granular level to diagnose the low sales issue. The objectives included measuring the frequency of behaviours and results within the key steps (brand choice and re-initiation) in the treatment decision process:
In addition they wanted to know:

• Why patients "leak" or drop-out?
• What are the clinical patient characteristics that influence treatment choice?
• Where are the high value opportunities in terms of potential our product?

Approach

We designed a qualitative phase with focus groups and IDIs to understand and catalogue all parameters for decision making in different stages of cancer in both treatment native and pre-treated patient groups.

This helped us to design pre-coded field materials for an on-line survey in the USA and EU5 markets in the form of a 30 minute patient medical note collection.

Results delivered

Our report covered all the objectives of such patient referral patterns for un-diagnosed and diagnosed patients. It included data analysis (according to analysis plan) such as switching and churn rates, conclusions and recommendations.

• Market dynamics simulation model from conjoint
  • The resulting perceptual model is held in an Excel-based modelling structure developed by Lifescience Dynamics which, given its user-friendly Windows interface, was supplied to the client for their own internal use in future model simulations with minimal training.
  • The Excel-based interface is vastly more user-friendly than the CBC simulation programme, yet more powerful because perceptions are incorporated into the model. There is, in fact, a facility for relative adjustment of current perceptions, as well as for the blanket imposition of new product alternatives.
• Patient record form database
• Most of the interpretation of the model structure relied on visual representation of the relationships discovered. To this end a 'results investigation tool' was developed by the LSD team and provided to the client.
• The tool was written in 'Visual Basic' and ran within Excel.
  • There was a front-end tool, which enabled the client's personnel to visualise graphical results from the mined data sets.
  • The tool consisted of user-friendly software, which is menu/buttons driven and easy to use with 'click and drop'.
  • The tool automated the graphing and reporting routines. It was possible to make graphical representation of various possible combinations of fields/attributes within the mined data set.

Single product

Background and objectives

Our client asked us to conduct a market analysis of polycystic kidney disease (PCKD) for a product in their portfolio and wanted a forecast for the top six markets for their product.

Approach

We used a multiphase methodology to cover public domain information which was supplemented by primary market research. The outputs from these two activities, such as epidemiology and key drivers fed into an Excel-based forecast. Our forecast used a Bass Diffusion algorithm to model new product (new technology) penetration. The forecast covered market size, growth, potential market penetration, volume and dollar sales for its product.

Results delivered

The deliverables included a PowerPoint slide report and an Excel-based forecast model. The report detailed all our key findings, analysis, forecasting approach, assumptions, findings and recommendations. The key findings had 'decision tree' for patient flows and referral patterns in each target market.

The model was interactive with an ability to forecast the size of the PCKD market over a period of 10 years, and the sales volume and sales revenue of the product in the top six markets. The forecast model was a custom written programme/tool provided for the client, with the relevant training and support (via telephone). The model allowed quick visualisation of data sets and easy changes of variables in the future.