Driving launch uptake
The challenge
Identify patient segments that can be encouraged to seek treatment for a mild infection by tapping into their health beliefs and behaviours.
What we did
Social media analysis to reveal the online narrative.
Real-time patient pulse surveys to quantify behaviours at defined points in time.
In-depth patient interviews to understand drivers and barriers.
The outcome
Target personas defined according to how proactively they manage their health.
Personalised communication strategies developed to overcome barriers unique to each persona.