Objective 1
Understand the patient diagnosis & treatment journey, including the emotional, physical, social, and financial impact of the condition
Use CaseCustomer Journey Inflection Points
Understanding the Patient Journey to Better Support and Communicate Before and At Launch
In preparation for launch for a new dermatologic treatment, our client sought to understand the condition through the eyes of the patient to better support and communicate with them
Industry:Pharmaceutical
Type:Pre-Launch Patient Journey Research
Timeline:48 hours
Exploratory ResearchCustomer JourneyPatient JourneyDermatologic ConditionPre-Launch ResearchPatient ExperienceVoice ResearchTreatment Journey
Objective 2
Reveal the relationship patients have with their dermatologists and what, if anything, they would change or improve
Objective 3
Uncover the role dermatologists play in the treatment journey, including the typical paths for treatment, and reasons patients discontinue
The inVibe Solution
The inVibe Solution
inVibe’s Customer Journey Inflection Points solution allowed our pharmaceutical client to quickly and efficiently deploy a voice-powered research study to obtain a robust understanding of patient stories regarding their experiences.
- Voice-powered patient journey research
- 48-hour rapid recruitment and execution
- Automated phone interview system
- Advanced NLP tools and speech-emotion recognition
- Interactive online dashboard
- Multi-stage patient journey analysis
- Pre-launch strategic positioning insights
How We Did It
1
Collect
Collect
Within 48 hours, inVibe screened and recruited 30 patients diagnosed with the dermatologic condition across different journey stages. Participants joined automated phone interviews via computer or smartphone to describe their experiences in their own words.
Participants
Total: 30 Patients diagnosed with the dermatologic condition across journey stages
Recruitment Time: 48 hours
Method: Automated phone interviews via computer or smartphone
Key Questions
Q1
What is it like living with your condition? How has it impacted your daily life?
Q2
How well does your dermatologist understand what it’s like to live with your condition? What is one thing you wish you could tell them to help them better appreciate or understand your experience?
Q3
What goes through your mind when you hear about a new treatment for your condition? What expectations do you have for new treatments?
2
Analyze
inVibe’s analysts leveraged their language expertise and advanced NLP tools to process, evaluate and analyze multiple aspects of each patient’s response, including content, language, and emotion derived from speech-emotion recognition, allowing for deeper insights, faster.
Techniques
- Language expertise and advanced NLP tools
- Speech-emotion recognition
Focus Areas
- What is Said: Summarize and categorize the content and themes
- How it’s Said: Identify the language patterns and construction
- How it Sounds: Utilize machine learning and acoustic technology to assess the emotionality
3
Deliver
Deliver
The client received an interactive online dashboard with voice data, transcripts, and a high-level analysis. inVibe’s analysts guided the team through the findings, grounding every recommendation in specific patient moments.
- Interactive online dashboard housing voice data, transcripts, and analysis
- In-house analyst walkthrough connecting insights to patient voice moments
- Audiogram tools to create kinetic text videos from key quotes
- Listening Labs interactive stories assembled from transcripts, audio, and charts
- Expert Perspective sessions led by inVibe analysts
Activated unbranded campaigns and mapped post-launch messaging using the patient journey insights.
As launch nears, the team feels equipped with patient-centric materials and plans to monitor campaign reception and treatment experiences.
Insights & Next Steps
Key Insights & Recommendations
Based on the insights, inVibe recommended that the team take three strategic actions as they prepared for launch.
Support healthier conversations
Conversations are key. Creating a discussion guide could help grow conversational space for discussion of the emotional impact of the condition and increase physician urgency to treat.
Collect patient testimonials
Be prepared to show proof. Being armed with patient testimonials may help combat the skepticism patients have about treatment efficacy and encourage them to seek help.
Boost awareness before launch
Don’t wait for launch. Consider starting with an unbranded campaign or other ways to create buzz about a new treatment as a way to get patients back into the office.
