Objective 1
Understand how patients and physicians each talk about insomnia and its characteristics
Use CaseLanguage of Disease
Understanding the Patient and Physician Language to Better Support and Communicate
18 months prior to the anticipated approval of a new insomnia treatment, our client sought to understand the language of symptom experience, diagnosis process, and treatment dynamics to better support and communicate with patients and physicians
Industry:Pharmaceutical
Type:Pre-Launch Language Research
Timeline:72 hours
Language of DiseaseInsomniaPre-Launch ResearchPatient-HCP CommunicationDisease LanguageVoice ResearchCommunication Optimization
Objective 2
Explore the type of language and framing that resonates best with both patients and physicians
Objective 3
Determine any communication gaps/traps that may lead to confusion or miscommunication
The inVibe Solution
The inVibe Solution
inVibe’s Language of Disease solution allowed our pharmaceutical client to quickly and efficiently deploy a voice-powered research study to obtain a robust understanding of the language both patients and physicians use, to ensure connectivity in their communications
- Dual-audience research methodology (patients + physicians)
- Language-focused analysis approach
- 72-hour rapid recruitment and execution
- Automated phone interview system
- Advanced NLP tools and speech-emotion recognition
- Interactive online dashboard
- Pre-launch strategic positioning insights
How We Did It
1
Collect
Collect
Within 72 hours, inVibe screened and recruited 60 participants: 30 patients diagnosed with insomnia (various backgrounds and stages), and; 30 physicians who treat insomnia. All participants participated in an automated phone interview on their computers or smart phones, responding to questions by speaking.
Participants
Total: 60 30 insomnia patients and 30 treating physicians
Recruitment Time: 72 hours
Method: Automated phone interviews via computer or smartphone
Key Questions
Q1
Patients: Has your insomnia ever impacted your work, your relationships with friends and family, or your emotional well-being? If so, in what ways? And how does this make you feel?
Q2
Patients: Since being diagnosed, what treatment options have you discussed with your doctor? What specifically do you remember talking about during these conversations and how did it make you feel?
Q3
Patients: How do you think your life would be different if you didn’t experience insomnia? What would a snapshot of that life look like if you were to describe it to your doctor or a family friend?
Q4
Physicians: Imagine you are evaluating an undiagnosed patient complaining of insomnia symptoms. What questions are typically part of your evaluation? How do you determine a diagnosis of insomnia vs. other sleep-related disorders?
Q5
Physicians: How do you typically deliver a diagnosis of insomnia to a patient? What specific words do you use (or try to avoid using) during these conversations?
Q6
Physicians: Specifically, what are your goals and expectations for insomnia treatment? What are you hoping to hear from your patients in order to feel confident that their medication is ‘working’?
2
Analyze
inVibe’s analysts used language expertise and advanced NLP to evaluate every response, examining what was said, how it was framed, and how it sounded with speech-emotion recognition.
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 walked the team through the findings, showing exactly how language differed between patients and physicians.
- Interactive online dashboard housing voice data, transcripts, and analysis
- In-house analyst walkthrough connecting insights to specific voice moments
- Audiogram tools to instantly create kinetic text videos
- Listening Labs interactive stories assembled from transcripts, audio, and charts
- Expert Perspective sessions led by inVibe analysts
Where are they now?
Our client used the research to pressure test the real language patients and physicians use to describe sleep disorders and ensure connectivity to their communications. Today our client is focusing on the benefits not just of a good night’s slep, but waking up feeling rested - a distinction that resonated clearly with patients and physicians alike.
Insights & Next Steps
Key Insights & Recommendations
Based on the insights, inVibe recommended that the team take strategic actions.
Highlight next-day quality of life
Bridge the gap between HCPs and patients by focusing on increased quality of life “the next day”, not just “the night of.”
Mirror patient language to show emotional impact
Mirror patients’ language to show the impact [the treatment] could have on their emotions, personal agency, and sense of self.
Translate “I just can’t sleep” into lived realities
Drive empathy by developing creative that translates “I just can’t sleep” into the reality of insomnia’s impacts.
