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Case Studies

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Behavioral science transforms Parkinson's treatment adherence

Behavioral science transforms Parkinson's treatment adherence

Behavioral science transforms Parkinson's treatment adherence

How a global pharma company transformed patient retention through preference-based design

How a global pharma company transformed patient retention through preference-based design

The challenge

Understanding the drivers of treatment behavior

As a manufacturer of a patch-based dopamine agonist used to treat Parkinsons Disease, a major global pharmaceutical was facing a steep attrition rate of 50% within two months of prescription uptake. Traditional interventions had yielded poor results, indicating a need for deeper behavioral insights.

Key challenges

  • High patient attrition with 50% discontinuation rate despite multiple interventions

  • Misaligned assumptions about patient behavior

  • Complex disease-treatment context

  • Limited understanding of true abandonment drivers

The solution

Integrated preference-based behavioral framework

Patient-centric research

Comprehensive qualitative studies

Input from patients, caregivers, and physicians

Focus on preference over adherence

Deep analysis of treatment context

Strategic reframing

Shifted from adherence-focused to preference-based approach

Moved away from "outside-in" behavior modification

Developed nuanced understanding of treatment effectiveness

Incorporated tolerability factors

Implementation approach

1

Channel strategy

  • Developed comprehensive modular intervention approach

  • Designed scalable framework

  • Created channel-specific solutions

2

Design portfolio

  • Crafted strategic objective-based design briefs

  • Customized approaches by channel

  • Integrated behavioral insights

3

Market implementation

  • Reimagined existing interventions

  • Applied new behavioral framework

  • Established measurement protocols

The impact

Sustainable behavioral and treatment transformation