The challenge
Understanding the drivers of treatment behavior
As a manufacturer of a patch-based dopamine agonist used to treat Parkinson’s 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
