We targeted psychiatrists, social workers, PCPs, nurses and specialists who were working within a specialist addiction centre and specifically seeing and treating those patients with an opioid dependency. We used a combination of face-to-face and web-assisted telephone depth interviews with a toolbox of creative techniques to uncover:
- The buying process for addiction management and the variety of HCP involvement.
- The unique interactions between addiction centre staff and their PWID / OAT clients.
- Points in the care continuum with potential to be leveraged to increase screening, diagnosis, treatment and monitoring.
Through implementing the above criteria, the platform exposed current practices regarding the patient journey and revealed what happens in addiction centres, clearly identifying pain points and unmet needs.
We provided our client with a clear buying process for addiction treatment highlighting potential leverage points to better integrate patient care with their product. In addition, we provided them with a detailed customer portrait of addiction HCPs and more specifically their current attitudes towards treatment including their level of knowledge and willingness to become more involved. As a final output, we gave our client an initial read on some potential communication messages for these patients. Our client was given a comprehensive understanding of the patient journey and addiction treatment pathways, enabling them to effectively target their customers and maximise the potential for their product.