We felt it was important to gain the perspectives of the healthcare professional managing the patients in order to gain a more holistic view of the patient experience. In addition to the patient interviews, we also interviewed the prescribing physicians and nurses who were personally responsible for counselling and educating patients regarding biologic treatment. Through speaking to these stakeholders it became apparent that the main reasons for non-compliance lies in physicians’ perceptions of both the disease and treatment, and how these were being conveyed in what was and wasn’t being communicated to the patient.
By gaining understanding of the patient journey and learning where the real barriers lay (i.e. with physicians rather than patients), our client was able to identify the critical issues affecting compliance in this therapy area, giving the team a new focus for their marketing strategy.