Despite its prevalence, H&N cancer does not receive or benefit from the same levels of public awareness or attention as more common cancers and there is a lack of understanding of the severe and lasting impact that cancer can have even after patients are cancer free. Our client wanted to capture patient narratives; individual and shared experiences of living with H&N cancer.
A patient centric approach grounded in empathy vividly brings alive unfiltered experience of patients
Our ethnographic approach mapped the H&N cancer patient journey from pre-cancer to post-cancer and the resultant shift in identity, attitude to body, and life. The journey is shaped by three key aspects – the events, the experiences, and the effects. The outputs demonstrated these in every aspect of the patient’s life including daily routines, home arrangements, relationships with family and healthcare stakeholders, intimacy, food and nutrition, mobility, personal care, their social and work-life as well as their navigation of the COVID-19 pandemic.
This project was a finalist in 2021 Best of Business Intelligence Awards ‘Best Patient-Centric Approach’ category having been highly commended by the judging panel.