Hidden Depths: Transforming Patients’ Lives with Alternative Dosing Formulations
About 95% of our decisions are influenced by unconscious and subconscious emotions. So, understanding what drives consumer people’s decisions is a Holy Grail for marketers. For market researchers, this raises a critical question: how do we unpack these deep-seated decision drivers?
While we've made strides in recent years, particularly using Behavioral Economics to understand contextual drivers, barriers, and biases, there's still a need to delve deeper into the hidden and unconscious layers of human emotions to understand what drives brand choice. Clients recognize this knowledge gap and collaborate with us at Integro to use innovative methods to understand the deeper layers of customer emotions.
This is the first in a series of case studies based on our Hidden Depths methodology, aimed at going beyond the superficial knowledge of customers, to spark transformation and understand "real humans". Who are they? What motivates them at a deeper level? What truly matters to them? And what doesn’t?
Understanding the Emotional Impact of Daily Medication
In a world where medical advancements are constantly evolving, understanding the deeper psychological impact of medication on patients is crucial. A multinational life-sciences company sought to uncover the psychological implications of daily medication use. The objective was to gain deep insights into patients’ needs in preparation for new product launches - and to assess the potential of in-license opportunities and partnerships. By focusing on the unmet emotional needs of patients, the research aimed to identify strategies that would resonate on a profound level.
The primary challenge for our client was to understand the emotional landscape of patients managing chronic conditions with daily medication. Traditional market research often highlights functional benefits, but this approach fails to capture the deeper emotional drivers that influence patient behavior and brand choice.
Hidden Depths Methodology
This approach is rooted in psychoanalytic principles and techniques. It focuses on understanding what motivates customers as humans, rather than simply aligning brand strategy with customer needs. By combining psychology and semiotics, the research taps into the unconscious and subconscious layers of human emotions.
The analysis involved breaking down patient interviews into micro-elements and examining these through various lenses, including discursive analysis, semiotics, body language, and conversation analysis. This rigorous approach allowed us to uncover the deeper emotional drivers behind patient behavior.
Key Emotional Insights: Normalization and Empowerment
The research uncovered two critical insights related to the emotional needs of patients. Firstly, there is a strong desire among chronic patients to feel less 'owned' by their condition and more capable of engaging with life on their own terms. A daily dose can often be a “reminder” of their disease on a daily basis and resulting patients to feel owned by their disease.
Secondly, patients expressed a need for empowerment, which involves the ability to act and take control of their condition and, consequently, their lives. While some may think that a daily dose is more convenient, many felt that a daily dose took away control and made them feel less empowered.
The Impact of Alternative Dosing Formulation
These insights were central to the communications brief and instrumental in shaping the company's strategy. Instead of focusing on the logic of how a treatment can delay deterioration and preserve quality of life, the strategy shifted to addressing the emotional needs of normalization and empowerment.
The need for normalization could be effectively addressed with a weekly pill format, which helps patients integrate their treatment into their lives more seamlessly, reducing the constant reminder of their condition.
On the other hand, a three-month injectable format was found to be highly empowering, as it provided patients with a sense of control and independence. This less frequent dosing option reduced the burden of daily medication, allowing patients to reclaim their lives and manage their condition with greater autonomy.
By highlighting the benefits of alternative dosing formulations—such as a weekly pill for normalization and a three-month injectable for empowerment—the company could create a more emotionally compelling and meaningful narrative. This approach not only differentiated their products in a crowded market but also resonated deeply with patients' emotional needs.