Gathering patient perspectives to inform impactful messaging
Industry:
Pharmaceuticals and Biotech
Offering:
Product Communications, Disease awareness
Challenge
With the launch of a first-in-class treatment for dyskinesia associated with Parkinson’s disease (PD), Adamas wanted to secure additional insights on patients’ personal experiences with PD and dyskinesia and determine how best to raise awareness of the condition and their treatment among key stakeholders: patients, their care partners (CPs), doctors and advocacy groups.
Approach
Discover
Together with Adamas’ partner agencies, we convened a group of PD bloggers and influencers in an in-person all-day meeting to solicit their feedback and perspectives about dyskinesia as well as test an unbranded disease education campaign platform.
Over the course of the day, and pre-work completed by the attendees, we learned that experiences with dyskinesia were vast, ranging from “I don’t see it as a problem” to “I didn’t know what it was.” Challenges securing a PD diagnosis and accessing quality care were a key theme, indicating the need for strong disease awareness content that would be discoverable by patients online and via advocacy organizations.
Develop
- We used the insights gained during the patient summit to guide our language, messaging and future stakeholder engagements.
- We determine participants with whom we could work on future insights gathering and marketing activities, including blog development to discuss the patient experience with PD dyskinesia.
Results
There was positive feedback overall from the patients who participated. The open and thoughtful in-person engagement led to strengthened relationships with influencers and an enhanced understanding of how Adamas could develop impactful disease awareness content and work with patient influencers in the future.
