CASE STUDY
Understanding Global Treatment Practices for Special Diabetic Groups
Challenges
- Seeing through their eyes – Realities of endocrinologists’ day-to-day practices vs. their “correct” answers
- Ability to understand endocrinologists who treat particular groups of Type 2 diabetic patients in three different global regions (NS, EMEA, and APAC)
Objectives
- Endocrinologists’ approaches to uncontrolled Type 2 Diabetic (T2D) patients (Beliefs about reasons for lack of control, how endocrinologists “segment” T2D patients, treatment algorithms, endocrinologists’ belief about patients’ needs/frustrations)
- Endocrinologists’ reactions to new treatment/approach concepts for special T2D populations
- Managing expense in time and money for this challenging recruit
How we did it
- Discussion guide designed to map a “physician Journey” – mapping the physician’s experience with a new patient through long-term therapy.
- A different twist on the patient Journey, focusing on the signals along the way that cue the physician’s next treatment decision
- Telephone interviews in the US, with a web assist for stimuli
- Overcame geographic constraints, allowing a broad range of US locations
- Cost and time efficient.
- Leveraged our global network of trusted partners for specialized recruiting, local moderators, and simultaneous translators
- Video streaming negated need for international client travel. FeltonBuford was on the ground for all international interviews
- Synthesized the interviews for clear interpretation and translated to solid business recommendations
Results
Disproved several going-in assumptions, redirecting the thinking about the opportunities
Discovered new insights about endocrinologists’ frameworks for treating T2D patients, how they develop individualized treatment protocols
Concept reactions revealed some surprises
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