Healthcare Case Story

Challenges Graphic


  • 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)
Woman talking with doctor


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  • 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
doctor waving



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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