In the world of big pharma, patient journeys have long been a foundational learning priority used to map key milestones from diagnosis to treatment. Most times we use this methodology to dig into the deep emotional highs and lows that patients go through to gain deeper empathy that can help brands find the elusive human truth.
However, let’s face it: most patient journeys feel the same and very predictable. Shock and disbelief at an unexpected diagnosis. Feelings of being overwhelmed and anxiety navigating initial treatment decisions. Gradual adjustment and cautious optimism during ongoing maintenance. Sadness or happiness at the end. While these emotional arcs provide a good starting point, they rarely offer truly differentiated insights.
To drive real impact, we need to evolve how we approach patient journeys. The future isn’t in simply charting milestones—it’s in uncovering moments of meaning that reshape understanding and influence behavior. Here’s how forward-thinking brands are using advanced methodologies to go deeper and unlock transformational insights.
See the Whole Human. Not Just the Patient.
Too often, our research views individuals solely through the lens of their condition. Patients are far more complex. They’re parents, siblings, friends, professionals, and decision-makers. Their illness experiences are shaped by their identity, not just their symptoms.
The most powerful insights emerge when we explore the human story, not just the patient story. What drives their motivations, their fears, their resilience? How do they see themselves beyond their diagnosis? A man with prostate cancer isn’t just managing treatment; he may be grappling with a shift in masculinity, independence, or his role in his family. A woman undergoing chemotherapy may not just fear hair loss—she may struggle with how it alters her sense of self in her personal and professional world.
By broadening the lens, we gain insights that don’t just refine messaging but transform how brands engage with people in a truly meaningful way.
Disrupt the Rehearsed Narrative.
Patients don’t just tell their stories; they often perform them, crafting narratives that feel safer, socially acceptable, or emotionally protective. Over time, these polished stories become the default versions shared with friends, family, and researchers. But what if that story doesn’t fully reflect their lived experience?
To get to these deeper truths, we need to disrupt the rehearsed narrative. Techniques like perspective-shifting storytelling—asking patients to recount their journey from the viewpoint of a loved one, can reveal hidden aspects. A breast cancer patient who focuses on empowerment and resilience may suddenly acknowledge the silent struggles only visible to a caregiver. A COPD patient who downplays symptoms may realize the true impact when imagining the experience of a spouse who hears them stop breathing at night.
Going Beyond the Big Moments to the Micro-Moments.
Traditional research typically highlights major milestones: diagnosis, treatment initiation, and ongoing care. But crucial behavioral drivers are often found in the micro-moments, small, significant experiences that occur between these larger events.
Take infusion therapy in immunology. Patients hesitant to begin treatment often perceive it as burdensome. But when we used micro-moment retrieval—a technique inspired by forensic cognitive interviews, we uncovered a different reality. Many infusion patients described the experience as a “self-care day,” rare moments of relaxation with warm blankets and supportive staff. Understanding these micro-moments allowed a client brand to reposition infusion therapy, transforming it from a perceived inconvenience to an appealing treatment option.
On the flip side, at-home subcutaneous treatments marketed for convenience can lead to unforeseen emotional barriers. Patients may need a neighbor’s help with injections, leading to feelings of vulnerability. Without examining these micro-moments, such critical barriers remain hidden, limiting effective patient engagement.
Understanding Identity Shifts and Cultural Contexts.
A diagnosis isn’t just a medical event; it’s an identity shift. Patients don’t just become “sick”—they become part of a new social category, with expectations and narratives that shape their experience.
For instance, in prostate cancer, men often report feeling stripped of their masculinity, which affects how they engage with treatment decisions. Messaging that emphasizes control and empowerment rather than passive care can significantly shift behavior.
Similarly, cultural narratives influence healthcare engagement. Many Latinx men, influenced by machismo, delay seeking medical help, viewing symptom reporting as a sign of weakness. However, if a strong caregiver, such as a spouse, encourages care, they’re more likely to act. Understanding these cultural nuances allows for more targeted and effective interventions.
Use Projectives 2.0 to Evolve Research Design.
Traditional projective techniques like asking patients to pick a car or brand that represents their experience, result in capture superficial associations rather than deeper emotional nuances, often leading to one-dimensional insights.
Advanced techniques like abstract art elicitation and soundscape storytelling allow for nuanced expression. When patients select a song or a piece of abstract art to represent their journey, they provide rich, layered insights into their emotional landscape. Insights that linear questioning simply can’t reach.
Bridging the Disconnect Between Patients and HCPs
HCPs often think they understand their patient experiences. Unfortunately, in many instances, their assumptions are misaligned with reality. To address this reality and force HCPs to recalibrate their assumptions, we use our Fishbowl technique, where HCPs observe as patients share their unfiltered experiences. This approach has helped our clients break through category inertia and incite huge change.
Hearing patients express shame, guilt, or frustration—without the filter of a clinical conversation—creates an emotional impact that data alone cannot. In one study, oncologists dismissed chemotherapy-related hair loss as a minor side effect. But when they heard patients describe it as a devastating blow to identity, it shifted how they communicated about treatment choices.
From Insight to Action.
Uncovering deeper patient insights isn’t just about curiosity—it’s about action. Insights should directly inform brand positioning, patient engagement strategies, and market differentiation. As competition intensifies, brands that invest in uncovering why patients think, feel, and behave the way they do will be the ones that drive true impact.
The next generation of patient journey research is here. Are you ready to evolve your approach?
Interested in learning more? Listen to our recent Patient Journey webinar HERE and register for our Mastermind Webinar Series to explore advanced methodologies, real-world case studies, and actionable strategies that move beyond the expected. Gain exclusive insights from industry experts and learn how to uncover the human story behind every patient experience. Each short session delivers innovative strategies, real-world success stories, and expert Q&A.
At Shapiro+Raj, we’re passionate about helping our clients navigate the complex landscape of drug development and commercialization. Our team of social scientists, strategists, and analysts, combine deep therapeutic knowledge with future forward methodologies to deliver actionable insights that drive success.
Contact us at [email protected] or visit our website www.shapiroraj.com to start a conversation about how we can shape the future, together.