CASE STUDY
Growth hormone deficiency – Growth beyond height
Our revelations about the role of social and interpersonal relationships in the diagnosis of growth hormone deficiency, and the routine associated with once-daily therapy inspired a change in strategy and tactics.
CLIENT
Global pharmaceutical company
CHALLENGES
How do we expand our leadership in growth hormone deficiency to improve the lives of more patients?
How do we address the disease experience more holistically and ensure the best possible outcome for patients and parents/caregivers?
Given the established treatment paradigm of daily injections, how do we launch a once-weekly therapy to patients, parents/caregivers and healthcare providers?
Insights
Familial and Social Pride
Healthy growth and development is a touchstone in our culture and a source of joy and pride. It drives the behaviors and decisions of parents/caregivers in their pursuit of diagnosis and treatment.
Relational Impact
Adults often relate to children based on their size rather than their age. This changes when treatment takes effect, making it critical to address physiological and relationship challenges.
Confidence and Independence
While daily growth hormone treatment is seen as burdensome, many value the consistency of routine. Weekly treatment is seen as helpful when patients transition to gaining independence and taking responsibility for their treatment.
Our impact
Executional guidance on how to reflect the cultural meaning and emotional significance of healthy relationships and establish a deeper connection between patients, parents/caregivers, and healthcare providers.
Tactics and messages to support healthcare providers as they consider daily versus weekly treatment options and address the adherence benefits and challenges at different stages of the patient journey.
Strategies and ideas to support patients and parents/caregivers in ways that truly reflect their aspirations and elevate their confidence in treatment, particularly their unmet emotional and relational needs.
— Director of Marketing