Customer journey in the healthcare industry

We supported one of our clients, a leader in the field of nutrition, in segmenting the journey of a typical client who gradually becomes a patient as he ages (over 40). The objective for our client was to obtain a medical and scientific understanding of the opportunities in the field of “Healthy Aging”.

After having built the definition and segmentation of the customer journey from client to patient, identified the key players in the therapeutic areas initially defined and the main sources of information and influence for clients/patients, our team achieved clear segmentation opportunities linked to “Healthy Aging”.

This work enabled our client to engage its teams in building a new product development roadmap.

We supported the European Medical Department of a pharmaceutical manufacturer in optimizing the care pathway for patients suffering from a rare respiratory disease in several European countries. As this rare disease is difficult to diagnose and often confused with more common respiratory diseases, the patient diagnosis time was taking too long (2 to 3 years). Our client wanted to position itself as a public healthcare player by providing Alcimed’s service to referral hospitals to:

1. Diagnose the current coordination of care between the different healthcare players on the patient pathway;
2. Co-define with this multidisciplinary team an ideal patient care model and an associated action plan;
3. Implement actions defined at local and national level.

What was the result for our client? A reduction in patient diagnosis time and a general improvement in physician coordination, an increase in therapeutic support and a change of perspective for the sales teams.

Alcimed supported a radiopharmaceutical company in deciphering the landscape of a radiopharmaceutical imaging technique in oncology and in defining concrete levers to maximize the success of the launch and adoption of their new tracer.

Our team conducted an in-depth desk research and targeted interviews with urologists and radiotherapists across public and private healthcare centers in France to understand the PSMA PET imaging landscape and devise actionable strategies for leveraging their support, notably by addressing their current needs on this imaging technique (access, clinical evidence, training and reporting). Subsequently, we defined strategic imperatives based on our client’s priorities and investigation results and validated them during a collaborative working session also held to draft the customer journey.

In the end, our team facilitated determining the feasibility of involving prescribers in the launch of the new tracer and outlined strategies for doing so. Building upon this, we identified two strategic imperatives along with associated key messages to ensure prescribers engagement, as well as tangible operational levers of engagement.

We worked with a pharmaceutical client to understand the impact of their new innovative treatment in France on the management of a rare genetic disease and on the patient journey.

We started by analyzing the impact of the treatment on disease management (symptom intensity, other treatments, frequency of visits to the doctor, etc.), patients’ lives (quality of life, life expectancy, etc.) and other potential evolutions in the care management, through desk research and interviews with patients. We then turned the outputs of our investigations ito concrete actions during several workshops with key internal stakeholders and a patient association.

This multi-stakeholder project enabled our client to connect with key stakeholders such as patient associations and understand the impact of their treatment in the management of this rare genetic disease. We also provided them with key factors to keep in mind to maximize the adherence and utilization of their treatment, from the perspective of patients.

We helped a leading player in the vaccination sector to understand the psychological barriers to influenza vaccination in Indonesia, and to identify new ways of activating patients in their vaccination journey.

To this end, we conducted documentary research and interviews with healthcare professionals and patients. These analyses enabled us to identify the psychological disincentives felt by patients, and to identify ways of activating them to become more involved in the vaccination process.

In order to help one of our clients in its patient-centric approach by creating new solutions, Alcimed first carried out an analysis of current practices in the care of patients in hepatology & gastroenterology: patient journey, practices, decision criteria for prescribing, identification of sources of information for HCPs, highlighting of specificities by profile of healthcare professionals, etc.

Then, our team identified and prioritized the needs and expectations in this context, in order to identify potential offers to develop for our client. Finally, we carried out a screening of potential offers as well as an evaluation of the solutions in terms of receptivity and differentiation, to develop a prioritization of the solutions to be targeted.

For our client, this study led to a revised segmentation of prescribers with additional arguments on the needs and expectations to be targeted, as well as clearer strategic and tactical orientations to strengthen their patient-centered positioning, with solutions identified and prioritized for the next steps.

As part of the expected launch of a new biotherapeutic solution to fight psoriasis, Alcimed supported a leading client in the pharmaceutical industry to optimize its engagement plan for its prescribers.

In this context, our team explored the challenges of the prescribers’ practice and patient management throughout their journey and assessed the level of receptivity of prescribers to this future solution.

Alcimed’s recommendations made it possible to adjust the messages and target key prescribers for a successful launch.

We supported one of our clients, a healthcare player, in the definition of the features and content displayed on their AI chatbot.

We first identified the trends on the topic and the main challenges in the patient’s journey of the disease for which the healthcare chatbot has been developed. Then, we challenged these findings with patient interviews and focus groups to assess their relevance and confirm the need for a medical chatbot to answer these pain points.

Following positive feedback from patients and the clear gaps identified in the care pathway, we both confirmed the need and relevance of such a medical chatbot but also initiated contact with patient associations, laying the groundwork for basic adoption and acquisition after the launch of the application.

Building on that success, Alcimed contacted Key Opinion leaders and doctors to constitute an advisory board, helping with the redaction and proofreading of the content, making sure the information answers the identified needs and is up to date and accurate.

Our team supported a biopharmaceutical company specialized in ARNI (Angiontensin Receptor Neprilysin Inhibitor) treatments in the preparation of the launch of a new treatment for a rare genetic disease.

To finalize its go to market strategy, our client needed to better understand each of the first countries in which the product was to be launched. Our team conducted investigations in each country to understand the patient journey, map experts and centers of excellence, understand the level of knowledge of the disease, decipher the care pathway and existing treatments, and estimate the number of patients subject to treatment in each of these countries.

The results of our analysis enabled our client to refine its go to market strategy for each country and to define the levers to be used to successfully enter these markets. Following this first project, our client decided to renew the experience and to trust our team to explore a total of 28 countries for nearly 3 years.