THE CHALLENGE

A global pharmaceutical brand was developing a new treatment to alleviate the symptoms of Alopecia Areata. To create a sensitive yet effective strategy addressing those with severe cases, it was crucial to understand both the patient experience.

THE APPROACH

We reached out to specialised networks and support groups to contact patients open and willing to discuss their personal experiences. Employing trauma informed techniques, we conducted digital ethnography to explore their journey from first symptoms to current experiences. This was followed by intimate in-depth interviews to understand how the condition impacts their relationships and identity, as well as their expectations for future treatments.

THE OUTCOME

The research enlightened the brand on what it means to live with a unique condition in collective society like Japan. The insights were integrated into an international study to inform the development of the brand’s marketing and communication strategy for the new treatment.

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