Ethnographic research & cocreation
Insights to drive positioning, marketing & advertising.
Objective
The U.S. Lyrica team sought to conduct research with Diabetic Peripheral Neuropathy (DPN) patients and physicians who treat DPN and Fibromyalgia (FM) to gain insights about their experience, decision-making process, and profile to drive future key messages and campaigns.
Methodology
Working in Philadelphia, Atlanta, and Dallas, we conducted 30 in-home ethnographies with patients with moderate to severe DPN and 30 in-office ethnographies with physicians who treat FM and DPN. Additionally, we conducted 30 nationwide phone interviews with physicians and five with nurses who treat FM and DPN.
After this first round, we conducted three co-creation sessions: one with six DPN specialists, one with six DPN physicians, and one with eight DPN patients. Together, we ideated messaging and tools/resources to address the opportunity areas that were identified in the initial research.
Outcome
The research uncovered several disconnects that exist between patients and treating physicians, causing fewer physicians to prescribe medication and fewer patients to take it. The Pfizer team used the findings to develop tools and resources to bridge these gaps and revamp their DPN and FM Lyrica campaigns in an effort to increase Lyrica prescriptions.