Case Study: Mapping the patient journey in COPD to identify opportunities for a medical nutritional portfolio

Problem

A leading nutritional company wanted to identify the value proposition for their medical nutritional portfolio.

This project focused on identifying where medical nutritional interventions could be used in the patient journey for COPD.

We conducted secondary research on the treatment pathways and market landscape for COPD in the US. We built on this research with primary research with clinicians, including PCPs, pulmonologists, respiratory therapists, and dieticians.
We also conducted TDIs with guided emotional exercises to understand the experience of COPD patients along the patient journey.
We held two workshops with the client team.
Participants including marketing, research, medical, and development personnel who used open forms and stimulus materials in order to:
- Define and agree on the patient journey (clinical and emotional) for COPD patients
- Identify points along the journey where nutritional intervention can be successful
- Identified gaps in knowledge and highlighted potential business opportunities

We provided a thorough patient journey for COPD that included origination, diagnosis, treatment through to persistence / recovery
We ensured workshop participants had a better understanding of the technical and the emotional Knowledge gaps were identified and are now being addressed in further patient journey research and follow-on projects as part of the broader project plan
As next steps, the company is creating specific nutritional and other programs to address this patient need