Takeda Prescriber Experience
TAKEDA ONCOLOGY | 2021 | RESEARCH | EXPERIENCE MAPPING
Understanding the prescription experience to change clinical outcomes.
MY ROLE
Lead experience strategist
DURATION
6 months
PARTICIPANTS
32 in-depth interviews
METHODS
Journey mapping, research synthesis, workshop facilitation
Takeda's oncology team was trying to understand why some doctors were prescribing their Non-Small Cell Lung Cancer treatments while others weren't. They wanted to take a more human-centered approach to their digital marketing.
Their main goal was to increase prescriptions and improve patient adherence to their treatment plans. But in the end, they achieved even more than they initially aimed for.
The impact
The lung cancer treatment was elevated to a first-line standard of care — a clinical designation change that directly affects how many patients receive the treatment
Research findings identified concrete avenues to elevate digital marketing and close the gap between prescribers and non-prescribers
Journey maps gave the Takeda team a shared, human-centered view of the prescription experience — across both the physician and patient journey
The Story
We set out to dive deep into the prescription experience for Takeda's NSCLC treatments. Our goal was to uncover the factors that influence prescribing behavior and identify any barriers that might hinder the process.
How we approached the project in 3 phases: ramp-up, research, analysis & mapping
To achieve this, we conducted 35 in-depth interviews with both prescribers and non-prescribers. This allowed us to map out their entire experience, from initial awareness to treatment decisions and ongoing support for adherence.
Healthcare provider research Mural board
What we discovered wasn't really a marketing issue; it was more about knowledge and confidence. Many physicians who weren't prescribing the treatment had gaps in understanding when it was appropriate and who would benefit most. The digital resources we created to help weren't connecting with them effectively during their decision-making process.
Healthcare provider research insights: important steps of the experience
The experience map we created gave the Takeda team something they hadn't had before — a clear, evidence-based picture of the prescription experience from the physician's point of view, including the moments where confidence broke down and where better information could change a clinical decision. That picture became the foundation for a new digital marketing strategy and, ultimately, for the clinical repositioning of the treatment itself.
Full prescriber experience map we used to identify opportunities