A deep dive into the cancer patient’s journey

Mapping and meeting patient needs with Roche

Aligning a brand strategy to best serve KOLs, HCPs and patients starts with a deep understanding of the customer journey

We helped Roche, a leading global provider of cancer treatments, strengthen relationships with key opinion leaders and identify valuable opportunities to serve unmet needs of both patients and healthcare professionals.

How? By mapping the journey of a woman living with ovarian cancer as she manages the clinical, logistical and emotional hurdles of the disease.

The problem
Roche was interested in developing digital activities for patients and HCPs but was unsure of where to start. They engaged Daman’s services to build a deeper understanding of the best development opportunities for guiding the Roche brand plan and strategy.

The innovation
The Daman team conducted a deep dive into the patient journey to identify the unmet needs of patients and HCPs. We interviewed patients and ran several Co-Creation workshops with patients, relatives and HCPs (including surgeons and oncologists).

After validating our research findings with specialist nursing professionals, we published a 17-page report featuring Bente, a fictional ovarian cancer patient undergoing treatment. This was a comprehensive visual timeline of key points in a typical patient’s medical and emotional journey through diagnosis, treatment and recovery.

The outcome
What began as a simple exploration of digital activity opportunities ended as so much more. Roche walked away from our collaboration with valuable insight into how to align the brand’s strategy to develop valuable offerings, created stronger relationships with HCPs and better serve patient needs.