Improving liver cancer treatment for patients & doctors

AstraZeneca

AstraZeneca had a new liver cancer treatment coming to market and wanted to better support oncologists and their teams to get life changing treatment to patients who needed it most. Clinical data alone wasn't enough — they needed to understand the emotional, behavioural, and practical realities shaping treatment decisions across different markets.

We set out to uncover these drivers through deep behavioural research, going beyond rational factors to understand how patients and clinicians actually experience diagnosis, treatment, and care. The work informed both strategic direction and practical tools that could be applied across markets.

Outcomes

• Conducted 70+ in depth behavioural interviews with oncologists across the US, Germany, Japan, and France
• Identified 10 core insights and themes shaping treatment decisions
• Developed 9 behavioural patient archetypes and 6 oncology archetypes
• Created current and future-state experience maps highlighting unmet needs and opportunities
• Delivered 12 strategic business recommendations now being rolled out within AZ