Using patient archetypes to shape clinical development

Global pharmaceutical company

Clinical development teams needed a fast, compliant, and meaningful way to truly understand the lived experience of patients participating in trials - beyond protocols and endpoints. We introduced a familiar design tool (behavioural archetypes) into a highly regulated setting and adapted it to work at scale.

Through deep qualitative research across 3 disease areas in the US, we explored what "good" really looks like from a patient perspective and translated this insight into practical tools that could actively shape trial design and decision making.

Outcomes

• Conducted 25 in depth qualitative interviews across 3 disease areas
• Tested 17 concepts and experience ideas through rapid prototyping
• Synthesised insight into 12 behavioural patient archetypes and journeys
• Embedded patient insight into live clinical trial design decisions
• Upskilled teams through hands on education in qualitative research
• Presented outcomes at Patients as Partners (London)
• Shifted mindsets within clinical teams toward patient-led decision-making