Using patient archetypes to shape clinical development

Global pharmaceutical company

We conducted comprehensive research with a global pharmaceutical company to develop detailed patient archetypes for respiratory disease management. Through interviews, surveys, and ethnographic studies, we identified distinct patient segments with unique needs, behaviours, and healthcare journeys.

These archetypes provide a foundation for designing targeted interventions, communication strategies, and support programmes. Each archetype captures demographic information, treatment attitudes, lifestyle factors, and barriers to care — informing product development, marketing strategies, and patient support initiatives across the respiratory portfolio.

Outcomes

• Identified 8 distinct patient segments across respiratory conditions
• Conducted 150+ in-depth interviews with patients and caregivers across 12 markets
• Developed comprehensive archetype profiles capturing attitudes, behaviours, and barriers to care
• Informed targeted communication strategies and patient support programme design
• Provided a reusable research framework adopted across the global respiratory portfolio
• Enabled cross-functional teams to design with a shared understanding of patient diversity