THE ORIGINAL QUESTION
How do we resonate with opioid-induced constipation patients within the context of the non-cancer chronic pain journey?
THE CREATIVE QUESTION
Who do we talk to about poop?
Who are our patients? How do they talk about poop and the pain that comes with it? Is there a specific language to it? Are there words or phrases to avoid? What is the emotional toll on the patient? Where are the disconnects between the doctor-patient conversations about the sensitive subject?
THE CREATIVE ANSWER
There’s a fine line between giving patients a gentle heads up on what’s to come and sending them into a depression by blasting a future that’s undoubtedly going to be full of sh*t. This and other insights led us to rethink Shionogi’s lexicon and the forms they use to communicate to doctors and patients, both of which ultimately impacted every aspect of their launch marketing.
WHAT WE DID DIFFERENTLY:
Asked that respondents film themselves from their bathrooms, doing their business
Dug into the OIC experience through the lens of a week-in-the-life instead of a single day-in-the-life because with OIC lasting days and sometimes weeks, the latter didn’t do the research justice.
Got into character. At our full-team workshop, the NW team played the role of patient while the marketing team played the role of doctor.