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Developing Empathetic, Engaging and Empowering Patient Experiences

The Challenge

As clinical trial enrollment in North America continues to decline, pharmaceuticals companies are faced with the challenge of maintaining and attracting new participants. This important research is vital in helping to discover new molecules and devices to treat a growing number of chronic diseases. Without interest and numbers, pharmaceuticals companies will continue to face cutbacks and be forced to move research to developing countries where the inclination and interest are high.

To reverse this trend, a global pharmaceuticals company partnered with Cognizant to reimagine its support program. The company asked us to help build a patient-centric program capable of maintaining and increasing enrollment in its clinical trials.

Our Approach

To develop a deep understanding of the clinical trial experience, Cognizant conducted a series of “context labs” during which our team had the privilege of engaging with real patients to discuss details of their disease and trial moments. Insights generated from these labs and in clinic visits with healthcare providers helped paint a complete picture of the clinical trial ecosystem, including pre- and post-trial activities.

The team considered patients’ physical and emotional states and plotted tactical pain points to gain an empathetic understanding of the true patient journey. These inputs led to the creation of 16 distinct program ideas, which were then prioritized and condensed into three core concepts.

Supporting Patients Throughout Clinical Trials Ensures Better Outcomes

All three concepts went through rigorous patient and healthcare provider testing to ensure alignment with the pharmaceuticals company’s business objectives and to create a truly patient-centric program.

Web, print and event-based elements combine to provide an empathetic, engaging and empowering experience for patients enrolled in clinical trials. The new support program has already won internal awards.


Empathetic content