We have a clear POV, foundational principles, and a range of fresh innovative techniques that allow us to provide clear and actionable insights along with highly visualized, story-led outputs generated by our dedicated Basis Studio.
We work across the pharma brand lifecycle
Demand framing
Segmentation
Exploratory Insights
Patient Journey
Disease/Treatment Architecture
Loyalty & engagement
Positioning
Message Development
Patient/Physician Dialogue Research
Ideas Testing & Activation Research
Brand building strategic
ATU/Tracking
Brand Equity
Drivers & Barriers Research
Brand building executional
Message Testing
Story-flow Research
Patient Profile Testing
Creative Concept Research
Detail Aid Testing
Synthesizing & distilling data into insights
to tell more compelling stories
Utilizing multifaceted approaches
to gather 360 feedback…
SelfOgraphy or online / video diaries
Social media review
Supercharge patient discussions
Virtual Reality
HCP 360 interviews
Patient & HCP dialogue simulation (with actors as patients)
Hidden Truths or 3 hour psychoanalytic patient interviews
At-home observation and ethnography
Letter-writing, collaging and metaphor elicitation
Patient Pulse with MaxDiff to prioritize unmet needs/ MOTs
Patient charts to map clinical journeys
…and a range of BE techniques
to elicit drivers and barriers of behavior
Mental Models
People have existing mental models for disease and treatments. New products need to either fit or disrupt these models.
Unprompted Discourse: to understand mental models and disease narratives – stories that they tell themselves.
Heuristics
People use unspoken rules of thumb to form preferences and make decisions. New product messages need to be developed to trigger heuristics and address biases.
Treeman exercise: using patient charts to understand decision heuristics.
Loss Aversion
People evaluate new products relative to existing “reference points” and losses from reference points are valued more than gains.
Treatment Archetyping: to uncover reference points and how physicians evaluate loss vs gains.
Generating dynamic outputs
that bring stories to life
PowerPoint deliverable with Executive Summary
and detailed findings
Infographics
Customer Vignettes
Interactive Journey Maps
3D Maps detailing Customers Offices / Homes
Story-book and Magazines
Patient Letters
Customer Vignettes
Documentary Videos
Animated Videos
VR Experiences
Segmentation Theatre
Case study:
Segmentation theatre
Situation
Client needed broad stakeholder engagement in the outputs of a quantitative patient segmentation study.
Challenge
We needed to create an emotional connection to the patient segments for clients, not just a rational understanding.
Storytelling Approach
We transformed a segmentation workshop into research theatre to create a patient connection.
Impact
Breadth Of Use: Shown internally over 20 times in 6 months.
Type of utility:
Debrief workshop / Debrief to senior management
Sales team S&T workshop
Internal training sessions on therapy area
New reps training programme
“The best segmentation presentation ever seen.”
Case study:
Mobile phone based deliverables
Situation
Internal customers had become disengaged in a brand tracking study.
Challenge
We needed to re-engage stakeholders in the research and deliver outputs that drove action.
Storytelling Approach
Leveraging a pain point as an opportunity, led to an iPhone deliverable complete with gamification.
Impact
Debrief attendance: Increased from 5 to 12/15.
Engagement in deliverables: Increased from 25 to 45/50.
Gamification: Increased engagement and understanding of knowledge gaps.
Action: Action review sessions now scheduled once a QTR.
Illustrative Example
Type the following into your mobile phone search bar:
Password: Secret
Case study:
Patient journey VR experience
Situation
There was a need to bring clients closer to patients in order to drive a strategic change.
Challenge
We had to identify moments of truth and make them real for our clients.
Storytelling Approach
We utilized virtual reality to provide an immersive patient journey experience.
Impact
Breadth of use: Used 5-10 times internally over a 3 mth period.
Type of utility: Medical team, patient support teams and R&D functions.
Living the ambition – patient centricity: Supported organisations patient centricity values.
Scanxiety-2D
A 360 experiential video immersing you in a key customer truth along a patient journey
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