CASE STUDY | ONCOLOGY

Transforming the terminal cancer patient story


Revealing deep emotional insights through
an award-winning psychogenic methodology
THE ISSUE



Our client wanted greater understanding of patients’ sentiments when faced with life-threatening disease, reaching far beyond the clichés. They needed a new kind of patient-centric narrative more relevant to today’s cultural imperatives… a new kind of truth.

WHAT WE DID



We used an innovative, award-winning research solution – Hidden Depths – collaborating with a psychologist and a semiotician. Highly immersive patient-led discovery sessions, utilising a range of psychogenic techniques, helped to construct our bespoke framework for understanding emotional states. 

THE OUTCOME



The insights completely overhauled all existing preconceptions and inspired our client to take a radically new strategic direction. They not only re-framed their product and service offering but also how they positioned themselves as a credible and valuable partner in the oncology space.