01
Client context
The company wanted to design patient support services but had limited understanding of the real-world patient experience.
02
Business challenge
Diagnosis delays and treatment drop-out were known issues, but their causes were unclear.
03
Research objective & questions
Map the patient journey, identify pain points and drop-out moments, and prioritise support interventions.
- What happens between first symptoms and diagnosis?
- Where do patients struggle with treatment and follow-up?
- Who influences patient decisions?
- Which support services would make the biggest difference?
04
Methodology & approach
- Patient and caregiver IDIs
- Conducted with informed consent and appropriate ethics processes.
- Patient diaries
- Short structured diaries over several weeks.
- Clinician interviews
- Specialists and primary care physicians.
- Journey mapping workshop
- Cross-functional prioritisation of interventions.
05
Sample & geography
- ~20 patient IDIs
- ~10 caregiver IDIs
- ~12 clinician interviews
- Geography — India
06
Key findings
- Diagnosis was often delayed by symptoms being attributed to other causes.
- Treatment drop-out peaked when early side effects appeared.
- Caregivers carried much of the burden but received little information.
- Patients trusted their specialist above all other information sources.
07
Business implications
- Support early-symptom awareness among primary care physicians.
- Provide side-effect guidance in the first weeks of therapy.
- Develop caregiver resources and specialist-endorsed materials.
08
Outcome
The company received a validated patient journey map and a prioritised patient support programme design.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.