Behavioral Insights to Reinvigorate Adoption of a New Therapy

Our Challenge: A global hematology team sought to understand why early adopters of a new therapy were no longer switching additional eligible patients, despite strong clinical data and initial uptake. Traditional metrics did not explain slowing growth. The team needed clarity on: how early adopters think about stability, risk, and quality-of-life improvements; how patient behavior and compliance shape willingness to switch; and where remaining opportunity lies among "stable" patients. 

Our Unique Approach: We ran a deep-dive qualitative program using reconstructed patient cases (89 cases; 7 HCPs) to illuminate real decision pathways, not stated rationale. Our behavioral science approach uncovered mental shortcuts around stability, risk-loss framing that suppresses switching when gains feel uncertain, and compliance heuristics based on past patient behavior, among other drivers and barriers. 

Successful Outcomes: We clarified core adoption barriers — perceived low upside to switching and fear of destabilization. We identified drivers for switching and surfaced actionable opportunities to prompt prescribers to identify and re-evaluate eligible patients.