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Using JTBD to inform gene therapy messaging across HCP segments

Client Needs

  • A pharmaceutical company was developing a gene therapy for a rare sleep disorder
  • Gene therapy represents paradigm shift requiring understanding of physician readiness for innovation
  • The client was looking to develop hypothesized HCP segments to inform targeting and engagement strategies for the gene therapy pipeline, focusing on treatment philosophy and innovation adoption patterns.

Our Solution

We created a mixed-method approach of 1:1 interviews and duos, and a pre-task to help understand HCPs not by what they prescribed, but by the underlying “job” they were trying to accomplish for their narcolepsy patients and their 
own professional goals.

Output & Implications

The jobs-to-be-done approach allowed us to develop protosegments of HCPs based on Tx needs/jobs

Each segment received tailored engagement strategies based on their specific “job”, with clear segment-specific recommendations for engagement and outreach

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