Enhancing Communication in the Ecosystem
The art of healthcare relies heavily on the doctor-patient dynamic, even if the patient is the beloved family pet. Ensuring HCPs and patients/pet owners experience effective communication of needs and solutions, and expectation setting between one another are critical to ensuring patients receive optimal healthcare. When a novel treatment option is on the horizon, optimizing these communication dynamics is essential.
We conducted focus groups with veterinarians and owners of insulin-dependent cats in the US and Europe, leveraging veterinarian referrals and pet owner forums to find the “right” owners. Creative qualitative research tools like “Three Views” uncovered disconnects in emotions and expectations between veterinarians and owners.
This initiative uncovered opportunities for messaging, tools, and education to prepare during commercialization, many of which were designed to facilitate the veterinarian-owner communication dynamics at play. This information enhanced market readiness activities already underway in each region to ensure the local teams could ramp up adoption faster than their prior new product launch.