Novel GLP-1 Journey with HCPs and People Living with Obesity

A biopharma company was preparing to launch a new product into a rapidly evolving market. Related to this, it needed a deeper understanding of the journeys faced by people living with obesity (PLwO). This understanding would help inform development of the brand strategy.

Blue Matter conducted an exploratory assessment of the PLwO journey, generating insights regarding behaviors, attitudes, beliefs, and emotions at each step: Origination, GLP-1/ dual agonist consideration, treatment initiation, titration and maintenance, and discontinuation.
Our team used Interactive online engagement for capturing in-the-moment visual narratives of experiences with obesity, as well as a mix of in-person interviews and TDIs with PLwO and a breadth of HCP specialties.

As a result, we developed foundational insights on the current clinical journey, including how gender, race, and culture interact to inform differences. We also identified treatment decision-making drivers along with unmet needs and challenges. Via this research, we built a deeper understanding of how HCPs currently view obesity and how this impacts treatment decision-making, HCP and PLwO perspectives on the presence of cardiometabolic comorbidities, and varied perspectives on the competitive landscape according to specialty. This work also highlighted some key actionable disconnects among HCPs and PLwO, which we addressed with the client.

Our insights informed launch strategy and planning for the targeted product, including approaches to minimize PLwO and HCP barriers, as well as reframing of educational opportunities surrounding the disease state.