project role: lead

A new Metastatic Colorectal Cancer treatment was in late stage development and Taiho needed aid in identifying patient compliance barriers and accompanying strategic adherence solutions. In order to pinpoint said barriers, a deep understanding of the entire mCRC patient journey was the necessary first step. One-on-one interviews with patients, caregivers, and even HCPs allowed me to delve into what it’s like to live with mCRC and ultimately, identify motivations for ending active treatment. Before heading into a creative adherence ideation session with the client, time was spent with a psychologist who specializes in those coping with trauma, adding an additional layer of ‘smarts’ to compliance barriers and design opportunities.

We provided Taiho with 9 complete adherence program concepts, committed to lightening the emotional and physical burdens of patients living with mCRC, and ultimately make for a more successful treatment experience.