Our approach
For this project, a segmentation study was in order. For this, we executed 16 in-depth telephone interviews of 60 minutes with oncologists in Austria and Switzerland. Through these conversations, we wanted to identify the process they go through to acquire new information, build opinions, and make decisions in managing and treating their patients.
The biggest challenge for us: dig deep – and then deeper: physicians tend to speak easily about their job and the therapies they prescribe, but less about their own personal experiences. It was our job to make them feel comfortable and get the answers we needed in order to truly get to know them.