Case: The role of patient insights in improving immunotherapy for melanoma Cases > Patient insights immunotherapy melanoma Malignant melanoma patients often describe their disease as ‘treacherous’ and ‘unpredictable.’ When a leading biopharma company launched immunotherapy requiring more frequent infusions, they turned to us to understand if this intense treatment rhythm could align with patients’ deep-seated need for control over their treatment. Here are the key points from our collaboration: The client launched an innovative melanoma immunotherapy requiring more frequent infusions. They needed to effectively position this increased infusion frequency in the market. We discovered patients valued frequent infusions for regular interactions with healthcare professionals. Recommended reframing the infusion frequency as a benefit highlighting enhanced patient care. Enabled the company to reposition the infusion schedule as a unique selling point, improving market positioning. The Challenge Our client had developed an innovative immunotherapy infusion treatment for malignant melanoma. While the treatment showed promise, it required a different frequency of infusions compared to competitors in the market. The company needed to understand how to effectively position this unique aspect of its offering. To achieve this, they required deep insights into two critical areas: The role of infusions and healthcare professional (HCP) interactions in patients’ lives and treatment journeys. 2. The perception and prioritization of patient involvement from the payer’s perspective. “We needed to uncover the barriers and drivers for patients and payers,” explains Søren Esben Hansen, Chief Advisor for Advanced Market Research at Signum. “Our client’s treatment schedule was different from the norm, and we needed to understand if this could be turned into a benefit rather than a perceived inconvenience.” The Solution We developed a comprehensive research approach to address these complex questions. Our strategy involved two key components: Patient Insights: We conducted an in-depth study of malignant melanoma patients, combining qualitative interviews with patient diaries. This approach allowed us to capture the emotional journey and day-to-day experiences of patients undergoing immunotherapy treatment. “By using patient diaries alongside interviews, we were able to gain a holistic view of the patient experience,” says Søren. “This method revealed insights that might have been missed in a traditional interview-only approach.” Payer Perspectives: We interviewed key members of Regional Medicines Committees, who play a crucial role in treatment decisions and budget allocations. These interviews focused on understanding the framework for patient involvement from the payer’s perspective. Our unique position in the Danish healthcare landscape, with access to comprehensive healthcare data and a deep understanding of the market access system, allowed us to bridge the gap between patient experiences and payer priorities. Key Findings Our research uncovered several crucial insights: Patient Experience: Patients with malignant melanoma often experience a significant loss of control due to their disease. Immunotherapy treatment is seen as a major step forward in their battle against cancer. Interactions with healthcare professionals during infusions are highly valued by patients, as they help alleviate the sense of loss of control. Payer Priorities: The “most healthcare for money” philosophy guides many decisions at the payer level. Patient involvement is theoretically important but often challenging to implement in practice. There’s a disconnect between patient priorities and payer considerations in treatment decisions. “We discovered that what initially looked like a potential drawback – the frequency of infusions – could actually be positioned as a benefit,” Søren explains. “Patients valued the regular interactions with healthcare professionals, seeing them as opportunities for reassurance and control.” Results and Recommendations Based on our findings, we developed a set of strategic recommendations for our client: Reframe the Narrative: Position the frequency of infusions as a benefit, emphasizing the value of regular HCP interactions for patient care and safety. Advocate for Quality Care: Promote the maintenance and strengthening of immunotherapy clinics, highlighting the value patients see in close, personal, and consistent interaction with nurses. Highlight Treatment Rhythm: Communicate the intuitive rhythm of the treatment schedule (e.g., monthly IV sessions and quarterly scans) as a differentiator. Develop Support Materials: Create resources for both patients and nurses to optimize side-effect management and build trust. Focus on Expert Care: Rather than pursuing closer-to-home treatment options, emphasize the value of expert care at specialized centers. The Impact By implementing these recommendations, our client was able to transform their market approach. The frequency of infusions, once seen as a potential barrier, became a unique selling point that emphasized patient care and safety. “This project exemplifies how deep insights can reshape strategy,” concludes Søren. “By understanding both patient needs and payer priorities, we helped our client turn a perceived weakness into a strength.” The insights from this study compel us to reconsider how we measure ‘effectiveness’ in oncology. Is it purely about survival rates, or does the patient’s sense of control and quality of Life (QoL) play a crucial role? By illuminating the complex interplay between clinical efficacy, patient experiences, and healthcare system constraints, we’ve offered a more holistic view of treatment efficacy. This perspective could potentially inform future research and development efforts in oncology, leading to treatments that better align with both patient needs and healthcare system realities. For more information, please contact Søren Esben Hansen Chief Advisor, Team Lead Advanced Market Research seh@signumlifescience.com +45 20 570 670
