Agenda

Although CymaBay was able to cultivate a novel mechanism of action distinct from other drug classes, the Commercial Team acknowledged that significant change would require them to expand existing patient insights today to improve the standard of care, tomorrow. In doing so, CymaBay gained a deeper understanding of mindsets, feelings, and underlying needs of people with PBC — a condition that affects mostly women. The result? An innovative campaign that doesn’t merely speak to the clinical management of PBC but addresses the profound emotional and practical life experiences that PBC patients face and offers support and hope in areas they need it the most.

In this session you will learn:
• How emotional insights revealed deeper context to bolster the CymaBay campaign strategy.
• What components of patient well-being inspired creative concept development, tone, and messaging.
• How patient insights led to a deeper engagement with the PBC advocacy community and organizations.

Yet the people we serve who need treatment are not myopically focused on their medical condition. Patients are people first, and they balance their health alongside their careers, their finances, their passions, and their relationships. How, then, might we bridge the gap between our perceptions of the patients we serve–and the reality of their lived experiences?

In this session, we’ll share fresh ideas to shift from a mindset that centers brands first to one that centers patients first. Join us to learn:
• Specific examples of how the ways we see the world can be disconnected from how patients see the world
• Practical approaches to help center the experiences of people with different conditions in market research
• Strategies for socializing and internalizing patient centricity within your team and across internal stakeholder groups