The Challenge:
Understand the receptivity of a group of terminally ill patients to a medical device that would ease their symptoms.

The Approach:
A wide range of recruiting techniques were used to contact these infection-prone patients and complete flexibility offered to them in terms of location and timing of their in-person interview. Given their condition and frailty, emotional sensitivity was required throughout the process, along with the management of potential liability issues.

The Result:
An understanding of the use and compliance decision process for patients of different disease stages that completely reoriented the marketing approach for the project.