Roche
A service strategy for MS patient care to provide better support and improve outcomes.
The Challenge
Roche was entering the MS therapy market for the first time with a potentially breakthrough treatment. To fulfill its vision of “going beyond the pill,” Roche planned to develop a service strategy alongside the launch of its drug therapy to support MS patients in the clinical and daily management of their disease.
MS is a chronic, degenerative neurological condition that results in a complex array of symptoms and disabilities that are highly unpredictable and vary from patient to patient. While treatment can slow progression of the disease, there is no cure, leaving patients in need of support to help them navigate lifelong physical and emotional challenges.
What We Did
Following consultation with stakeholders to understand the business and clinical contexts of entering the MS therapy market, we conducted depth interviews with MS patients, MS neurologists and MS nurses to explore the clinical and everyday realities of living with, managing and treating MS. The entire patient pathway was investigated over timelines spanning up to 20 years, including key journey moments such as relapse and treatment milestones.
Result
Research analysis revealed that while MS is considered a linear progressive disease, in reality it is experienced as a series of ongoing cycles of crisis and coping. Analysis also revealed that best-practice clinical protocols for MS treatment were in a state of flux, resulting in inconsistent patient experiences and outcomes.
Research findings guided the development of a suite of service strategies across the patient journey. Concepts included propositions for new patient tools, clinical protocols and system-wide initiatives to better support the health and wellbeing of MS patients, and improve the service delivery of front-line care teams.
Service strategies focused on helping patients achieve both everyday quality-of-life goals and positive long term clinical outcomes, with a holistic view towards shifting the focus from living with MS to living well.
consulted together with: EY-Seren