For a first-in-class therapy targeting a rare, progressive cardiac condition, BEESY conducted qualitative research in the US and major EU markets. The treatment journey revealed deep ambiguity: diagnosis was non-guideline-driven, and HCPs relied on familiar, easy, symptom-control treatments despite recognizing their limitations. The typical escalation path—from symptom controllers to surgery—left a significant therapeutic gap. While our client’s product was seen as promising, its novelty made it feel risky and effortful for early use. By applying behavioral principles, BEESY identified an optimal positioning strategy: rather than fighting against entrenched behavior, position our client’s product as the preferred option at first escalation - before major changes like surgery are considered. This reframing aligned with current decision-making patterns and laid the groundwork for successful adoption.

• Understand the path-to-prescription (a series of connected decisions)
• Map customer experience across multiple stakeholders
• Identify the major leakage points in the patient journey & identify the stakeholder decisions that create the friction/leakage
• Develop tactics & interventions to address this leakage, optimizing the journey by nudging stakeholders towards the desired behavior

Overall Satisfaction

Ease of Working with BEESY

A top biopharma company brought in BEESY to help optimize the launch of a promising new treatment for a debilitating disease with no approved therapy. Through a multi-phase approach, including an in-depth behavioral audit and global quant testing, BEESY uncovered the key drivers and barriers behind physician inertia. One critical insight: although HCPs acknowledged the burden of the condition, its slow progression often led to clinical deprioritization. Using our 3Bs behavioral science framework, we mapped the decision-making landscape and identified messaging opportunities to prime the market. The result: a communications playbook with optimized messaging and creative concepts designed to spark interest and drive engagement— well before launch.

• Position your product based on the way HCPs actually make prescribing decisions
• Test your TPP to find what really matters/drives behavior, not just the classic efficacy-safety-tolerability
• Optimize competitive readiness based on current category behavior patterns, plus identify ways to overcome the status quo
• Create launch communication materials that impact both sides of your customers’ decision-making brain

Overall Satisfaction

Ease of Working with BEESY

Our client’s product was highly efficacious, with a novel MOA, launching into a stagnant market. While logically the product looked like a slam-dunk, BEESY’s behavioral research approach identified several challenges: the definition of patient stability was very unambitious, the market was defined by ease (effort aversion) not efficacy, and HCPs lingered too long on first-line easy/low efficacy treatments. BEESY’s recommendations focused as much on impacting the market context (e.g. redefine ‘stability’, drive sense of urgency, define the triggers for escalation), as product differentiation and benefits, so the product’s key efficacy benefit would be valued more highly! BEESY contributed to our client having one of the most successful pharma product launches of 2024.

• Understand underlying drivers of behavior e.g. physician prescribing, patient acceptance, etc.
• Nudge physician and patient behavior
• Drive urgency to prescribe
• Implement specific tactics to overcome barriers, leverage untapped benefits to drive target behavior
• Develop targeted interventions to address patient adherence

Overall Satisfaction

Ease of Working with BEESY

A biopharma company’s first-in-class treatment was underperforming and faced a common challenge: too many messages competing for attention in patient communications. BEESY was brought in to identify the most compelling aspects of the product benefits and ground the communication of them in behavioral science. Through qualitative research, we uncovered key principles for how patients processed complex information in this category. The solution: reduce ambiguity, blend familiarity with novelty, use metaphors, and prioritize intuitive storytelling. Although the client was expecting to conduct follow-up research, BEESY’s findings were so clear and actionable that they adopted our work as the sole foundation of patient messaging for the brand.

• Behaviorally optimize your messaging and creative prior to testing based on BEESY’s Principles of Persuasion
• Test content for both System 1 (non-conscious & partial attention) and System 2 (cognitive, focused) impact
• Go-to-market with marketing content that will change real-world behavior

Overall Satisfaction

Ease of Working with BEESY