With Kit still unwilling to pursue treatment for her chronic illness, the MicroMass team unpacks her experience and offers a strategy for reaching people with undiagnosed conditions. Kit befriends a fellow patient whose support might help her regain some confidence in the healthcare process.

Key takeaways

Finding effective ways to engage patients who have disconnected from the healthcare system can increase uptake

Patients who are hesitant about seeking treatment tend not to respond to marketing messages that look and feel like typical healthcare-related ads

It’s strategically sound for pharma and healthcare companies to sponsor peer support and peer advocacy groups; they are a welcoming entry point for patients who might not otherwise engage with the healthcare system

Themes: Behavioral Science, Healthcare Marketing, Peer Support, Chronic Illness, Rare Disease

Credits: Mindy Vulpis, Behaviorist | Kelsey Arp, Lead Behavioral Copywriter | Lindsay Huey, Senior Art Director | Kristen Maynard, Senior Account Director | Johnny Knight (host), Senior Behavioral Copywriter | Lindsay Jones (original music), Composer and Sound Designer

See how we change behavior: https://www.micromass.com/why-behavioral-science/