A leading pharmaceutical company aimed to uncover disparities in the patient journey of Hispanic/Latino patients. Based on insights and implications, they can now authentically support this patient population.
A leading pharmaceutical manufacturer sought to better understand the Hispanic/Latino patient experience in one specific cancer type – and, more specifically, to explore addressable disparities and unique challenges/needs and identify opportunities to impact their disease journey positively.
The HawkPartners team conducted in-depth interviews with Hispanic/Latino cancer patients, their caregivers, oncologists, and advanced practice providers who treat patients of this ethnicity to explore the journey from various perspectives. A mix of Hispanic/Latino patients was included based on country of origin/heritage, current geography, level of acculturation, race, etc. Interviews were conducted in English and Spanish to meet patients in the language they were most comfortable with. This research led to the development of a detailed Hispanic/Latino patient journey map, outlining emotions, challenges, and opportunities to better support all stakeholders across critical milestones. Additionally, we identified culturally specific factors and nuances crucial for tailoring support and communication throughout the patient journey.
Project insights deepened our client’s understanding and informed strategic opportunities to authentically support the Hispanic/Latino cancer community, their families, and their HCPs. This included alignment on considerations for the development of a targeted educational campaign and activation within this community.
“We explored the cultural nuances and unique challenges of the Latino community, equipping our client with the insights to develop targeted disease education and support that truly resonates with patients, caregivers, and healthcare professionals. Our work deepened our client’s understanding and empowered them to make a meaningful impact on patient care and engagement in this growing community.”
