Challenge 

A global pharma client with an established haemophilia brand needed to validate patient segment behaviors in real consultations to improve HCP–patient dialogue.

Approach

  • Built 2 synthetic patients using primed LLMs
  • Conducted 45-min interviews with Haematologists and Haem-Oncologists, including live synthetic interactions
  • Combined observational (HCP dialogue) and reflective (decision rationale) analysis

Outcome

Segments were validated, recognized, and evoked distinct reactions—leading to practical recommendations for improved dialogue.

“You wouldn’t get this in a normal qualitative interview… it brought the leading drivers to life and showed the importance of those attributes in practice.” – Global Pharma Client