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CMR case study: exploring the patient journey for faecal incontinence

CMR’s client, a global medical device manufacturer, wished to drive market share for its product indicated for the treatment of faecal incontinence. Research was commissioned to identify key barriers to using the client’s device as a therapy option through understanding the patient journey for those living with the condition.

Approach

Video interviews with HCPs: CMR conducted 60-minute individual depth interviews across the US with Gastroenterologist and Colorectal Surgeons treating patients with faecal incontinence. The feedback from the HCP interviews was used to inform development of the discussion topics, tone and language used in the patient interviews.

Video interviews with patients: 60-minute interviews were completed with people living with faecal incontinence across the US. The sample was split by those who had received a formal diagnosis for faecal incontinence and those who were yet to approach an HCP for diagnosis and treatment.

Results for this project

The research findings were used to support the client’s understanding of the referral and therapy pathway of an incontinent patient, illuminating the factors preventing engagement with treatment in general as well as the barriers to use of the client’s product at each stage of the pathway. This wealth of insight helped the client drive forward their strategy for promoting market share of its device indicated for treatment of faecal incontinence.