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/