About This Project

The brand team of a pharmaceutical client was preparing to launch a new treatment in the competitive HIV market and wanted to develop differentiating patient positioning and messaging.


Using a multifaceted approach of mini-ethnographies (patient self-directed home video assignments), in-person IDIs/dyads, and quantitative-to-qualitative interviews, we uncovered critical insights to help the client determine a unique positioning platform as well as inform a patient activation strategy to develop a suite of educational support tools. Six Degrees used patient video footage and verbatim clips to develop a professional-grade video montage to bring the voice of the customer to life for internal launch initiatives.