Case Study
Business objective:
Understand bronchial asthma patients’ attitudes, perceptions and actions toward treatment.
Category:
Medical (respiratory condition)
Our method:
The mix of qualitative (FGDs with patients) and quantitative methods (online interviews with physicians and patients treated by them) led to the discovery of 3 patient segments.
Results:
This segmentation assesses universes of meaning, cultural and psychological spaces shaping behavior.
Romania has a strong orientation to self-medication and low trust in institutions and public healthcare providers.
Strategy suggestion:
Training physicians to recognize and understand such mental frameworks might help elucidate the way patients live with their illness, interact with physicians or comply with prescribed medication.