CUSTOMER MAPPING
The Situation
Moderna, then pre-IPO – now a leader in mRNA technology for drug discovery – wanted to better understand the competitive landscape and patient journey of people with seven specific disease states. Moderna was referred to Sciencia because of our deep scientific knowledge acuity but more importantly, they knew our reputation of working hard and fast without sacrificing quality and they needed this project completed quickly. With no time to waste, we worked closely with the Head of Strategy at each step to ensure we were moving in the right direction. In less than 4 weeks, we needed to perform the analysis, develop a presentation, and deliver the final presentation to the C-suite.
The Plan
To start, our team reviewed the internal scientific data and published materials of the disease areas to understand the pathologies in more detail. Specifically, we needed to understand the mechanism of action of these diseases and associated biomarkers, to understand their role, if any, in normal physiology versus pathologies. We continued to look into competition – including a pipeline analysis – to gain a high-level overview of the asset mechanism of action and the likelihood of approval and adoption in the clinic. Conducting desk research and physician interviews, we strived to understand the patient journey of people with the disease, while documenting the presentation and diagnosis, treatment paradigm and long-term care, and health outcomes.
The Result
After synthesizing all the research materials and patient journey map, we transformed the data into a visual story to help our audience – busy C-suite executives – quickly understand the market landscape and clinical adoption risk of each disease state. In just under 4 weeks, working closely with the internal team, we researched the landscape, performed interviews and delivered a visual and scientifically accurate presentation that allowed their team to immediately grasp the situation. From there, they made decisions to push forward internal programs, positioning themselves for success in the market.
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