Mapping the Journey for Menopausal Women with Vasomotor Symptoms (VMS)

Research Approach: 

Multi-Method Strategy

• Quantitative Surveys: Captured representative insights across the UK, Germany, Spain, France, Italy, Sweden, Australia, and Brazil. Included robust regional and condition-based quotas.
• Qualitative Interviews: Conducted with treatment-naïve and experienced respondents, exploring personal triggers, treatment perceptions, physician interactions, and internal decision-making.
• Behavioral & Digital Data: Overlaid patient journey data with prescription access trends, provider discussions, and health platform usage patterns.
   

Vertically Integrated Operations
Jasper Colin managed end-to-end execution, from respondent validation to digital tracking overlays- ensuring accuracy, speed, and alignment with health outcomes strategy teams.

Methodology

1. Immersion & Kickoff

• Reviewed clinical literature on VMS and hormone/non-hormone therapies.
• Aligned with client on decision barriers, emotional burden, and gaps in awareness.
• Confirmed analytical and segmentation goals for treatment-naïve vs experienced women. 

2. Stakeholder Interviews

• Internal discussions with medical affairs, DTC marketing, and physician engagement teams helped shape hypotheses around HCP communication barriers and perceived safety concerns of hormone therapy. 

3. In-Depth Interviews Across Patient Profiles
 Spoke with symptomatic women across various regions to explore:

• Cultural sensitivities in discussing menopause
• First awareness of VMS symptoms
• Emotional and relational impact
• Concerns around hormone-based interventions 

4. Customer Intelligence Audit

• Analyzed DTC campaign effectiveness, Google search trends, and forum discussions.
• Reviewed CRM data from prior patient programs and support line call transcripts. 

5. Quantitative Journey Survey 

Journey Stage Insights

Advanced Analytics & Behavioral Signals

• MaxDiff Prioritization: Identified strongest decision drivers: symptom relief speed, non-hormonal composition, and doctor recommendation.
• Text Analytics: Recurring open-end themes: "feeling invisible," "just part of aging," and "don't want hormones."
• Geo-Segmentation: Italy and Spain showed higher openness to supplements, while the UK and Sweden showed greater trust in clinical solutions.
• Behavioral Insight: Low recall of DTC brand campaigns, highlighting need for awareness programs aligned with search behavior.

Strategic Impact:

• Enabled regional GTM teams to build differentiated launch messaging per market.
• Refined persona-based onboarding flow for treatment discussion, with targeted content for hormone-averse users.
• Supported product positioning around confidence, control, and natural relief without hormonal risk.
• Created data-backed case for integrated DTC + HCP educational campaigns.

Final Takeaway

By applying our enterprise customer journey mapping solution, the brand was able to see beyond demographics- identifying emotional inflection points, behavioral resistance, and cultural nuance in the journey from symptom to solution.

This ensured not only higher trial potential, but better long-term patient engagement and therapeutic confidence at scale.