A pharmaceutical client wanted to explore patients’ views on treatment and the impact of psoriasis on their quality of life – something they hadn’t yet considered in the development of their psoriasis treatment.
What we did:
An ethnographic study of 50 patients with moderate to severe psoriasis was conducted in the US, France, Germany, Italy, Spain, UK, Brazil, and Canada. Ethnographers spent a day with each patient and filmed their behaviours in everyday situations.
Ipsos identified an important underlying theme of shame. Patients tried to hide their psoriasis from others, for example, by wearing long-sleeved clothing and keeping quiet about their condition. Psoriasis had a huge impact on their psychology and wellbeing. For women, in particular, psoriasis was a threat to their identity and femininity.
This ethnographic study vividly depicted the unarticulated and emotional impact of psoriasis on the everyday lives of patients. The project sparked a culture change within the client’s organisation, putting patient experience at the heart of product development and communications strategies. The client subsequently commissioned further large-scale research projects to better understand patient experience of psoriatic arthritis and asthma.
Ipsos ECE: PsO Global Overview