Capturing patient experience following acute CV events

The Challenge

Our client was developing a product to reduce recurrent AMI events and aimed to be a future leader in AMI. To do this, they wanted to understand the transactional journey and emotional experiences of patients who suffer an AMI.

Our Approach

Bryter designed a digital ethnographic approach in which participants submitted videos over a two-week period via app, explaining what they experienced at each stage of their often-traumatic journey. This meant they had time to think about their responses and could record them in the comfort of their own home.

This approach incoroporated projective techniques and pictorial metaphor exercises to help participants voice sensitive issues and deeper-held emotions.

The Outcome

Our insights provided our client with a map of the whole patient experience, including points at which interventions could be made.

Footage was professionally edited in several films used for internal education and highlighting the team's works in companywide meetings.