Case Study: a major global pharmaceutical company improves Parkinson’s treatment retention with Fractal behavioral science

Pharmaceutical uses behavioral science informed design to reduce prescription attrition

A major global pharmaceutical company faced significant challenges with patient adherence for its Parkinson's Disease treatment patch, experiencing a steep attrition rate despite multiple interventions. The vendor, Fractal, was engaged to help understand the complex drivers behind patient behavior and the high treatment discontinuation, as existing assumptions had proven to be misaligned.

Fractal implemented a patient-centric, behavioral science solution that shifted the strategy from enforcing adherence to understanding patient preference. Their approach involved comprehensive qualitative research and the development of a modular intervention framework tailored to different channels. This new preference-based strategy, which reimagined existing interventions, transformed patient retention for the pharmaceutical company, leading to a manageable behavioral and treatment transformation.