AI-driven research, strategy, creative for intelligent healthcare teams
Built to enable teams. Designed to shape decisions. Proven to deliver real-world impact.
We combine AI-driven research, strategy, and creative engagement with behavioural science, using our connected system to translate insight into action with patients and professionals.
Our Connected Behavioural Intelligence System™ interrogates real-world data at speed, using our AI platform to model how decisions are made, enabling us to rapidly design and deploy interventions that change behaviour across patients and professionals.
Intelligence
(behavioural insight + research)
Strategy
(decision + intervention design)
Engagement
(creativity + experience)
Systems
(AI + connected modelling)
Connected Behavioural Intelligence System™
The most powerful force in healthcare isn't data. It's behaviour.
If behaviour doesn't change, nothing does.
Behavioural Research and Intelligence
Uncover how decisions are really made using AI-driven research, behavioural science, and real-world data to identify barriers, motivations, and opportunities.
See example CASE ONE
Launch Strategy — Optimisation and Validation
Translate behavioural insight into impact on how global strategy will land in markets — designing what helps teams influence and create reach.
See example CASE ONE
Journey Mapping and Behaviour Modelling
Model patient + professional behaviours, influences, and moments that matter — through our connected system, enabling faster analysis, smarter decisions.
See example CASE TWO
Creative Engagement and Experience Design
Design experiences, campaigns, and content that shape how people think, feel, and act across patient and healthcare professional journeys.
See example CASE TWO
Behaviour Change Activation
Turn insight into action through scalable programmes and tools designed to target specific triggers to shift behaviour across teams, patients, and systems.
See example CASE THREE
Performance and Outcome Optimisation
Measure, refine, and optimise interventions in real time, ensuring continuous improvement and sustained impact on behaviour and health outcomes.
See example CASE THREE
Case ONE
Uncovering how decisions are made across complex, multi-market pathways
Launching across dual indications in highly diverse reimbursement environments required combining AI-driven analysis with behavioural science to map behaviour across patients, professionals, and systems — to identify archetypes and pathway friction and unlock real-world potential.
Request case presentation
Launch Strategy Optimisation / Validation
Using AI to reveal patterns in multiple care pathways and reimbursement challenges across dual indications.
Objective
Map how dual-indication pathways operate across markets, identifying behavioural, structural, and reimbursement barriers shaping access and adoption.
Deliverables
Care pathway maps, friction heatmaps, audience archetypes, and strategic risk frameworks to guide market planning and intervention design.
Techniques
Behavioural Evidence Synthesis
Structured audit of global and local data to define care pathways, system dynamics, and market variability.
Behavioural Intelligence Modelling
AI-supported behavioural coding to identify archetypes, decision drivers, and friction points across patient and HCP journeys.
Impact
Revealed systemic barriers beyond clinical factors — including reimbursement gating, referral ambiguity, and capacity constraints — limiting progression and scale.
Role of AI
Enabled large-scale, multi-language analysis — accelerating transcription, data processing, and consistent identification of patterns across markets and pathways, enabling accurate behavioural coding to reveal archetypes.
Outcome
Provided a clear behavioural foundation for launch, enabling markets to plan with confidence, prioritise interventions, and unlock real-world adoption.
Case TWO
Validating strategy through patient lens of real-world experience
Clinical advantage doesn't always translate into perceived value. We analysed patient and physician perspectives to identify where the strategy works, where it creates friction, and what's needed to ensure adoption.
Request case presentation
Launch Strategy Optimisation / Validation
Translating behavioural insight into how global strategy lands in markets.
Objective
Understand how global asthma strategy will be experienced in real-world settings, identifying where patient behaviour may accelerate or delay adoption.
Deliverables
Mitigation blueprint, behavioural insight framework, and two-stage workshops to align leadership and refine targeted intervention strategies.
Techniques
Behavioural Evidence Synthesis
Systematic consolidation of 45+ global and local data sources, including research reports, brand plans, medical strategy, patient journeys, and advisory boards.
Behavioural Intelligence Modelling
AI-enabled thematic analysis and TDF-based behavioural coding to identify decision drivers, barriers, country archetypes, and priority patient segments.
Impact
Revealed critical gaps between strategy assumptions and patient reality, including normalisation of symptoms and delayed escalation, shaping where strategy would succeed or stall.
Aligned global and regional teams on priority actions, enabling focused investment to support adoption and unlock early growth.
Role of AI
Accelerated pattern recognition across large, complex datasets, enabling structured behavioural analysis, rapid synthesis, and consistent identification of key intervention points.
Outcome
Strengthened strategy execution by ensuring it is behaviourally viable, not just clinically robust, across markets.
Case THREE
Designing patient support through real-world behaviour and experience
Clinical pathways don't always reflect how patients live with treatment. We mapped patient behaviours, influences, and moments that matter to define where support is needed, where friction occurs, and how to enable confident adoption at home.
Request case presentation
Translating Journey Mapping and Behaviour Modelling
Designing patient support through real-world behaviour and experience.
Objective
Enable the successful global launch of home self-injection for a rare disease treatment by understanding how patients and professionals behave across the treatment journey.
Deliverables
End-to-end patient experience map, PSP touchpoint architecture, and engagement blueprint to guide, design, and brief the global patient support programme.
Techniques
Behavioural Evidence Synthesis
Integration of secondary research, PSP materials, stakeholder inputs, and real-world journey data to define key moments, needs, and system dynamics.
Behavioural Intelligence Modelling
Mapping patient and HCP behaviours, influences, and decision points using behavioural frameworks, identifying moments that matter, barriers, and drivers across the journey.
Impact
Defined the critical moments and support needs required to transition patients from clinical to home administration — including training, confidence-building, and adherence support across cycles.
Enabled alignment on how support should evolve from onboarding through to long-term independence.
Role of AI
Structured analysis of complex behavioural data to identify patterns across patient types, treatment stages, and markets — enabling faster, more consistent modelling of journeys and intervention points.
Outcome
Delivered a behaviourally-led blueprint for patient support, ensuring the programme is built around how patients actually experience, adopt, and sustain treatment in real life.
Case FOUR
From behavioural insight to coordinated omnichannel planning in markets
Omnichannel strategies often connect channels, but not behaviour. We designed a behaviour-led approach to align insight, planning, and execution — so engagement reflects how customers actually think, decide, and act.
Request case presentation
Omnichannel Engagement Design
Harnessing behavioural insight into coordinated, real-world engagement across channels, journeys, and markets.
Objective
Define and enable a future-fit omnichannel approach that translates global strategy into practical, market-ready engagement, grounded in real-world customer behaviour and decision-making.
Deliverables
Modular omnichannel blueprint including journey-led planning frameworks, channel orchestration models, and decision rules — supported by practical toolkits, templates, and a 12–24 month strategic roadmap.
Techniques
Behavioural Evidence Synthesis
Benchmarking industry best practice and synthesising internal and external data to define what good looks like in omnichannel — across journeys, behaviours, and outcomes.
Behavioural Intelligence Modelling
Combining market interviews, behavioural frameworks (COM-B, TDF), and real-world data to identify the true drivers and barriers of how customers think, feel, and act.
Impact
Shifted omnichannel from channel-led execution to behaviour-led engagement, enabling markets to prioritise high-impact activities and align investment to what drives real decision-making.
Created clarity on how global strategy should be applied locally, reducing fragmentation and improving consistency across markets.
Role of AI
Analysis of large datasets and benchmarking inputs to identify patterns in behaviour, channel effectiveness, and engagement models — accelerating insight generation and enabling scalable planning frameworks.
Outcome
Established a scalable, embedded omnichannel capability — helping teams plan around behaviour and journeys, execute with confidence, and continuously optimise performance over time.
Case FIVE
Using creative identity to achieve relevance in a new disease space
Entering a new mental health disease area across Europe, fragmented care pathways and inconsistent engagement meant reshaping how the condition is understood and managed — so patients and professionals recognise need, build confidence, and act.
Request case presentation
LAUNCH: From insight to behaviour change activation
A creative platform that reframes limitation, builds belief, and inspires audiences to see what's possible.
Objective
Enable successful entry into a new disease space by reshaping how cognitive limitation is understood — building belief, confidence, and recognition of patient potential.
Deliverables
Creative identity platform, campaign territory, and experience framework — including visual language, narrative system, and content to support engagement across patient and HCP journeys.
Techniques
Behavioural Evidence Synthesis
Integration of global research, patient narratives, and stakeholder insight to uncover how cognitive impairment is experienced, interpreted, and internalised in daily life.
Behavioural Intelligence Modelling
Mapping beliefs, perceptions, and emotional responses to identify how limitation shapes identity and where opportunity exists to reframe potential.
Impact
Reframed the condition from limitation to possibility, enabling patients and professionals to see beyond impairment and engage with a more optimistic, forward-looking narrative.
Built confidence in a new disease space, supporting recognition, emotional connection, and readiness to act.
Role of AI
AI-supported exploration of visual identity, tone, and narrative — accelerating the development of creative territories, imagery, and storytelling that bring the concept of human potential to life.
Outcome
Established a distinctive, scalable identity that anchors engagement — ensuring the launch is not only understood clinically, but felt, believed, and acted on in real life.
Case SIX
Embedding continuous patient feedback into global medical affairs strategy
A global pharma sought to strengthen how patient perspective informed global and affiliate medical affairs activity — ensuring patient experience shaped strategic planning, evidence generation, engagement, and communication development across therapy areas.
Request case presentation
Injecting patient PoV into strategic decision-making
Continuous feedback to refine involvement of patient perspective in planning across global and affiliate medical affairs teams.
Objective
Enable global and affiliate medical affairs teams to systematically integrate patient perspectives into strategic planning, evidence generation, stakeholder engagement, and communication development.
Deliverables
Patient-centric planning frameworks, behavioural feedback systems, patient journey tools, communication optimisation guidance, engagement templates, and scalable implementation playbooks for global and affiliate teams.
Techniques
Behavioural Evidence Synthesis
Integration of patient journeys, social listening, advisory inputs, real-world evidence, and patient-reported outcomes to understand how patient experience should shape medical strategy and communications.
Behavioural Intelligence Modelling
Mapping behavioural drivers, emotional needs, engagement gaps, and communication barriers to identify where teams can improve relevance, empathy, and impact.
Impact
Created a scalable framework for embedding patient-centric thinking into campaign preparation and medical affairs planning across markets.
Enabled teams to continuously refine engagement approaches using evolving patient feedback and real-world behavioural insight.
Role of AI
AI-supported analysis accelerated synthesis of feedback, behavioural themes, and communication patterns — enabling faster identification of optimisation opportunities across engagement activities and markets.
Outcome
Established a continuous behavioural optimisation model that helps medical affairs teams improve strategic relevance, strengthen patient alignment, and evolve communications based on real-world experience over time.
Understanding decision-making gives strategy purpose. But, execution is what drives impact.
Our CBI system brings both together.
Research
- Journey Mapping — deep mapping of patient, caregiver, and HCP experiences.
- Segmentation & Profiling — audience clustering and behavioural archetyping.
- Value Story Development — evidence-backed messaging and presentation design.
- Gap Analysis & Data Generation — identifying unmet needs and evidence opportunities.
- Behavioural Impact Modelling — predicting and measuring change drivers.
- Insight Mining — qualitative, quantitative, and social listening integration.
- KOL Behavioural Mapping — influence and advocacy analysis.
- Lexicon Development — patient and professional vocabulary frameworks.
- Evidence Generation — real-world evidence, registries, and qualitative case studies.
- Asset Validation Testing — message and creative testing with target audiences.
- Online Communities — patient, HCP, and mixed-stakeholder engagement platforms.
Strategy
- Brand Planning — long-range, lifecycle, and campaign-specific.
- Target/Product Profile Development — market shaping from early TPP stages.
- Brand Positioning & Messaging Strategy — informed by behavioural insights and audience needs.
- Patient & HCP Engagement Strategies — tailored to therapeutic and market dynamics.
- Competitive Intelligence & Market Shaping — mapping opportunities and differentiators.
- Therapeutic Area Opportunity Assessments — evidence-led growth identification.
- Launch Excellence — go-to-market frameworks, playbooks, and activation plans.
- Innovation Workshops — disease area hackathons and ideation sprints.
- KPI & Performance Frameworks — campaign measurement and optimisation strategies.
- Client Process & SOP Development — embedding best-practice methods in client teams.
Creative
- Pre-launch & Launch Campaigns — full creative development across assets, channels, and phases.
- Branding & Identity Systems — architecture, naming, visual identity, tone of voice.
- Messaging Platforms — branded, unbranded, and corporate; lexicon creation and narrative development.
- Disease Awareness Campaigns — unbranded patient, HCP, and public-facing initiatives.
- Branded Creative Campaigns — brand equity-driving concepts across global and local markets.
- Corporate & Franchise Campaigns — portfolio-wide positioning and storytelling.
- Congress & Event Experiences — booth design, interactive experiences, symposium creative.
- Sales & Engagement Tools — detail aids, sales narratives, modular content systems.
- Omnichannel & Multichannel Programmes — integrated journeys across digital and in-person touchpoints.
- Digital Product Development — apps, web platforms, and engagement tools.
