We teamed up with a leading global medical and science publisher to investigate the development potential of an information tool that will allow

1. 1
New Product Development Research:
Uncommon Cancers
Key Findings

2. 2
Background & Objectives
Uncover ideas that
would support
development of an
online tool geared
towards assisting these
populations with
determining uncommon
cancer treatment
Understand how
oncologists/pathologis
ts and their staff are
interacting with
various informational
products at different
touch points in the
care of patients with
uncommon cancers
Assess unmet
clinical information
needs of oncologists
and pathologists in
the US.
Understand key
drivers of information
engagement (e.g. risk
tolerance, patient
factors, institutional
factors, physician
personas)
A leading scientific and medical publisher wanted to explore the behaviors and unmet
needs of oncologists when accessing clinical data to treat uncommon cancers. We were
hired to partner with our client and leading physicians to shape a digital experience that
would address identified needs.
3 421

3. 3
Research Methodologies
We used a three-step research process to identify the opportunity,
co-create the product and optimize the experience.
In-office ethnographies with leading oncologists and KOLs in
uncommon cancer to observe how they research cases
Co-creation groups with oncologists to share processes and pain
points and work together to create a global digital resource they
could contribute to and use.
Our client built a prototype based on the groups. In individual user
experience interviews oncologists interviews oncologists gave input
on how to optimize usability and usefulness.
3

4. 4
Key Takeaways
Even in top teaching hospitals, oncologists spend 80% of their time
solving for uncommon scenarios.
Data is often scarce or dated in print. Digital is viewed as having
improving access to data that informs clinical decisions.
Key goals: access to SMEs globally, fast access to the most relevant
information, ability to filter by patient information.
The resulting prototype was well-received as it contained the
specific filters for patient history (e.g. past tumors, treatments
used, success rates) that HCPs could contribute to and access.

5. 5
What Physicians Want
The participants felt that the most salient issue when seeking information for
managing uncommon scenarios is finding the “right” information in a timely
manner. Physicians can experience some difficulty in obtaining information on
uncommon scenarios, despite many resources being readily accessible.
Physicians expressed
desire to more easily
connect with SMEs for
uncommon scenario
consultation.
Physicians assess
content’s relevance and
usefulness by its date of
publication. They want
to increase accessibility
beyond the clinical
setting.
Physicians want the
ability to input patient
information as a means
of filtering for the most
relevant content.
They voiced a desire for
capturing patient history
(e.g. slides for past
tumors, summary of
treatment protocols and
success rates, etc.) in a
universal database for
clinical use.

6. 6
Thank You!
www.sachsinsights.com
Sachs Insights
@sachsinsights
Sachs Insights

7. 6
Thank You!
www.sachsinsights.com
Sachs Insights
@sachsinsights
Sachs Insights