Breast cancer patients in the prime of life spend hours in an infusion center. The client’s breast cancer treatment received a new indication that could save cancer patients time and energy through a quicker and more convenient dosing option.

But were breast cancer patients excited about the benefits of the client’s offering? During in-depth interviews, I listened to patients tell us how cancer treatment is yet another part of their lives that needs to be carefully scheduled, planned, and organized. The burden often fell on them to do it all.

Through a qualitative segmentation derived from deep content and thematic analyses, I helped the client understand who would benefit most from their product and, importantly, what these patients said they needed help with—notably support coordinating time to the clinic, arranging travel to the clinic, and making the best use of their time while receiving treatment.