Gaming: Refining Gameplay and Narrative for an Adventure Puzzle Platformer

Working for a commercial stage biopharmaceutical company to support the development of its strategy for a rare and complex disease area with limited awareness and highly fragmented care pathways across Europe.

The client needed to:

1. Build a clear picture of the patient journey and treatment landscape across key European markets
2. Understand diagnostic challenges, referral patterns, and delays to treatment
3. Identify drivers and barriers to diagnosis, treatment initiation, and ongoing management
4. Inform market entry and commercial strategy in a rare disease context with small patient populations

Given the rarity of the condition and variability between healthcare systems, a multi-market, insight-led approach was critical to inform decision-making.

Bryter designed and delivered a multi-country EU research programme combining qualitative depth with strategic analysis to provide a holistic and actionable view of the market.

1. Mapping the Patient and Treatment Journey

We explored the end-to-end journey from early symptom recognition through to diagnosis and ongoing management. This identified key pain points, delays, and unmet needs at each stage, while highlighting variation across disease progression and patient experience.

2. Stakeholder-Centric Insight

We engaged a diverse set of stakeholders, including specialist clinicians and multidisciplinary care teams, to build a 360° perspective. This captured insights on diagnosis and referral pathways, treatment decision-making, and perceptions of current and emerging therapies.

3. Cross-Market Comparison

A structured comparison across European markets assessed differences in healthcare system structures, access pathways, diagnosis rates, disease awareness, and treatment availability, including reimbursement dynamics. This highlighted where local market nuances require tailored strategies.

4. Commercial and Strategic Framing

Insights were synthesised into clear, actionable implications to support market entry and growth. We identified opportunities to improve diagnosis and patient identification, optimise stakeholder engagement, and tailor strategies to specific market conditions.

This integrated approach ensured insights were not only descriptive but directly aligned to commercial decision-making, providing a robust foundation for effective European market strategy.

The programme delivered a comprehensive understanding of the disease and treatment landscape across Europe, enabling the client to refine its launch and growth strategy through:

1. Clear mapping of patient journeys and unmet needs
2. Identification of key barriers to diagnosis and treatment access
3. Insight into cross-market variation, enabling prioritisation and localisation
4. Strategic guidance on how to engage clinicians and support earlier diagnosis

The research resulted in:

1. More effective market entry planning across European markets
2. Improved ability to target priority stakeholders and centres of excellence
3. Stronger alignment between global strategy and local healthcare realities
4. Enhanced readiness to navigate the complexities of a rare disease launch