Why do some patients choose not to fully report symptoms?

Communications Planning


Pharmaceutical company

The Challenge

Today lupus continues to be the leading cause of premature cardiovascular disease, kidney disease and stroke among young women.


The client wanted to use ethnography to understand the breadth and impact of lupus symptoms experienced by people and any barriers to productive discussions with doctors. The team worked across Brazil, China, Russia, Germany, and France.


The films were hosted on the company’s flagship website and used as an external educational resource for European healthcare professionals and members of the public. The films were also screened at The European League Against Rheumatism (EULAR) congress - the organisation that represents the patient, healthcare professional and scientific societies of rheumatology across Europe.