Danone: Why patients stop and what actually keeps them going.

Patient Journey Mapping · Behavioral Testing · Diary Studies The challenge: Danone needed to understand why patients abandon oral nutritional supplements — and whether motivation could change that. What I did: Interviewed 15 healthcare professionals ( total were 30) and 12 patients ( total were 24) across the UK and France to map the full journey and find discontinuation triggers, then ran daily diary studies testing intrinsic vs. extrinsic motivation across three patient cohorts. The outcome: Strategic recommendations for product, HCP engagement, and patient communication — backed by a rigorous test of what actually drives adherence.