Response conducted behavioral science–based primary research to understand the undiagnosed patient mindset and identify barriers to treatment adoption and persistence. Insights into treatment frustrations, medication beliefs, and concerns shaped a personalized communication strategy aligned to patients’ psychological readiness.
Stage-specific messaging addressed doubts, reduced friction, and motivated action across the patient journey, reinforced by social proof and testimonials from everyday users and celebrity patient Julie Bowen.
This approach translated insight into action through personalized content and email journeys, educating dry eye sufferers, increasing prescriptions, and significantly improving treatment persistence.
