HER2-Negative Breast Cancer Patient Journey (US Women 50–75)

What the client needed

A clear picture of the patient journey for US women aged 50–75 with HER2-negative breast cancer — diagnosis, treatment decisions, and unmet needs — from 50 complete interviews.

Why it was hard

A narrow, sensitive patient group, a 20-minute survey, and five field days. Long screeners and cold outreach would have burned both the timeline and the goodwill of people dealing with a diagnosis.

How we ran it

Online (CAWI) interviews, designed for privacy from the start:

• At-home completion: No interviewer on the phone for sensitive questions.
• Short, respectful screener: Qualify fast, don't interrogate.
• All devices: Older respondents answer on tablets and phones — the survey has to work there.

Results

Target: US women, 50–75, HER2-negative breast cancer.

Completes: 50. Incidence: 20%. LOI: 20 minutes. Field: 5 days.

Hit target on schedule with clean data throughout — sensitive-audience work holds up when the design respects respondents.