CASE STUDY
Alzheimer’s – Seeing Beyond Memory
Our insights revealed how patients and caregivers fear being unseen, and how focusing on memory loss misses what matters most.
Global pharmaceutical company
CLIENT
How do we address the mindsets & behaviors that lead to delayed testing, diagnosis, referral and treatment?
THE CHALLENGE
Insights
We were talking about memory. They were talking about being seen.
Experiences of dementia and Alzheimer’s are extremely personal & individual, surfacing a fear of losing autonomy – memory loss is just one symptom
The broader narrative around aging and dementia – including neurodiversity – is evolving
The clinical framing reinforces stigma and fails to reflect the lived experience – patients and their families are focused on immediate, day-to-day challenges
Our impact
Reframed disease education & messaging around visibility, identity, and connection.
Helped medical and commercial teams understand emotional blind spots and identify ways to educate around the importance of early diagnosis.
Developed strategic and creative guidance grounded in lived experience
The Outcome
A more human-centered approach to Alzheimer’s engagement that reflects the real experiences of patients and families — creating space for empathy, trust, and more effective support in early diagnosis.