Go beyond the surface of dermatology strategy
As dermatology innovation accelerates, one challenge continues to shape decision-making across the industry: understanding the true burden of disease beyond what is clinically visible.
At this year’s American Academy of Dermatology (AAD) Annual Meeting, Prescient is looking forward to new thinking on how deep patient insight can inform strategy, evidence generation and successful launches in dermatology.
Featured thought leadership:
Beyond the surface – Translating patient ethnography into strategic insight for dermatology
Turn ethnographic insight into practical action
Following our recent EPHMRA-endorsed ethnographic research led by Ishaan Choudary in collaboration with a pharma client, we explored the lived experience of patients with dermatological conditions, insights often missed by traditional approaches. Building on these findings, our expert Debbie Allman explains in this latest article how teams can translate these deep insights into actionable strategies, evidence generation and launch readiness.
Chronic itch is more than a persistent symptom that impacts emotional wellbeing, daily routines and the identity of a patient, yet these dimensions are often underrepresented in clinical assessments and decision-making frameworks.
Our work highlights how patient ethnography can:
- Reveal the gap between clinical severity and lived experience
- Identify unmet needs across patient journeys
- Inform real-world evidence design and endpoint selection
- Strengthen launch readiness and positioning strategies
Why Does This Matter?
With the rise of biologics, JAK inhibitors and emerging itch-targeted therapies, dermatology is entering a new era of complexity, making treatment decisions more difficult than ever. Integrating patient-centric insight is no longer optional, but is critical for making confident, differentiated strategic decisions.
How We Support Dermatology Teams
At Prescient, we partner with biopharma organizations to translate patient insight into actionable strategy from Early Development to LCM across:
- Patient Ethnography and Insight Generation: Deep, immersive research to uncover lived experience and unmet needs
- Competitive Strategy and Workshops: Grounded in real-world treatment pathways and patient narratives
- Real-World Evidence Strategy: Designing studies that reflect outcomes that truly matter to patients
- Launch Readiness, Positioning and Beyond: Embedding patient insight into messaging, brand planning, strategy and engagement
Meet Us at AAD, March 27-31, 2026
Let’s Start the Conversation
Whether you’re exploring new therapies, refining your evidence strategy, or preparing for launch, we would love to discuss how patient insight can help you move forward with clarity and confidence.
Speak with our dermatology experts:
Debbie Allman
CGO
Debbie is the Chief Growth Officer at Prescient with over 30 years of experience in pharmaceutical commercialization and marketing. She has led the global Commercial Practice and currently serves as a Board Director, advising pharma and biotech clients on commercial strategy, brand building and growth driven by customer insights.
Jatin Gupta
Vice President, Competitive Strategy
Jatin is a Vice President at Prescient, where he has led multiple global projects across diverse therapeutic areas and specializes in commercial strategy development and intelligence-driven consulting.
Amol Padgaonkar
Associate Vice President, Competitive Strategy
Amol is an Associate Vice President at Prescient, with experience in life science consulting, biotechnology business development, commercialization and intellectual property management.
Sarah Appelbaum
Associate Vice President, Medical
Sarah is an Associate Vice President at Prescient with over 10 years of experience supporting life sciences clients. She specializes in the full product development life cycle, with expertise in Medical Affairs, Commercial, Patient Services and Legal, Regulatory and Compliance.
Catherine Floegel
Engagement Manager, Commercial
Catherine represents the Prescient Commercial Strategy team, supporting pharma and biotech clients on commercial strategy, brand building and growth driven by customer insights.
