Case Study: Switch Resistance in Sleep Disorder Treatment
Understanding the dynamics that shaped dosing habits
A once-daily treatment promised better rest, yet many patients and clinicians stayed with twice-daily routines. What truly prevents switching treatment and how do we build trust in change?
The Challenge
The Level 5 team conducted qualitative research with patients and clinicians to explore the emotional and practical barriers to switching. Through message and conversation testing, we uncovered where hesitation lived and how to resolve it.
The Approach
The Breakthrough
“Convenience” wasn’t the issue, control and confidence were. Patients feared losing stability in routines that made them feel safe; even if routines didn’t yield the best results, they feared risking worse results
Clinicians wanted tangible guidance, not persuasion.
Simple, transparent communication eased both emotional and logistical friction
The Impact
Level 5 findings reframed the narrative from “it’s easier” to “keep your control.” This shift informed new HCP and patient tools, onboarding materials, and patient stories that built reassurance and confidence in switching—ultimately driving higher intent to recommend and greater patient openness to change.
Additional case studies
When Company Culture Needs a Refresh
Co-creating solutions with employees and leadership
Caution: Side effects may include clarity
Understanding the motivations behind the data