Mental Health

“With mental illness facing stigma, widespread misunderstanding and in some societies, outright denial, pharma faces tough challenges in its response.”

This is compounded by the huge variation across different markets in attitude towards mental illness which in and of itself can significantly affect the diagnosis and treatment of patients. Patients themselves can have varying degrees of self-awareness which in turn means that caregivers may have to go against their loved ones wishes to get help. Those without a support network can go unnoticed for a long time before coming to the attention of the relevant healthcare system.


Having worked on 89 projects across 19 global markets in the last five years alone, Cello Health Insight has developed a global reach and experience which enables us to provide innovative solutions to meet a wide range of business objectives including:

  • Identifying key stakeholders and their roles and influence by populating the disease landscape
  • Optimising the treatment pathway and the barriers to timely treatment by tracing the journeys taken up to and through diagnosis and beyond
  • Mapping the support network and the needs of patients and caregivers to understand how to improve information and support services / programmes
  • Understanding the language of the disease (or lack of a lexicon) so as to better communicate with HCPs, patients and caregivers to break the silence created by stigma which can impede the care pathway
  • Strategic or tactical product and communications research to input into the development of new or existing products and campaigns

At the heart of our approach is the recognition that the needs of all the stakeholders involved are different and that each therefore requires a targeted response. For example, when it therefore comes to undertaking research with the multiple HCPs and non-HCP stakeholders, a full range of qualitative and quantitative tools and techniques are needed to unearth the insights these require. Likewise when it comes to caregivers and patients, it is essential to think very carefully about who to talk to and how to talk to them. In particular the existence of stigma means that sufferers and their families sometimes prefer a private space to talk.

While self-ethnography and journaling can provide rich personal insights, often the caregiver has to serve as a proxy as the patient themselves lacks the insight to participate or may simply be too vulnerable. At other times traditional face-to face or telephone in-depth interviews may be the best approach in providing both flexibility and empathy. This is also another area where the rapid development of digital monitoring tools and powerful online caregiver communities such as our eVillage platform can provide significant benefits. Strategic digital monitoring of the internet can also reveal the relevant online lexicon including that of hard to access patients.

Our commitment to mental health is demonstrated by our corporate responsibility work entitled Talking Taboos (link). Talking Taboos is our campaigning brand with a mission to directly tackle health and social issues using our experience and resources in health, insight and communications. Talking Taboos focuses on areas where embarrassment, fear or ignorance prevents sufferers from seeking help, and where tackling the stigma will be a part of the solution

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