Alcediag
French diagnostics company specializing in precision psychiatry.
Case study
Bridging company constraints and patient reality
Alcediag needed more than generic patient feedback. The team needed to understand how people affected by bipolarity, depression, and their loved ones would interpret a precision psychiatry blood test, what would build trust, and what language could make the offer feel respectful rather than frightening.
A patient-led insight and go-to-market project for a French precision psychiatry diagnostics company.
myEDIT-B
A blood test designed to help differentiate depression from bipolarity.
Patient insight and adoption strategy
Qualitative research, personas, patient language, positioning, and go-to-market recommendations.
The challenge
A diagnostic innovation still has to be understood by real people.
For a company building a diagnostic test in mental health, the science is only one part of adoption. People need to understand what the test means, what it does not mean, how it relates to their story, and whether the communication feels safe enough to trust.
Patient trust
The message had to acknowledge the sensitivity of diagnosis, identity, stigma, and uncertainty.
Audience segmentation
A person exploring possible bipolarity, a person already diagnosed, and loved ones do not need the same message.
Company constraints
The work needed to be useful for a company team making practical marketing and adoption decisions.
Method
A mixed-method patient insight program
HopeStage combined lived-experience access with structured marketing thinking, so the work could move from patient voice to decisions the Alcediag team could actually use.
Qualitative interviews
Interviews with people affected by bipolarity and loved ones to understand expectations, fears, vocabulary, and the emotional context around diagnosis.
Survey and community distribution
A questionnaire designed for HopeStage communities and newsletter audiences to quantify attitudes around diagnosis, acceptance, and blood-test perception.
Focus group design
A deeper discussion format to test reactions to value propositions, willingness to pay, and how a test result could affect real life.
Personas and journey mapping
Personas for people living with bipolarity, loved ones, and people experiencing depression who may be looking for clearer answers.
Positioning and messaging
Strategic recommendations to explain myEDIT-B with clarity, empathy, and practical relevance.
Marketing funnel
A path from awareness to interest, consideration, intent, and action, adapted to mental health decision-making.
Testimonial
Alexandra Prieux
CEO @ Alcediag
"Clément brought a marketing perspective to what we were doing, which is quite unusual when you talk to patients. It is marketing, but it is very specific because it is a patient in front of us, a person who potentially is suffering. Clément helped us understand the need of the patient and how to address it properly and respectfully."
Alexandra Prieux highlighted the value of connecting company constraints with patient reality in a way that remains practical, specific, and respectful.
What changed
The work clarified who Alcediag needed to speak to, and how.
The highest-value output was audience segmentation: identifying the main types of people Alcediag could speak to and how to address each group respectfully.
Clearer personas
Alcediag could distinguish between people questioning their diagnosis, people already living with bipolarity, and loved ones trying to help.
More respectful messaging
The positioning avoided treating people as a generic market and instead reflected the emotional reality of diagnosis and uncertainty.
Decision-ready insight
The project translated lived experience into practical marketing, communication, and adoption recommendations.
What HopeStage delivered
- Interview guide and consent-aware qualitative process
- Patient and loved-one interviews
- Survey structure and distribution plan
- Focus group methodology
- Patient personas and audience segmentation
- Positioning and messaging recommendations
- Personalized marketing plan and sales funnel logic
- Visibility and content recommendations for myEDIT-B
Patient insight should change the strategy, not just decorate it.
HopeStage helps mental health diagnostics, biotech, digital health, and research teams understand what patients need to trust before they act.