Abbvie was stymied about why Kaletra – its HIV treatment with significant and well-known efficacy – failed to achieve above fourth place in market share and was rarely recommended for early-stage HIV treatment. Finding no rational explanation, Abb partnered with Brandtrust to identify physicians’ deeper human truths related to HIV patient care and treatment selection. Ultimately, they hoped these insights would reveal how to change physicians’ behaviors around treatment path recommendations, thereby increasing Kaletra’s market share with regard to the line of treatment.