Every day, thousands of prostate and cancer patients are asked to choose between therapies. Overwhelmed by emotions, they are presented with a massive amount of information, including options that have similar clinical outcomes but different side effects. Not surprisingly, it can be difficult for doctors and patients to have a productive conversation.


Therachoice transforms that conversation. A shared decision-making tool for those with breast and prostate cancer, it’s an online application that helps them clearly think through what’s best for them.


Therachoice is currently part of a three-arm feasibility study with the Princess Margaret Cancer Centre.

Navigating a complicated journey

Based on our research with cancer patients, a Bridgeable Experience Map highlighted key drivers when it comes to cancer treatment decision-making, as well as roadblocks along the way. It was clear that, for patients to successfully navigate treatment choice, they needed to do two things at once: process their emotional reaction to their diagnosis and determine a rational course of action.

Building self-awareness

In our research, we saw how often a patient’s goals and values were lost among a tidal wave of information, including clinical data, disease mechanisms, and side effects. Therachoice uses a dynamic interface to let patients rank and prioritize their treatment goals, helping them reflect on what’s most important to them. As a result, they’re better equipped for an engaged conversation with their specialist.

Resonating with patients and doctors

Therachoice presents information in ways that patients understand and that physicians immediately recognize as credible and rigorous. With our expertise in risk communication and communicating complexity, the message is unambiguous, regardless of how “health literate” the patient is. The smallest details of presentation were considered, such as using “20 out of 100” instead of “20%”. As a result, Therachoice meaningfully captures the qualitative reality and the quantitative context surrounding a patient’s options.

An innovative technology solution helps patients navigate their emotional reaction to their diagnosis and determine a rational course of action.