A global pharmaceutical company has one of the three most important brands of drugs to treat a chronic disease and had recently developed a new indication of the drug for juvenile arthritis that required rethinking arthritis and its ecosystem to market the brand authentically. The innovation manager commissioned INSITUM, to help them strengthen the brand, differentiate it and position it as a leader in the market. In-depth interviews with physicians, patients, and their families in various contexts allowed us to understand the patient's experience with this condition. One of the main insights we discovered was that there is a broad perception that arthritis is a condition which only affects elders, however arthritis also affect kids and their families, this misperception in society caused that families do not identify the disease soon enough to treat it accordingly. Another insight was that every patient experiences the condition differently; a key factor is the patient's status in the medical ecosystem. We clustered diverse patients and came up with 4 "personas" (emotional profiles according to diverse levels of conscience and stage of the affectation of the disease). In order to graphically represent this complex system, an infographic was generated of the diverse patients' experiences, from the first symptoms, to the diagnosis with the chronic disease, through the moment the patient receives his first treatment with a biological drug. The results derived in various insights that served to generate a communication strategy and innovative tactics, which aimed to improve the overall patient experience allowing them to be treated sooner rather than later. The communication strategy helped strengthen the brand's relationship with key stakeholders within the ecosystem of the health sector. The infographic was then animated and was used to present the project at an annual executive conference.