The Patient's Journey to Health

Recently I came across a post by Elizabeth Elfenbien on Mediapost.com’s MARKETING: health blog called “The Journey To Health.”  The author is certainly right when she says that journeys to wellness are never quite the same for any two given patients.   It is important for pharma marketers to recognize the individual experiences and varying journeys of each patient, and to view their treatment options as vehicles to recovery. And while a vehicle may be a necessary part of any journey, it also is critical to have a guide, in this case, the patient’s prescribing physician.                                                                                                               

As those in the healthcare industry know, drug adherence is a crucial issue.  Consider the fact that, according to a 2008 Data Monitor study, after 6 months of treatment, a whopping 50% of patients will have discontinued their recommended drug therapy entirely. How can a patient reach their destination if 50% of the time, they abandon their vehicle?  Clearly in these cases there is a disconnect between the patient and their guide. 

I’ve written before on how it is necessary for pharma marketers to consider what a patient’s journey might look like with their product.  Why might a patient abandon their vehicle to wellness? It could be the perceived cost of upkeep, confusing signs leading them astray, or maybe a loss of hope to ever reaching their destination.  And as Elfenbien notes, the patient’s perspective on life and the world around them changes drastically after a diagnosis and continues to change in the time leading up to wellness or throughout their treatment. 

Elfenbien also brings up the point of how important a role measurement plays in the individual health journey. This is true. I’d like to also offer that measurement factors into a bigger health picture that goes beyond just the individual patient. Doctors use patient data to help inform their practice and treatment methods, leading to improved quality of care for the population in general. Large health systems and payers use data as the foundation of their reimbursement and intervention guidelines and policies.  

These changes are why it is crucial for brands to stay aware of the patient experience and to recognize the patients’ need for a guide throughout their journey.  Keeping the lines of communication constant between a patient and their prescribing physician mitigates the potential for noncompliance, helps doctors and pharma companies gain access to necessary metrics and ensures a more successful journey- which is good for everyone involved.

I'd appreciate your comments.

Gene

Comments

[Jeane]

Both the patient and doctors must see eye to eye on the objective of the patient regaining his or her health. If patient and doctor help one another, the patient is the ultimate beneficiary of this endeavor. supplements canada