The Evolving Patient Journey - BDI 2/25/14 The Future of Healthcare Communications Summit

60 %
40 %
Information about The Evolving Patient Journey - BDI 2/25/14 The Future of Healthcare...
Business & Mgmt

Published on March 4, 2014

Author: bdionline



Presentation: The Evolving Patient Journey
Presented by: Meredith Ressi, VP, Multichannel Marketing Solutions, Decision Resources Group
Healthcare communications today require an understanding of the complexity of patient decision making and how patients navigate the health system to get the care they need. What are the emerging trends in patient engagement, and how does channel reliance vary along the treatment continuum?

Navigating the Patient Journey: Patient Support Programs in 2014 Meredith Ressi, VP, Multichannel Marketing Solutions @meredithressi

What Does Today’s Patient Journey Look Like? Today’s patient journey has many forks in the road… • Managing health costs; navigating coverage restrictions • Working with multiple stakeholders; managing care across specialists • Ongoing health management, aka, “outcomes” • Navigating multiple sources of content and information 2

The Path To Treatment Was Once a Funnel…

…But is Now a Maze that Patients are Left to Navigate 4

The Promotional Lifecycle: the Classical Online Model Brands often chart a three-stage marketing plan for their product’s on-patent life, though for patients, the journey is seldom so linear a process Pre-launch Awareness/ education • Unbranded website • Disease education advertising, PSAs • PR and events Launch Acquisition/ conversion • Product website • Branded advertising and promotion, sponsored content and adjacencies Post-launch Adherence/ retention • Branded online support programs • Info kits by mail • Sponsored patient communities

Online Health Moving from Info-Only to Interactive Health Services 65% online consumers: “The internet is essential for finding health and medical information.” 45% online consumers*: “The internet is essential to managing my disease or condition.” 44% online consumers: “The internet is essential to making health and medical decisions.” Online  health hits an  inflection point  Among online consumers *Among online consumers who manage a chronic condition Source: Manhattan Research, Cybercitizen Health® U.S. 2013

Physicians Express Patient Support Programs from Pharma Source: Manhattan Research, ePharma Physician® 2013,

Formulary Decision Makers within Payer Community Express Interest in Pharma Support Partnerships Pharma services of interest among P&T committee members: Hospital MCO PBM 0% Interested in any form of ongoing support from pharma Developing provider education materials Developing economic models Developing patient education materials Developing patient adherence programs/resources Facilitating communication between P&T and pharma Source: Manhattan Research, Taking the Pulse® Formulary Decision Makers 2012 50% 100%

Analysis of Pharma Patient Support Programs Q3 2013 review of 200+ pharma websites yielded 65 patient support programs for analysis across 19 therapeutic categories and 33 companies Number of Branded Support Identified Hepatitis C 4 100% Atrial Fibrillation 3 100% Precocious Puberty 2 100% Multiple Sclerosis 7 78% Chronic Pain 2 67% Cushing's Disease 1 67% Rheumatoid Arthritis 6 55% IBD 3 50% Leukemia 3 50% Alzheimer's 2 50% Fibromyalgia 1 50% Type 2 Diabetes 6 45% Low Testosterone 1 33% Anaphylaxis 1 33% Opioid Dependence 1 33% IBS 1 33% Prostate Cancer 2 29% Breast Cancer 1 14% ADHD 1 13% Depression 9 Share Within Brand Category (# programs/brands tracked) 1 13%

Nurse or Navigator Hotlines Provide Treatment Questions; Assistance Navigating Insurance 41% of branded support programs reviewed offered nurse or navigator hotlines

Live Local Events Offer Education; Social Support 13% of branded support programs reviewed educational classes/live events from BI Captures the Complexity of the Patient Journey

Data Tracking on Product Sites Still Low-Tech; Primarily Paper-Based 8% of branded support programs offer some form of data tracking

Outcomes-Driven Reimbursement Will Drive Next Generation of Pharma-Sponsored Patient Support 14


Key Takeaways • Digital health has advanced from info seeking to care management – pharma services are beginning to adapt • Look to companies who are investing in these programs for examples of the next generation of patient engagement • Consider partnerships to expand distribution – pharmacy/specialty pharmacy, ACOs; next generation of engagement platforms – patient portals; EHR; etc. • No longer dumping customers into “the funnel” – how can you help patients navigate the maze? 16

Navigating the Patient Journey: Patient Support Programs in 2014 Meredith Ressi, VP, Multichannel Marketing Solutions

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

The Future of Healthcare Communications Summit | PHANYC

The Future of Healthcare Communications Summit ... 2/25/14, 8:00 a.m. – 1:00 p ... focused to patient-focused communications and the rapidly evolving ...
Read more

Patient Engagement: The Future of Healthcare ...

... The Future of Healthcare Communications Summit & Roundtables. Online ... Why is patient and HCP education at the forefront of patient engagement ...
Read more

Medical Office Furniture & Healthcare Solutions - Steelcase

New Insight into the Patient Experience Steelcase Health ... Place in Healthcare. Healthcare is evolving at a rapid ... Healthcare Journey Needs ...
Read more

Health Care Communications | Main

Ragan's Health Care Communication News is the leading resource and publisher of information about communication for health ... Internal Communications ...
Read more - Get 2016 health coverage. Health ... Blog. You must select a topic. Now that you've signed up for updates from the Health Insurance Marketplace, we'll send you tips and ...
Read more

Healthcare | CSC - Computer Sciences Corporation

Begin your journey to a customer-focused future. ... EMC and IDC discuss evolving role of IT in ... Patient-Centric Care in the Modern Healthcare ...
Read more

Medical Solutions - Siemens Healthineers USA

The future of healthcare is one where all ... Siemens offers healthcare ... Siemens can help laboratorians keep pace with the evolving standard of ...
Read more

Multichannel Customer Journey Management | Genesys

A defined omnichannel customer journey is an ... The Future of Customer Service ... The traditional contact center is rapidly evolving under the pressure ...
Read more