The Patient Journey Evolution A Case Study Alex Zhu & Bill Salokar SKIM 1
Digital is transforming business and Healthcare is no exception 70% 50% 1/5 US consumers use a US HCPs use 3+ Top Pharma has a digital channel to connected devices chief digital officer manage health & professionally wellness 2
But Pharma is lagging behind 70-80 49 42 37 36 Global Average: 33 32 31 27 22 Public Pharma Insurance Banking Media/ Telecom Retail Travel/ Digital Sector Entertainment hospital Leaders Distribution of Digital Quotient score by industry (global), points, out of 100 Source: Mckinsey 3
Patients are empowered with more info and choices than ever, yet their expectations haven’t been met What is avg. time of a HCP visit? 4
Patients expect more and better experience Personalized One-stop experience Personalized services • Trusted one-stop info • Alert communication • Format • Patient support source • Tonality • Simple and easy • Beyond the pill / • Interface interaction holistic therapy • Localized 5
This calls for an evolution of patient journey & experience research Patient centric Actionable Small data + Big data 6
Patient-Centric 7
While it takes the patient perspective, traditional patient journey is largely a treatment journey New treatment choice Evaluation or treatment and symptoms Initial Self research / Initiation symptoms management HCP visit Diagnosis Therapy Changing symptoms 8
What if we take a different starting point? Denial Doubt Acceptance Doubt Control Focus on the stage-shifting Develop granular patient stage profile micro-moments 9
Case – an iterative approach starting with patient stage profiles Phase 1 (diverge) Informational Phase 2 (converge) Emotional Clinical 10
Informational, emotional, and clinical gaps Initial Symptoms Diagnosis Disease management Overwhelmed or Skeptical and ill- Unaware Confused condescended equipped Self-conscious, Left out Uneasy, alone Isolated, disempowered burdensome Unprepared Delayed Prolonged No systematic approach 11
Actionable 12
Qualitative journey work tends to be descriptive but lack focus 13
Making it actionable takes two level of prioritization Sub-journeys Key Moments 14
Considerations to prioritize a sub-journey Where is battle ground? (e.g. first to market vs. 4 th line) 1. 2. Highly important to a brand with immediate commercial impact (e.g. new patient on- board journey) 3. Limited clarity & existing knowledge for a sub-journey (e.g. pain points in starting a new biologic) 4. Targetable with current marketing programs (e.g. patient support) 5. Preferably with measurable metrics (e.g. establish a baseline on-board experience measurement and track the results) 15
Action guide What (Content) Where (Touchpoint) Acquisition Retention 16
Case – convergence phase focuses on key moments and key leverage points Phase 1 (diverge) Phase 2 (converge) For each stage focus on Informational key moments Identify key leverage Emotional points for marketing Clinical 17
Key leverage points Key Pt questions Key influencers Initial Symptoms Diagnosis Management 18
Developing an ecosystem experience view centered around patients Family members Specialist 1 Specialist 2 AHP Primary care providers 19
Key leverage points along the journey Leverage Point: Explain what Leverage Point: social support Leverage Point: Explains detailed disease is and what to do if to prevent isolation, and information in patient-friendly symptoms present in order to obtain resources for handling social language, but does not overwhelm. an earlier diagnosis situations and employment. Initial Symptoms Diagnosis Management Leverage Point: Disease education is needed to target Leverage Point: Establishing a comprehensive disease HCPs and help them recognize disease more quickly in symptom management / treatment plan presents an these patients. Specialist 1 should be targeted in opportunity for the HCP to restore trust with patients particular. 20
Small Data + Big Data 21
Looking forward – three areas for integration Quantitative data EMR Digital behavioral data 22
Quantitative OTC Journey 23
EMR 24
Digital Behavioral Data Search Terms Product Search Retailer Search Search Coupon Other Retailer Email Social No Preceding Engine Site Site 8% Media / News Activity 25% 13% 9% 17% 13% XXX Amazon Preceding Retailer Visit XX Walmart YYY Target ZZ Kmart First Page visited at a Retailer ABC Samsclub Home Page XX Related Web/App page Brand Page Ad/Deals/Special 43% Product Page 11% 9% Offers Page CVS 21% 2% Walgreens 25
Alex Zhu A.Zhu@skimgroup.com Bill Salokar B.Salokar@skimgroup.com Rotterdam New York Atlanta London San Francisco Rio De Janeiro San Jose 26
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