The conventional patient journey is still prevalent in the pharma industry and is over-reliant on so-called “small data.” Some focus groups and selected patients ignore the broader and more complex realities hidden in the landscape. Old patient journeys tend to display a bias toward the clinical, toward epidemiology data, which lacks experiential and emotional context. Luckily, new patient journey approaches are driven by robust data sources that can be deployed at any point in a brand’s lifecycle, providing commercial teams with a recent view of their customers and clear opportunities to distinguish in crowded markets. In this whitepaper, Quantzig lists the primary steps to follow for modernizing the patient journey.
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“Modern patient journeys tell a connected story, evaluating multiple data sources across various stakeholders and compiling them into a singular view,” says an expert from Quantzig.
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Primary sources toward modernizing the patient journey:
- EHR and claims data: Thanks to EHR adoption and the thorough patient datasets available for analysis today, the actual suggestive behavior is more transparent than ever. Real world claims should serve as the primary “source of truth” for any modern patient journey, presenting a check and balance against physician myths and hunches.
- Patient and physician social discussions: Patients – and sometimes, physicians – write agreeably about their frustrations, emotional drivers, and unasked questions on public social networks. This massive dataset of raw conversations can be scrutinized for insights that are unbiased by a survey composition or focus group.
- Google and clickstream data: Factors like, what patients and physicians search for, and where they go before and after such searches, gives quantitative clues that can be used to decrypt how journeys are directed. Insights into drug preferences, disease awareness, adherence obstacles, and key unmet needs are all available when we shine a light here.
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Download the complete whitepaper on the primary sources toward
modernizing the patient journey here:
Quantzig is a global analytics and advisory firm with offices in the US, UK, Canada, China, and India. For more than 15 years, we have assisted our clients across the globe with end-to-end data modeling capabilities to leverage analytics for prudent decision making. Today, our firm consists of 120+ clients, including 45 Fortune 500 companies. For more information on all of Quantzig’s services and the solutions they have provided to Fortune 500 clients across all industries, please contact us.