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TRANSCRIPT
EMBRACING THE MODERN PATIENT TREATMENT JOURNEY
wwwsignals-analyticscom
Embracing The Modern Patient Treatment Journey
help them understand diagnose and manage their illnesses By focusing on this digital body-language healthcare suppliers can make dramatic improvements in patient experience treatment access adherence and ultimately impact outcomes However the arrival of the empowered patient brings with it a deluge of unconnected and unstructured data events and records against which conventional ldquobig datardquo analytics approaches stand little chance towards revealing the many ldquowhysrdquo surrounding choice and behavior Instead the military-proven concepts of signals intelligence can uncover a deeper understanding of the modern patient treatment journey as well as the relative opportunity within each critical stage to drive patient-centered solutions
is the average cost to commercialize a new FDA-approved drug a figure that represents an ROI of just 37
PhRMA1
of patients do not take the drugs they were prescribed leading to
over $200B in industry losses QIMS3
is the increase in average time for a drug to reach peak sales an amount that is 46 lower than 20 years ago
Tufts2
CONSIDERATION amp UNDERSTANDING
PRESENTATION amp DIAGNOSIS
TREATMENT SELECTION
DISEASE MANAGEMENT
20
52 of patients
donrsquot take the medicine they are prescribed
$637Bin lost worldwide industry
revenue due to patient non-adherence
STA
RT
OUTCOMES
86 of patients expect
integrated healthcare from the
life sciences industry
GO
5 of all Google
searches are for health-related
information
AWARENESS amp RECOGNITION
64 of patients are
willing to provide personal data in
exchange for free information and support services
of drug marketing budgets are allocated to after-launch patient engagement
These staggering figures point to the conclusion that life sciences companies need a faster more effective and less expensive way to make data-driven decisions And we can look no further than the patient treatment journey as a primary area of concentration for a new intelligence-driven approach But the conventional patient treatment journey has its shortcomings It is typically an oversimplified representation of how people consume therapies and overlook the emotional behavioral and cultural factors that affect disease diagnosis treatment and management Todayrsquos consumers are proactive members in their healthcare journey their decision making is not linear - itrsquos complex irrational and subject to bias Even prior to disease diagnosis patients are utilizing social media online communities blogs forums and mobile apps to
02
Embracing The Modern Patient Treatment Journey
1 CONSIDERATION amp UNDERSTANDING
2 AWARENESS amp RECOGNITION
Critical Questions to Seek Answers
What motivators and emotions are driving individuals to seek diagnosis and care before
they become a patient What sources of support treatment or referral mechanisms are patients exploring prior to clinical diagnosis
Critical Questions to Seek Answers
Which information sources are patients consulting to self-diagnosis What is their experience How do emotions play a role
in decision making and actions prior to seeking care
Companies that engage early with consumers to understand the motivators that drive them to seek diagnosis and care before becoming bona fide patients are better positioned for successful launch and improved outcomes By uncovering sources of support treatment or referral mechanisms with which patients interact and creating aligned experiences brands are better positioned to be viewed as healthcare partners instead of an unavoidable cost
increasingly active role in consumer decision making prior to seeking care Through ldquolisteningrdquo to patients life sciences companies can ascertain the relative importance placed on therapeutic features and adjust their offerings both therapeutic and ldquobeyond the pillrdquo In addition by understanding the information sources patients are consulting analyzing their experiences and gaining insight into their attitudes emotions beliefs and actions prior to seeking care life sciences executives can engage with patients at the right time utilizing the right message communicated via the right language through the right channel and thus personalize every experience
In the traditional patient treatment journey Consideration amp Understanding is often overlooked or not even considered Take for example a simple scenario An otherwise healthy female develops certain symptoms and navigates online to research these symptoms She finds blogs articles photos forums patient communities advice treatment options and insurance reimbursement confirmations This happens long before the patient ever steps into a doctorrsquos office
Patients are increasingly taking self-control of their health and are also being encouraged to do so from a wide range of sources including government advisories healthcare provider communications television radio and print advertisements in-store displays and an ever- increasing number of digital outlets According to a 2015 poll by the National Institute of Health 62 of American adults take prescription drugs and one-third of these are between the ages of 18-39 (the ldquosweet spotrdquo of the digitally-aware and active demographic) While in a recent poll by Accenture 68 of patients responded that they are actively online several hours per day The age of the digitally-empowered patient has arrived and is playing an
5
of all Google searches are for health-related information
ndash Google Blog4
64
of patients are willing to provide personal data in exchange for free information and support services
ndashAccenture5
03
Embracing The Modern Patient Treatment Journey
20
of drug marketing budgets are allocated to after-launch
patient engagement ndash James J Health Policy Brief 6
52
of patients dont take the medication they are prescribed
ndash QIMS
3 PRESENTATION amp DIAGNOSIS
4 TREATMENT SELECTION
Critical Questions to Seek Answers
Which factors and forces most matter in shaping choices of care providers therapies
technologies and services
Critical Questions to Seek Answers
Which external forces drive treatment and provider selection How do patients learn
monitor evaluate and select potential substitutes or alternatives
of disease this takes on a whole new meaning It could be providing detailed information on drug effectiveness or adverse effects It may also support the execution of choice such as proper usage insurance coverage access or the importance of medication adherence Every step in this stage is potentially a vital point of interaction and investment And with 20 of the marketing budget typically allocated to patient engagement after drug launch imagine the increased effectiveness of launch activities if just a portion of these funds were utilized to gain deep insight into patient profiles much earlier in the treatment decision process
and family Fully understanding these external forces that undoubtedly drive treatment and provider selection as well as understanding how patients learn monitor evaluate and select potential competitive substitutions or alternatives is a key driver to outcome success during this stage And with adherence rates ranging from 16 to 70 depending upon drug class an advanced omnichannel strategy that ensures messaging is aligned with patient desired needs during these touch-points is no longer discretionary
Here begins confrontation with raw human emotion fears uncertainty and doubt The consumer is an official patient replete with diagnosis and is now considering treatment options In the world of consumer goods consumption Google calls this the ldquoZero Moment of Truthrdquo and it represents the detailed effort of browsing forums reviews social media and digital communities for pertinent answers Treatments are best positioned for success at this stage when fully-aligned with the questions challenges and concerns that matter most in shaping choices of care providers therapies technologies and other healthcare services In the life and death world
Itrsquos at this point that the patient initiates investigation in earnest Initially-identified treatments are included in the search with alternatives added and others altogether removed from consideration The patient begins to interact with options on an in-depth basis and undertakes direct engagement with digital sources for rich details medical reviews and clinical trial optionsresults He or she turns to online support outlets engages key opinion leaders reviews health system options interacts with disease associations and converses with friends
04
Embracing The Modern Patient Treatment Journey
5 DISEASE MANAGEMENT
6 OUTCOMES
Critical Questions to Seek Answers
Which features are most prominent in determining treatment compliance and
noncompliance What engagement approaches do patients and caregivers really desire
Critical Questions to Seek Answers
How can I assure clinical economic and QOL value of my therapy What are the motivators of
adherence Which habits can I influence to promote compliance What are the significant patterns
regarding treatment usage and health care choice
with social forums and enrolling in integrated care offerings In short patients are proactively self-managing their care between physician visits in order to minimize complications and avoid negative outcomes They are also sharing experiences utilizing blogs forums or even self-created websites or charitable foundations With such a wealth of information available to life sciences executives it is just a matter of uncovering the value levers patients require to improve treatment adherence and broaden adoption By listening to this ldquovoice of the patientrdquo life sciences companies can move toward enabling total healthcare packages modalities of treatment and digital health offerings that improve outcomes and support an enhanced quality of life
the relative opportunities within critical decision points is at our fingertips Signals Analytics invites you to join us for the continuation of this discussion in our 6-part series ldquoThe Modern Patient Treatment Journeyrdquo where we will explore how augmented intelligence can be used to enhance therapeutic effectiveness drive adherence and propel patient-centered innovation during each stage of its lifecycle
A recent survey showed that 18 percent of prescribed medications were discontinued in less than one month and in these cases 52 percent cited perceived lack of efficacy as a reason8 This simply does not need to be the case and this trend can be reversed During this stage the patient engages in a set of activities aimed at slowing or stopping disease progression or even curing the disease and improving overall health The emphasis shifts to a deeper treatment connection as the patient begins to fully-experience the day-to-day therapeutic lifecycle and proactively access resources and solutions that can assist them in managing their disease state They are online reviewing medication reminder apps experimenting with health devices to self-monitor interacting
In the real-world ensuring the clinical economic and quality-of-life value of a therapy is challenging Influencing habits to promote compliance and understanding patterns of treatment usage and healthcare choice is difficult to discern However with a seemingly limitless supply of continuously-expanding unconnected and unstructured digital data a deeper understanding of the patient treatment journey and
$637B
in lost worldwide industry revenue due to patient non-adherence
ndash Capgemini and Healthprize7
86
of patients expect integrated healthcare from the life
sciences industry ndash McKinsey amp Company
05
Embracing The Modern Patient Treatment Journey
1 Pharmaceutical Research and Manufacturers of America ldquoBiopharmaceutical Research amp Development The Process Behind New Medicinesrdquo 2015 httpphrma-docsphrmaorgsitesdefaultfilespdfrd_brochure_022307pdf
2 Tufts Center for the Study of Drug Development httpldquoBriefing Cost of Developing a New Drugrdquo November 18 2014 csddtuftsedufilesuploadsTufts_CSDD_briefing_on_RD_cost_study_-_Nov_18_2014pdf
3 IMS Institute for Healthcare Informatics ldquoAvoidable Costs in US Healthcarerdquo June 2013 httpwwwimshealthcomfileswebIMSH20InstituteReportsAvoidable_Costs_in20_US_HealthcareIHII_AvoidableCosts_2013pdf
4 Google blog ldquoA remedy for your health-related questions Health info in the Knowledge Graphrdquo blog entry by Prem Ramaswami February 10 2015 googleblogblogspotcouk
5 Accenture ldquoAccenture Technology Vision 2014 for Life Sciencesrdquo 2014 httpswwwaccenturecomt20150523T042358__w__in-en_acnmediaAccentureConversion-AssetsDotComDocumentsGlobalPDFIndustries_15Accenture-Technology-Vision-2014-For-Life-Sciencespdf
6 James J Health Policy Brief Patient Engagement Health Affairs (2013) httpcontenthealthaffairsorgcontent322223short
7 Capgemini and HealthPrize Technologies ldquoEstimated Annual Pharmaceutical Revenue Loss Due to Medication Non-Adherencerdquo November 2016 httpsadherence564com
8 Gregory Simon et al ldquoPatient information Depression treatment options for adults (beyond the basics)rdquo UpToDate 2015 uptodatecom httpswwwuptodatecomcontentsdepression-treatment-options-for-adults-beyond-the-basics
References Cited
06
Embracing The Modern Patient Treatment Journey
help them understand diagnose and manage their illnesses By focusing on this digital body-language healthcare suppliers can make dramatic improvements in patient experience treatment access adherence and ultimately impact outcomes However the arrival of the empowered patient brings with it a deluge of unconnected and unstructured data events and records against which conventional ldquobig datardquo analytics approaches stand little chance towards revealing the many ldquowhysrdquo surrounding choice and behavior Instead the military-proven concepts of signals intelligence can uncover a deeper understanding of the modern patient treatment journey as well as the relative opportunity within each critical stage to drive patient-centered solutions
is the average cost to commercialize a new FDA-approved drug a figure that represents an ROI of just 37
PhRMA1
of patients do not take the drugs they were prescribed leading to
over $200B in industry losses QIMS3
is the increase in average time for a drug to reach peak sales an amount that is 46 lower than 20 years ago
Tufts2
CONSIDERATION amp UNDERSTANDING
PRESENTATION amp DIAGNOSIS
TREATMENT SELECTION
DISEASE MANAGEMENT
20
52 of patients
donrsquot take the medicine they are prescribed
$637Bin lost worldwide industry
revenue due to patient non-adherence
STA
RT
OUTCOMES
86 of patients expect
integrated healthcare from the
life sciences industry
GO
5 of all Google
searches are for health-related
information
AWARENESS amp RECOGNITION
64 of patients are
willing to provide personal data in
exchange for free information and support services
of drug marketing budgets are allocated to after-launch patient engagement
These staggering figures point to the conclusion that life sciences companies need a faster more effective and less expensive way to make data-driven decisions And we can look no further than the patient treatment journey as a primary area of concentration for a new intelligence-driven approach But the conventional patient treatment journey has its shortcomings It is typically an oversimplified representation of how people consume therapies and overlook the emotional behavioral and cultural factors that affect disease diagnosis treatment and management Todayrsquos consumers are proactive members in their healthcare journey their decision making is not linear - itrsquos complex irrational and subject to bias Even prior to disease diagnosis patients are utilizing social media online communities blogs forums and mobile apps to
02
Embracing The Modern Patient Treatment Journey
1 CONSIDERATION amp UNDERSTANDING
2 AWARENESS amp RECOGNITION
Critical Questions to Seek Answers
What motivators and emotions are driving individuals to seek diagnosis and care before
they become a patient What sources of support treatment or referral mechanisms are patients exploring prior to clinical diagnosis
Critical Questions to Seek Answers
Which information sources are patients consulting to self-diagnosis What is their experience How do emotions play a role
in decision making and actions prior to seeking care
Companies that engage early with consumers to understand the motivators that drive them to seek diagnosis and care before becoming bona fide patients are better positioned for successful launch and improved outcomes By uncovering sources of support treatment or referral mechanisms with which patients interact and creating aligned experiences brands are better positioned to be viewed as healthcare partners instead of an unavoidable cost
increasingly active role in consumer decision making prior to seeking care Through ldquolisteningrdquo to patients life sciences companies can ascertain the relative importance placed on therapeutic features and adjust their offerings both therapeutic and ldquobeyond the pillrdquo In addition by understanding the information sources patients are consulting analyzing their experiences and gaining insight into their attitudes emotions beliefs and actions prior to seeking care life sciences executives can engage with patients at the right time utilizing the right message communicated via the right language through the right channel and thus personalize every experience
In the traditional patient treatment journey Consideration amp Understanding is often overlooked or not even considered Take for example a simple scenario An otherwise healthy female develops certain symptoms and navigates online to research these symptoms She finds blogs articles photos forums patient communities advice treatment options and insurance reimbursement confirmations This happens long before the patient ever steps into a doctorrsquos office
Patients are increasingly taking self-control of their health and are also being encouraged to do so from a wide range of sources including government advisories healthcare provider communications television radio and print advertisements in-store displays and an ever- increasing number of digital outlets According to a 2015 poll by the National Institute of Health 62 of American adults take prescription drugs and one-third of these are between the ages of 18-39 (the ldquosweet spotrdquo of the digitally-aware and active demographic) While in a recent poll by Accenture 68 of patients responded that they are actively online several hours per day The age of the digitally-empowered patient has arrived and is playing an
5
of all Google searches are for health-related information
ndash Google Blog4
64
of patients are willing to provide personal data in exchange for free information and support services
ndashAccenture5
03
Embracing The Modern Patient Treatment Journey
20
of drug marketing budgets are allocated to after-launch
patient engagement ndash James J Health Policy Brief 6
52
of patients dont take the medication they are prescribed
ndash QIMS
3 PRESENTATION amp DIAGNOSIS
4 TREATMENT SELECTION
Critical Questions to Seek Answers
Which factors and forces most matter in shaping choices of care providers therapies
technologies and services
Critical Questions to Seek Answers
Which external forces drive treatment and provider selection How do patients learn
monitor evaluate and select potential substitutes or alternatives
of disease this takes on a whole new meaning It could be providing detailed information on drug effectiveness or adverse effects It may also support the execution of choice such as proper usage insurance coverage access or the importance of medication adherence Every step in this stage is potentially a vital point of interaction and investment And with 20 of the marketing budget typically allocated to patient engagement after drug launch imagine the increased effectiveness of launch activities if just a portion of these funds were utilized to gain deep insight into patient profiles much earlier in the treatment decision process
and family Fully understanding these external forces that undoubtedly drive treatment and provider selection as well as understanding how patients learn monitor evaluate and select potential competitive substitutions or alternatives is a key driver to outcome success during this stage And with adherence rates ranging from 16 to 70 depending upon drug class an advanced omnichannel strategy that ensures messaging is aligned with patient desired needs during these touch-points is no longer discretionary
Here begins confrontation with raw human emotion fears uncertainty and doubt The consumer is an official patient replete with diagnosis and is now considering treatment options In the world of consumer goods consumption Google calls this the ldquoZero Moment of Truthrdquo and it represents the detailed effort of browsing forums reviews social media and digital communities for pertinent answers Treatments are best positioned for success at this stage when fully-aligned with the questions challenges and concerns that matter most in shaping choices of care providers therapies technologies and other healthcare services In the life and death world
Itrsquos at this point that the patient initiates investigation in earnest Initially-identified treatments are included in the search with alternatives added and others altogether removed from consideration The patient begins to interact with options on an in-depth basis and undertakes direct engagement with digital sources for rich details medical reviews and clinical trial optionsresults He or she turns to online support outlets engages key opinion leaders reviews health system options interacts with disease associations and converses with friends
04
Embracing The Modern Patient Treatment Journey
5 DISEASE MANAGEMENT
6 OUTCOMES
Critical Questions to Seek Answers
Which features are most prominent in determining treatment compliance and
noncompliance What engagement approaches do patients and caregivers really desire
Critical Questions to Seek Answers
How can I assure clinical economic and QOL value of my therapy What are the motivators of
adherence Which habits can I influence to promote compliance What are the significant patterns
regarding treatment usage and health care choice
with social forums and enrolling in integrated care offerings In short patients are proactively self-managing their care between physician visits in order to minimize complications and avoid negative outcomes They are also sharing experiences utilizing blogs forums or even self-created websites or charitable foundations With such a wealth of information available to life sciences executives it is just a matter of uncovering the value levers patients require to improve treatment adherence and broaden adoption By listening to this ldquovoice of the patientrdquo life sciences companies can move toward enabling total healthcare packages modalities of treatment and digital health offerings that improve outcomes and support an enhanced quality of life
the relative opportunities within critical decision points is at our fingertips Signals Analytics invites you to join us for the continuation of this discussion in our 6-part series ldquoThe Modern Patient Treatment Journeyrdquo where we will explore how augmented intelligence can be used to enhance therapeutic effectiveness drive adherence and propel patient-centered innovation during each stage of its lifecycle
A recent survey showed that 18 percent of prescribed medications were discontinued in less than one month and in these cases 52 percent cited perceived lack of efficacy as a reason8 This simply does not need to be the case and this trend can be reversed During this stage the patient engages in a set of activities aimed at slowing or stopping disease progression or even curing the disease and improving overall health The emphasis shifts to a deeper treatment connection as the patient begins to fully-experience the day-to-day therapeutic lifecycle and proactively access resources and solutions that can assist them in managing their disease state They are online reviewing medication reminder apps experimenting with health devices to self-monitor interacting
In the real-world ensuring the clinical economic and quality-of-life value of a therapy is challenging Influencing habits to promote compliance and understanding patterns of treatment usage and healthcare choice is difficult to discern However with a seemingly limitless supply of continuously-expanding unconnected and unstructured digital data a deeper understanding of the patient treatment journey and
$637B
in lost worldwide industry revenue due to patient non-adherence
ndash Capgemini and Healthprize7
86
of patients expect integrated healthcare from the life
sciences industry ndash McKinsey amp Company
05
Embracing The Modern Patient Treatment Journey
1 Pharmaceutical Research and Manufacturers of America ldquoBiopharmaceutical Research amp Development The Process Behind New Medicinesrdquo 2015 httpphrma-docsphrmaorgsitesdefaultfilespdfrd_brochure_022307pdf
2 Tufts Center for the Study of Drug Development httpldquoBriefing Cost of Developing a New Drugrdquo November 18 2014 csddtuftsedufilesuploadsTufts_CSDD_briefing_on_RD_cost_study_-_Nov_18_2014pdf
3 IMS Institute for Healthcare Informatics ldquoAvoidable Costs in US Healthcarerdquo June 2013 httpwwwimshealthcomfileswebIMSH20InstituteReportsAvoidable_Costs_in20_US_HealthcareIHII_AvoidableCosts_2013pdf
4 Google blog ldquoA remedy for your health-related questions Health info in the Knowledge Graphrdquo blog entry by Prem Ramaswami February 10 2015 googleblogblogspotcouk
5 Accenture ldquoAccenture Technology Vision 2014 for Life Sciencesrdquo 2014 httpswwwaccenturecomt20150523T042358__w__in-en_acnmediaAccentureConversion-AssetsDotComDocumentsGlobalPDFIndustries_15Accenture-Technology-Vision-2014-For-Life-Sciencespdf
6 James J Health Policy Brief Patient Engagement Health Affairs (2013) httpcontenthealthaffairsorgcontent322223short
7 Capgemini and HealthPrize Technologies ldquoEstimated Annual Pharmaceutical Revenue Loss Due to Medication Non-Adherencerdquo November 2016 httpsadherence564com
8 Gregory Simon et al ldquoPatient information Depression treatment options for adults (beyond the basics)rdquo UpToDate 2015 uptodatecom httpswwwuptodatecomcontentsdepression-treatment-options-for-adults-beyond-the-basics
References Cited
06
Embracing The Modern Patient Treatment Journey
1 CONSIDERATION amp UNDERSTANDING
2 AWARENESS amp RECOGNITION
Critical Questions to Seek Answers
What motivators and emotions are driving individuals to seek diagnosis and care before
they become a patient What sources of support treatment or referral mechanisms are patients exploring prior to clinical diagnosis
Critical Questions to Seek Answers
Which information sources are patients consulting to self-diagnosis What is their experience How do emotions play a role
in decision making and actions prior to seeking care
Companies that engage early with consumers to understand the motivators that drive them to seek diagnosis and care before becoming bona fide patients are better positioned for successful launch and improved outcomes By uncovering sources of support treatment or referral mechanisms with which patients interact and creating aligned experiences brands are better positioned to be viewed as healthcare partners instead of an unavoidable cost
increasingly active role in consumer decision making prior to seeking care Through ldquolisteningrdquo to patients life sciences companies can ascertain the relative importance placed on therapeutic features and adjust their offerings both therapeutic and ldquobeyond the pillrdquo In addition by understanding the information sources patients are consulting analyzing their experiences and gaining insight into their attitudes emotions beliefs and actions prior to seeking care life sciences executives can engage with patients at the right time utilizing the right message communicated via the right language through the right channel and thus personalize every experience
In the traditional patient treatment journey Consideration amp Understanding is often overlooked or not even considered Take for example a simple scenario An otherwise healthy female develops certain symptoms and navigates online to research these symptoms She finds blogs articles photos forums patient communities advice treatment options and insurance reimbursement confirmations This happens long before the patient ever steps into a doctorrsquos office
Patients are increasingly taking self-control of their health and are also being encouraged to do so from a wide range of sources including government advisories healthcare provider communications television radio and print advertisements in-store displays and an ever- increasing number of digital outlets According to a 2015 poll by the National Institute of Health 62 of American adults take prescription drugs and one-third of these are between the ages of 18-39 (the ldquosweet spotrdquo of the digitally-aware and active demographic) While in a recent poll by Accenture 68 of patients responded that they are actively online several hours per day The age of the digitally-empowered patient has arrived and is playing an
5
of all Google searches are for health-related information
ndash Google Blog4
64
of patients are willing to provide personal data in exchange for free information and support services
ndashAccenture5
03
Embracing The Modern Patient Treatment Journey
20
of drug marketing budgets are allocated to after-launch
patient engagement ndash James J Health Policy Brief 6
52
of patients dont take the medication they are prescribed
ndash QIMS
3 PRESENTATION amp DIAGNOSIS
4 TREATMENT SELECTION
Critical Questions to Seek Answers
Which factors and forces most matter in shaping choices of care providers therapies
technologies and services
Critical Questions to Seek Answers
Which external forces drive treatment and provider selection How do patients learn
monitor evaluate and select potential substitutes or alternatives
of disease this takes on a whole new meaning It could be providing detailed information on drug effectiveness or adverse effects It may also support the execution of choice such as proper usage insurance coverage access or the importance of medication adherence Every step in this stage is potentially a vital point of interaction and investment And with 20 of the marketing budget typically allocated to patient engagement after drug launch imagine the increased effectiveness of launch activities if just a portion of these funds were utilized to gain deep insight into patient profiles much earlier in the treatment decision process
and family Fully understanding these external forces that undoubtedly drive treatment and provider selection as well as understanding how patients learn monitor evaluate and select potential competitive substitutions or alternatives is a key driver to outcome success during this stage And with adherence rates ranging from 16 to 70 depending upon drug class an advanced omnichannel strategy that ensures messaging is aligned with patient desired needs during these touch-points is no longer discretionary
Here begins confrontation with raw human emotion fears uncertainty and doubt The consumer is an official patient replete with diagnosis and is now considering treatment options In the world of consumer goods consumption Google calls this the ldquoZero Moment of Truthrdquo and it represents the detailed effort of browsing forums reviews social media and digital communities for pertinent answers Treatments are best positioned for success at this stage when fully-aligned with the questions challenges and concerns that matter most in shaping choices of care providers therapies technologies and other healthcare services In the life and death world
Itrsquos at this point that the patient initiates investigation in earnest Initially-identified treatments are included in the search with alternatives added and others altogether removed from consideration The patient begins to interact with options on an in-depth basis and undertakes direct engagement with digital sources for rich details medical reviews and clinical trial optionsresults He or she turns to online support outlets engages key opinion leaders reviews health system options interacts with disease associations and converses with friends
04
Embracing The Modern Patient Treatment Journey
5 DISEASE MANAGEMENT
6 OUTCOMES
Critical Questions to Seek Answers
Which features are most prominent in determining treatment compliance and
noncompliance What engagement approaches do patients and caregivers really desire
Critical Questions to Seek Answers
How can I assure clinical economic and QOL value of my therapy What are the motivators of
adherence Which habits can I influence to promote compliance What are the significant patterns
regarding treatment usage and health care choice
with social forums and enrolling in integrated care offerings In short patients are proactively self-managing their care between physician visits in order to minimize complications and avoid negative outcomes They are also sharing experiences utilizing blogs forums or even self-created websites or charitable foundations With such a wealth of information available to life sciences executives it is just a matter of uncovering the value levers patients require to improve treatment adherence and broaden adoption By listening to this ldquovoice of the patientrdquo life sciences companies can move toward enabling total healthcare packages modalities of treatment and digital health offerings that improve outcomes and support an enhanced quality of life
the relative opportunities within critical decision points is at our fingertips Signals Analytics invites you to join us for the continuation of this discussion in our 6-part series ldquoThe Modern Patient Treatment Journeyrdquo where we will explore how augmented intelligence can be used to enhance therapeutic effectiveness drive adherence and propel patient-centered innovation during each stage of its lifecycle
A recent survey showed that 18 percent of prescribed medications were discontinued in less than one month and in these cases 52 percent cited perceived lack of efficacy as a reason8 This simply does not need to be the case and this trend can be reversed During this stage the patient engages in a set of activities aimed at slowing or stopping disease progression or even curing the disease and improving overall health The emphasis shifts to a deeper treatment connection as the patient begins to fully-experience the day-to-day therapeutic lifecycle and proactively access resources and solutions that can assist them in managing their disease state They are online reviewing medication reminder apps experimenting with health devices to self-monitor interacting
In the real-world ensuring the clinical economic and quality-of-life value of a therapy is challenging Influencing habits to promote compliance and understanding patterns of treatment usage and healthcare choice is difficult to discern However with a seemingly limitless supply of continuously-expanding unconnected and unstructured digital data a deeper understanding of the patient treatment journey and
$637B
in lost worldwide industry revenue due to patient non-adherence
ndash Capgemini and Healthprize7
86
of patients expect integrated healthcare from the life
sciences industry ndash McKinsey amp Company
05
Embracing The Modern Patient Treatment Journey
1 Pharmaceutical Research and Manufacturers of America ldquoBiopharmaceutical Research amp Development The Process Behind New Medicinesrdquo 2015 httpphrma-docsphrmaorgsitesdefaultfilespdfrd_brochure_022307pdf
2 Tufts Center for the Study of Drug Development httpldquoBriefing Cost of Developing a New Drugrdquo November 18 2014 csddtuftsedufilesuploadsTufts_CSDD_briefing_on_RD_cost_study_-_Nov_18_2014pdf
3 IMS Institute for Healthcare Informatics ldquoAvoidable Costs in US Healthcarerdquo June 2013 httpwwwimshealthcomfileswebIMSH20InstituteReportsAvoidable_Costs_in20_US_HealthcareIHII_AvoidableCosts_2013pdf
4 Google blog ldquoA remedy for your health-related questions Health info in the Knowledge Graphrdquo blog entry by Prem Ramaswami February 10 2015 googleblogblogspotcouk
5 Accenture ldquoAccenture Technology Vision 2014 for Life Sciencesrdquo 2014 httpswwwaccenturecomt20150523T042358__w__in-en_acnmediaAccentureConversion-AssetsDotComDocumentsGlobalPDFIndustries_15Accenture-Technology-Vision-2014-For-Life-Sciencespdf
6 James J Health Policy Brief Patient Engagement Health Affairs (2013) httpcontenthealthaffairsorgcontent322223short
7 Capgemini and HealthPrize Technologies ldquoEstimated Annual Pharmaceutical Revenue Loss Due to Medication Non-Adherencerdquo November 2016 httpsadherence564com
8 Gregory Simon et al ldquoPatient information Depression treatment options for adults (beyond the basics)rdquo UpToDate 2015 uptodatecom httpswwwuptodatecomcontentsdepression-treatment-options-for-adults-beyond-the-basics
References Cited
06
Embracing The Modern Patient Treatment Journey
20
of drug marketing budgets are allocated to after-launch
patient engagement ndash James J Health Policy Brief 6
52
of patients dont take the medication they are prescribed
ndash QIMS
3 PRESENTATION amp DIAGNOSIS
4 TREATMENT SELECTION
Critical Questions to Seek Answers
Which factors and forces most matter in shaping choices of care providers therapies
technologies and services
Critical Questions to Seek Answers
Which external forces drive treatment and provider selection How do patients learn
monitor evaluate and select potential substitutes or alternatives
of disease this takes on a whole new meaning It could be providing detailed information on drug effectiveness or adverse effects It may also support the execution of choice such as proper usage insurance coverage access or the importance of medication adherence Every step in this stage is potentially a vital point of interaction and investment And with 20 of the marketing budget typically allocated to patient engagement after drug launch imagine the increased effectiveness of launch activities if just a portion of these funds were utilized to gain deep insight into patient profiles much earlier in the treatment decision process
and family Fully understanding these external forces that undoubtedly drive treatment and provider selection as well as understanding how patients learn monitor evaluate and select potential competitive substitutions or alternatives is a key driver to outcome success during this stage And with adherence rates ranging from 16 to 70 depending upon drug class an advanced omnichannel strategy that ensures messaging is aligned with patient desired needs during these touch-points is no longer discretionary
Here begins confrontation with raw human emotion fears uncertainty and doubt The consumer is an official patient replete with diagnosis and is now considering treatment options In the world of consumer goods consumption Google calls this the ldquoZero Moment of Truthrdquo and it represents the detailed effort of browsing forums reviews social media and digital communities for pertinent answers Treatments are best positioned for success at this stage when fully-aligned with the questions challenges and concerns that matter most in shaping choices of care providers therapies technologies and other healthcare services In the life and death world
Itrsquos at this point that the patient initiates investigation in earnest Initially-identified treatments are included in the search with alternatives added and others altogether removed from consideration The patient begins to interact with options on an in-depth basis and undertakes direct engagement with digital sources for rich details medical reviews and clinical trial optionsresults He or she turns to online support outlets engages key opinion leaders reviews health system options interacts with disease associations and converses with friends
04
Embracing The Modern Patient Treatment Journey
5 DISEASE MANAGEMENT
6 OUTCOMES
Critical Questions to Seek Answers
Which features are most prominent in determining treatment compliance and
noncompliance What engagement approaches do patients and caregivers really desire
Critical Questions to Seek Answers
How can I assure clinical economic and QOL value of my therapy What are the motivators of
adherence Which habits can I influence to promote compliance What are the significant patterns
regarding treatment usage and health care choice
with social forums and enrolling in integrated care offerings In short patients are proactively self-managing their care between physician visits in order to minimize complications and avoid negative outcomes They are also sharing experiences utilizing blogs forums or even self-created websites or charitable foundations With such a wealth of information available to life sciences executives it is just a matter of uncovering the value levers patients require to improve treatment adherence and broaden adoption By listening to this ldquovoice of the patientrdquo life sciences companies can move toward enabling total healthcare packages modalities of treatment and digital health offerings that improve outcomes and support an enhanced quality of life
the relative opportunities within critical decision points is at our fingertips Signals Analytics invites you to join us for the continuation of this discussion in our 6-part series ldquoThe Modern Patient Treatment Journeyrdquo where we will explore how augmented intelligence can be used to enhance therapeutic effectiveness drive adherence and propel patient-centered innovation during each stage of its lifecycle
A recent survey showed that 18 percent of prescribed medications were discontinued in less than one month and in these cases 52 percent cited perceived lack of efficacy as a reason8 This simply does not need to be the case and this trend can be reversed During this stage the patient engages in a set of activities aimed at slowing or stopping disease progression or even curing the disease and improving overall health The emphasis shifts to a deeper treatment connection as the patient begins to fully-experience the day-to-day therapeutic lifecycle and proactively access resources and solutions that can assist them in managing their disease state They are online reviewing medication reminder apps experimenting with health devices to self-monitor interacting
In the real-world ensuring the clinical economic and quality-of-life value of a therapy is challenging Influencing habits to promote compliance and understanding patterns of treatment usage and healthcare choice is difficult to discern However with a seemingly limitless supply of continuously-expanding unconnected and unstructured digital data a deeper understanding of the patient treatment journey and
$637B
in lost worldwide industry revenue due to patient non-adherence
ndash Capgemini and Healthprize7
86
of patients expect integrated healthcare from the life
sciences industry ndash McKinsey amp Company
05
Embracing The Modern Patient Treatment Journey
1 Pharmaceutical Research and Manufacturers of America ldquoBiopharmaceutical Research amp Development The Process Behind New Medicinesrdquo 2015 httpphrma-docsphrmaorgsitesdefaultfilespdfrd_brochure_022307pdf
2 Tufts Center for the Study of Drug Development httpldquoBriefing Cost of Developing a New Drugrdquo November 18 2014 csddtuftsedufilesuploadsTufts_CSDD_briefing_on_RD_cost_study_-_Nov_18_2014pdf
3 IMS Institute for Healthcare Informatics ldquoAvoidable Costs in US Healthcarerdquo June 2013 httpwwwimshealthcomfileswebIMSH20InstituteReportsAvoidable_Costs_in20_US_HealthcareIHII_AvoidableCosts_2013pdf
4 Google blog ldquoA remedy for your health-related questions Health info in the Knowledge Graphrdquo blog entry by Prem Ramaswami February 10 2015 googleblogblogspotcouk
5 Accenture ldquoAccenture Technology Vision 2014 for Life Sciencesrdquo 2014 httpswwwaccenturecomt20150523T042358__w__in-en_acnmediaAccentureConversion-AssetsDotComDocumentsGlobalPDFIndustries_15Accenture-Technology-Vision-2014-For-Life-Sciencespdf
6 James J Health Policy Brief Patient Engagement Health Affairs (2013) httpcontenthealthaffairsorgcontent322223short
7 Capgemini and HealthPrize Technologies ldquoEstimated Annual Pharmaceutical Revenue Loss Due to Medication Non-Adherencerdquo November 2016 httpsadherence564com
8 Gregory Simon et al ldquoPatient information Depression treatment options for adults (beyond the basics)rdquo UpToDate 2015 uptodatecom httpswwwuptodatecomcontentsdepression-treatment-options-for-adults-beyond-the-basics
References Cited
06
Embracing The Modern Patient Treatment Journey
5 DISEASE MANAGEMENT
6 OUTCOMES
Critical Questions to Seek Answers
Which features are most prominent in determining treatment compliance and
noncompliance What engagement approaches do patients and caregivers really desire
Critical Questions to Seek Answers
How can I assure clinical economic and QOL value of my therapy What are the motivators of
adherence Which habits can I influence to promote compliance What are the significant patterns
regarding treatment usage and health care choice
with social forums and enrolling in integrated care offerings In short patients are proactively self-managing their care between physician visits in order to minimize complications and avoid negative outcomes They are also sharing experiences utilizing blogs forums or even self-created websites or charitable foundations With such a wealth of information available to life sciences executives it is just a matter of uncovering the value levers patients require to improve treatment adherence and broaden adoption By listening to this ldquovoice of the patientrdquo life sciences companies can move toward enabling total healthcare packages modalities of treatment and digital health offerings that improve outcomes and support an enhanced quality of life
the relative opportunities within critical decision points is at our fingertips Signals Analytics invites you to join us for the continuation of this discussion in our 6-part series ldquoThe Modern Patient Treatment Journeyrdquo where we will explore how augmented intelligence can be used to enhance therapeutic effectiveness drive adherence and propel patient-centered innovation during each stage of its lifecycle
A recent survey showed that 18 percent of prescribed medications were discontinued in less than one month and in these cases 52 percent cited perceived lack of efficacy as a reason8 This simply does not need to be the case and this trend can be reversed During this stage the patient engages in a set of activities aimed at slowing or stopping disease progression or even curing the disease and improving overall health The emphasis shifts to a deeper treatment connection as the patient begins to fully-experience the day-to-day therapeutic lifecycle and proactively access resources and solutions that can assist them in managing their disease state They are online reviewing medication reminder apps experimenting with health devices to self-monitor interacting
In the real-world ensuring the clinical economic and quality-of-life value of a therapy is challenging Influencing habits to promote compliance and understanding patterns of treatment usage and healthcare choice is difficult to discern However with a seemingly limitless supply of continuously-expanding unconnected and unstructured digital data a deeper understanding of the patient treatment journey and
$637B
in lost worldwide industry revenue due to patient non-adherence
ndash Capgemini and Healthprize7
86
of patients expect integrated healthcare from the life
sciences industry ndash McKinsey amp Company
05
Embracing The Modern Patient Treatment Journey
1 Pharmaceutical Research and Manufacturers of America ldquoBiopharmaceutical Research amp Development The Process Behind New Medicinesrdquo 2015 httpphrma-docsphrmaorgsitesdefaultfilespdfrd_brochure_022307pdf
2 Tufts Center for the Study of Drug Development httpldquoBriefing Cost of Developing a New Drugrdquo November 18 2014 csddtuftsedufilesuploadsTufts_CSDD_briefing_on_RD_cost_study_-_Nov_18_2014pdf
3 IMS Institute for Healthcare Informatics ldquoAvoidable Costs in US Healthcarerdquo June 2013 httpwwwimshealthcomfileswebIMSH20InstituteReportsAvoidable_Costs_in20_US_HealthcareIHII_AvoidableCosts_2013pdf
4 Google blog ldquoA remedy for your health-related questions Health info in the Knowledge Graphrdquo blog entry by Prem Ramaswami February 10 2015 googleblogblogspotcouk
5 Accenture ldquoAccenture Technology Vision 2014 for Life Sciencesrdquo 2014 httpswwwaccenturecomt20150523T042358__w__in-en_acnmediaAccentureConversion-AssetsDotComDocumentsGlobalPDFIndustries_15Accenture-Technology-Vision-2014-For-Life-Sciencespdf
6 James J Health Policy Brief Patient Engagement Health Affairs (2013) httpcontenthealthaffairsorgcontent322223short
7 Capgemini and HealthPrize Technologies ldquoEstimated Annual Pharmaceutical Revenue Loss Due to Medication Non-Adherencerdquo November 2016 httpsadherence564com
8 Gregory Simon et al ldquoPatient information Depression treatment options for adults (beyond the basics)rdquo UpToDate 2015 uptodatecom httpswwwuptodatecomcontentsdepression-treatment-options-for-adults-beyond-the-basics
References Cited
06
Embracing The Modern Patient Treatment Journey
1 Pharmaceutical Research and Manufacturers of America ldquoBiopharmaceutical Research amp Development The Process Behind New Medicinesrdquo 2015 httpphrma-docsphrmaorgsitesdefaultfilespdfrd_brochure_022307pdf
2 Tufts Center for the Study of Drug Development httpldquoBriefing Cost of Developing a New Drugrdquo November 18 2014 csddtuftsedufilesuploadsTufts_CSDD_briefing_on_RD_cost_study_-_Nov_18_2014pdf
3 IMS Institute for Healthcare Informatics ldquoAvoidable Costs in US Healthcarerdquo June 2013 httpwwwimshealthcomfileswebIMSH20InstituteReportsAvoidable_Costs_in20_US_HealthcareIHII_AvoidableCosts_2013pdf
4 Google blog ldquoA remedy for your health-related questions Health info in the Knowledge Graphrdquo blog entry by Prem Ramaswami February 10 2015 googleblogblogspotcouk
5 Accenture ldquoAccenture Technology Vision 2014 for Life Sciencesrdquo 2014 httpswwwaccenturecomt20150523T042358__w__in-en_acnmediaAccentureConversion-AssetsDotComDocumentsGlobalPDFIndustries_15Accenture-Technology-Vision-2014-For-Life-Sciencespdf
6 James J Health Policy Brief Patient Engagement Health Affairs (2013) httpcontenthealthaffairsorgcontent322223short
7 Capgemini and HealthPrize Technologies ldquoEstimated Annual Pharmaceutical Revenue Loss Due to Medication Non-Adherencerdquo November 2016 httpsadherence564com
8 Gregory Simon et al ldquoPatient information Depression treatment options for adults (beyond the basics)rdquo UpToDate 2015 uptodatecom httpswwwuptodatecomcontentsdepression-treatment-options-for-adults-beyond-the-basics
References Cited
06