Gaining a granular view of the patient journey is critical to life sciences commercialization in today’s patient-centric world, informing everything from product development to market access and post-launch management.
Unfortunately, patient journey efforts are often conducted in a fragmented fashion, with different teams employing different methodologies and data sources, depriving companies of a more comprehensive view of the barriers and drivers impacting their brands.
At Decision Resources Group, we’re rethinking the way we trace the patient journey with the aim of capturing the larger picture, in greater detail, so that our customers can better serve their customers.
At DRG, we examine the patient journey through multiple lenses in order to provide a granular and insights-rich view of the patient journey:
We partner with clients on patient journey analyses to help enhance commercial activities, including:
The power of the integrated patient journey approach lies in the combination of quantitative and qualitative data sources to reveal key intervention points and opportunities for differentiating products across multiple stakeholder audiences.
“Our previous patient journey work was conducted in typical fashion – qualitative interviews with patients, maybe a quantitative study, but we really needed to understand the emotions patients were experiencing at each stage in order to identify messaging that resonates in order to better support patients and keep them on that journey longer. Having that voice-of-the-patient lexicon was huge – a lot of what our marketing team puts out now utilizes the language patients are using online, as opposed to the more clinical language encouraged by medical, legal and regulatory. Patients don’t want to read language that they’re not using in the context of their day-to-day.”
Head of market intelligence at a mid-sized pharma