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

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The Patient Journey Evolution: A case study

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