Why it’s time to get emotional about the patient journey

By Adriënne Hoevers – den Hollander on September 10, 2018

Analyze patient needs to maximize your impact on treatment success

Emotions affect our behavior, what we do and how we do it. In the same way, as patients grow more influential, their emotions also affect decisions about their care and satisfaction with treatment. Yet patient research shows, particularly in the case of chronic conditions, that many of their emotional needs remain unmet. Frustration with progress, stress from the burden of taking more medication, or a sense of isolation are common, making them less likely to commit to their treatment or gain the maximum benefit. All of which could be bad news for your brand.

The good news is a new, holistic approach to decision mapping. We recommend a framework that recognizes the importance of patient emotions. One that moves beyond the clinical treatment path to the states they themselves have defined through the lens of their own needs. Here we explain patient’s various emotional states and offer practical tips on how to enable healthcare professionals to support patient needs. 

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New considerations for mapping today’s physician journey

By Robert Dossin on July 03, 2018

Conventional research approaches to understanding prescribing behavior lack the insights required today

A physician's decision - or reluctance - to prescribe your drug over the competition has long been influenced by a number of factors, such as clinical efficacy, sales rep touchpoints, marketing materials etc. However, the proliferation of online medical information, social media referrals and wellness apps have added more considerations to the mix as patients take more control over their health. Now physicians, and other healthcare professionals, are assuming more of a “listener” role during consultations vs. solely the “adviser” role.

This shift in interaction between prescriber and patient, coupled with mounting time and cost pressure from the payers, places more importance than ever on accurately understanding why and when physicians make their prescribing decisions.

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4 Mapping Frameworks for Customer Decision Journeys

By Alex Zhu on May 20, 2017

Whether you’re a CPG brand manager or a B2B marketer, your customer’s decision journeys are complex, dynamic, and easily disrupted by new options and inputs – online and offline. Today’s omnichannel world has created a new path to purchase for consumers, business professionals, and healthcare decision makers. Their decision journey is influenced by technology and media that didn’t even exist a few years ago, but do you know how, where, and when?

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