PatientPulse

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‘Customer centricity’ is the new mantra » Enriching the end-to-end customer experience ‘beyond the pill’.

In today’s world success comes from engaging with patients at every touch point along their journey – before, during and after treatment initiation.

Patient-centred companies are putting patients at the heart of what they do, through education, service design and adherence programmes. They are identifying where meaningful connections can be made and creating engaging experiences to improve health outcomes.

Engaging with patients at every step of their journey

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Patient empowerment is key » Digital is fueling patient participation.

Growing access to information means that patients are more informed about their health than ever before. They are seeking more knowledge about diseases and taking more active roles in treatment decisions.

The Internet has made information on every aspect of health transparent and instantly accessible. Patients are increasingly comfortable with game-changing technologies such as new social media platforms and mobile apps.

Technology is expanding where healthcare is practiced; from the traditional setting of the doctor’s office or hospital to wherever the patient happens to be. It allows patients to broadcast attitudes on every aspect of their healthcare experience, as well as connect more easily with each other.

A new social momentum is influencing disease and brand engagement.

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A new imperative to better understand patient behaviour» It is predicted that the biggest improvements in healthcare outcomes will come from better understanding of behaviour.

‘Behavioural Economic’ theory tells us that our actions are primarily influenced by our subconscious. Behaviour is not always reasoned and rational.

People are influenced hugely by the world around them. They use familiar anchors, short cuts, and ‘rules of thumb’ to make decisions. They are subject to a mass of cognitive biases, such as loss aversion, scarcity bias and the ‘herd’ instinct to follow others.

Boosting patient compliance and ensuring medicines are taken as advised demands a shift in patient behaviour. Increased success will be driven by adopting incentives and services which encourage patients to adopt healthy lifestyles.

Identifying the underlying barriers and levers to behavioural change

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We have identified four principles of an engaging patient experience »

Social »

Social influence and the behaviour of others closest to us primarily drives future behaviour

Emotion »

The most powerful influence on behaviour is un-conscious and emotional

Brands »

The holistic customer experience, ‘beyond the pill’ drives brand relationships

Engage »

Different conversations engage customers at different stages of the journey

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PatientPulse: A framework for planning and evaluating the patient experience Âť PatientPulse helps us understand the patient experience at each step along the journey.

It helps identify where the battle is being won or lost for different types of journeys and identifies the moments of truth and the experiences that detract from or reinforce disease and brand engagement.

Overall, it helps identify opportunities to connect more powerfully with patients and optimise the experience.

Identifying when, where and how to connect with patients.

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Before: Explore understanding of the disease and their needs Âť The ‘Before’ stage is when patients start to understand the disease and feel the need and urgency to consult a physician.

At this time patients form impressions and build knowledge by searching for information on the disease and treatment options.

As the patient becomes more engaged with the disease, they become more consciously involved and deepen their understanding. As this develops their needs become more refined and specific.

Creating disease engagement to steer patients towards the right treatment.

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During: optimising patient-doctor interaction » Helping shape treatment decisions.

This stage is about optimising the patient-doctor interaction so that the right treatment is prescribed.

It succeeds when doctors (and other HCPs) ask the right questions to enable patients to express accurately the information about their clinical needs and emotional priorities.

This in turn creates a situation where patients buy into the selected treatment.

They also know what to expect, feeling well equipped and motivated to take the medication.

Optimal interaction means patients buy into treatment.

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After: Encouraging adherence and advocacy » Patient satisfaction depends on how the holistic treatment experience matches up to expectations established earlier in the journey.

The experience goes ‘beyond the pill’ to include support services that help patients stay on treatment and get the results they need.

A positive experience builds intention to adhere and avoids potential switching to a competitor treatment.

Building enduring brand relationships

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Real world approaches that get closer to patients » We identify the social and environmental context in which decision making takes place, uncovering the relationship between thoughts, feelings and behaviours.

We do this by using ‘real world’ research approaches that: Observe actual behaviours Reveal unconscious triggers and barriers Pinpoint key moments of truth Explore patients’ experiences over time These approaches help us identify the gap between what people say they do and what they do in reality.

Identifying ways to influence desired patient behaviours.

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Real world research approaches to provide a full picture of the patient experience » Behaviour

Longitudinal

Patient charts

YourWord online research

Social media monitoring

Patient diaries

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In Context

YourWord online research

‘In the moment’ mobile research

Social media monitoring

Ethnography

Unconscious

Disruption

Implicit Response Test

Mock consultations

Emotional response modelling

Physician observed patient groups

Trade off Biometrics

Experimentation Trade off Controlled experiments

Uncovering what patients ‘do’, ‘feel’, and ‘think’.

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Find out more » If you would like to learn more about PatientPulse and how it relates to your business issues, then please get in touch:

Global Head of Health – Abigail Stuart

a.stuart@hallandpartners.com

Managing Partner, US – Soumya Roy PhD

s.roy@hallandpartners.com

Managing Partner, EU - Lee Gazey

l.gazey@hallandpartners.com

Partner, New York – Scott Kressner

s.kressner@hallandpartners.com

Partner, London - Hannah Mann

h.mann@hallandpartners.com

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Summary of benefits » Inspires »

Provides a framework for planning and evaluating the patient experience, ‘beyond the pill’

Integrated »

Captures what patients ‘do’, ‘feel’, and ‘think’ at each stage of the journey

Insightful »

Reveals contextual, social and environmental factors that subconsciously influence behaviour

Reveals »

Utilises ‘real world’ approaches and techniques to reveal moments of truth

Informs »

Provides advice on how to create disease and brand engagement

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