Thursday, December 19, 2013

Pharma’s opportunity to improve the patient experience through decision support

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Today's post come from Rory Stanton, Consumer Analyst at Manhattan Research. Manhattan Research will be a part of two sessions at this year's ePharma Summit taking place February 10-12, 2014.  As reader of this blog, when you register to join us and mention code XP1906BLOG, you'll save up to $100 off the current rate!

Pharma’s opportunity to improve the patient experience through decision support

One of the topics we’re digging into here at Manhattan Research is decision support. Though the internet is a go-to option for most US consumers for health information, there are many hurdles to accessing the right information to help consumers make decisions about their health. In fact, only 55% of online consumers reported that they can find all the health and medical information that they need on the Internet. The flood of health apps, websites, portals, health communities, and health news sites has created a bit of “information overload”, and patients need decision support tools to help determine what all this information means in the context of improving and managing their own health.

Some of the key things we’re seeing in this space:
  • Decision Aids: Because healthcare models are changing and patients have less time in front of a physician, they have less time to discuss options, risks, and whether or not to elect certain treatments. Pharma can help consumers speed up the decision making process in a number of ways. A recent JAMA study demonstrated the influence of decision aids on improving participants’ informed decision making and decisional satisfaction.
         For example, take Janssen’s Hep C tool. Janssen breaks down dense content into discreet,         
         digestible components for consumers with which to take action. They’ve also used multiple 
         mediums for content to keep it engaging and enjoyable. There’s a video component for patients 
         to relate to another patient’s story, condition education component (with options to deliberate, 
         factors that affect your choice, explanation of side effects), and an opportunity to participate in 
         the Hep C community with interactive “promise” tiles that are embedded in the background of 
        the home page.

  • The use of interactive video in consumer advertising: Pharma can experiment with interactive communication to allow consumers to experience brand content in a very personalized way. Interactive video companies like Interlude and Jelly Vision allow consumers to partake in the ad or content they’re experiencing by allowing viewers to select one of two options at various points in the video ad. In this way, the brand serves up content that is relevant to only the user’s unique needs.
  • Web-design that takes the guesswork out website navigation: Consumer traffic to pharmaceutical corporate websites is low because usability is typically low. Product websites are fraught with too many navigational choices on the home page for consumers to be able to digest the information when they need it. Offering too many decisions on what to view next on one page paralyzes patients and stands in the way of their main objective: to get the information they need to make informed decisions. The experience of guiding patients through critical decision points for those who arrive on pharmaceutical corporate websites or product pages will be paramount.

Clarifying the many decisional conflicts experienced by consumers is important for the success of the next crop of drugs from Big Pharma.
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