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