Understanding information needs during the patient journey: ovarian cancer

Understanding information needs during the patient journey: ovarian cancer By Kathleen Hoffman, PhD While patients see physicians as the primary and most trusted information resource, research indicates that patients with cancer also seek information elsewhere. Reasons for investigating further include 1) verification or double checking, 2) clarifying what they have learned and even obtaining translations of what they have heard from other patients who have “been there,” 3) being directed by one source to query another source1 and for those who reach out to other patients 4) trust and desire for real world experience in managing expectations. [...]

Finding the Rarest of the Rare for Market Research

Finding the Rarest of the Rare for Market Research: Patient Journey Mapping Through In-depth Interviews People with rare diseases have poorly understood patient journeys.  Recently, Inspire conducted a project for a client to identify unmet needs and uncover the frustrations and challenges of a group of hard-to-find patients with an extremely rare condition, Primary Periodic Paralysis or PPP which affects approximately 4,000 to 5,000 diagnosed individuals in the US. PPP is an exceptionally rare genetic neuromuscular disorder which involves the ion channels in muscular membranes. Children of someone who carries the condition have a 50-50 chance of [...]

Do you really hear patients?

Do you really hear patients? Communication breakdowns between healthcare providers, patients, and caregivers can have profound impacts on long-term health.  Even for those not working directly with patients, as payers, hospital administrators and life science industry professionals, it is crucial to learn from documented failures in communication. As an example, consider parents whose children were born prematurely and who had extended stays in a neonatal intensive care units (NICUs).  A survey of parents conducted in the Inspire Preemie Community revealed significant problems in their experiences with NICUs. The survey findings, detailed in an Inspire eBook called Untangling the [...]

The Case for Patient-Centric Tailoring to Improve Brand Outcomes

The Case for Patient-Centric Tailoring to Improve Brand Outcomes One of the main objectives in both marketing and health education is to reach the right individuals with the right messaging in an attempt to change their behavior.  This is the value of patient centricity in healthcare.  Patient-centric messaging not only provides useful information to patients, but also strives to motivate them to achieve positive outcomes, leveraging a communication style with which they are comfortable.  A meta-analysis of tailored, web-based content indicates these interventions can impact behavioral outcomes and help people maintain these behaviors over time.1  A separate meta-analysis [...]