Patient Journey: A New Approach To Meet The Demands Of Patient Centricity

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Patient Journey is a mainstay of pre-launch commercial insights generation, traditionally sitting beside demand estimation, segmentation and other key inputs to commercial decision-making and launch preparation.

Historically, Patient Journey has been used to identify leverage points and opportunities to increase market share for the new product. It has been generated through primary market research (largely qualitative) and presented as a one-time, standalone deliverable.

Today, the call to engage on a meaningful level with patients demands a new focus on the totality of the patient experience that traditional takes on Patient Journey don’t deliver. Patient Journey must evolve from a static, standalone market research activity to a holistic, flexible model of the patient experience to truly provide value to today’s patient-centric organizations.

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