At the heart of every Life Science product, from formula to market strategy, is the patient, and no two are fully alike. So, exploring a patient's healthcare journey is like navigating through uncharted territories. While no two paths are identical, discernible stages and patterns emerge, offering valuable insights into patients' emotions and challenges.
In this intricate web of experiences, we delve into the core of these stages, uncovering opportunities for improvement, streamlining treatment initiation, and devising strategies to enhance adherence to treatment regimens and better patient outcomes.
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A patient's interaction with the healthcare system commences well before the onset of symptoms. In this initial pre-symptom stage, individuals often find themselves in a state of relative unawareness, relying on information about specific diseases, disseminated through various channels, such as media, friends, or family. It is a stage marked by a sense of invulnerability, where the need for proactive research or healthcare-related actions may seem unnecessary.
However, the significance of the pre-symptom stage cannot be overstated. During this phase, the seeds of early awareness and prevention can be sown, potentially altering the course of a person's health journey. Effective early intervention initiatives and patient-centric preventive healthcare measures are paramount, as they can empower individuals to take control of their well-being even before any symptoms manifest.
Life Science companies have a pivotal role to play in this regard. By initiating and supporting awareness campaigns that emphasise the importance of recognising early disease symptoms and the benefits of early diagnosis and intervention, they can profoundly impact public health. These campaigns can serve as vital educational tools, equipping individuals with the knowledge needed to make informed decisions about their health.
An example is Merck, a leading pharmaceutical company, that launched a campaign targeting lung cancer awareness and screening. They recognised that the stigma and screening reluctance associated with lung cancer were significant barriers to early detection. To address this, Merck's "Focus Your Lungs" campaign aims to reduce stigma and encourage individuals at risk to seek screening. The campaign includes compelling public service announcements, social media outreach, and partnerships with healthcare organisations to provide accessible lung cancer screenings. The campaign moved thousands to either learn more about their eligibility for screening or prepare to visit a nearby screening centre. On their website alone, 96% of all visitors or more than 2,200 people, completed the eligibility screening quiz.
As a patient's healthcare journey unfolds and the onset of symptoms becomes apparent, the landscape of their experience undergoes a notable shift. This stage is characterised by heightened awareness and a growing concern regarding one's health. Patients may experience a range of emotions, from curiosity and anxiety to fear and confusion, as they grapple with the realisation that something may be amiss.
In addition to self-awareness and symptom recognition, disease screenings take the spotlight. Financial investments from patients also come into play during this stage. Depending on the healthcare system in their region and the type of screening or examinations required, patients may need to pay for scans or tests out of pocket or through their health insurance. The cost of these screenings can vary widely, and affordability can be a significant factor in whether or not patients pursue early screening.
In this digital age, patients also have an array of online tools at their disposal. Chatbots and symptom checkers provide a quick and convenient means of exploring potential health concerns and receiving preliminary guidance. However, with symptom checkers, the next steps are not clear for most patients. The same can be said for “doctor chatbots” that take a small amount of information into consideration and are therefore limited in their application and reliability of results.
This is something innovators in the virtual care space are trying to change. For example, when Abi Global Health partners with a company for a disease screening campaign, it does not simply end with a risk assessment. After answering a bespoke online questionnaire, those who are rated to be at high risk for a disease are given the option to connect with a specialist immediately to help them determine the next steps. With Abi’s AI-powered Allocation Engine, these patients are connected to a healthcare provider within 40 seconds or less. This is valuable for patients who can be overwhelmed upon learning that they may be at risk. By being connected to a specialist right away, patients will be relieved of the mental load of looking for specialists in their area and waiting for days to get an appointment to verify their concerns.
In a traditional setting, when patients are presented with a diagnosis, it often happens in a doctor’s office during an appointment. During this time, patients may have many thoughts, including the benefits:risk of undergoing the recommended treatment and how this would affect their finances and day-to-day life. It is common for patients to forget to ask relevant questions about their condition due to the initial shock of the diagnosis. Once they have collected themselves and become acutely aware of the value of time, they may not wish to wait several more months for follow-up appointments to address their concerns.
Financial concerns also come to the fore during the diagnosis stage. Multiple medical tests can pose a significant financial burden on patients and their families. The cost of diagnostics, potential hospitalisations, and medication can be a source of stress, further underscoring the importance of timely diagnosis and intervention to avoid escalating healthcare costs. Aside from these concerns, there is an additional mental load of missing work due to sickness and additional costs associated such as transport tickets, petrol, parking, childcare for parents, etc.
Patients may also require support from a diverse range of specialists. The emotional toll of diagnosis may necessitate the involvement of a mental health professional who can provide emotional support and coping strategies. For those with complex conditions, collaboration with specialists in their field is essential to ensure comprehensive and tailored care.
The commencement of treatment represents a critical juncture in a patient's healthcare journey. Timely treatment initiation is not only pivotal for managing their condition but to also avoid treatment inertia.
Patient experiences at the start of treatment can be complex and challenging. For some, side effects from medications can be unsettling, leading to anxiety and discomfort. Patients may also grapple with the frustrating realisation that their symptoms do not improve as quickly as they had hoped. In some cases, they might lack clarity on the proper administration of doses or medication schedules, which can lead to discouragement and the temptation to discontinue treatment.
Healthcare guidance, both in terms of explaining potential side effects and offering practical advice on medication management, is crucial. Patients need reassurance that the discomfort they may be experiencing is a part of the treatment process. To this end, in a study of cardiovascular patients, sponsored by Abbott, up to 90% of patients surveyed stated that the two most important factors impacting their overall treatment experience are a clear understanding of the next steps in managing their disease and receiving answers to all their questions.
So it is clear that comprehensive patient support programmes are essential at this stage to promote education about therapies and, ultimately, positive treatment outcomes through adherence. As patients navigate this crucial turning point, they depend on a network of healthcare professionals, specialists, and support systems to provide guidance, alleviate their concerns, and facilitate the path toward effective treatment and recovery. This is why a patient support programme that offers access to a diverse range of specialists is important.
When Abi Global Health partners with Life Science companies and they have a patient support programme set up, their patients get access to different specialists in 40 seconds or less. This can be through the company’s bespoke app or website, which also eliminates the need to go to several clinics, miss work days, pay for travel expenses such as parking or tolls, find childcare if needed, and more. What's more, Abi brings the added benefit of being an on-demand service. Patients with chronic conditions can now receive prompt healthcare guidance, avoiding days of waiting. This is not only convenient but also crucial for addressing immediate concerns arising from treatment and its possible side effects.
Of course, the Abi platform does not intend to replace the primary healthcare provider or seek to replace the long-built trust between a patient and a specialist. It is to supplement core care at times when urgent questions require urgent advice — between scheduled visits is when a platform like Abi can be helpful.
For patients with chronic disease, effective management represents a long-term commitment to become adherent to their treatment plans. Regular touch-points for monitoring and ongoing support from a multidisciplinary healthcare team are paramount.
At this stage, patient experiences are characterised by the need for continuous support and the reassurance of having access to healthcare professionals. The chronic care journey can be made more manageable through the use of accessible, on-demand virtual care platforms.
Platforms like Abi enable patients to connect with various healthcare professionals in different areas of specialisation to receive guidance. This is handy in situations where the patient’s primary healthcare provider may not be readily available for consultation. For example, the patient could be in another country or the primary healthcare provider may be on leave. The patient can then use the Abi platform to connect to another specialist to answer an urgent question related to side effect management.
If there is no consistent reassurance and support from medical professionals at this stage, there is a possibility of a patient changing or abandoning treatment altogether. This is because they may not understand that some medications can take a while to take effect, while others may not be aware they are taking the medication incorrectly.
In the graph below, we can see that after 1 year, 62% of patients become non-adherent if they do not receive guidance from a healthcare professional. After 2 years, this rises to a worrying 75% of patients.
Caption: Without HCP support, the proportion of patients non-adherent to their treatment triples within two years.
In the intricate realm of healthcare, the journey doesn't always conclude with initial treatment. The need for regular follow-up and adjustments to dosage or medications remains essential, even when patients might feel they are "out of the woods." For certain diseases, continued vigilance is necessary, and the open lines of communication between patients and healthcare professionals are key to optimal care.
Patient support programmes serve as guiding lights throughout the patient’s complex healthcare journey. Currently, Life Science companies offer “patient hubs” or informational websites as part of their patient support programmes. While well-intentioned, patient hubs often face challenges that hinder their effectiveness. One significant drawback is the lack of personalised and patient-centric approaches. Many programmes adopt a one-size-fits-all model, overlooking the diverse needs and capabilities of individual patients.
Furthermore, a disconnect between healthcare providers, pharmaceutical companies, and patients may result in fragmented care, diminishing the overall impact of these programmes. To enhance the effectiveness of treatment, it is crucial for patient support programmes to prioritise customisation, streamline communication, and foster collaborative partnerships across the healthcare ecosystem — and these are services that Abi Global Health can provide.
From early awareness and timely diagnoses to emotional support, medication adherence, and chronic care management, patient support programmes provide a lifeline to individuals on their healthcare journey. These patient support programmes ensure that patients are informed, engaged, and supported at every step, ultimately contributing to improved well-being, better outcomes, and a sense of community among those navigating the often challenging path of health and healing.
At Abi Global Health, we specialise in creating bespoke patient support programmes for Life Science companies. Our mission is to connect patients to a network of healthcare professionals, enabling them to access specialist care in 40 seconds or less. If you're eager to explore how our tailored solutions can enhance patient care and drive better healthcare outcomes, we invite you to book a demo or contact us. Let's embark on a journey to transform the healthcare experience together.