Creating Patient-centric Solutions to Healthcare Challenges

Healthcare Providers are recognizing the need to boost patient-centricity and are increasingly turning to digital and social media to create these offerings. And we’re going to show you why this is so essential, along with tips to help inspire your own patient-centric efforts!

social media maturity level up

Online consumers in general, and ‘patients’ as consumers, specifically, are a fickle lot. As we can see in the infographic below, the conversations in healthcare are multi-faceted and span a wide variety of concerns. This makes it important to have the capability to rapidly analyze which pieces are relevant, and which are just noise. Also, the ability to understand underlying sentiment is crucial here too.

consumer-healthcare-conversations

As Forrester notes in its report on the Future of Healthcare, “by 2030, the US healthcare ecosystem will shift to create a patient-centric foundation for individual health support, lowering costs and improving outcomes.” And to elaborate on this shift, we recently joined Cerner Enviza in a webinar to discuss how they use digital and social media to boost patient-centricity. Be sure to check it out for the full discussion, but we have some highlights to share below, along with takeaways that any HCP can apply to its own audience understanding efforts!

RWE Data-driven Healthcare Providers

Real-world evidence (RWE) is a much for today’s data-driven healthcare providers. For example, the mission of Cerner Enviza is to accelerate discovery, development, and delivery of extraordinary insights and therapies to improve everyday health for all people globally – and capturing insight necessary to power these goals will not happen organically. Their expertise combines decades of innovation with deep life sciences knowledge, but that doesn’t make them healthcare mind readers. To accomplish its mission, Cerner Enviza aggregates and analyzes insight from disparate data sets and employs various methodologies to inform activity around three pillars.

  1. Commercialization: How to accelerate commercialization of the brand or marketing strategy.
  2. RWE (real-world evidence) Data & Analytics: How to derive meaningful intelligence from integrated clinical data, claims, patient-reported outcomes, and other interesting data sources.
  3. Regulatory & Safety: How to collaborate between regulators, health systems, and life science teams to ensure that products are safe and perform as promised.

So, when they set out to better understand the online landscape around HER2-positive breast cancer, the analysis focused on three main types of insight: The search data, quantitative data from the social and digital media perspective, and qualitative insights, again, from a social and digital media perspective.

capturing-patient-centric-intelligence-online

But what is an online landscape analysis and what does it reveal? We’ll speak to that slice of the conversation here, and encourage you to listen to the webinar for the larger conversation, and to follow this illuminating case study from start to finish!

What is Online Landscape Analysis?

An online landscape analysis captures consumer and market data sets that are relevant to an HCP’s overarching category. This can include all kinds of content, imagery, emojis and sentiment taken from the vast social web and combining it with reviews, market data, news media, forums and other proprietary sources that will be unique to each provider. And later, the HCP will drill down into the data to derive actionable intel that is specific to its purposes.

The goal of an online landscape analysis then, is to answer business questions using data-driven insights, using AI-powered data and tools. And the first step is defining those relevant discussions and exploring the content and behavior that supports it.

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Exploring Content & Behavior

When exploring content and behavior, we’re determining the key topics that audiences are discussing. In the context of this search, for HER2-positive breast cancer conversations, the audiences can be the patients, caregivers, and HCPs. It can also be the scientific community, or it could be students in the realm of medicine, which will be scientific community as well.

As we sort out who is talking, we want to know what they’re saying. What are the challenges that those audiences express online? And how are their concerns different from group to group – and where are there overlaps, if any? We can create audience segments to compare and contrast these concerns and others, across a wide variety of indicators, to help providers design targeted messaging that speaks to these concerns.

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For example, if we look at patients from a burden of disease perspective, and quality of life perspective, what are they saying in terms of treatment access or treatment efficacy? And what are the key events that are impacting these discussions online?

An event can be the FDA approval of a new drug, or it can be a scientific event or conference, or it can be a patient’s story online that drove a lot of engagement around a specific topic. Ongoing monitoring of the landscape will alert providers to those events, and allow them to dig in to capture relevant discussions:

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Capturing Relevant Discussions

To extract relevant discussion, we could explore the most highly engaged content to see what is driving conversation engagement. What terms are being used most often, in context – and do they have positive or negative sentiment? This matters, as it’s not always obvious:

organic-food-word-cloud

And which platform are they engaging on? What are the websites most visited?

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And where in the world are they located? Regional differences can make all the difference in the world, so it’s important to know as well. Capturing that intel, we can combine it all to understand potential trends, motivators, and sentiments behind those conversations.

And what were those key findings in this webinar example? Be sure to check it out to see! And reach out for a demo so we can show you how to develop your own plan of attack to reveal crucial consumer and market intel to support your patient outreach efforts!

social media maturity level up

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