A Different Approach To Healthcare
Healthcare has historically been very reactive; a person typically only visits the doctor when ill or injured. It wasn’t until recently that health system professionals started to think proactively and shift focus towards preventative care. According to Rishi Manchanda in his TEDTalk, "What makes us get sick? Look upstream," he says, “Turn sick-care to health-care,” which is exactly what we must do. (Watch the full video here)
Manchada spoke on two points about the current health system and both had the same underlying lesson: “Improve health where it starts.” For patients who seem lost in their healthcare experience, searching for solutions to their ailments, physicians need to zoom out to the larger picture. This larger picture is a patient-centric approach to understand where the patient is coming from, mentally and physically, which could easily save time and ultimately lead to better care.
Change in Behaviors
Marketers and patient recruitment specialists are continuously working to find the most effective ways to reach the right patients. In the past few years, the pharma business model has shifted to a patient-first approach. Previously, the focus was on the science side of things: What kinds of patients do we need? How much of X drug are we testing for Y indication? How many patients can we get and how?
The patient-centric approach now inserts new elements into the clinical business model. If a patient doesn’t see a severity in their condition, experience barriers to medical access, or are simply not ready to take charge in their own health, they may not think to participate in a clinical trial. We must consider these truths about each patient population before designing patient recruitment campaigns and take a step back, look at the larger picture, and find ways to motivate them to take charge of their own healthcare.
Learning early on what the various scenarios could be and eliminating those barriers by creating informative, motivating, and tailored messaging to patients considering a clinical trial could lead to higher enrollment numbers and therefore better data in research, ultimately resulting in better care for all.
There are many reasons why a patient may or may not engage in their health. As health leaders we need to be conscious of these factors and tailor our messaging to meet patients where they are in their health decision making process.
To learn more about creating a more tailored process for patients considering a clinical trial, watch our webinar on-demand by clicking the button below!