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How Patient Journeys Influence Medical Device Strategy

November 13, 2019 BY Carisa McLaughlin

How Patient Journeys Influence Medical Device Strategy

The moment a patient seeks medical care to determine the cause of their symptoms, that patient has begun a journey involving multiple stakeholders. Hospitals, physicians, nurses, insurance companies, pharmacies and medical device companies may all be — at one point or another — involved in this patient journey. While market research has always been important in positioning the launch of a new medical device, real world evidence from patients is now becoming more relevant in such a competitive marketplace.

What is patient journey mapping?

A patient journey is defined as “the sequence of care events which a patient follows from the point of entry into the system triggered by illness until the patient is discharged from hospital to his or her home, care home, hospice, or due to death.” For example, a person seeks treatment for an injury at an urgent care clinic, that person is then told to follow up with a PCP and likely referred to a specialist, which then leads to receiving treatment an a different facility, and ultimately discharged. This type of perpetual cycle continues as individuals seek healthcare and work to resolve their health issues.

Patient journey mapping is an exercise which outlines all the patient touchpoints during each stage of the care journey.  The information you can derive from this sort of analysis can inform marketing strategies, messaging, and help define your target market. It can also impact how you approach and interact with both patients and providers.    

By mapping these pathways, you can gain a more thorough understanding of care priorities and opportunities for ongoing communication between patients and physicians. A patient journey map can help your team understand what patients’ diagnoses and treatment journeys look like so that you can better understand not only a patient’s disease management experience but also where your product fits within that journey. Look for opportunities such as:

  • What treatments are the patients receiving before their diagnoses?
  • Where are they receiving care before a diagnosis? How long does it take for them to receive your target diagnosis?
  • Where are patients receiving care after their diagnosis?
  • Where are they going to manage their condition?

Analyzing redacted patient claims data

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Fig 1 Product screenshots taken from Definitive Healthcare's platform on Hospitals and IDNs. 

In healthcare claims data, there are two primary components: private, commercial insurance claims (generally patients under 65) and publicly reported claims from Centers for Medicare and Medicaid Services (generally patients above 65). All-payor data is known to be difficult to access and time-consuming to analyze. For an accurate understanding of the entire market, it is vital to review the entire scope of claims data to gain a well-rounded view of all the different components of care delivery.

With Definitive Healthcare's platform, you can utilize redacted claims data to map a patient journey using diagnosis codes and procedure codes to determine diagnoses and see procedures that might be a deeper indicator of your target population. These results can be further segmented by factors like geography and hospital or health system affiliation. A tool that grants access to constantly expanding real-world data is crucial in developing a strategy that outranks the competition. Definitive’s platform helps medical device companies analyze all-payor data on over 3 billion medical and Rx claims associated with 300 million patients across the U.S. — delivering a complete view of drug and prescription patterns, diagnoses, procedures, referrals, and more.

Beyond the Contacts Webinar: How Medical Device Companies Boost Their Definitive Healthcare ROI 

Interested in learning more about how Definitive Healthcare’s Claims Analytics tools can help you strengthen your selling strategyJoin us in conversation with Definitive Healthcare Major Account Executive, John Dang, as he discusses ways of using this data to help medical device companies find patients, provide value to healthcare professionals, and develop a successful selling strategy.  

Tune in: Thursday, November 14 at 2 p.m. EST  

Presented by:  

  • John DangMajor Account Executive at Definitive Healthcare 

Attendees will learn how to:  

  • Leverage all-payor claims data to identify market opportunity 
  • Segment your market with advanced data and analytics to build targeted client lists 
  • Inform your marketing and sales strategy with contextual messaging  

Save your spot!

Not a user, but looking for more information on how you can ramp up your selling strategy? Definitive Healthcare’s comprehensive platform offer users insights on:

  • Physician prescribing volume and referral patterns
  • Key opinion leaders, including contact information
  • Specialty pharmacy locations and accreditation
  • Hospitals with a history of clinical trial participation
  • Drug search by NDC codes
  • Diagnosis and procedure volumes for care centers and physicians
  • Therapy area analytics dashboards

Discover how you can take advantage of the fast-growing, high-value market of specialty pharmaceuticals.
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