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?
Apatient journey is definedas “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 touch points 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 impacthow youapproach 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?
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-payer 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
Definitive Healthcare Major Account Executive, John Dang, discusses ways of using claims data to help medical device companies find patients, provide value to healthcare professionals, and develop a successful selling strategy.