53% Of Patients Say Finding the Right Treatment Option Is a Challenge, According to a New Press Ganey Analysis

A national survey by Press Ganey, the leader in healthcare consumer and employee experience, reveals heightened consumer expectations and information needs from pharma brands, presenting a unique opportunity for life sciences companies to drive brand strength.

“We are seeing a dramatic increase in patients seeking information about medication and treatment options online, particularly information that helps them find and connect with the right type of doctor to address their needs”

The recent survey of 1,000+ healthcare consumers found that patients demand a convenient, digital journey and view pharma brands as a potential bridge to a healthcare provider who can treat their specific condition. Nearly 90% of respondents indicated they want life sciences websites to include provider directories, and 83% said they’d be more likely to use or recommend a brand website that has a provider directory.

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The pandemic has driven consumers to rely on digital means to complete daily tasks, whether ordering groceries, choosing physicians or researching treatment options. As these behaviors become more ingrained, it is imperative that pharmaceutical and life sciences organizations build consumerism-enablement strategies into their overall growth strategy.

“We are seeing a dramatic increase in patients seeking information about medication and treatment options online, particularly information that helps them find and connect with the right type of doctor to address their needs,” said Andrei Zimiles, senior vice president, consumerism and marketing solutions, Press Ganey. “Forward-thinking life sciences brands have an opportunity to build loyalty by helping consumers accelerate their journey to receive care relevant to their particular condition or concern.”

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From the recent survey results, five key themes emerged:

• Brands that streamline access win. Nearly 50% of surveyed consumers said that “finding the right doctor” was a barrier to treatment, and a majority want convenience-enhancing features like the ability to digitally schedule appointments and options to download coupons and discussion guides before their visit.

• Consumers turn to pharma sites for reliable information. 53% of patients say finding the right treatment option is one of the largest hurdles when they’re in need—a 17% uptick from 2019.

• Convenience drives conversion. 71% of respondents said the convenience of telemedicine would help them adhere to appointments and manage prescriptions.

• Online ratings secure trust. 96% consider online ratings somewhat to extremely important when evaluating and choosing a doctor.

• Digital transcends generations. 69% of respondents over age 60 have gone online to research a prescription medication or medical device in the past year.

Zimiles added, “Data from this report underscores the importance of life sciences brands rethinking the role their website plays in their digital strategy. Instead of driving patients to third-party resources to find a physician where they are often exposed to competitive advertising and other distractions they can build trust by providing a convenient and modern experience within their own domain. Everyone benefits when consumers experience less friction connecting with the care they need.”

HR Technology News: HR Technology Highlights – HR Tech Daily Round-Up For 01-March-2022