Our health care system is undergoing a major transformation. The role of the patient is changing, with patients becoming more active participants in planning and making decisions about their own care. This will make patients a more central stakeholder for healthcare providers and pharmaceutical companies.
Patient-centricity is also an important issue at societal level. Both the Ministry of Social Affairs and Health Strategy 2020 on utilising social and health care information as well as strategy on customer and patient safety emphasise the importance of citizens’ own active involvement and participation in both life management and self-care.1
Read more about patient involvement.
The ongoing change is challenging the industry to revise its thinking. It is no longer enough to simply sell products or equipment to healthcare professionals – we need to create real added value for patients. This is why the patient experience has become an increasingly important part of successful business. A patient-centered approach requires not only good products, but also a range of services for patients to implement and monitor their care.
Patient-centricity is easily reduced to a catchphrase. Therefore, effective tools for its design and implementation are needed.
One of the key frameworks is the modelling of the patient path. This does not mean the care pathway, which is of course considered as part of the whole, but a broader understanding of the patient’s experience and the stages of care – down to the level of emotions the patient goes through.
The path looks at the whole journey of the patient, from the onset of symptoms to diagnosis, treatment, and management of the condition. The path is always built preferably in interaction with both patients and health care professionals. It is important to define not only the concrete steps in the care pathway, but also the holistic aspects of the patient’s life.
A healthcare provider or pharmaceutical company may find its business niche at unexpected points along a patient’s path: for example, a patient may need support to cope with a life change brought about by illness, or with a turning point or emotional challenge caused by illness.
So, there may be places for producing added value that have not previously been thought of. At the same time, it opens up the possibility for the company to become relevant to professionals and patients in a completely different way than before. This fosters a natural commitment to the company and its services.
Defining the patient pathway helps to understand the patient’s perspective on the disease and its treatment. It reveals, for example:
Defining the patient’s path helps to effectively identify the patient’s needs. For example, new services can help patients to engage with their care and thus help them to make the whole care experience a success. But only by understanding what truly benefits patients can successful and desirable services be developed. Patient path modelling is the best tool for this.
If you are interested in defining a patient or client path, please contact us. Let’s work together to find the best way to get started.
Only by understanding what truly benefits patients can successful and desirable services be developed. Patient path modelling is the best tool for this.