{"id":3494,"date":"2019-12-13T11:36:00","date_gmt":"2019-12-13T11:36:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=3494"},"modified":"2025-06-17T07:17:05","modified_gmt":"2025-06-17T07:17:05","slug":"patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/","title":{"rendered":"Patient Centricity: How Tracking Can Close A Communication Gap"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Sick people as passive recipients of the superior medical knowledge?&nbsp;Medicine as a purely functional means of treatment?&nbsp;Such ideas are obsolete &#8211; the focus of the healthcare industry and market research is on patients.&nbsp;Patient Centricity is certainly disruptive in nature.&nbsp;This is reflected in digitalization and easy access to medical information, doctor reviews, drug prices and alternative therapies: consumption of medicine and healthcare are in the foreground, patients have the choice, and pharmaceutical companies realize that a differentiated understanding of life, experiences, the most important needs and challenges of their patients is required.<\/p><br><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/#Active_role_of_pharmaceutical_research\" title=\"Active role of pharmaceutical research\">Active role of pharmaceutical research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/#Communication_Optimizable\" title=\"Communication?&nbsp;Optimizable!\">Communication?&nbsp;Optimizable!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/#Uncover_the_inarticulate_%E2%80%93_with_smart_devices\" title=\"Uncover the inarticulate \u2013 with smart devices\">Uncover the inarticulate \u2013 with smart devices<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/#Patient_Centricity_Scenarios\" title=\"Patient Centricity Scenarios\">Patient Centricity Scenarios<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/#Satisfied_patients_satisfied_doctors\" title=\"Satisfied patients, satisfied doctors\">Satisfied patients, satisfied doctors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/borderlessaccess.com\/blog\/patient-centricity-wie-tracking-eine-kommunikationslucke-schliesen-kann\/#How_tracking_can_refine_feedback\" title=\"How tracking can refine feedback\">How tracking can refine feedback<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-active-role-of-pharmaceutical-research\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Active_role_of_pharmaceutical_research\"><\/span><strong>Active role of pharmaceutical research<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">At Borderless Access, we wanted to better understand this trend, identify risks and challenges, and outline the opportunities for healthcare market research to take an active role in patient centricity.\u00a0In a case study using the example of an emerging country (Indonesia) and a developed country (UK), we found out how digital technologies help to promote patient centricity and improve health outcomes.\u00a0With our <a href=\"https:\/\/borderlessaccess.com\/consumer-panels\" target=\"_blank\" rel=\"noreferrer noopener\">healthcare panels<\/a>, which provide global access to almost 700,000 healthcare players, 1,600 patients and 100 general practitioners in Indonesia and the UK were initially surveyed about clarity and comprehensibility in doctor-patient communication.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-communication-nbsp-optimizable\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Communication_Optimizable\"><\/span><strong>Communication?&nbsp;Optimizable!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">In both countries, a decoupling in terms of the doctor-patient relationship and communication was observed: In the UK, 56 percent of patients said they felt unsure about what the doctor might have actually meant and were of the opinion that the doctor would articulate too briefly.&nbsp;Doctors, in turn, criticized a lack of adherence to therapy and high patient demands (43 percent).&nbsp;In Indonesia, 53 percent of patients were of the opinion that the doctor communicated inadequately and there was uncertainty about what was actually communicated.&nbsp;58 percent of Indonesian doctors complained about high patient demands and a lack of adherence to therapy.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-uncover-the-inarticulate-with-smart-devices\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Uncover_the_inarticulate_%E2%80%93_with_smart_devices\"><\/span><strong>Uncover the inarticulate \u2013 with smart devices<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">The question arose: How can healthcare market research close the gap between inarticulate, subjective and non-communicative information for the benefit of patients?&nbsp;In a follow-up study, the patient journey was mapped and recorded and monitored using a smart device from initial awareness of the problem to treatment.&nbsp;Information was collected on gender, age 25 and over, lifestyle diseases, ownership of a smart device (wearables), social status, general standard of living and access to high-quality healthcare, sanitary facilities and housing.&nbsp;Data such as blood volume pressure, heart rate, skin temperature and muscle tone, GPS data and general activity level were monitored in parallel via the smart device.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Patient_Centricity_Scenarios\"><\/span><strong>Patient Centricity Scenarios<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">When comparing the test group (technology-supported method) and the control group (conventional method, Fig. 1), the following possible scenarios of how patient centricity can develop were defined:<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hs-fs\/hubfs\/Patient-Centricity-Entwicklung-480x420.jpg?width=480&amp;name=Patient-Centricity-Entwicklung-480x420.jpg\" alt=\"Patient Centricity Development 480x420\"\/><\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\"><strong>Scenario 1: Patient Submits Minimal Details<\/strong><br>Doctors must realize the need to examine the patients through passive data monitoring to get a personalized and effective diagnosis that includes accurate laboratory tests, medication and follow-up visits and so on.&nbsp;The result: conventional advice in which the doctor only prescribes medication.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\"><strong>Scenario 2: Patient submits additional information<\/strong><br>Doctors can validate this for precision diagnostics &#8211; from passive data monitoring to medication to follow-up examinations.&nbsp;The doctors not only prescribe medication, the level of advice exceeds that of scenario 1 and also addresses factors such as diet and exercise that shorten treatment time.&nbsp;In the control group, medication was based on information from the patient, whereas in the test group, tracked treatment adherence was also taken into account.&nbsp;The activity recommendation was based on historical data (control group) and was generic in nature, whereas in the test group the recommendation was based on individual routines and actual physical condition (test group).&nbsp;As far as the information about the nutritional routine in the control group was concerned, only general recommendations were made, whereas in the test group if food intake was missed, this was validated and included in the nutritional plan in an updated form.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Satisfied_patients_satisfied_doctors\"><\/span><strong>Satisfied patients, satisfied doctors<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">The results of the follow-up study showed that the test group was able to minimize the communication gap between doctor and patient in both the UK and Indonesia.&nbsp;In the UK only 44 percent of patients said they felt inadequately informed (versus 56 percent in advance), in Indonesia it was 37 percent (versus 53 percent).&nbsp;Only 39 percent (versus 43 percent) of doctors also criticized differing treatment adherence and patient demands; in Indonesia only 51 percent (versus 58 percent) criticized this.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"How_tracking_can_refine_feedback\"><\/span><strong>How tracking can refine feedback<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">The pioneering approach to patient centricity represents a combination of both methods. In emerging markets, innovation is driven by technology and human capital.&nbsp;In developed countries, patients rely on health apps, patient groups and real-time feedback tools.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\"><br>In <a href=\"https:\/\/borderlessaccess.com\/industries\/healthcare-and-lifescience\" target=\"_blank\" rel=\"noreferrer noopener\">healthcare market research<\/a>, a rethink is necessary away from conventional feedback methodology.\u00a0Existing quality and quantity of patient information that can be captured via smart devices will methodically change feedback.\u00a0It has never been easier to map a patient&#8217;s lifestyle and the patient journey; tracking studies as a hybrid of technical and traditional surveys are becoming the new standard.\u00a0The data collected using passive technologies must be validated and analyzed in new depth by market research companies.<\/p><br><\/p>\n\n\n\n<p><strong>About the author:<\/strong><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\"><strong>As Vice President Europe , Max Czycholl<\/strong>&nbsp;&nbsp;leads all business and sales activities of Borderless Access in Europe from the new Hamburg office.&nbsp;He has twelve years of market research experience, was most recently Director Healthcare at Dynata (formerly Research Now) and has been a thought leader in healthcare market research for many years.<\/p><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Sick people as passive recipients of the superior medical knowledge?&nbsp;Medicine as a purely functional means of treatment?&nbsp;Such ideas are obsolete &#8211; the focus of the healthcare industry and market research is on patients.&nbsp;Patient Centricity is certainly disruptive in nature.&nbsp;This is reflected in digitalization and easy access to medical information, doctor reviews, drug prices and alternative therapies: consumption of medicine and healthcare are in the foreground, patients have the choice, and pharmaceutical companies realize that a differentiated understanding of life, experiences, the most important needs and challenges of their patients is required. Active role of pharmaceutical research At Borderless Access, we&#8230;<\/p>\n","protected":false},"author":21,"featured_media":3499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"class_list":["post-3494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare-medical"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Patient Centricity: How Tracking Can Close a Communication Gap<\/title>\n<meta name=\"description\" content=\"A lot often goes unsaid between patients and doctors. How can communication be improved? 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