Workshop: Providers & Patients – Traveling the Path to Cancer Therapy Together
1:20 – 1:55 PM
Monday, May 7, 2018
Roger Green, President/CEO, RG+A
Dr. Chaitra Ujjani, MD, Associate Professor of Medicine, Georgetown University Hospital
For a variety of reasons, the patient’s voice in cancer therapy is considerably different from most other diseases. To patients, the word “cancer” still conveys a long, painful draining path to death. Some patients want to learn about and help guide their own therapies, while others simply cede power to the oncologist. To providers, therapeutic options are complex, proliferating and difficult to explain to patients. The interview between patient and provider is a key to successful therapy and improved outcomes.
Given the increasing importance of cancer medicines in BioPharma companies’ portfolio, marketers and marketing researchers need to understand the dynamic between providers and patients and learn ways we can foster better treatment decisions and more engaged, optimistic patients. The accelerating rate of change in diagnostic tests and novel therapies makes it even more critical that we find ways to support better provider-patient communication.
This session will present the results of qualitative “research on research” that is sponsored and conducted by a leading BioPharma boutique. The research itself will include in-depth interviews with 20 practicing oncologists and 10 patients. All interviews will focus on the provider-patient relationship. In addition, provider interviews will address the steps they take on the path to selecting a therapeutic regimen and how this varies from line-to-line. Patient interviews will focus on how they acquire information and the role(s) they would like to play in their own therapy.
Presenters include a practicing oncologist and a senior agency-side researcher who is a cancer survivor.
- The process by which providers decide therapeutic regimens for a given patient are complex and will become more so as medicines, diagnostics and non-medical treatment options all proliferate.
- Patient ability to absorb information about their disease varies and has an impact on how they feel about the experience and view their prospects for success.
- Emulating the interplay of these two groups’ thought processes can provide researchers with unique insights on marketing and supporting their medicines.