Patient Journey

This brief article from the Advertising Research Foundation summarises research on how patients experience a disease or condition from their first awareness of symptoms through all stages until finally culminating in a cure, remission or death.

Patient Journey

Jessica Letizia

What is the Patient Journey?

Gupta (2012) defines the Patient Journey as a "description of how patients experience a disease or condition from their first awareness of symptoms through all stages of presentation, diagnosis, referral and treatment, fulfillment and adherence; finally culmination in a cure, remission or death. The Patient Journey is a powerful framework for understanding the market and designing winning brand strategies."

Key Objectives

In an interview with Dr. Simone Seiter from IMS Health, Tunnah (2012) reports that the aim of the Patient Journey approach is to "provide a full 360 degree view...

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