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."
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 of the decision making process based around six key objectives and taking on board input from multiple stakeholders." This concept is outlined below: