A patient journey is the detailed mapping of a patient’s activities, interactions, and experiences through the different stages of the disease. It provides insights into the challenges and needs of patients and their relatives, answers questions, and helps us to understand the complexities along the therapy pathway.

A good journey identifies leverage points on how we can improve sufferers’ lives and helps prioritise starting points for potential patient activities according to patient value or feasibility, as well as making evidence-based decisions within the brand strategy. Patient needs reports have a larger sample size and extend the patient journey to include the perspectives of patient organisations and the medical community. It is on this basis that key concepts can be formulated and demands for their use or positioning within the patient advocacy approach can be derived.

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