A Holistic Understanding of the Patient Journey Using Multiple Data Sources

Life Sciences, Clinical Trials, Pharmaceutical, Medical Device, Medical Device Clinical Trials,
  • Thursday, April 27, 2017

Novel data assets and powerful new analytic tools are enabling Life Sciences companies to create richer patient journey analyses with unprecedented speed. Patient journey analytics can identify market challenges and opportunities, illuminate the patient/physician interaction, reduce siloed thinking, and inject customer perspectives into the brand management process. If you are a life science professional responsible for supporting brand analytics and performance, this webinar will give you a unique perspective on how patient journey analytics can be streamlined to positively impact your brand’s performance.

Traditional approaches to patient journey analysis are limited because they lack essential data, use a one-size-fits-all format, or ignore best practices for making them an effective analytic tool.

To develop a successful patient journey analysis that drives critical insight and understanding in any market, users must consider the following steps:

  • Identify the critical elements that need to be addressed
  • Engage all stakeholders and drive urgency
  • Identify key data needs and sources
  • Plan the analysis
  • Map the journey
  • Incorporate the voice of the customer
  • Identify short term wins
  • Embed within the fabric of the organization
  • Evaluate and excel

This webinar will provide you with insight into how to develop a successful patient journey analysis that will yield actionable insights. It will discuss potential data sources, tips for successful planning, techniques to reduce complexity, and steps to leverage the results in modifying your business practices.


Lou Brooks, Director, Vice President, Commercial ConsultingOptum

Lou Brooks is vice president of commercial consulting in the Optum® Life Sciences business. For the past 20 years, Brooks has served in a variety of capacities, all of them focused on developing a better understanding of customer behavior across a number of industries.

Brooks has worked in a wide variety of therapeutic categories, including autoimmune, respiratory, and central nervous system disorders; oncology; and cardiovascular conditions. He holds a master’s degree in economics from Rutgers University.

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Shelli Field, Principal Consultant, Commercial Consulting, Optum

Shelli Field is a Principal Consultant in the commercial consulting group in the Optum® Life Sciences business. For over 20 years, Field has provided data-driven consulting services utilizing both primary marketing research and secondary data resources across a variety of business sectors.

Field has focused on helping clients develop commercialization strategies from pre-launch through patent expiry, across a wide variety of therapeutic categories. She holds a MBA from the University of Cincinnati.

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Who Should Attend?

Pharmaceutical, biotechnology and medical device companies whose titles or responsibilities are:

  • Brand and/or commercial leaders
  • Data analytics
  • Business analytics
  • Real-world evidence analytics
  • Strategic insights
  • Market research/insights

Xtalks Partner


Optum® is a health services and innovation company. We help life sciences companies leverage real-world evidence to improve their knowledge and understanding of market dynamics. Through these data and analytics, we help clients outline actionable insights to enable more efficient and effective commercialization strategies.

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