In the current healthcare landscape, where patient-centered healthcare is increasingly emphasized, the importance of qualitative healthcare market research cannot be overstated.
Recent years have seen a rise in the use of patient diaries as a valuable instrument for gathering key insights from patients regarding their interactions with a specific product, service, or health condition.
By offering a more in-depth understanding of the patient’s journey, patient diaries contribute to qualitative medical market research. Patient diaries benefit patients and healthcare organizations as they can help guide the development, design, and pricing of products or services.
During the COVID-19 pandemic, the popularity of patient video diaries skyrocketed. As a qualitative research instrument, patient video diaries collect data on patient's daily activities and responses.
Patient diaries are valuable in healthcare market research as they enable researchers to obtain primary information about patients’ experiences, treatment adherence, management of symptoms, and treatment outcomes. This article will detail what patient diaries are, their benefits, and how they are used in healthcare market research.
Patient diaries are tools employed in healthcare market research to document every aspect of a patient’s journey, from the treatment process to the post-care experience, and how they feel outside and inside the hospital setting.
According to a report by ReportLinker, the global ePRO (electronic Patient-Reported Outcomes and patient diaries market is projected to reach US$2.8 billion by 2026. This growth is being driven by increasing pressure on medical device, pharmaceutical, and biotechnology companies to improve productivity, reduce costs, and expedite the process of drug development.
Additionally, there is a continuous increase in demand for clinical trials and research studies to develop new drugs, therapies, and vaccines, especially in the wake of the COVID-19 pandemic.
As a result of this growth, patient diaries have become an integral tool for real-time collection and sharing of data to utilize in research. This data is highly contextual and qualitative, and it helps inform a patient-centered design for drug products and medical devices.
Most patient diaries come in electronic modalities like handheld devices, e.g., phones and PDAs; IVR (Interactive Voice Response) systems; and video diaries. This makes them quite easily accessible and convenient for patients and researchers to use.
Patient video diaries, in particular, have seen a rise in popularity in recent years due to the prevalence of smartphones, apps, and online platforms. They are being utilized more frequently in both market and UX (user experience) research. They capture the patient’s day-to-day experiences in real-time, providing accurate data available to researchers in a timely format.
Patient diaries offer many benefits that serve the patients themselves, healthcare providers, and researchers. They have been shown to improve overall health outcomes for patients and help healthcare providers improve the quality of care for patients.
However, this article will focus on the benefits of patient diaries in healthcare market research, which are explained below.
Patient diaries in healthcare market research involve a systematic approach to gathering, examining, and interpreting data from patients who keep records of their experiences, actions, and observations throughout the healthcare experience.
Here is a guide on how to effectively use patient diaries in medical market research:
Research has shown that a patient-centric approach to healthcare leads to better health outcomes, greater chances of recovery, and higher levels of patient satisfaction. Healthcare market research companies find themselves in the precarious and yet highly lucrative position of finding ways to design services and products that ensure more patient-centered healthcare.
Patient diaries play a crucial role in qualitative healthcare market research, and patient video diary studies, in particular, have been adopted by market researchers to get critical insights into the patient’s healthcare journey.
IDR Medical is an expert in medical device market research and strategy and has helped many companies utilize patient diaries to optimize their market research strategies.
Do you want to integrate patient diaries into your company’s market research strategy? Start a free consultation.