JERSEY CITY, NJ--(Marketwired - Feb 11, 2014) - Finding and converting the highest quality, most relevant patient prospects at large scale continues to be the proverbial Holy Grail for life science DTC marketers seeking to maximize the productivity of digital media plans. Patients-in-Play, a research study commissioned by QualityHealth, designed by Decode Consulting, and conducted by two leading providers of market research, measurement and analytics, looked at patient quality and conversion performance across four health sites frequently included in life science DTC media plans: WebMD, EverydayHealth, Sharecare and QualityHealth. The study focused on the sites' capacity to: 1) generate office visits; and 2) drive new prescriptions.
On the first dimension, the analysis showed that 47% of QualityHealth visits generated a doctor's office visit within the 30-day period following site exposure -- 8% more than the other three health sites. Additionally, observed on a week-by-week basis, QualityHealth visits were consistently more likely than the other sites to drive a doctor's office visit over the entire measurement period.
On the second dimension, the analysis showed that 56% of QualityHealth visits drove a new prescription in the 30-day period following site exposure, 4% higher than the new prescription rate for the other three health sites. All reported differences are statistically significant.
"The foundation of our business is the permission-based collection of robust, validated data from health consumers at large scale," said Rob Rebak, QualityHealth's Chairman and CEO. "We then add deep patient engagement capabilities on top of our profiling engine. These findings validate the strength of QualityHealth in converting patient insight into patient action."
"Our patient identification and engagement platform is certainly valuable to life science marketers today," continued Rebak, "but it will also be increasingly in demand by payers, providers, and other important health stakeholders committing to substantive patient engagement initiatives in the emerging patient-centered health landscape. A recent Oliver Wyman healthcare consultancy study estimated that the migration to patient-centered care and patient engagement will save the US healthcare system $500 billion over the next 5 years."
"QualityHealth consistently proved superior on the two Patients-in-Play dimensions we evaluated," said Carolina Petrini, President of Decode Consulting. "Their platform clearly has the ability to gather, leverage and optimize massive amounts of health consumer and performance data and move patients to action."
"Our life science marketing clients are asking for smarter, more targeted and longer-lasting patient engagement solutions. Although not evaluated in this research, our internal analysis shows that our influence on our patients extends well beyond the 30-day mark and the first prescription filled," said Chris Neuner, Executive Vice President at QualityHealth.
QualityHealth is the leading patient identification and engagement platform for the healthcare industry, serving the life science, consumer products and health and wellness sectors. By precisely matching patients with highly relevant education and offers at large scale, QualityHealth enables health industry clients to achieve superior engagement results at a lower cost while delivering meaningful value to healthcare consumers. For more information, please visit www.QHperform.com and www.QualityHealth.com.