How the Data Exchange Enables Personalization
and Empowers Action
Today, consumers living with chronic conditions expect personalized guidance that helps them take action, whether they're looking for treatments or working toward wellness goals.
Consumers are increasingly willing to share their information in exchange for tailored tools and resources. Marketers have an opportunity to support them at each step, moving them forward in their health journey through the power of personalization.
Explore the journey below:
Access
to Care
Access
to Care
Information
Information
Newsletter
Newsletter
Treatment
Treatment
Ongoing
Support
Ongoing
Support
Goal
Guidance
Goal
Guidance
Guidance on
whole-person goals
Communities for ongoing support
Education that guides decision-making
Newsletters that deliver relevant tips
An easier way to access care
Rx solutions that address barriers
Consumers living with chronic conditions need ongoing community and connection throughout their health journey. Registered experiences offer support, helping marketers align with consumer needs and drive meaningful action by fostering engagement and trust over time.
Exercise, mental health, nutrition — consumers have lifestyle wellness goals beyond and connected to their chronic conditions. The data exchange can provide patients with tailored tools for working toward those goals, driving sustained engagement and healthy actions.
Consumers want information about their conditions and treatments, but they face challenges in finding the information they need. Personalized resources help them get the right information and take action.
Newsletters offer a convenient way for consumers to receive personalized guidance — and for brands to foster ongoing engagement. As consumers can be hesitant to sign up for more emails, brands must earn their trust and offer relevant recommendations.
Consumers often struggle in the early stages of a diagnosis, with nearly half feeling unsure about finding necessary care. Registered experiences help connect them to relevant healthcare providers, ensuring a seamless health journey.
36% of patients are open to better treatment, with 8% actively seeking it. The data exchange helps move them from interest to action, overcoming barriers along the way.
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87% find the treatment process
frustrating or challenging, often due to costs and healthcare system logistics
89% of patients proactively research prescription information
16% say a lack of support from
others makes it hard to work toward
their goals
Consumers living with chronic conditions need resources to guide decision-making
A third of those newly diagnosed
say finding the right doctor is one
of their top challenges
40% of those newly diagnosed expect
to look for a new healthcare provider
in the next year
A notable subset of consumers with chronic conditions are looking for connection
Consumers living with chronic conditions have lifestyle goals to improve their
whole-person health
Yet 65% are concerned about
receiving unwanted or spam emails
if they share their data
67% would share their email for personalized resources, which many would use daily or weekly
Yet they face barriers in working
toward their lifestyle goals
Yet they can face educational barriers and widespread misinformation
- 61% research potential side effects
- 47% research cost of a medication
- 42% want personalized information about medication interactions
- 50% want to know what to expect over the course of their treatment
- 43% want resources that take their lifestyle and medical history into account
- 32% say dealing with insurance is a barrier
- 29% worry about being able to afford medications
- 27% struggle with acting as a middle man for doctors, pharmacies,
and insurance
- 46% want to hear about the experiences of others who share their
health challenges
- 35% say they research other people’s experience taking the same medication
- 29% worry about being able to afford medications
- 26% say the cost of visits, tests, and medication is a top challenge
- 32% say dealing with insurance is a barrier
- 27% struggle with acting as a middle man for doctors, pharmacies,
and insurance
- 46% say they face a lot of conflicting information
- 34% say it’s difficult to validate information
- 56% say its hard to change
habits
- 46% feel they can't afford it
- 40% lack the motivation
to live healthier
- 29% don’t have time
- 67% prefer to go to doctors, nurses, or medical professionals for health
and wellness guidance and support
- 61% would like to find a better treatment for at least one health condition
- 48% think they can’t afford it
- 38% say it’s too hard to schedule healthcare
- 26% aren’t sure how to choose a provider that’s right for their needs
- 52% want lifestyle change recommendations like meal or exercise plans
- 52% want product recommendations, like for vitamins
- 52% want treatment recommendations
- 78% are concerned about sharing health information online
- 68% say they must know and trust a brand before sharing
their health information
- 61% want to eat better
- 57% want to be more active
- 57% want to improve sleep
- 53% want to reduce stress
- 53% want to lose weight
The data exchange opportunity
The data exchange opportunity
The data exchange opportunity
The data exchange opportunity
The data exchange opportunity
The data exchange opportunity
29% would share their
data to access an online condition community
Registered Rx tools turn information-seeking into immediate action-taking
Consumers with chronic conditions would exchange their data for personalized lifestyle wellness solutions
31% say a personalized health newsletter would
be useful — 62% say they would use these newsletters daily or weekly
53% of consumers living with chronic conditions would share their data to access more personalized, relevant health content
Consumers can take action to find care more quickly using registered experiences like doctor finders or appointment schedulers
Patients want useful tools for navigating challenges in the Rx journey:
They will share their email, condition, or health interests for useful resources:
Consumers will sign up for newsletters from brands they trust. Before sharing
about themselves online, they want to know more:
They would exchange data like email, health condition, or health interests
for personalized resources:
Communities aren’t for everyone, but those who use them engage regularly:
Consumers are interested in solutions that help them take the next step:
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For marketers, this is an opportunity to:
For marketers, this is an opportunity to:
For marketers, this is an opportunity to:
For marketers, this is an opportunity to:
For marketers, this is an opportunity to:
For marketers, this is an opportunity to:
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Proactively address common treatment barriers to drive higher adherence rates
Alongside treatment information, include tools like coupons or
pharmacy locators
Turn education
to action
Remove Rx
roadblocks
Provide actionable tools to connect consumers with care at the right time in the journey
Offer comprehensive registered experiences with multiple
actionable features
Build all-in
one platforms
Build connections with consumers by addressing their conditions and challenges
Speak to
the specific
Counter misinformation
Bridge care gaps
Offer relevant information that helps consumers cut through confusion
Consumers using health goal challenges daily or weekly means more frequent brand engagement
Build brand loyalty by supporting consumers’ holistic wellness journeys for the long-term
Earn consumer trust
Stay top of mind over time
Be a whole-person partner
Bump up
touchpoints
Communities let a brand show up as an advocate in an authentic, trusted space
Build brand
loyalty
Encourage signups by explaining how consumer data is used and protected
Show up
to support
Appear in consumer email inboxes with actionable advice on an ongoing basis
Communities offer marketers many chances to make an impression
Driving action at each step and between steps
The data exchange encourages ongoing healthy actions for consumers, creating a connected path between steps that helps them to move seamlessly on their journey and make active progress toward their goals.
For marketers, the data exchange creates an opportunity to foster deeper relationships and build trust. Through the data exchange, marketers can drive meaningful engagement that benefits both the patient and the brand.
Discover Your Data Exchange Solution
SOURCES
50%, 43%: Healthline Media Patient Experience study. Survey of 526 U.S. adults living with with a health condition, taking or open
to taking Rx medications. Mar 2024.
46%, 34%: State of Consumer Health survey. Survey of 4,012 US adults. Jul 2024.
53%, 49%, 38%, 37%, 67%, 52%, 67%, 52%, 48%, 52%, 42%, 65%, 78%, 68%, 31%, 62%, 86%, 73%, 72%: Healthline Media Privacy & Personalization study. Survey of 1078 U.S. adults living with a health condition. Jul 2024.
40%, 67%, 61%: RVOH Segmentation study. Survey of 2,535 US adults. Base for this data point: 335 respondents newly diagnosed with one of the following 9 conditions: Type 2 diabetes, Psoriasis, Psoriatic Arthritis, MS, IBD, Depression, Obesity, Lung-Related Condition, or Heart-Related Condition. Dec 2023.
A third: Healthline Media Patient Experience study. Survey of 526 U.S. adults living with with a health condition. Base for this data point: 183 respondents newly diagnosed. Mar 2024.
48%, 38%, 26% , 65%: RVOH Segmentation study. Survey of 2,535 US adults. Base for this data point: 335 respondents newly diagnosed with one of the following 9 conditions: Type 2 diabetes, Psoriasis, Psoriatic Arthritis, MS, IBD, Depression, Obesity,
Lung-Related Condition, or Heart-Related Condition. Dec 2023.
32%, 36%, 8%, 89%, 61%, 47%, 42%, 87%, 32%, 29%, 27%, 38%, 37%: Healthline Media Patient Experience study.
30%: Healthline Media Privacy & Personalization study.
46%: RVOH Segmentation study. Survey of 2,535 US adults. Base for this data point: 1,845 U.S. adults with at least one condition, excluding early parenthood. Dec 2023.
35%: Healthline Media Patient Experience study.
16%: RVOH Segmentation study. Survey of 2,535 US adults. Base for this data point: 1,845 U.S. adults with at least one condition, excluding early parenthood. Dec 2023.
28%, 33%, 66%: Healthline Media Privacy & Personalization study.
61%, 57%, 57%, 53%, 53%, 56%, 46%, 40%, 29%: RVOH Segmentation study. Survey of 2,535 US adults. Base for this data point: 1,845 U.S. adults with at least one condition, excluding early parenthood. Dec 2023.
39%, 37%, 38%, 77%, 28%, 67%: Healthline Media Privacy & Personalization study.