Q: What has PanCAN learned from the Kraft Accelerator regarding patient engagement?

We have learned a lot about healthcare marketing, the new health customer, and the changing data and technology landscape.  

Specifically, we learned that patients are beginning to approach healthcare similarly to the way they approach other facets of their (consumer) world. The new health consumer expects us to talk to them in the same manner and social/digital channels they use in other aspects of their lives. Through the Kraft Accelerator, we learned more about how consumers search for information and how they consume information, and we applied this information to enhance our marketing efforts so that we can help more people affected by pancreatic cancer.

We have also gained value in having direct access to leading consumer companies such as Marriott, Rent-The-Runway, Peloton, Keurig, Reebok, etc. The Kraft Accelerator provided ongoing opportunities to sit side by side with these companies and learn about specific engagement and retention approaches. This would not have been available to us on our own.

Q: What have the results been for PanCAN?

One of the most tangible results was creating a pancreatic cancer Resource Roadmap, which was a first for our organization. Early in our tenure with the Kraft Accelerator, we were exposed to the Multiple Myeloma Research Foundation’s (MMRF) 12-step precision medicine roadmap and LUNGevity’s Lung Cancer 101.  Those inspired us to create a more directive patient resource roadmap.  Later, we worked with the Kraft Accelerator and industry thought leaders to simplify the steps into the Right Track model -- a very streamlined approach to help patients get on the right path to precision resources and treatment.  PanCAN subsequently integrated this simplified Right Track model into its program.

Working with the Kraft Accelerator, we were able to efficiently participate in several market research studies led by Kantar Health.  As a result of this research, we were able to establish data points and baseline information around each step of the Right Track. As we implement precision medicine education campaigns and integrate them into our marketing communications, we can continue to monitor if we are making progress in educating patients about the key steps in the Right Track.

Q: Can you tell us more about Right Track?

The Right Track is a roadmap designed to make sure patients know the steps to optimize their outcomes (right team, right tests, right treatments), as well as the importance of sharing their data. It’s the simplest way to teach a patient what precision medicine is, and the optimal path to precision resources and treatment. Ultimately, we want to close the knowledge gap and change behavior so that patients get to the Right Team (seeing a specialist at a high volume or academic center), get the Right Tests (including genomic testing to get a precise diagnosis), and get the Right Treatment (understand the standard of care or enroll in a clinical trial if appropriate). We want patients to understand the importance of sharing their data at every step, to help themselves while advancing research. The Right Track provides a crisp, focused, streamlined and easily understandable way to get patients through their precision medicine journey.

Q: How will you integrate it further into your marketing efforts in 2019?

At PanCAN, we rely heavily on our call center, Patient Central, as a very important tool for educating and engaging patients.  We are refining Patient Central’s case management program to mirror the Right Track precision medicine roadmap. We are defining processes and procedures to maximize patients getting to the right team, having the right tests, getting the right treatment and sharing their data.

Q: Any closing thoughts?

PanCAN is highly collaborative and has been playing a leadership role to bring stakeholders to the table within pancreatic cancer.  The beauty of the Kraft Accelerator is that it has enabled us to work across oncology.  This aligns with the Accelerator’s Collective Impact approach. Indeed, participating in Kraft has reinforced and validated the importance and efficacy of this approach, convening communities and fostering environments where experts can effectively collaborate and come together to drive progress and find cures.