Driving Patient Engagement Through SDOH Data

One-size-fits-all approaches no longer suffice to meet the complex health needs of diverse patient populations. Life sciences companies must recognize that patients differ in their clinical profiles and in their social and economic contexts, which significantly influence health outcomes.

Yet, many organizations struggle to understand and meet these diverse needs, leading to gaps in patient access, adherence, and engagement.

Social drivers of health (SDOH) data enables companies to segment populations into distinct archetypes, each defined by unique characteristics and challenges.

This level of insight allows for the design of targeted strategies that resonate with individual patient needs, ensuring that interventions are effective and equitable.

Exploring patient archetypes

Life sciences companies can enhance patient engagement by segmenting populations into distinct archetypes, each representing unique intersections of social, economic, and health-related factors.

This segmentation approach highlights the diverse challenges patients encounter and helps identify engagement strategies that can lead to better outcomes.

Five key archetypes and strategies

1. High-Income Isolated

This archetype combines high income and health literacy, but individuals in this group often lack strong social support networks. Despite their financial stability and knowledge of health information, they struggle with feelings of social isolation, which can lead to lower likelihood of adhering to treatment plans.

Targeted interventions like digital health tools that provide emotional support and connect them with similar individuals can be particularly effective.

2. Underserved Communities

Members of this group typically struggle with low income and health literacy, compounded by a higher risk of depression. They face significant healthcare access barriers and often mistrust the healthcare system.

Engagement strategies for this archetype require culturally sensitive communication, simplified educational materials, and robust support systems to improve health literacy and access.

3. Stable Cautious

This group is financially and educationally stable but are hesitant about proactive health management. Members in this archetype may be resistant to new treatments and slow to change health behaviors.

Strategies to engage this group should emphasize clear, evidence-based information and the long-term benefits of proactive health management.

4. Passive Unaware

Characterized by low income and low health literacy, patients in the Passive Unaware archetype are often unaware of the health risks they face. This lack of awareness can lead to poor treatment adherence and adverse outcomes.

Prioritizing educational interventions that focus on the importance of medical advice and regular follow-ups can help improve this group’s engagement and overall health.

5. Non-Traditional Advocates

The Non-Traditional Advocates archetype consists of well-informed individuals who prefer alternative medicine and may be skeptical of conventional treatments.

To successfully engage with individuals in this group, respectful communication is key. Engagement requires acknowledgment of individual preferences, coupled with balanced information about the benefits of conventional medical approaches. Integrative strategies that combine traditional and alternative treatments can appeal to their proactive health management style.

Prioritizing high-risk groups

Certain patient archetypes demonstrate heightened vulnerabilities that require immediate and specific interventions.

For instance, the Passive Unaware group requires the most immediate attention due to its vulnerability and lack of awareness. Targeted education and support can significantly improve their outcomes.

Similarly, the High-Income Isolated, while generally better informed, can benefit from focused interventions that address their specific need for social and emotional support.

By leveraging SDOH data to understand and segment patients into these archetypes, life sciences companies can develop more effective and personalized strategies to improve access, adherence, and overall patient engagement.

Implementing a targeted approach enhances patient outcomes and drives commercial success by aligning resources with the areas of greatest need.

Improving patient access

SDOH data provides critical insights into the challenges patients face when trying to access therapy. A recent study revealed that factors like distance to treatment centers, age, gender, and socioeconomic status significantly influence treatment adherence, emphasizing the necessity for targeted interventions.¹

By understanding these barriers, life sciences companies can develop tactics that ensure equitable access across diverse populations, including:

• Tailored access strategies: By identifying patients facing the greatest access challenges, companies can deploy targeted solutions like financial aid for low-income patients or transportation for rural residents

• Engaging relevant stakeholders: By informing healthcare providers and pharmacies of patient-specific barriers, companies can enhance personalized care and advocacy for better access solutions

Maximizing therapy adherence

Adherence to therapy is a significant challenge, especially when patients face social or economic barriers.

A recent study highlights the significant impact of socioeconomic factors on diabetes medication adherence. The research found that individuals who could not afford balanced meals were 44% more likely to be non-adherent to their diabetes medication compared to those who could afford balanced meals.²

SDOH data can help life sciences companies identify these hurdles and offer strategies to keep patients on therapy, such as:

• Designing adherence programs: By creating targeted programs that address the unique obstacles of each patient archetype, such as providing educational efforts for the Passive Unaware or personalized support for the High-Income Isolated, companies can improve patient adherence
• Improving engagement: By directly engaging patients with educational materials and reminders, or indirectly through healthcare providers, companies can enhance adherence rates and foster better health outcomes

Engaging patients for better outcomes

Effective patient engagement is at the heart of successful commercial strategies.

SDOH data enables life sciences companies to connect with patients in ways that resonate with their unique circumstances. This includes:

• Personalized communication: By tailoring messages to deliver meaningful, patient-specific information and simplifying complex medical terms, companies can improve patient understanding and engagement in their care
• Empowering healthcare providers: By equipping providers with SDOH insights to foster more effective patient interactions, companies can help drive better adherence and health outcomes

Advancing patient care with SDOH data

Harnessing SDOH data empowers life sciences companies to develop deeply personalized strategies that address the unique barriers each patient faces.

By segmenting populations into distinct archetypes and tailoring interventions accordingly, companies can enhance patient engagement, adherence, and access, ultimately driving equitable and effective healthcare outcomes for all.

Learn how to personalize patient care using SDOH data.

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1. Ahmed N et al. Chimeric Antigen Receptor T-Cell Access in Patients with Relapsed/Refractory Large B-Cell Lymphoma: Association of Access with Social Determinants of Health and Travel Time to Treatment Centers. Transplant Cell Ther 2024. doi: 10.1016/j.jtct.2024.04.017
2. Blakely, M. L., Sherbeny, F., Hastings, T. J., Boyd, L., & Adeoye-Olatunde, O. A. (2023). Exploratory analysis of medication adherence and social determinants of health among older adults with diabetes. Exploratory Research in Clinical and Social Pharmacy, 12, 100371. https://doi.org/10.1016/j.rcsop.2023.100371

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