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Empathy in action: Moving toward patient-centric care for multicultural type 2 diabetes patients
Journal of Cultural Marketing Strategy,
2
(1),
21-32
(2016)
Abstract
Healthcare providers are under more pressure than ever before to provide care and be empathetic with their patients, all while being measured on their performance. Research has shown that empathy is linked to adherence, but we do not know what truly drives empathy between providers and patients. With patient populations globally becoming more culturally diverse, being empathetic and patient-centric is an even more complex challenge. To help untangle the complexity between care, culture and performance (CCP), we have conducted a study about type 2 diabetes care and treatment that utilises qualitative and quantitative research techniques to explore, as well as quantify, the tensions in the mix. The study design is twofold, with a discrete patient and physician sample across the USA, Germany and the UK. The outcome is structured around the three key CCP tensions to provide a clear perspective of what drives empathy from a patient and physician perspective. Each section will present a global view first, followed by a more in depth look at the American landscape.
Keywords: empathy; multicultural; type 2 diabetes; care
The full article is available to subscribers to the journal.
Author's Biography
Jennifer Strassburger is senior director and global practice head of pharma/healthcare at Clear. As Senior Director of Healthcare, Jennifer has been diving into the role of empathy in healthcare to understand how it can make a meaningful difference to patients and healthcare professionals. Working with companies including GSK and Janssen, she has been uncovering opportunities and turning them into a sustainable advantage. Prior to joining Clear, Jennifer held positions at Novo Nordisk, Saatchi & Saatchi Healthcare and Biolumina, specialising in strategy, communications and experience planning for healthcare professionals and consumers.
Stephanie Herold is director and practice head of cultural insight at Clear, in the New York office. Having lived and worked in various markets, she is highly experienced and truly passionate about understanding patient and physician behaviours in different cultural contexts. She has strong interests in cultural research, especially ethnic marketing research, cross-cultural psychology and the impact of culture on market research methodologies. She publishes and presents frequently at international conferences.
Aaron Villa is director of pharma/healthcare at Clear, working with brands across the pharmaceutical, health & wellness, and managed care industries. From his time as an independent strategic consultant and as Director of Healthcare at Sachs Insights, Aaron has worked for over a decade with a range of companies, from Top 10 pharma to fledgling biotech and health app start-ups, with a focus on diabetes treatment and management.
