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Kantar Health Launches Consumerism in Oncology Module

Jan 10, 2012

NEW YORK, January 10, 2012—Kantar Health, a leading healthcare-focused global consultancy and marketing insights company, announces the availability of Consumerism, a proprietary  analysis that focuses on the growing importance of patients in healthcare decision-making in cancer. In this analysis, Kantar Health describes the emergence of the patient as a key stakeholder in decisions about cancer therapies and implications of this evolving trend. 

“Historically, patients with cancer largely have deferred to their physicians regarding treatment decisions,” says Debbie Warner, Vice President with Kantar Health’s Commercial Planning team. “These patients have a complex disease and a psychologically overwhelming diagnosis, often with limited treatment options. Insurance coverage has traditionally insulated cancer patients from the bulk of costs related to their treatment. Now, however, growing costs are being shifted more and more to patients, and evidence suggests that they are beginning to perform personal value assessments, weighing costs against outcomes.”

Consumerism reviews the different types of cost shifting and their impact on patient behavior.  Included are results of Kantar Health’s patient study, which was designed as a trade-off analysis to determine the importance of product characteristics, including cost to the patient, in the decision to ask about or undergo treatment. The analysis provides insight into the changing role of the patient and challenges around communicating value to this increasingly important stakeholder.

“Consumerism in cancer is nascent, leaving opportunity for key stakeholders to learn how best to position drugs and services so that decisions to treat remain focused on clinical versus economic considerations,” Ms. Warner says. “When costs require trade-offs, patients need ready access to clear, complete, and compelling information. Our analysis explores the relative importance of efficacy, safety, quality of life, cost and convenience of administration on patient behavior and provides insight into how to stay ahead of this trend.”

Ms. Warner will address the topic of consumerism as part of a presentation on the evolution of oncology product coverage and reimbursement at eyeforpharma’s Oncology Market Access USA 2012 conference February 14-15 in Boston.

About Oncology Market Access US

Kantar Health’s Oncology Market Access US provides cutting-edge analyses of how economic considerations and politics are shaping the US oncology landscape. These web-resident analyses are based on industry experience and in-depth research with key stakeholders, including oncologists, payers, practice managers, patients, economists, policy thought leaders, and other subject matter experts.


About Kantar Health (

Kantar Health is a global, evidence-based decision support partner to the world’s leading pharmaceutical, biotech, device and diagnostic companies. Our 700+ staff act as catalysts, working closely with customers to drive distinctive decision-making that helps them prioritize product development and portfolios, differentiate their brands and ensure product profitability after launch. We are unique in that we bring together clinical, medical and methodological expertise, commercial/marketing know-how and proprietary data. It is this rare combination, together with our unparalleled stakeholder reach, that enables us to mobilize incisive, imaginative and timely ROI-driven solutions, empowering clients to deliver better healthcare options to their customers.


With offices in over 40 countries, we excel at solving technically or logistically challenging projects around the world and across the product lifecycle, combining on-the-ground know-how and global and national proprietary data to quickly identify value drivers. As part of WPP, we can also incorporate highly innovative thinking from outside the industry into our solutions.


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