HBS Says Cancer Researchers Can Learn Analytics Lessons From Under Armour and Wayfair
Harvard Business School recently published an article that illuminates the lessons precision oncologists and other cancer researchers can glean from the tactics cutting-edge direct-to-consumer (DTC) companies like Uber, Wayfair, Under Armour and Peloton use to “persuade customers to provide and share their data.”
The article notes how technological advances in genome-sequencing have the potential to benefit all cancer patients, but only “if patients opt to share their sequencing data” so “researchers can analyze a massive amount of data to pinpoint cancer-causing mutations.” The issue is many patients are weary of sharing health data, despite the fact that they “routinely share all sorts of personal data when buying consumer products online.”
DTC companies collect then transform their customers’ personal data into “insights about future behaviors,” which in turn “creates value for consumers—by saving them money, saving them time in making choices or by informing their decisions.” Here are some key DTC strategies precision oncologists could stand to learn from:
Know the patient. The article suggests first identifying the “needs, pains, hopes, expectations and behaviors of each person living with cancer.”
Tell a great story. Spinning yarns is essential for amplifying any company’s mission for an audience. “Healthcare professionals must use heartfelt storytelling, with emotional arcs, to connect with patients in a meaningful way.”
Use social media in an effective way. Precision oncologists could use social media to connect with influential patients and caregivers on platforms where they receive “most of their cancer-related information.”
Start small to go big. Build trust with patients by collecting “basic contact information” first, like a “follow” or a “like” before engaging in heavier conversations.
Create value. Offer incentives to patients for sharing data, like “new clinical trials of medicines that target their specific mutations” or even snazzy apparel.
About the Author
Jonathan Pfeffer
Jonathan Pfeffer joined the Clear Admit and MetroMBA teams in 2015 after spending several years as an arts/culture writer, editor, and radio producer. In addition to his role as contributing writer at MetroMBA and contributing editor at Clear Admit, he is co-founder and lead producer of the Clear Admit MBA Admissions Podcast. He holds a BA in Film/Video, Ethnomusicology, and Media Studies from Oberlin College.
