Blog articles by Martijn Huisman

Martijn Huisman

Articles by

Martijn Huisman

Martijn is Associate Director within SKIM’s Healthcare practice, based in Rottterdam. He partners with pharmaceutical and med-tech companies to deliver insights across the entire product lifecycle. He has eight years of healthcare market research experience and holds a PhD in health communication and information behavior.

How health orientation and health information behavior is impacting patient journeys

How health orientation and health information behavior is impacting patient journeys

By Martijn Huisman on April 25, 2022

Whether we are struggling with personal health issues or going through a global pandemic, health information is crucial to modern life. Health information underlies many, if not all, decisions made by both healthcare professionals and patients in the healthcare setting, particularly when it comes to decision-making on treatments.

Healthcare decisions don’t take place in a vacuum. They result from different factors like individual characteristics, the context of a specific health condition, the availability of knowledge, etc.

Therefore, there is great variety in the degree to which people want to know about their health condition, engage with information, and participate in healthcare decision-making processes. This spectrum of behavior can be explained by the notion of health orientation and health information behavior.

How can pharmaceutical companies improve outcomes by exploring this behavioral spectrum?

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An introduction to the marketing implications of health information and behavior

An introduction to the marketing implications of health information and behavior

By Martijn Huisman on February 28, 2022

In the early days of COVID-19, the head of the World Health Organization stated it was not only fighting a global pandemic, but also an ‘infodemic.’ Since then, COVID-19 has made it painfully clear that timely and trustworthy information is of vital importance to public and individual health, especially when inaccurate or misleading information is on the rise. Whether tackling a global health crisis or battling personal health issues, credible health information is paramount.

If you work in the pharmaceutical or med-tech industries, you know too well how health information, as well as communications and channel strategies, are of greater importance than ever before.

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