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Today’s chronic patients: patient archetypes 

May 25, 2022

Modern Patient Journey: 2021 Healthcare CXM Study for Chronic Condition Diagnosis and Treatment

As part of RAPP’s ongoing commitment to journey-based intellectual property, we are pleased to share insights from our recent CXM research on the healthcare vertical with a focus on chronic conditions. This study unearths and quantifies points of pain, influence, and channel preference of patients newly diagnosed, recently treated, and active in treatment, as well as intelligence around medication adherence, health technology, and beyond.

Patient Archetypes

While the patient experience for those with chronic conditions is wildly diverse across the diagnosis and treatment journey, our journey analysis revealed 6 key patient archetypes, each representing an unique approach to overall health and condition management.

The archetypes reflect the distinctive, yet evolving, motivations, needs, fears, and care preferences of the patients — understanding these nuances is critical to providing patients the personalized care and guidance that will best serve their long-term health goals and outcomes.

Enjoy the preview! Click to download the full infographics.



About the Modern Patient Journey 

We surveyed a population of U.S. adults (patients and caregivers) who were diagnosed and are treating at least one of the following chronic conditions: Hypertension, Hyperlipidemia, Chronic Obstructive Pulmonary Disease, Adult Asthma, Type 2 Diabetes, Osteoporosis, and Psoriasis. N= 1,325. The survey data was collected from July-August 2021.

For more information, contact the Consumer & Market Intelligence team at

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