RESEARCH FOCUS
What are providers and payors missing about breast cancer patients’ greatest concerns? That’s the question our client Cerula Care asked us as they strive to offer the best care for their patients. More than 316,000 Americans are diagnosed with breast cancer each year, yet standard clinical assessments miss the practical realities that determine whether patients can complete treatment.
Salura Health examined thousands of patient conversations to map how concerns evolve from diagnosis through six months of treatment.
THE METHODOLOGY
Leveraging Patient-Centric Intelligence™ to capture authentic treatment experiences
Salura’s Patient-Centric Intelligence™ platform analyzed social media discussions where breast cancer patients described their lived experience. Advanced AI combined with rigorous qualitative coding identified patterns in patient concerns across the cancer journey.
KEY INSIGHT: The Concern Transformation
From “Will I Die?” to “How Can I Survive This?”
Early in diagnosis, nearly half of patients (48.8%) express acute fear focused on mortality.
Six months into treatment, fear decreases to 29.2% but is replaced by escalating practical crises:
- Work/school disruption rises to 54.8% (up 15.8 percentage points)
- Housing instability affects 45.6% (up 8.4 percentage points)
- Financial strain impacts 24.6% (up 8.7 percentage points)
The strategic insight: Practical support often provided at diagnosis won’t serve patients well for six months. At that point their primary concern has shifted from “Will I live?” to “Can I keep my job, my home, and my financial stability?” This when practical support tools are truly helpful.
Patients Are Creating Alternative Access Pathways
- 9.2% use compounded alternatives at $80-$400/month
- 4.8% access medications via telehealth platforms
- Nearly one-third face insurance denials despite clinical indication
- Patients stockpile medications, use multiple suppliers, and navigate gray-market access when traditional pathways fail
The online narratives revealed critical dynamics with strategic implications.
WHY THIS MATTERS
Knowing that 54.8% face work disruption and 45.6% experience housing instability at 6+ months enables investment in programs addressing real adherence barriers. Organizations relying solely on clinical data operate with reduced visibility into what patients actually need.