Takeda and Cedars-Sinai Create IBD&ME App to Help Patients Make Treatment Choices

Takeda and Cedars-Sinai Create IBD&ME App to Help Patients Make Treatment Choices
Takeda and Cedars-Sinai have joined forces to develop an online tool that uses a marketing technique to create personalized profiles to help inflammatory bowel disease (IBD) patients sort through treatments that best suit their needs. Takeda sponsored Cedars-Sinai’s effort to create the app IBD&ME, which guides patients through a series of questions to figure out the attributes of biologic drugs they would or wouldn’t prefer. To develop the app, researchers relied on software often used in marketing that decides the next comparison to be shown to the patient, getting more and more specific after each answer, eventually narrowing it down to a patient’s preferences. The result is a profile that informs about the best treatment for that person. “This is a technique that’s designed to help consumers make decisions about what product they want to buy, something a lot more trivial generally than what medicine you’re going to take. But (in that same way) it uses the patient’s preferences by giving them multiple choices between hypothetical products and attributes,” Brennan Spiegel, director of Cedars-Sinai health services research, said in a press release. Right now, the app is still unbranded and there are no specific biologics recommended in the end result. Takeda and Cedars-Sinai published the original analysis that led to the development of the app in the January issue of the Americ
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