Pharma-patient engagement: Patient centricity comes of age

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Publication Date:
October 2018
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Are you truly patient-centric or just ticking boxes? Find out how your strategy compares

Until relatively recently, patient centricity was commonly seen as just a useful talking point and the catalyst for some interesting new stand-alone initiatives. But the tide has finally turned. In the last 12-24 months there's been a noticeable shift from patient- to person-centricity with many examples of ground-breaking new thinking. The starting point for pharma is no longer a medicine, a product, or even a disease area—it's the individual. Pharma companies who stick to their ROI-driven strategies and only accommodate the end-user later will find it impossible to stay ahead. This report explains why.

In the last two months, we carried out in-depth interviews with 13 patient centricity experts in the US and Europe. We discussed the latest developments and explored the key issues currently being addressed, including:

  • Why ROI misses the point: The views and drivers of the senior leadership team can make or break a patient centricity strategy. Find out how some patient-centric approaches can generate value and deliver results with positive outcomes for all stakeholders.
  • What's working; what isn't: Through a combination of case studies and verbatim comments, find out which patient-centric activities are proving successful and the key factors involved.
  • Who is responsible for driving patient centricity forward? Compare a centralised and a decentralised approach and understand which way is likely to be more successful for you.
  • Meaningful measurement: Formal evaluation and metrics are not yet widely agreed. Is this likely to change soon? Are current expectations reasonable? And just how useful are more informal or anecdotal measures in the interim?
  • From patient to person: How do you define patient or person centricity? What does the emerging focus on the person actually mean in practice? What new avenues does this transition open up for pharma?

What to expect from this report

This report will give you the impetus you need to refresh and invigorate your patient strategy, realise incremental gains and embed patient-centric practice across your business. This is an evolving area without a single blueprint for success, which is why access to current case studies and expert opinion is such a crucial way to stay up-to-date with the latest thinking and ideas.

Read Pharma-patient engagement: Patient centricity comes of age and start building your patient-centric market access strategy.

How did we do it?

  • We identified the 12 current issues patient centricity experts are currently addressing
  • We explored these via an average of 10 targeted questions put to each expert
  • Their responses provided 22 unique new insights
  • Insights are supported by 89 directly quoted comments plus an additional 13 sources

Example insight included in Pharma-patient engagement: Patient centricity comes of age

Patient-centric initiatives can be extended to involve carers who are central to patient wellbeing in many diseases, and therapeutic scenarios. Carers are often forgotten but have a significant role to play in patient wellbeing and responsiveness to disease management. 'Embracing Carers' is a novel initiative from Merck that fully utilises the opportunities of working with carers to benefit all stakeholders."

Example quote included in Pharma-patient engagement: Patient centricity comes of age

"We don't only look at metrics. We like to ask what is really of value to patients if we can really reach them? We don't want to just end a project after six months if we see that the first initial metrics are not as good as expected. We need to understand the qualitative aspects of the project as well and use insights to modify if necessary."

The expert panel for Pharma-patient engagement: Patient centricity comes of age

  • Dr Guy Yeoman, MBBS, founder, MediPaCe, UK
  • Phil Watson, consultant in pharmacovigilance
  • Ben Tilly, Healthcare Experience Architect, Blue Earth Diagnostics
  • Ruth Wilson, former (before 15 August 2018) Global Head of Patient Advocacy at Teva
  • Laurence Maes, Patient Engagement & Advocacy Lead for Janssen Benelux
  • Caroline Feys, R&D Operations Innovation Leader, Janssen, global
  • Jayne Gershkowitz, Chief Patient Advocate (global), Amicus Therapeutics, based in the US
  • Alan Sumner, Head of Public Affairs, Roche Diagnostics, UK
  • Scott Williams, Vice President, Head of Global Patient Advocacy and Strategic Partnerships, Merck, based in the US
  • Dr Ali-Frédéric Ben-Amor, PhD, Vice President Global Medical Affairs Neurology & Immunology at Merck
  • Jeff Halpern, Senior Director, Global Sensing, Abbott, Diabetes Care, US
  • Joel Goldsmith, Senior Director, Digital Platforms, Abbott, Diabetes Care, US
  • Isabelle Bocher-Pianka, Chief Patient Affairs Officer, Ipsen

Why buy now?

The rise of 'the informed patient' has moved the balance of power away from the clinician. Pharma recognised this some time ago and started trying to move closer to the patient. Payers saw it too and are now pushing for evidence of patient outcomes in addition to survival rates and clinical measures. Most noticeably, patients now expect their treatment to take account of their holistic needs. All of this is a long way from token gestures of good intention made by pharmaceutical companies towards patients. The end-user expects to be an integral part of the drug development and market access process, not an add-on at the end. This report shows how.

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