Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Patients' Views Matter: Can Pharma Be There for Them When Needed vs Whenever? 

Patients' Views Matter: Can Pharma Be There for Them When Needed vs Whenever?  | Pharmaguy's Insights Into Drug Industry News | Scoop.it

If the statement “Not everything that matters can be measured, and not everything that can be measured matters” is true, then biopharma need to quickly find a way of understanding what matters. Knowing what really matters, especially to patients, could be a huge differentiator.

 

But what does matter to patients? And how can the industry find out what really matters to them? Not surprisingly, the simple answer is listening to patients, as opposed to trying to manage them and making decisions on their behalf. Conducting workshops that serve as a venue for patients to discuss their challenges, needs and ideas is a good place to start. Conversations with patients can generate multiple insights and enable a community-first approach to developing solutions, where patients act as co-creators in the design process.

 

Essentially, the approach to patients should be human-centric, rather than disease-centric. Knowing what matters to patients is going beyond what is clinically needed to target a disease, and moving towards developing therapeutic services that are overall solutions to improved living.

 

What matters to people often involves emotion, sentiment and personal opinion. These concepts can be perplexing to companies, who are dependent on using objective methods of evaluation. So, how can an area as subjective as “what matters to patients” be measured and authentically assessed?

 

Before anything else, biopharma companies must evaluate the current business models and metrics they adopt in order to determine whether they give consideration to the subjective aspect of the patient experience. Furthermore, they must identify at which patient journey points they can “meet” the patient. By studying the journey of the patient, companies will begin to realize that there are a number of opportunities to improve customer engagement, and to “be there” for patients.

 

Here are four measurable areas that matter to patients.

Pharma Guy's insight:

Also read “Novartis Respects the Patient Perspective and Pays for It Too”; http://sco.lt/7kZg1J

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How to Make Better Use of the "Patient Journey?" Not This Way!

How to Make Better Use of the "Patient Journey?" Not This Way! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

The traditional patient journey follows a patient through a funnel to a certain prescription through an AIDA-like approach. The stages most often consist of diagnosis, drug cycling and consideration, drug initiation, adherence and retention.


However, in an attempt to simplify the experience we lose out on incredibly rich emotional, behavioral and cultural factors that are inherent to a person battling a disease. Such factors are most often the keys to innovative solutions that could improve their lives. Perhaps the fault is in that we think of patients as consumers before we think of them as humans. Facing a debilitating battle against your body is a far cry from deciding which toothpaste to buy and it shouldn't be treated as such.


How exactly does our traditional journey model fall short?


How, then, can our industry make better use of the patient journey?

Pharma Guy's insight:


The author answers the last question by saying that pharma marketers must "articulate the behavior change" in the patient necessary to "inspire action" (i.e., seek the marketed medication).


It's all about being opportunistic in order to make a sale. Nothing about how pharma needs to HELP the patient in her journey AFTER the prescription is filled and she is on treatment. At that stage of the patient's journey, she has other issues such as being able to afford the treatment and remain compliant without going bankrupt. I speak about this on Pharma Marketing Blog. Read "A Patient Journey Story Pharma Wishes Wasn't Told"; http://bit.ly/1Fx2jfb 

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