patient centricity in pharma, #defining value in pharma #what, how, where of patient centricity
DESCRIPTION
- What does it mean to be patient centric? - Challenges faced by pharma to achieve patient centricity? - How can we achieve patient centricity? - ExamplesTRANSCRIPT
PAT I E N T C E N T R I C I T Y I N P H A R M A
# PA T I E N T C E N T I C # H E A LT H E N G A G E M E N T
A Presentation by Shabeena Ahmed
C H A L L E N G E S
PAT I E N T C O M M U N I C AT I O N
PAT I E N T A D H E R E N C E
PAT I E N T E N G A G E M E N T
PAT I E N T C E N T R I C U N I V E R S E
Patient Experience
Health Outcomes
Continuos Care
EngagementTransparency
Trust
Patient PerspectivePatient Needs
Improved patient adherence
Patient Advocacy
Community Support
Communication
I N S I M P L E T E R M S …
Keeping patients at the center of it all… designing services or solutions with
patients in mind.
I D E N T I F Y I N G PAT I E N T N E E D S
Information (Treatment options /
Side effects)
Affordability
Transparency
Support (Physician / Community)
Awareness &
Recognition
Presentation &
Diagnosis
Exploration of treatment
optionsTreatment
Disease Management
A T Y P I C A L PAT I E N T J O U R N E Y
Moving away from product centric & physician centric approaches
Breaking down the barriers between pharma and patients
Overcoming regulatory challenges to achieve operational excellence in patient communication via social media
Breaking away from silo’s way of working to align internal resources
Establishing a shared vision within the organisation for engraining patient centricity
Measuring behavioural analytics to identify patient patterns to derive insight addressing customised needs along the treatment pathway
C H A L L E N G E S T O A D O P T I O N O F PAT I E N T C E N T R I C A P P R O A C H
1 . 2 .
3 . 4 .
4 C R U C I A L S T E P S
I N T E G R AT I N G C A R E D E L I V E R Y
1.Integrated delivery of care - unearthing and addressing unmet patient needs
across all touch points - physicians, payers, healthcare providers, carers. Integration
being the operative word.
R E D U C I N G H E A LT H B U R D E N
2. Reducing health burden. Burden associated with access to information, affordability,
convenience.
U N D E R S TA N D I N G R E A L C U S T O M E R N E E D S
3. Being able to rightly identify customer needs across care continuum.
Differentiating between perceived needs from a brand / product / physician
perspective to real customer needs from customer’s perspective across the
customer journey
I N T E R N A L A L I G N M E N T O F R E S O U R C E S
4. Seamless execution of care delivery across medical, marketing, IT, R&D,
Corporate, keeping patient centricity at the heart of it. Having teams in sync can deeply impact delivery of solutions and misalign
goals
G O I N G B E Y O N D T H E O B V I O U S
Patient assistance program
Co-pay reductions/ coupons
Patient Education
Disease management
Customer Journey Integration across pre-diagnosis, diagnosis, treatment, disease management
Self management
• Emotional Needs • Financial Needs • Informational Needs
4 A P P L I C AT I O N S
A P P LY I N G PAT I E N T C E N T R I C I T Y D U R I N G P R O D U C T D E V E L O P M E N T
Integrating patient centricity during R&D stage.
A P P LY I N G PAT I E N T C E N T R I C I T Y T O Y O U R B R A N D C O M M U N I C AT I O N
Work alongside patients to gather key insights for your brands.
A P P LY I N G PAT I E N T C E N T R I C I T Y A C R O S S T R E AT M E N T PAT H W AY
Can data led technology (think superior UI) driven solutions
enhance patient experience at the point of delivery?
Real-world clinical, social, economic data
A P P LY I N G PAT I E N T C E N T R I C I T Y D U R I N G P R O G N O S I S
Making predictive care an important cog in the wheel for
better health outcomes. A proactive plan for preventative care that can
predict need and intervention.
A P P LY I N G PAT I E N T C E N T R I C I T Y L I N K E D T O R E I M B U R S E M E N T
Link revenue and reimbursement models to creation of value. Look at internal structures to
align goals.
E X A M P L E S
Novo Nordisk - Blueprint for Change Program A program addressing patient
barriers to care. Creating Value from Social, Economic, Environment &
Financial perspective.
E X A M P L E S
Disney - Creating Happy experiences across all touch
points in the customer journey.