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.