Trust is no longer just about delivering life-saving treatments�it�s about listening, engaging, and providing transparent, empathetic support throughout the patient journey. McKinsey analysis shows how patient-centric initiatives increase patient satisfaction scores by 25% and drive improvement in adherence among pharma companies.
This blog looks at the principles of patient centricity and discusses them in terms of developing patient feedback in R&D management to engage in real-time uses of technology. So, read on.
Understanding Patient Centricity: A Paradigm Shift in Pharma
Becoming patient-engaged is not an option of creating a buzz�It is a big shift that seeks to put the patient at the center of every decision regarding the pharmaceutical business. Typically, the pharma companies� main concerns were to develop efficient medicines and to conform to the legal requirements. However, due to changes in patient goals as well as the growing dominance of online health networks, what the patients are looking for has changed. Patients of the present society demand options, choices and active participation in their treatment process.According to PWC�s report, it is indicated that communication and support to patients during treatment, 69% of them are willing to switch from a brand pharmaceutical company. This shift underlines the best role of pharma companies not only as producers of medicines and goods as service providers but also as partners in health. Thus, trust is no longer a function of how well a service works, but also of how well a company communicates with and treats its consumers.
The Trust Gap: Issues that Pharmaceutical Companies have to face
The pharmaceutical industry is an important one in the health system, however, it is usually viewed with suspicion. According to a Gallup poll conducted in 2023, pharma is among the least trusted industries, only 34% of people put their trust in the industry. This skepticism is fueled by several factors:Perceived Lack of Transparency: Doubts in drug pricing, clinical trial efficacy, and side effects always make the patient wonder more about the drug companies.
Limited Patient Engagement: Several patients do not get the chance to decide for themselves, especially in clinical trial phases.
Misinformation: In this regard, the increased presence online of unproven health rumors undermines this trust even more, meaning that credible and easily available information for pharma companies needs to be established.
To shut this trust deficit, therefore, would require extra effort that focuses on patients first, which means going beyond the administrative measures usually applied.
Building Trust Through Patient-Centricity Best Practices
Patient Voice in R&D
Pharmaceutical companies often depend on clinicians and researchers to guide drug development. These perspectives are important, however, it�s only by engaging patients in the process that treatments can be geared toward real-world needs. For example, Novartis� Patient Engagement Toolkit enabled researchers to bring patient insights from the early stages of drug development.Action Steps:
Establishing patient advisory boards for the purposes of providing input into clinical trial design. That places us in a position to use surveys and focus groups to get a sense of patient expectations and pain points.Focus on developing drugs and treatment regimens focused on ease of use and patient adherence.
Improve Transparency Everywhere You Touch
Specialized in transparency, especially when it comes to drug efficacy, safety and price, trust builds. According to a recent Accenture survey of patients, 84% said they would trust pharma companies more if companies were more open about clinical trial results and why they price drugs at the level they do.Action Steps:
Even for unsuccessful trials, provide clear and accessible summaries of clinical trial results.Tell how pricing models and costs affect each other.
When you talk about risks or side effects, use patient-friendly language.
Digital Health Technology Enhances Engagement
Consequently, patients and pharma are being digitally transformed. New opportunities to engage patients include telehealth, mobile apps, wearables and improving treatment adherence and outcomes. An example is Pfizer�s Living With app which supports patients living with conditions that can be chronic.Action Steps:
Build mobile apps that monitor medication compliance, and advise you on personal health.Partner with telehealth platforms that enable virtual consultations to remove barriers to care.
Work with technology companies to integrate wearable to perform real-time monitoring.