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Pharma and the Connected Patients Shift towards Patient Centricity Big…
Pharma and the Connected Patients
Shift towards Patient Centricity
Big Pharma's Drive towards Digital
From Patient Engagement to Patient Centricity
The advent of the connected patient
Patients to be more like consumers
Able to understand healthcare options and use information and data to get most effective and convenient treatment
Proactive role of technology in health
Patient Engagement does not address patient needs
Patient Engagement
Companies engage with patients across entire pharma value chain from R&D thought to product launch
Helps in clinical trials
Improves adherence and patient experience post product launch resulting in cost savings and improved patient outcomes
Patient Centricity
Putting the patient first
Understanding Patient experience of his or her condition
Enables a company to bring drugs to market that better reflect patient needs
Better align with the reward-for- outcomes that governments and payers now expect
Helps patients and providers achieve better outcomes
Dimensions of Patient Centricity
Working in partnership
Working in a way that shows respect, compassion and openness
Empowering patients to take control of their own health
Sharing goals that are patient and family oriented
Inclusiveness
Challenges in Adopting
Digital Technology
Data safety and privacy in the face of a proliferation of medical apps and other digital technology
Data safety and the way personal health data are acquired, analysed and stored are crucial considerations
the lack of adequate privacy could have legal remifications
Corporate reputation can undermine patient engagement with pharma
Large Pharma companies have often struggled with a negative reputation.
This perception is often the result of past stakeholder experiences with the industry, including factors such as failing to meet the needs of neglected patient groups, excessive pricing and lack of transparency
Regulatory uncertainty in relation to digital technology and patient centricity
Pharma operates in one of the most regulated industries in the world
Complex regulatory landscape
Ongoing regulatory change will impact the use of digital technology and the ability of pharma to engage with or monitor adherence of patients
Attracting talent with the skills to support a patient-centric ecosystem
Attracting right talent is crucial to the development of patient-centric initiatives and a wider digital agenda
Public's negative perception of pharma could deter digital talent from joining the sector.
One of the key hurdles in attracting talent is digital technology
The traditional product-based pharma culture can be at odds with the move to agile and responsive patient-centric culture
Margins achieved by a digital health business are small as compared to pharma's margin from a blockbuster drug
Low levels of health and digital literacy impact patients ability to engage effectively
Patient population to be literate in both the medical terminology and technology used to help manage their condition
Low health literacy has been associated with higher use of medical services, less preventive care, greater difficulty managing long-term illnesses, poorer health, higher mortality in older people
Advances in Technology are
Pivotal to Improved Centricity
The age of the Smartphones
Enable users to take actions in the digital world
Rise of mHealth apps to connect with patients
In 2016, there were .26 million mHealth apps in the market collectively generating 3.2 billion downloads
Top 12 pharma companies produced just under a thousand app in 2016 that accounted for only 5.6 million downloads
Wearables
Smart electronic devices worn on, or implanted in, the body
Include smartwatches, wrist-worn vital sign trackers, smart clothing, sensing tattoos,eyewear and medical patches
Examples-
Glucose sensor lens developed by Google
The glucose sensor temporary tattoo developed by UCSD
The electronic chip-in-a-pill from Proteus
Real time data collection and continuous monitoring
Increase in self awareness and personal safety
Motivational tool to eat healthier, lose weight or simple track general health and fitness
Trends in consumer's eating and exercising habits
Patient Portals
Secured online websites that give patients convenient 24-hour access to personal health information from anywhere via an internet connection
Used to access medical records and communicate with clinicians
Patients interest and ability to use patient portals is influenced by age, ethnicity, education level, health literacy, health status and role as a caregiver
Big Data Analytics
Advance analytics and artificial intelligence can help to generate meaningful, actionable insights
Help pharma identify patient preference and determine future engagement strategies
Big data analytics and machine learning can help improve the cost and efficiency of pharma R&D, improving chances of success of clinical trials
Strategies to Improve
Patient Centricity
Change corporate cultures and structures
Top down approach- Shift from the traditional product-driven model to patient centricity will require major changes in the habits, attitudes, beliefs and values of pharma across its business.
Adoption of an agreed set of patient focused metrics and departmental KPIs.
Learning outcome needs to be linked with commercial goals. Data analytics and big data generated through digital technologies can help provide a better view of the return on investment for such interventions
Change in Reward Mechanism- Traditional model assess financial performance against quarterly revenue targets whereas Non-financial oriented model links individual and team targets to specific objectives such as service quality, technical knowledge and patent interaction
Develop partnership that utilize digital technology
Partnership with technology companies
Allows for innovative solutions to be tested, trialed and implemented faster and at reduced risk for both the parties
Automate processes supporting patient facing activities (and optimise use of digital talent)
Targeted online recruitment and remote-monitoring technology are increasingly enabling clinical trials to take place in 'real world' settings, so that patients participating in a trial can go about their lives with only minor changes to their habits
Enables advanced trial design and monitoring approaches
Create new contracting and pricing models
In traditional contracts payment is based on volume of sales
Value-based contracts between pharmaceutical manufacturers which brings higher Payment Rates for improving patient outcomes
Build collaborative relationships with patients, payers, healthcare professional and regulators
Online communities, crowdsourcing
Crowd-sourcing is an internet-enabled business model that harnesses creative input from external agency.
Crowd-sourcing can help full drug development process, from discovery to early development and even late stage manufacturing and marketing
Good digital and health literacy are key determinants of patient centricity
Helps to improve patient recruitment and retention in clinical trials, where delays can affect both study costs and sales
Benefits of engaging with pharma
Patients are better aware of terminology used to describe their condition
Patients have a clearer understanding of the importance of adhering to treatment regimens
Patients can understand how to use the technologies being developed to treat them
Future Enablers of
Patient Centricity
Adopt Gamification to Enhance Patient Engagement, Health Literacy and Medication Adherence
Gamification is a way of engaging patients by providing a built in reward mechanism, stimulating futher play and greater understanding of health conditions.
Positive impact on patient engagement, health literacy and adherence
Embed block-chain technology to improve efficiency, safety and traceability
Block-chain technology is a shared, immutable record of peer-to-peer transactions build from linked transaction blocks and stored in a digital ledger
Helps to increase IT and operational efficiencies, keep business and medical data secure and streamline patients access to medical data
Blockchain Benefits to Pharma Supply Chain
Improves drug safety
Monitor movements through different channels
Increase public safety
Use 3D Printing to Transform All Stages of the Pharma Value Chain
3D printing technology has a potential to transform product development, manufacturing and distribution for pharmaceutical companies and improve drug discovery, dosing and delivery
Benefits of 3D Printing
Customization and personalisation of drugs
Increased productivity
Cost effectiveness
Enhanced collaboration
Optimise the Potential of the Connected Patient to Develop New Outcome-based Propositions
Need to move to outcome or value based proposition
Need to understand what value means to each of their customer stakeholder
Make Patients True Partners in Managing their Own Healthcare
The increasing connectivity of digital social networks will enable patients to own, operate and drive their own healthcare and as a result also become partners in clinical trials
Adopt distributed research networks and web- enabled virtual trials
Less costly
More efficient and convenient for patients
Reduced infrastructure cost associated with drug development
