It's time for patient power to get real
*Di Stafford suggests innovative ways pharma companies can engage with patients, using patient insights to drive business growth and profitability*
By on Oct 25, 2010Di Stafford suggests innovative ways pharma companies can engage with patients, using patient insights to drive business growth and profitability
Open any newspaper or browse any news website these days and youll likely find headlines such as Patients demand new drugs or Patients want 24-hour services.
It seems that patients are now, in fact, an impatient bunch in todays healthcare environment.
And they are becoming increasingly vocal and active in pursuing their needs.
Over the last decade, weve seen the rise of the expert patient, the professional patient, the empowered patient and, of course, the inexorable growth of organized patient groups and online communities. (For more on patients groups, see How patient advocacy groups can boost patient compliance.)
Just this week in the UK, the government launched a consultation on proposals for an Information Revolution in health.
It is part of an agenda to create a revolution for patientsputting patients firstgiving people more information and control and greater choice about their care.
And so it seems highly relevant to turn the spotlight on patients and to focus on the pharmaceutical industrys end user.
During eyeforpharmas Patients Week, well be making the case for more patient-centric thinking and involvement, and looking at some of the innovative ways pharma companies are now engaging with patients, using patient insights to drive business growth and profitability.
Why patients have been neglected so long
It sometimes seems that the patient has been the forgotten p in the pharma marketing mix. Its easy to see why.
The traditional pharma sales and marketing model is one in which the payor and prescriber are seen as primary decision-makers and wield the power.
As a marketing manager explained, Most product marketing managers start their careers as sales representatives. When you move across to marketing, its hard to shake off the fixation with the prescribing customer.
Moreover, theres still an undercurrent of fear and reluctance surrounding direct-to-patient activity.
In Europe especially, anything that could be construed as consumer marketing is regarded with suspicion and risks being associated with prohibited advertising and promotion.
Its been a slow process, but at least some forms of patient interaction have now become more mainstreamimproved patient information, education, and adherence programs are now an established part of the marketing toolbox.
And these were given a further endorsement last month when the European Parliament voted in favor of giving patients across Europe access to high quality information on medicines from a range of providers, including the pharmaceutical industry.
Although its a step in the right direction, its only a very small step along the road to a truly patient-centric approach.
A patient-centric future
Pharma has a fundamental problem with its consumer relationship relative to other industries.
People dont aspire to use prescription medicines. Nobody looks forwardto being a patient.
If medicines are prescribed, they are often regarded as a necessary evil.
It is a dichotomous relationship, with patients wanting to take as little medication as possible and pharma wanting to sell as much as possible.
To develop a more patient-centric approach, the industry needs to recognize this, and understand the underlying attitudes patients have to their medicines.
I hate [my pills], said one patient in a recent Parkinsons medicines research group. Theyre a constant reminder that I am ill. I dont want to be always reminded of my condition.
And yet the same patient spoke positively and enthusiastically about how she took her daily multivitamin tablets and how they helped top up any deficiencies.
The consumer health industries are expert at recognizing the power of positive health positioning, which could be used increasingly in pharma, too.
In the future, we will begin to see patient-centric thinking from the earliest stages of product development.
Delivery mechanisms, dosage frequency, and tolerability are all high on patient agendas.
Over the last decade, weve seen successful once-monthly treatments in osteoporosis and the growth in the use of prescription skin patches in areas such as HRT, NRT, and chronic pain.
What patient-centred innovations will the next decade bring us?
Successful patient outcomes
As governments and healthcare providers increasingly focus on patient-centered care, it makes sense for pharma to follow.
Although the traditional prescriber relationship remains important, it is becoming increasingly difficult for pharma to engage face-to-face with this group.
Detailing sales calls are rapidly declining, but the door remains open for the sharing of valuable data and insights about the end-user, the patient.
Successful patient outcomes are in everyones best interest.
Some people will argue that the patient still doesnt have any real power in the healthcare process and that patient choice is a hollow promise.
But consider a recent study in the UK, implemented by Van Dongen Research in collaboration with Opinion Health, which suggested that when it comes to treatment choices, patients are taking a stand.
Some 34 per cent of the patients surveyed said they had asked for an alternative drug to the one initially suggested by the doctor.
Some 60 per cent of this group said that after consultation with their doctor they had received the requested alternative.
Patients also now have the power and means to publish their opinions and experiences across the globe in a matter of seconds.
They can find like-minded patients with shared experiences on the other side of the world.
All this sounds like fairly real power and influence to me.
Di Stafford is Director of The Patient Practice, a health-marketing consultancy. She specializes in health communication, patient compliance, and health-related behavior change.