The term ‘patient engagement’ is not just a term, but it can drive significant revenue and the overall patient outcome in the pharma industry. Even as the industry is going to embrace Pharma 5.0, it is evident that patient engagement is crucial for brand success. A recent study highlighted that an investment of $100,000 in patient engagement could enhance net present value and projected net present value by more than 500 times the investment, i.e., the equivalent of advancing a pre-phase II product launch by almost 3 years.
By leveraging robust patient engagement strategies, pharma companies can boost patient access to their forte and retail brands and experience enhanced program enrolment, medication adherence, and brand loyalty- eventually driving better health outcomes and brand success. In this article we well take a deep dive into ̶ how pharma manufacturers can upgrade patient engagement, benefits and the systematic issues the industry is facing till date.
Build Better Comprehensive Patient Support Programs- The ultimate way to implement a holistic support program is through a digital hub that meets patients ’ expectations for digital healthcare. By merging key services, involving benefits verification, adherence support, and prior authorization, this technology-driven approach aligns the patient journey by automating routine methodologies, offering real-time support, and enhancing patient access. It also enables production teams to meet each patient‘s particular needs while optimizing resource allocation and producing valuable insights and data.
Apply AI-Driven Communication- Pharma commercialization teams can enhance patient engagement by leveraging ML algorithms to tailor messaging and education content shared through chatbots, mobile apps, and other digital channels, which may enhance overall patient satisfaction.
Provide Clear Cost Data and Prescription Updates- A comprehensive digital experience helps patients monitor their health and connect with their teams more easily, which can lead to better access and adherence. For instance, you can offer real-time transparency on prescription costs and status through automated text messages.
Via direct communication channels, patients can comprehend out-of-pocket expenses, insurance coverage details, and available copay assistance programs. They can also monitor their prescriptions and manage refills, right on their smartphone.
Leverage Telehealth Services- Keeping in touch with HCPs via telehealth platforms enhances patient engagement by improving accessibility, convenience, and perpetual care- especially for those with mobility challenges, time disputes, or who live in remote regions.
Amalgamating with telehealth also enables brand teams to gather valuable data on treatment efficacy and patient experiences, ultimately fostering robust patient relationships and potentially minimizing healthcare costs.
Embrace an Omnichannel Engagement Strategy- By incorporating a hassle-free omnichannel strategy, pharma enterprises ensure patients can join through their preferred communication channels, whether through social media, texting, email, or in-person interactions. This approach enables customized, consistent messaging across multiple touchpoints, making the patient experience better. Moreover, it allows brand teams to reach a wider audience, offer timely information, and offer more convenient support, which may contribute to better brand loyalty and outcomes. This can also be integrated into a bigger direct-to-consumer program that brings together telemedicine, omnichannel marketing, and a digital patient and HCP experience that includes holistic pharmacy services and PA processing.
Implement Gamification Services- Pharma manufacturers can boost patient engagement and access by consolidating gamification into their support programs. For instance, their support can offer:
Social attributes for patient connection
Points for conversing with educational materials
Challenges that nurture health behaviours
Patients sticking to healthcare programs achieve better health outcomes. They feel more in command of their health and are reported to be more satisfied and confident in handling their healthcare. Organized care, shared decision-making and actively involving patients in behaviour changes often result in enhanced health results.
Patient engagement also builds better adherence to prescribed medications and treatments, minimizing hospitalizations and complications. Patients tends to comprehend their condition and treatments better, making them more proactive in the management of their condition.
Interested patients are more likely to lead a better lifestyle, highlighting the direct impact of patient adherence on health outcomes.
Patients adhering to programs and engaging in learning are likely to develop better self-management skills, such as monitoring and recognizing early warning signs and symptom tracking, leading to confidence boost in their condition and taking preventive actions. This is important for managing chronic diseases and preventing severe outcomes.
Engaged patients in their healthcare journey reported expressing higher levels of satisfaction as they take ownership over the management of their health. Attention seeking strategies derived from patient-centric approaches that include patient preferences and shared decision making, creates a sense of trust, and enhance communication with HCPs, thus improving patient satisfaction in the care.
Some research suggest that bad adherence alone contributes to approximately 10% of hospitalizations and accounts for upto 300 billion dollars annually in avoidable healthcare expenses due to wasted medication, unwanted procedures, and excess provider utilization. Patients who are already engaged, however, are better equipped to minimize these healthcare costs.
The pharma industry often comes up with patient advisory boards, interactive surveys, face-to-face interviews, and focus groups. Even if these initiatives seem patient-focused, they are often limited to the interaction rather than outcome-driven. Pharma enterprises sometimes choose agreeable participants who align with their messaging rather than engaging diverse, critical or underrepresented voices.
Even when patients offer valuable insights, these are often disregarded in drug development. After giving input, patients hardly experience transparency about how their feedback is used, leading to disengagement and disappointment.
Patients might be reimbursed, but its not the ultimate motivation. They ‘grant’ their voice to assist, not for payment. They should be idealized and honoured.
Several pharma-led “patient-support’ programmes prioritise brand loyalty over legitimate patient health results. Patient Assistance Programmes offer access to medications but sustain reliance on high-priced drugs while maintaining organized narratives. Likewise, disease awareness initiatives, though rendered educational, often serve to augment demand for a company’s medications rather than provide impartial health data. Even standard activities like lay input into patient education or COA development are framed as “patient engagement” when they are simply routine processes. This can be deceptive.
There’s substantial system issues present in the industry. Pharma prioritizes stakeholders (investors, researchers and regulators) over the patients who count on their medications. Excluding patients from clinical study design leads to trials optimized for regulatory convenience rather than real -world feasibility. This results to bad recruitment, high attrition rates and a lack of wide representation. Excessive paperwork and travel demand further make adherence difficult.
Moreover, pharma downplays side effects, restricting patients’ capability to make informed choices. Post-market surveillance lacks meaningful patient input, meaning safety issues are often recognized too late. When it comes to access and affordability, their commitment to patient well-being is dicey: surged drug prices, patient manipulations, and non-transparent pricing frameworks keep life-saving treatments financially out of reach for many.
The industry has to bring transparency to the table. Pharma must totally disclose side effects so patients receive transparent risk information. Real-world data collection should be stressed, ensuring active patient feedback post-approval to refine treatments. Enterprises should also publish how patient feedback influences decisions, moving beyond PR- driven engagement. The game-changing operational shifts in Pharm 5.0 would be- legit collaborations, transparency and fair pricing, ensuring treatments are patient-centred and accessible.
Pharmaceutical patient engagement is all set to drive the next revolutionary landscape in the ever-evolving industry. And with the rise of AI/ML and Big data, patient adherence will be achieved more seamless.
Big shot companies are all collaborating with smart platforms and services to drive patient-centric care. For instance, cristics is offering heuristic based messaging to pharma companies, which enables 100% success rate in improving messaging performance, thereby boost brand value and market leadership.
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