Patient 360: Molecule to Market
Ankur Gupta, Sr. Product Marketing Manager, Reltio
The rise of the Chief Patient Officer and the “P–suite” emphasizes a commitment to a culture around patient-centricity across life sciences companies. Patients are becoming increasingly demanding and taking greater control of their own healthcare decisions. They expect all relevant parties like pharma, providers, and payers to collaborate and recommend the best treatment options.
It is essential for a pharma company to know their patient throughout the drug discovery, development, and commercialization process. Every department across a pharma company can contribute toward and benefit from complete patient understanding. Some of the use cases are:
1. Patient-centric Drug Discovery and Development
Recruiting and retaining the right patients, and capturing all interaction and transaction events during clinical trials are vital to continuously develop new diagnostics and treatments. Patient-centric clinical operations lead to improved clinical trial outcomes, reduced patient exposures to drug adverse events, and faster drug discovery.
Today, reliable data, relevant insights and recommended actions via machine learning can be combined into one, single cloud application, delivering analytical intelligence and operational execution. Such cloud based Patient 360 data-driven application helps pharma companies derive meaningful patterns from an ever-expanding volume of patient health data and incorporate those insights into the drug development processes.
A Patient 360 application built upon a self-learning data platform delivers reliable, and up-to-date 360-degree views of patients, and their relationships with providers, healthcare organizations, caregivers, payers, plans, products and places, driving seamless omnichannel patient experience and improved health outcomes.
2. Personalized Corporate and Marketing Communications
Pharma companies are increasingly seeing more value in reaching out patients more personally and directly to improve patient loyalty and brand recognition. They want to execute direct-to consumer (DTC) drug advertising campaigns, deliver educational insights (such as medical information and pharmacovigilance) to inform patient decision-making and behaviours, and encourage patients to contribute their medical data to help advance medical knowledge.
A true Patient 360 data-driven application helps with prospect identification, capture, synchronization to CRM, and segmentation and targeting of existing customers and prospects in various life-stages. As part of the patient centric approach, brand-focused marketing is juxtaposed with the creation of content that supports a patient’s journey through disease progression. In addition, the Self-Learning Graph helps solve the problem of “householding” by grouping patients into family units by uncovering relationships. This patient-centric approach helps pharma companies to gain “profitable share” in competitive markets by informing their ‘pricing and contracting’ strategy and identifying treatable patients.
3. Superior Patient Experience with Full Compliance in Place
Pharma companies can add far more value to patients by executing adherence programs such as tracking drug usage and benefits. Likewise, they can run affordability programs to help patients stay on therapy (e.g. by creating apps to educate patients or by reminding them about medications). However, to drive such initiatives, one needs to collect and use large amounts of sensitive health-related data of patients. A modern data organization platform helps you respect and protect patient HIPAA and data security concerns. In addition, it helps you be GDPR compliant and allows patients to provide granular consent for sharing their data.
The data forms a key part of the insight needed to create better products and services, better engagement, adherence, and relationships with patients. Changing business models, expectations of “patient of one” and newer regulations will accelerate the evolution of pharma and healthcare. The transition will not be easy, but building a reliable Patient 360 with ability to pivot around pharma, provider, and payer is the first step towards patient-centricity.