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.

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How to Drive Value-based Care with Modern Data Management

Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity (World Health Organization, 1948). The pace of change in healthcare is accelerating with growing demands from patients, regulators and technology optimists. A paradigm shift in care delivery along with the new pay-for-performance model requires healthcare organizations to modernize their data management. The ability to understand the complex and dynamic relationships among providers, organizations, patients, pharma, payers, locations and health plans is critical for driving the right care.

Reliable data is at the heart of driving digital transformation in healthcare. The quality of data impacts every decision made along the patient’s healthcare journey. When data about patients, physicians, employees, caregivers and care locations is incomplete and fragmented, it is unthinkable to manage the relationships among all these participants of the healthcare ecosystem, and derive meaningful insights from their day-to-day interactions. Moreover, with ever-changing regulatory requirements, newer treatment discoveries and personalized care models, it is becoming far more challenging to keep healthcare data clean, complete and current. All of these factors lead to stale data and information latency, directly impacting patients’ lives and providers’ business sustainability.

Meeting today’s goals of patient-centricity, lowering readmission rates, and ensuring adherence to medication requires complete patient understanding. A Modern Data Management Platform helps blend all patient profile information, including EHR/EMR, lab results, omnichannel interactions and transaction and claims and reimbursement information into a single, easy to use data-driven application, helping organizations to provide better and personalized care. Not only does it help improve provider satisfaction by streamlining the claims payment process and identifying fraudulent claims, but it also enables segmentation of members and predictive modeling for personalized care and effective cost management. Moreover, its underlying graph technology provides new insights into patient’s support structure by unfolding patient’s relationships with caregivers, payers and family members.

Maintaining patient trust is the cornerstone for building a successful healthcare ecosystem. As patient privacy and compliance are of paramount concern, healthcare organizations need comprehensive auditing and tracking features to guarantee Health Insurance Portability and Accountability Act (HIPAA) compliance. Complete lineage and historical trail for any data matched, merged, or updated is required. A fine-grained clickstream analysis can be used to alert the admin about abnormal data viewing patterns by application users for possible information breach or theft. Thus, with the proper data protection strategies in place, providers can share sensitive patient data securely, within and across the organization.

Healthcare organizations are responsible for maintaining a patient-centric focus that ensures adherence to medication and treatment, timely and continued patient engagement to provide relevant health information and regular internal reporting on the quality and cost of the healthcare delivered. To make sure these objectives are met, reliable data and up-to-date information, through a Modern Data Management Platform, must be available at the fingertips of all the concerned stakeholders via data-driven applications, in a compliant fashion. Only then, will they be able to translate the vast volumes of data into a meaningful information asset that can be used to drive quality patient care.

All in all, a Modern Data Management Platform lays the foundation for achieving: Right Living, where patients are encouraged to play an active role in their own health by making the right choices about their lifestyle; Right Care, where patients receive the most timely, appropriate treatment available; Right Provider, where they have strong performance records and can achieve the best outcomes; Right Value, where providers and payers continually look for ways to improve value, while improving healthcare quality; and Right Innovation, where all stakeholders focus on identifying new therapies and approaches to healthcare delivery.

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