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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.

Fulfilling the Promise of the 360-degree View of the Patient

Patient-centricity, patient centered thinking, and the rise of the “p-suite” in pharma companies. These are the continuing trends that will be discussed at the upcoming eyeforpharma Patient USA in Philadelphia. Over a year ago, Sanofi broke new ground by hiring Dr. Anne Beal, former Deputy Executive Director of the Patient Centered Outcomes Research Institute (PCORI), to the newly created role of Chief Patient Officer. Her new responsibilities included elevating the perspective of the patient within Sanofi and finding better ways to incorporate the unique priorities and needs of patients and caregivers.

Yet as life sciences companies continues the pursuit of a single view of “customers” often classified as HCPs, a view of patients has been even harder to come by. Partly due to HIPAA and privacy requirements, but also because, unlike healthcare providers and payers, who have regular contact with patients, life sciences companies engage mostly at the level of clinical trials, and consumer marketing.

Better understanding of the patient is top priority in life sciences, and continues with the upcoming eyeforpharma Patient Summit USA in Philadelphia. Some of the top executives will get together to discuss cultural change facilitation through enhanced cross-functional collaboration and increased employee engagement. Top of mind will also be how to value and measure patient engagement ROI. As ever regulatory compliance FDA will be a hot topic

With data about patients spread across a significant number of sources, both internal, external and social, merely identifying and collating that data can be a challenge, let alone deriving insights that can support patient-centric strategies and programs. Technology exists today to turn patient data into actionable insights for better R&D and commercial efficiency, as well as to deliver better services to the patient

One presentation at the event stands out: Inderpal Bhandari, SVP, Chief Data Officer, Cambia Health Solutions will discuss “Powering sustainable, person-centered healthcare through big data and analytics” on Oct 20th 2:30 -3:00pm ET.

Cambia Health is both a provider and payer. They have developed data-driven solutions built to serve individuals, employers, providers, brokers and more. Their tools, products and services bring value to every stakeholder. A modern data management platform and data-driven applications marry mobile analytics with real outcomes, engages and empowers the individual, and derives reliable insights to share them broadly.

With life sciences companies needing to embrace patient-driven partnerships with providers, payers, advocacies, specialty pharmacies, KOLs and advisory boards to deliver viable solutions to the patient community, this is a session not to be missed.

I have ear marked this event ever since Reltio signed up to be an exhibitor, 6 months ago we sponsored eyeforpharma Philadelphia and learned a lot about patient-centric initiatives. This go round, we are ready to start contributing and showcasing data-driven applications that support life sciences initiatives in this domain. See you there!