Successful Patient Programs are Centered Around the Experience

Often, when pharmaceutical companies design a patient services program, they’re looking to solve a specific problem regarding awareness, access, or adherence to a product. But as they design a patient services program around solving one problem, others emerge in the process.

Patients and their needs are complex, and many therapies are becoming more complex, too. The patient services programs that will be successful in the future will consider the whole patient and proactively create solutions that address the needs of both patients and pharma companies. They will use the combination of people and technology to support every kind of patient and their care partners. And in many cases, they will leverage a partner who can bring patient insights, pharma experience, and behavioral science expertise to the table.

Here are two of the top considerations for creating a successful patient services model.

Prioritize the Well-being of the Patient

The most innovative patient services programs focus on the well-being of the patient. Pharma companies should center on the patient experience, empathetic and compassionate care, and improvement of the patient’s health outcomes.

The first step in building a patient services program that prioritizes well-being is an analysis: a patient risk stratification and the creation of a patient experience map. The patient experience map will guide the design and development of enrollment and engagement strategies, interventions, metrics, and content. The final steps are implementation of the program and optimization over time.

But this oversimplified outline barely scratches the surface of the tools and capabilities required. In reality, every step of the process requires the best data, analytics experts, patient insights, technology, and people. Many pharma companies choose to work on an ongoing basis with a partner who can help design, develop, implement, and optimize the program.

Focus on Personalization

Because patients and their care partners are individual people with unique circumstances, customizing the patient experience can be a challenge. But doing so successfully will help pharma companies differentiate their solution and achieve their goals of awareness, access, and adherence.

Patients don’t all start at the same point in their journeys, and pharma companies need to be able to tailor their solutions based on where specific patients are in their treatment path. They also need to be able to tailor their services to the patients’ needs and interaction preferences. For example, traditional patient support programs favored telephone communication, but today, people may prefer text, video chat, email, instant message, or other digital methods.

A trusted partner can help design a more effective program by bridging the problems pharma companies are trying to solve and the patients’ personal preferences. When interviewing potential partners, look for one who takes a behavioral science approach, has the tools to conduct a patient journey analysis and patient profiling, and uses data and predictive analytics to personalize the patient experience.

Visit IQVIA’s website to learn more.

  • IQVIA

    IQVIA helps pharma companies deliver a meaningful, personalized experience to every patient. Whether you have your own patient services team and are looking for consultative support, or if you want a partner who can handle the entire process from analysis to implementation, IQVIA can support your needs.

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