Patient Support Programs: What Are They & What They Offer Posted on June 4, 2024February 4, 2025 by Andrii Nikulin We’ve all been there: one day you get sick and a physician prescribes multiple medications to put you back on your feet, each with specific instructions and potential side effects to monitor. On top of that, you’re faced with navigating the maze of insurance approvals, high out-of-pocket costs, and a general lack of understanding about your own treatment options and plan, all while being sick and dazed. Sounds familiar and quite overwhelming, doesn’t it? This is the reality for many patients, which is why an increasing number of pharmaceutical companies are rolling out Patient Support Programs (PSPs) — comprehensive initiatives designed to empower and guide individuals through their healthcare journeys. These programs go beyond just providing medication, they offer a multifaceted approach to supporting patients from diagnosis to managing their condition long-term. Let us take a closer look at the Patient Support Programs, their development and implementation process, the different types, challenges they face, and their future within healthcare delivery. What are Patient Support Programs (PSPs)? Patient Support Programs (PSPs) are initiatives, that often come in the form of custom mobile apps, offered by pharmaceutical companies to provide education, resources, and services to patients prescribed certain medications or undergoing specific treatments. Source: Deloitte, Common patient support activities At their core, patient support programs aim to break down common barriers that hinder successful treatment outcomes. Many PSPs provide financial assistance, copay assistance, or free drug supplies for eligible patients. Patients struggling with adherence will find medication reminders, symptom trackers, and direct nurse support lines. Educational resources and counseling services are available to help patients better understand their condition and regimen to avoid confusion. But PSPs don’t just benefit patients, they’re a strategic investment for pharmaceutical companies as well. By enhancing medication adherence and persistence, PSPs drive increased product utilization and revenue. They also allow companies to collect invaluable real-world data, build brand loyalty, and demonstrate a genuine commitment to improving lives beyond the bottom line. How Pharma Companies Can Implement Patient Support Programs Source: IQVIA To develop the best-in-class patient support programs, you need to collaborate closely with stakeholders like business strategists, and medical, pharmacovigilance, and sales teams. Program development — Pharma companies first identify medications or disease areas that would benefit from enhanced patient support. They assess the needs of those patient populations and design the services or resources to be offered through the PSP. This includes any financial assistance, educational materials, app development, nurse counseling services, other features. Contracting vendors — Many pharma companies outsource part or all of the PSP operations to specialty vendors and third-party service providers. These vendors are contracted to handle tasks like operating call centers, distributing copay cards, developing apps and websites, and providing nursing staff. Data integration — The patient support services generate valuable data that needs to be integrated back to the pharma companies. This requires building data platforms and processes to aggregate information from vendors on patient demographics, medication utilization, clinical outcomes, and patient-reported data. Enrollment channels — Pharmaceutical companies work to create easy enrollment channels so patients can access the PSP. This includes physician outreach so providers can refer patients, as well as direct-to-patient channels like websites and call centers. Staff training — On the pharma side, internal staff like sales reps and medical liaisons are trained on the details of the PSP offerings so they can appropriately educate providers and patients. Patient outreach — Pharma companies conduct direct-to-patient outreach and marketing to drive awareness and utilization of the PSP services. Tactics like social media, targeted advertising, and advocacy group partnerships are employed. Metrics and analysis — PSP performance is measured through ongoing data analysis of metrics like program enrollment, persistency rates, patient satisfaction surveys, and ROI calculations looking at the PSP’s impact on medication adherence. Continuous improvement — Based on patient feedback and operational data, pharma companies continually refine and enhance their patient support program offerings over time to optimize their investments in these comprehensive patient support initiatives. While PSPs require significant cross-functional coordination, pharmaceutical companies see them as valuable pharma marketing tools for improving product performance and patient outcomes. Types of Patient Support Programs PSPs differ based on the therapeutic sector and particular medications, however, their main goal is to provide access and help patients overcome barriers to healthcare access and adherence, ultimately improving their health outcomes. Patient assistance programs Patient assistance programs are mainly offered in the U.S. to lessen the financial burdens and help patients and their caregivers get the medication. These programs help review the current insurance coverage, assist with prior authorization if needed, provide trial and copay card information, and check if a patient is eligible to enroll in a financial assistance program. Patient education programs Patient education programs aim to improve patients’ and caregivers’ understanding of the disease and the medication or devices that treat it. Patients and caregivers can receive instructional assistance from medical providers over the phone or via digital platforms. In addition, medical writers create patient-friendly visual educational materials. Patient education also entails adherence outreach meaning patients are followed up to share their experiences and struggles in order to be assisted and encouraged to stay adherent. Provider support A crucial strategy of patient support programs is equipping healthcare providers with resources to streamline patient access to medications and enhance education. Programs supply providers with sample products, device demos, FAQ materials, visual guides, copay cards, financial assistance info, and more. This allows providers to initiate therapy seamlessly. Additionally, PSPs assist providers by providing billing and coding support to ensure proper reimbursement for medication administration services. Challenges Associated with PSPs for Pharma Different types of PSPs offer a wide variety of benefits to life science businesses and healthcare facilities. So why doesn’t every company and clinic just use one? Well, there are certain challenges to implementing patient support programs that we must look at. One major challenge is the substantial cost and resource intensiveness involved in developing and operating comprehensive PSPs. Funding components like call centers, copay assistance, technology solutions, and nursing staff support can be extremely costly, especially when trying to scale these programs. Integrating data from multiple vendors and platforms delivering PSP services is technically complex. Creating unified views of the patient journey and outcomes requires robust data management capabilities. Ensuring regulatory compliance around areas like product promotion, privacy, data sharing, and avoiding improper inducements is also an ever-present obligation. PSPs have to meticulously follow the rules and implement tight compliance processes to steer clear of any violations. Quantifying the return on investment is another major hurdle. While PSPs aim to improve medication adherence and overall outcomes, pinpointing their precise impact is difficult given the many variables at play in disease management. Even with promotional efforts, driving patient awareness and adoption of PSP offerings can be an uphill battle, particularly among harder-to-reach populations. Personalizing the experience to diverse patient needs, health literacies, and preferences is resource-intensive. Coordinating priorities and sharing data among all the stakeholders — pharma companies, providers, payers, and vendors — adds another layer of complexity with so many parties involved. Sustaining long-term engagement is tough too, as patients’ circumstances continually evolve. And in an increasingly crowded PSP market, differentiating your program and delivering a truly superior experience gets more challenging by the day. Overcoming these hurdles demands strategic long-term planning, investments in robust technology platforms, effective vendor management, and a commitment to continually enhancing offerings based on real-world insights over time. It’s a major undertaking, but one that pharmaceutical companies are prioritizing to support patients and steward their product portfolios effectively. Future of PSPs in Custom App Development There’s no denying the growing demand for digital patient services in the pharmaceutical industry these days. 48% of adults are already using or interested in pharma’s digital offerings, and a whopping 68% of physicians are more likely to prescribe a product backed by solid patient support and services. Pharmaceutical companies clearly recognize this trend, with most, if not all, rolling out various digital engagement programs in recent years. And it’s not just about checking boxes anymore. New technologies are opening up fresh channels and enabling more holistic, comprehensive patient support initiatives. A recent study highlighted a clear shift away from that transactional mindset focused solely on enrollment and training. Instead, there’s a move towards more collaborative, integrated programs laser-focused on truly empowering patients to live well with their conditions. Think tailored interventions, behavior modification, and support extending to caregivers and beyond. These trends, coupled with digital innovations and better access to patient data, present an exciting opportunity for pharma. They can now craft bespoke healthcare solutions finely tuned to the unique needs of different patient groups in a targeted, value-additive way. And the potential upsides are huge — online disease management services have been shown to improve chronic care outcomes by up to 10%. Final Thoughts At the end of the day, patients crave simplicity and customization so they can take ownership of their wellness journey. They want solutions intuitive enough to fully participate in their own care. By tapping into new technologies, pharma can finally deliver on those desires with patient-centric digital offerings that resonate on a personal level. Patient support programs by themselves do not drive differentiation or boost trust and engagement. Programs have to be well-designed and provide patients with personalization. Fortunately, the technology is there to help pharmaceutical companies achieve these goals. If you want to develop a user-friendly custom healthcare app to boost your patient support program, don’t hesitate to contact Viseven. We have nearly 20 years of experience in pharma solutions development and can make your vision a reality.
Pharma 4.0: What You Need to Know Posted on May 23, 2024February 4, 2025 by Andrii Nikulin The pharma industry is on the cusp of a digital revolution, and Pharma 4.0 is leading the charge. With the global Pharma 4.0 market expected to reach $62.7 billion by 2032, this game-changing concept is set to transform the way drugs are discovered, developed, manufactured, marketed, and delivered. But implementing Pharma 4.0 isn’t a simple task. It requires a comprehensive strategy, a culture of innovation, and a willingness to embrace change. In this article, we’ll explore what Pharma 4.0 entails, the key technologies driving its adoption, and the steps your company can take to successfully implement it in 2024 and beyond. What is Pharma 4.0? The Pharma 4.0 definition lies in the transformative adoption of Industry 4.0 principles and cutting-edge digital technologies within the pharmaceutical industry. It represents a paradigm shift towards intelligent, interconnected, and data-driven pharmaceutical manufacturing processes. At its core, Pharma 4.0 leverages technologies such as artificial intelligence (AI), machine learning, the Internet of Things (IoT), cloud computing, and big data analytics to enhance efficiency, quality, compliance, and end-to-end visibility across the entire pharmaceutical value chain. Bringing Industry 4.0 to Pharma To understand the industrial revolutions’ impact on pharma and life sciences industries, let’s explore the past. The first industrial revolution (1760 to 1830) was characterized by the transition from manual production methods to machines powered by water and steam. This first industrial revolution didn’t have any instant influence on pharma, but it planted the seeds of the future revolution. The second industrial revolution (late 1800s and early 1900s) was marked by the introduction of electricity and the assembly line which enabled mass production. For pharma, it was a period of advancement, as Pfizer was established in 1849, Bayer in 1863, and Lilly in 1876. Pfizer supplied medicine for the Union during the war, Bayer commercialized aspirin, and Lilly focused on R&D and manufacturing. In the late 18th century, Switzerland swiftly developed pharma, as textile and dye manufacturers realized that their products had antiseptic properties. The third industrial revolution (late 20th century) was driven by the advent of computers, automation, and electronics, leading to a more automated and programmable manufacturing process. This period in pharma saw the introduction of many familiar institutions and the mass production of essential technologies. Particle counters became widely available, computers facilitated research and information sharing, and communication technology enabled unprecedented global collaboration. The fourth industrial revolution, or Industry 4.0, refers to the ongoing transformation of traditional manufacturing and industrial practices through the integration of advanced digital technologies in business processes, like IoT, AI, cloud computing, augmented reality, big data and analytics, advanced robotics, additive manufacturing (3D printing), and cyber-physical systems. These technologies make their way into the pharmaceutical industry, driving digital transformation and creating Pharma 4.0. So, what key needs guide companies on the way to Pharma 4.0? Pharma is strictly regulated, so it faces rigorous scrutiny when implementing changes that influence production and related aspects, creating a need for a reliable pharmaceutical quality system. Pharmaceutical manufacturers, vendors, and professionals have already begun exploring viable applications of Industry 4.0 within their organizations, while the International Society for Pharmaceutical Engineering (ISPE) is working towards better defining the various aspects that characterize Pharma 4.0. While this solution is still far from being fully realized, and the current progress is likely just the first steps in a lengthy journey with an uncertain final destination, the ISPE European Pharma 4.0 Conference emphasized several key messages that guide along this path. Beyond automation Automation alone will not be the sole transformative element in Industry 4.0 programs. Several other key factors, such as quality and holistic control strategy, workforce, efficiency, integration, and collaboration, will play a fundamental role in shaping the pharma smart factories of the future. Collaborative ecosystems The term “value supply chain” highlights the need for companies to proactively collaborate with partners in an integrated supply chain, creating a system where information, raw materials, and products flow freely. Machine and equipment vendors must take an active role in building these streamlined systems. Leveraging existing data While technological innovations in the form of new equipment, software, and services are necessary for a meaningful Industry 4.0 implementation, existing data sets should not be discarded. Advanced analysis techniques can be applied to existing data to provide useful, production-relevant insights. In this context, data integrity also becomes a major concern for the pharma businesses. “By Design” approach Industry 4.0 will involve not only innovation and technological breakthroughs but also improvements that allow pharmaceutical manufacturers to incorporate specific features into machines, software, or processes at their point of creation. Human-centric approach Although Industry 4.0 may seem focused on machines, integration, methodologies, and processes, it is ultimately based on the most powerful asset any company could have: its workforce. The human factor is a key success driver, as the objective is not to replace humans with machines but to allow humans to work on value-added activities where their creativity and problem-solving capabilities can be fully utilized. Embracing change Believing in the upsides of Industry 4.0 is essential to find the next steps and see them through to implementation. Being disruptive can allow for finding new and radical solutions to long-standing problems. Pharma is embracing these Industry 4.0 technologies and messages across the entire value chain, from drug discovery to manufacturing, quality control, supply chain management, and regulatory compliance. This pharma digitalization promises to usher in a new era of intelligent, connected, and data-driven pharmaceutical operations, where personalized medicine, agility, and operational excellence reign supreme. Advantages of Pharma 4.0 Overall, Pharma 4.0 offers pharmaceutical companies the opportunity to transform their operations, enhance product quality and safety, improve efficiency, and meet the evolving needs of patients and regulatory bodies, ultimately driving innovation and long-term business success. But let’s discuss the advantages one by one. Better operational efficiency By leveraging technologies like automation, robotics, IoT, and cyber-physical systems, pharma companies can streamline and optimize their manufacturing processes, leading to higher productivity, reduced downtime, and lower operational costs. Higher product quality Advanced technologies like real-time monitoring, process analytics, and AI-driven quality control systems can help ensure consistent product quality, reduce deviations, and minimize the risk of batch failures or product recalls. Improved supply chain visibility Incorporating technologies like blockchain, IoT sensors, and digital twins can provide full visibility and traceability throughout the pharmaceutical supply chain, improving logistics, reducing counterfeiting risks, and enabling better inventory management. Accelerated time-to-market By leveraging advanced modeling, simulation, and additive manufacturing (3D printing) technologies, pharma companies can accelerate the drug development process, reduce time-to-market for new products, and respond more quickly to market demands. Personalized medicine Additive manufacturing (3D printing) and modular production facilities enabled by Pharma 4.0 can facilitate the production of personalized medicines and small batches tailored to individual patient needs, supporting the growing trend of personalized medicine. Regulatory compliance Pharma 4.0 technologies, such as IoT, data analytics, and blockchain, can enhance data integrity, traceability, and transparency, helping companies meet evolving regulatory requirements and maintain compliance throughout the product lifecycle. Pharma 4.0: Step-by-Step Instruction Digital maturity is a key facilitator of the Pharma 4.0 operating model. Industrie 4.0 Maturity Index outlines six phases of digital maturity, from computerization to adaptability. Companies at the maximum level of digital maturity will be self-adapting, capable of enduring tumultuous economic periods and fast-shifting corporate objectives to capitalize on opportunities. #1 Computerization The first stage of digital maturity involves automating simple manual tasks with digital technologies. The idea is to identify repetitive operations done better by computers, laying the groundwork for a digital infrastructure. #2 Connectivity Data silos emerge due to information technology, operation technology, and communication systems being out of sync with one another, To allow employees to complete their job efficiently, you need to integrate the systems so that data flows smoothly. #3 Visibility At this stage of digital maturity, many companies can begin seeing gradual improvements. The interconnectivity between people, machines, and processes generates a comprehensive digital footprint of production activities. This wealth of data can be leveraged to fuel real-time, data-driven decision-making. #4 Transparency As more data is collected, it unveils new insights into intricate systems that were previously obscured. Advanced analytics open up opportunities for optimization and improvement across various domains. #5 Predictability At this stage, detailed production records allow companies to predict and rectify issues before they occur. #6 Adaptability Systems foresee problems and automatically take appropriate action. At its most evolved, these systems are self-correcting and autonomous. Pharmaceutical Manufacturing in the Era of Pharma 4.0: A Glimpse into the Future The pharmaceutical industry’s future looks to be a fully digitalized and interconnected manufacturing landscape. Smart factories use modern technologies to connect all aspects of the manufacturing process. This enables real-time optimization, predictive maintenance, and autonomous decision-making capabilities. These factories have the potential to anticipate and address possible issues before they occur by leveraging IoT sensors, advanced analytics, and machine learning algorithms. This results in reduced downtime and uninterrupted production. Moreover, the integration of cyber-physical systems enables virtual simulations and rapid prototyping, improving manufacturing processes. The increased need for personalized medicine has resulted in a trend toward modular and flexible production methods. Additive manufacturing and modular production facilities enable the development of personalized medicine and small batches that are suited to particular patient requirements. Additive manufacturing enables the development of complicated drug delivery systems and tailored dosage forms, whereas modular facilities allow for the rapid reconfiguration of manufacturing lines for diverse pharmaceutical product types and batch sizes. This paves the path for mass customization and patient-centric manufacturing, which will revolutionize pharmaceutical production and delivery. However, while the benefits of Pharma 4.0 are substantial, its implementation is not without challenges. Challenges in the implementation of Pharma 4.0 Legacy systems, data integrity concerns, regulatory hurdles, and resistance to change can act as barriers to the successful adoption of Pharma 4.0 technologies. To overcome these challenges, pharma companies must develop comprehensive strategies that address data governance, cybersecurity measures, and regulatory compliance. Partnering with digital technology providers and regulatory bodies can help navigate the complexities of implementing Pharma 4.0 solutions while ensuring compliance with industry standards. It’s also paramount to maintain effective communication between all stakeholders, including executives, managers, vendors, pharmaceutical MSLs, and HCPs to ensure alignment and address concerns early. Fostering a culture of innovation and change management is crucial to facilitate the successful integration of these technologies. By embracing Pharma 4.0 and its accompanying best practices, pharmaceutical companies can unlock new levels of efficiency, quality, and innovation in the manufacturing of life-saving drugs. Implement Pharma 4.0 with Viseven The pharmaceutical value chain doesn’t stop with the manufacturing process. The goal is to deliver the pharmaceutical products to the final consumer — patients. To successfully achieve that, it’s not enough just to produce drugs without any other communication with your customers. That’s why investing time and resources in marketing is equally crucial as in other areas. Pharma 4.0 technologies and tools can help you optimize your marketing processes whether you’re promoting Rx or OTC products, and enhance communication with your target audience. Let’s learn how Viseven’s eWizard platform introduces Pharma 4.0 technologies into your marketing. eWizard is a content experience platform tailored for pharmaceutical marketing that enables companies to plan, create, collaborate on, distribute, manage, and integrate digital content at scale. The platform is powered with AI features that simplify content management and empower businesses to create personalized and relevant content while complying with MLR rules. Here’s a breakdown of eWizard’s AI-driven features. MLR acceleration engine MLR acceleration engine can speed up time-to-market by predicting the likelihood of content approval and alerting content creators when revisions are required. The solution also lets users upload emails and eDetailers for error analysis that can detect context mismatches and skipped references. AI algorithms play a crucial role in content creation and approval processes. They not only identify incorrect or non-compliant content pieces but also provide valuable suggestions on how content creators can rectify these issues, thereby increasing the chances of approval on the initial submission. Users have access to a set of rules and corresponding comments for assets that have not been approved. Leveraging these comments, content creators can adjust their messaging, streamlining the overall content approval process. Auto-tagging You can leverage auto-tagging to create highly personalized and compliant marketing campaigns that resonate with your target audience. AI software allows to automatically categorize and organize structured and unstructured digital content. The system utilizes computer vision to tag audio and video content, and natural language processing to tag text files. With these tags and the organized databases that store them, pharmaceutical companies can gain valuable insights into the performance of their content modules across various channels. This data-driven approach allows them to identify the most engaging content pieces that truly connect with their target audience, facilitating more effective and targeted marketing efforts. Smart search Thanks to the auto-tagging functionality and a wide array of tags, your assets are enhanced with additional contextual metadata, enabling smart search. With smart search you can find the needed content pieces in a matter of seconds, even if you handle vast amounts of data (which is usually the case for pharma), streamlining content production. AI-simulated speaker presentations eWizard enables users to produce compelling AI-simulated speaker presentations. Our clients can create content by selecting and animating an avatar that looks like a person giving a presentation. eWizard’s avatars look like actual humans, with realistic facial expressions. The solution also includes several languages and voice samples for additional customization. Companies can dramatically boost healthcare professionals’ engagement by using avatar presentations without investing considerable costs in production. Summing Up The future of pharma hinges on the successful implementation of Pharma 4.0. Companies that embrace this transformation will gain a significant competitive edge, driving efficiency, quality, and innovation in medicine development and delivery. However, Pharma 4.0 is more than just a technology transformation; it necessitates a culture of constant adaptation, collaboration, and investment in workforce upskilling. Those who grab this opportunity, cultivate an innovative culture, and develop a comprehensive Pharma 4.0 strategy will be in a strong position to impact the future of healthcare and provide tailored, precise medicines to patients globally. The time to act is now, and the rewards for those who successfully navigate this digital transformation will be immense.
Pharmaceutical Digital Marketing Strategies for OTC Brands Posted on May 16, 2024February 4, 2025 by Andrii Nikulin According to the FDA, there are up to 300,000 OTC drugs marketed in the U.S. alone. Without a solid digital marketing strategy in place, how can you expect to stand out from such a massive crowd, drive sales, build brand awareness, and cultivate long-term customer loyalty? Consumers are increasingly turning to digital channels for research, purchases, and engagement with brands. Rising healthcare costs have led to a surge in self-medication, with 27% of patients across 17 international markets choosing OTC drugs over prescription drugs due to expense, as revealed by a YouGov survey. This trend presents opportunities for OTC brands to connect with consumers through tailored digital experiences. Source: YouGov To stand out in this highly saturated OTC market, you must embrace digital transformation, harness data-driven insights, and deliver personalized, omnichannel experiences that resonate with modern consumers’ needs and tastes. In this article, you will discover digital marketing strategies for your OTC brand to help you establish meaningful relationships with your target audiences. What is a Digital Marketing Strategy? In the past, businesses used to communicate with their target audience through marketing channels like television, radio, newspapers, magazines, and outdoor advertising. Digital marketing strategy refers to using online channels (such as your website, social media, organic search, paid ads, and other platforms) to improve your online presence and reach your marketing goals, like enhancing your business’ visibility and gaining new customers. Let’s explore the topic further with this digital marketing strategy example. Imagine you want to increase traffic to your website by 25% in the next 12 months. First, you would define your target audience analyzing everything from their demographics to interests. Then you should pick the digital channels you’re going to involve. For instance, paid social media advertising, Google search ads, and content marketing. Your key strategies would be: Paid social and Google ads to drive website traffic for high commercial intent searches Use social media posts and videos to nurture the audience and showcase products Create high-quality blog content optimized for SEO to build organic traffic You can test social media ad creatives and audiences, multivariate landing page optimization, monitor top organic traffic sources, and put an emphasis on what works best. To help you launch and successfully run omnichannel campaigns while having a strategic overview, you can employ content experience platforms like eWizard. Importance of Digital Marketing for OTC Brands OTC drugs are essential for public health as they provide accessible solutions for common health problems. Following the COVID-19 pandemic, the eCommerce sales of OTC drugs spiked, with people giving preference to shopping online over going to physical stores due to its convenience and competitive pricing. With the consumers’ tendency to search for information online before making purchasing decisions, OTC brands must leverage digital marketing to reach customers where they spend their time to educate them on their products. Digital marketing enables you to build closer relationships with your customers through multiple channels like your website and social media. Moreover, you can precisely target specific consumer segments, based on demographics, behavior, and interests using digital marketing tools. They allow to create personalized messaging and product suggestions, enhancing relevance and engagement. On top of that, with robust analytics OTC brands can accurately measure engagement, conversions, and ROI, as well as continuously optimize their strategy based on their performance data. As eCommerce disrupts traditional retail, OTC brands must differentiate themselves from the competition through compelling digital brand experiences, content, and consumer value-adds their competitors may lack. Besides, digital marketing can be highly cost-efficient compared to traditional channels while enabling OTC brands to reach a much larger audience through organic, paid, owned, and earned media strategies. Main Components of Digital Marketing Strategy An effective digital marketing strategy should consist of well-thought-out paid advertising, social media marketing, search engine optimization (SEO), and web analytics. Let’s discuss them one by one. Paid Advertising Numerous platforms can be utilized for paid advertising. Each of the platforms may have different ad types available, like search ads, display ads, native ads, video ads, and others. This diverse range of paid advertising formats enables brands to develop integrated strategies that span several platforms in order to meet awareness, engagement, and conversion goals. Social Media As of 2022, it was estimated that over 4.59 billion people were using social media worldwide, and spending almost 2.5 hours there daily. This is why OTC brands have to leverage social media in their marketing efforts. They can reach a wide audience there and raise awareness about their products and their benefits. Moreover, social media provides a channel for direct interaction and customer engagement. SEO Search engine visibility is paramount for success in today’s digital landscape. Google Health Vice President reports that an estimated 7% of Google’s daily searches are health-related, equivalent to 70,000 every minute. Both patients and doctors look up and research products, symptoms, treatments, and insurance questions using search engines. Web Analytics Web analytics provide quantitative insights that OTC brands need to refine their digital presence, enhance user engagement, and drive conversions. Analytics tools such as Google Analytics show how people interact with the brand’s website and content, which includes metrics like traffic sources, popular pages, conversion paths, and bounce rates. In addition, analytics can reveal where your visitors tend to abandon the website or purchase process which will let you know where optimization is needed. How to Create a Digital Marketing Strategy Creating a proper digital marketing strategy takes experience and expertise, so be ready to test your theories, and don’t get discouraged if your first campaign doesn’t get the traffic you wish. With so many other brands competing for customers’ attention, it’s crucial to consider what can set your product apart and highlight it in your marketing content. And if you want to involve experts to create your digital marketing strategy, drop a message to Viseven. Let’s go through the key steps to creating a pharma digital marketing strategy. Determine your target audience Digital marketing allows you to reach new audiences. However, not all of them are going to be interested in what you have to offer. You need to conduct market research to identify your buyer personas whose interests and preferences match your offerings. Personalization is a big trend with consumers now, so you also have to think about segmenting your target audience into smaller groups to customize your messaging for each of them. Engage and educate through content Content marketing is essential for your brand for a few reasons. First, well-optimized content can bring you organic traffic from search engines, spreading the word about your brand and products. Secondly, both providers and patients use the internet to find information about symptoms, treatments, and products. By providing them with interesting and educational content targeted to various groups, you can not only address their pain points and concerns but also establish your brand as a thought leader. In-depth blog articles, innovative email marketing campaigns, and engaging social media posts can all play a crucial role in your content strategy. Additionally, high-quality content helps build trust and credibility with your audience, positioning your brand as a reliable source of information. Moreover, content marketing can support your lead generation efforts by attracting and nurturing potential customers through the sales funnel. Finally, it allows you to showcase your expertise, differentiate your brand, and foster stronger connections with your target audience, ultimately driving better brand awareness, loyalty, and conversions. Gather and utilize data The beauty of digital marketing for OTC brands lies in the wealth of data it generates. Website analytics reveal traffic sources, user behavior, content performance, and audience insights vital for optimization. Search data displays consumer intent and common queries to guide content strategy. Social media listening unlocks brand sentiment, product perceptions, and messaging opportunities. During marketing campaigns creation, OTC marketers can leverage this data to shape targeting, develop resonant messaging, enhance user experiences, plan digital marketing tactics, and measure performance. An insights-driven approach fueled by tangible consumer data allows continual campaign refinement and improvement over time. Current Landscape of the OTC Pharma Market The OTC drugs market size is estimated at $137.39 billion in 2024, and is expected to hit $163.10 billion by 2029, growing at a CAGR of 3.49% during the forecast period. The OTC drug market is witnessing substantial growth, primarily driven by the escalating costs of prescription medications. As healthcare expenses continue to soar, consumers are increasingly turning to self-medication with OTC drugs as a more affordable alternative. According to Bloomberg, the average American spends an astounding $1,300 per person annually on prescription drugs, with the launch price of a new drug in the US reaching an average of $180,000 for a year’s supply in 2021. This massive rise in Rx drug prices is fueling the demand for self-care solutions through OTC medications. Self-medication with OTC drugs is becoming a global phenomenon, with prevalence rates ranging from 11.2% to 93.7% across different countries and target populations. This growing trend towards self-care is further propelling the growth of the OTC drug market. As the cost of prescription medications continues to rise, consumers are embracing the accessibility and cost-effectiveness of OTC drugs, enabling them to manage minor illnesses and maintain their overall well-being without breaking the bank. This shift in consumer behavior, coupled with the increasing approval of new OTC drug options, presents a significant growth opportunity for the industry. Furthermore, online sales of OTC medicines through e-pharmacies, retailer websites, and marketplaces like Amazon are booming, necessitating an omnichannel marketing approach for brands. To remain competitive in this landscape, OTC pharma brands must leverage digital marketing capabilities, focus on consumer education, eCommerce enablement, and innovative product offerings aligned with self-care trends. Best OTC Pharmaceutical Marketing Strategies Here are several ideas that can help you map out and execute a more efficient digital marketing strategy. Think Outside the Box with Mobile 56% of shoppers globally use their smartphones to shop or research items while in a store. The majority of pharma brands already provide mobile-optimized sites to boost their mobile presence. However, few utilize mobile in creative or innovative ways. This is your chance to set yourself apart from the competition. For instance, Pfizer offers a mobile app that allows patients to track their injections, log symptoms, set medication reminders, and access a wide range of resources to help them set and maintain goals throughout treatment. Engage with Health Apps & Wearable Gadgets The adoption of mobile health and fitness applications witnessed a surge in recent years, propelled by the COVID-19 pandemic. In 2019, these apps were utilized by 23% of consumers in the United States. However, specific categories like health tracking, workout apps, and meditation apps saw broader adoption, reaching approximately 36% of the U.S. consumer base. When it comes to wearable tech, in 2021 it was estimated that about 526 million wearable devices were shipped globally, with more than 80% of consumers believing that wearables are beneficial to their health. OTC brands can tap into the health tech-savvy user base by leveraging targeted advertising within popular health and fitness apps, as well as forming partnerships with leading health tech companies and influencers in the digital wellness space. Allocate Resources to Both Time-Specific & Ongoing Marketing Efforts Undeniably, OTC medications are intrinsically linked to seasonal cycles as consumer needs fluctuate throughout the year. Flu, colds, allergies, and sports-related ailments resonate with different consumer segments during their respective peak seasons. To capitalize on these cyclical demands, OTC brands can implement ongoing marketing activities and tailored time-specific activations. These initiatives not only foster brand loyalty by addressing timely health concerns but also provide a strategic avenue to highlight the seasonal benefits of their OTC offerings. Ongoing marketing efforts can include subscription-based models or loyalty rewards that incentivize repeat purchases aligning with the ebb and flow of seasonal ailments. Targeted time-specific activations can consist of a multi-channel marketing blitz, spanning digital marketing campaigns, in-store promotions, influencer collaborations, and educational content tailored to the relevant health issues of that period. Develop and Share Valuable Online Content Content is king, and it’s vital for all industries, especially for pharma where people may rely on it to improve their well-being. With consumers’ tendency to research their symptoms and possible treatment online, it’s crucial to share valuable content about your products, what they do, and how and whom they help. Consider branching out from just full-blown blog articles to videos and infographics to bring variety and originality to your content. Your content distribution plan is of the same significance. It doesn’t matter how great your content is if your audience doesn’t see it, so make sure to think through your distribution and repurposing plan. Utilize Social Media Platforms With approximately 50% of users considering health information obtained from social media as reliable, OTC pharma brands have a prime opportunity to utilize this channel effectively. OTC brands can reach out to this large, health-conscious audience by sharing educational content on health conditions and self-care tips, highlighting product information and usage guidance, engaging with customers through responsive service, collaborating with influencers for credible endorsements, gathering consumer insights through social listening, running targeted advertising campaigns, and seamlessly integrating social efforts with their broader omnichannel strategy. For instance, P&G’s Vicks and Metamucilt have vibrant presences on Twitter and Instagram. Vicks frequently shares cold/flu season remedies and collaborates with influencers, while Metamucil focuses on digestive health through recipes and expert advice on social. Summing Up At the end of the day, the digital world opens up a huge playing field for OTC pharma brands to really connect with their customers in new and innovative ways. But it’s not just about blasting promotions everywhere. It’s about using data and consumer insights to have totally relevant, engaging conversations across channels like search, social media, and eCommerce. As consumers keep evolving, craving more personalized experiences, a focus on preventive wellness, and digital self-care solutions, the brands that truly tap into the digital marketing game will be the ones calling the shots. They’ll have built genuine relationships and empowered people to take control of their health journeys. The future belongs to the brands that can adapt quickly, get creative and innovative, while always putting the consumer first in their digital approach.
How Pharma Brands Can Improve Patient Experience Posted on May 9, 2024February 4, 2025 by Andrii Nikulin In the past, patients relied solely on healthcare providers (HCPs) for their care. Providers typically suggested a treatment plan, and patients were expected to adhere to it religiously. This dynamic has changed in recent years, with patients embracing a more active role in their personal well-being. Statistics show that 80% of patients now research their diagnoses online. Patients want to make their choices from the moment they notice symptoms to follow-up care. Modern patients can decide when to seek help, choose therapy approaches, or compare drug effectiveness. With such a level of patient autonomy, how can HCPs ensure positive patient experience while maintaining a reasonable degree of control over the treatment plan? Pharmaceutical companies must shift their focus from selling their products to satisfying patients’ needs if they strive to stay competitive. They have to explain why a particular drug is a fitting solution for the patient’s problems. In this article, the Viseven team will walk you through key strategies on how to improve patient experience. Six Ways to Boost Pharma Patient Experience A healthcare organization that prioritizes patient experience builds a strong brand reputation, improves clinical outcomes, and fosters adherence rates. Here are some key strategies to deliver a positive patient experience. Grasp what patients are going through Improving patient experience becomes problematic when you are not fully aware of what they are going through. Artificial intelligence (AI) tools will help you make sense of your customer experience data and highlight the areas where their needs remain unmet. These solutions may also help you identify the most common drop-off points on patients’ medication journeys. You will learn why exactly patients are reluctant to continue their therapies or seek care in the first place. Based on these findings, you can modify treatment regimens or product designs to align with patients’ preferences and comfort levels. Additionally, AI algorithms let you spot segments at higher risk for non-compliance so you can provide targeted information or refill reminders. Provide education and support A patient’s experience is often far more intricate than a diagnosis, treatment, and recovery cycle. Nearly a quarter of patients in the United States are taking two prescription drugs, yet an average patient visit lasts just 18 minutes. When pharmaceutical companies support their customers throughout the journey, they increase the chances of positive patient outcomes. Patients with complex conditions need more comprehensive, high-quality support beyond brief interactions with their HCPs. So, it is not surprising that 76% expect pharmaceutical companies to deliver complementary information about their products. This means patients require more than just details on drug dosage, potential side effects, or contraindications. They also want access to evidence-based insights related to their condition and may find content on mental health helpful during challenging times. Meanwhile, be careful of the language you use. Words like ‘victim’ or ‘sufferer’ may negatively affect patients’ well-being and even treatment choices. Use data to engage with an audience There is a reason customer data is called the new gold. It helps businesses more effectively engage with their target audience. Research shows that 71% prefer personalized experiences, while 76% want brand communications tailored to them. A staggering 76% show patient loyalty to brands that prioritize personalization. Data insights give you a finer understanding of what content hits home and show how your customers prefer to consume it. Do your patients favor Facebook over X? Do they scroll social media first thing in the morning or late at night? Are they video watchers or lengthy article readers? Channel, timing, and format all matter a lot when connecting with your audience on a deeper level. Viseven’s omnichannel marketing services help life sciences brands reach customers across different channels. With our Einstein Send Time Optimization algorithms, marketers can deliver content when patients are most open to receiving it. Our team stays plugged into industry trends and relies on AI analytics and a modular approach to evaluate content effectiveness and develop compelling campaigns. Cooperate with HCPs Patients’ self-education is vital, but there is no substitute for healthcare specialists’ assistance. They help to make sense of complex medical information, establish accurate diagnoses, or create tailored treatment plans. Pharmaceutical companies must effectively engage with HCPs to ensure safe, top-notch patient care. This means keeping professionals in the loop about the latest research and medications so they can help patients make more informed treatment decisions. eDetailers are an effective way for pharma to connect with HCPs. They require healthcare specialists to interact with the content, whether by clicking on a link, taking a quiz, or filtering data on a graph. Unlike leaflets or sales pitches where HCPs are passive recipients of information, eDetailers encourage them to become equal participants in the discussion. Viseven has been providing eDetailing services for over a decade. Our team of experts assists clients with both self-detailing and remote detailing. Pharmaceutical companies can easily create engaging eDetailers using our ready-made templates or template builder, which does not require coding skills. We also offer analytics services for tracking each HCP interaction and creating personalized messaging. Set renewal reminders Let’s address the elephant in the room. People do not always stick to treatment regimens because they lack education or motivation. One common reason for non-compliance is simple forgetfulness. The World Health Organization reports that nearly 50% of patients do not follow prescribed regimens. When patients forget to take their medications, they are more likely to have a flare-up of their condition. The latest research shows this chance increases by 30-40%. Pharmaceutical brands can use automated drug renewal reminders to help patients adhere to their medication schedules. By sending SMS or online messages, they can connect with their audience and improve compliance rates. With patient experience analytics tools, they can customize these messages to target different patient groups more effectively. Gamify patient experience Who says treatment cannot be fun? Gamified patient applications entertain patients while encouraging them to adopt new behaviors and become more invested in their care. By adding elements of competition and achievement, gamification boosts patients’ motivation to follow their treatment plans. Users learn about their conditions through these apps and discover effective management strategies and ways to integrate treatment into their daily routines. For example, Pfizer, a global pharmaceutical giant, has released a gamified app called Hemocraft. While its name is reminiscent of a popular video game, Minecraft, its primary goal is to help children between 8 and 16 years old manage hemophilia. Since children at this age may struggle with motivation, the app features an engaging village doctor character who encourages them to monitor their health, explains disease pathology, and reminds them to take their medications. At Viseven, we have been developing patient apps from scratch for more than 14 years now. Our team assists healthcare brands in improving patient satisfaction by automating health data collection, delivering personalized care, and implementing telemedicine solutions. Elevate Patient Experience with Viseven Despite the growing level of autonomy, patients need guidance from the health care system rather than just a list of instructions. Our outlined strategies help pharmaceutical companies facilitate the customer journey with a rock-solid focus on patient centered care. A key takeaway is that healthcare organizations should look for innovative, technology-driven ways to boost patient adherence, address therapy barriers, and deliver comprehensive education tailored to patients’ needs. Viseven bridges the communication gap between pharma and patients. We are a global MarTech leader empowering life sciences brands to deliver high-quality, personalized content at scale across all channels. We are not just another tech company boasting about our skills. We firmly believe that our clients’ 95% satisfaction rate is not merely a courtesy gesture. Today, 80% of our clients are referrals, a testament to our top-notch solutions and reliability. Are you looking for ways to improve patient satisfaction? Contact the Viseven team, and we will do the heavy lifting for you.
Patient-Reported Outcome (PRO) in Healthcare: Quick Guide Posted on April 12, 2024February 4, 2025 by Andrii Nikulin Measuring health outcomes has always been about what healthcare professionals (HCPs) do to their patients and why. “How do you feel today?” Probably, you heard this question at least several times as a patient. After arriving at a health facility, most patients want to feel comfortable and feel their opinions count. Today, with health services becoming market-driven, the patient’s perspective about their conditions plays a crucial part in delivering better medical services, creating more effective patient engagement strategies, increasing patient satisfaction, and winning the competition. This tutorial will examine in detail why patient-reported outcomes are important for healthcare, how to collect them, and what role they play in the future of clinical care. What is a Patient-Reported Outcome? A patient-reported outcome (PRO) is an assessment of the status of a patient’s health condition that comes straight from a patient without third-party adjustments or interpretation. PROs can have different forms, such as surveys, diaries, and interviews. Why PRO is Important for Healthcare With patient-reported outcome measures, scientists can obtain the necessary data to complete clinical trials and produce better medication. As for providers, they receive an opportunity to use advanced treatment methods and build more trustful relationships with patients in the long run. More Effective Drugs Clinical trials were one of the primary reasons why PROs appeared in healthcare as a measurement instrument and became a standard in the late 20th century. Nowadays, PROs remain integral to clinical research and medical product development. One patient-centered outcomes research that covers 15 years of clinical trials leading to genitourinary cancer drug approvals from 2007 to 2022 demonstrated that 27 out of 40 trial protocols included patient-reported outcomes. Interestingly, 85% of these 27 trials focused solely on PRO data. Another study of 17,000 industry-sponsored clinical trials in oncology from 2013 to 2022 showed that 3,000 included PRO data. Despite the number of PRO-based trials standing around 16%, at least a third of phase three trials and nearly half of phase two trials included PROs. In addition to assessing the effectiveness of clinical studies, PROs can be beneficial in evaluating medical services’ effectiveness. More Detailed Patient Feedback A patient-reported outcome measurement gives providers a deeper understanding of multiple factors that affect patients during different stages of interaction and can tell more about: how they feel about their symptoms how symptoms impact their health-related quality of life what side effects a treatment or drug have on patients More detailed feedback from patients leads to more effective decisions made by HCPs. Data-Directed Decision-Making Patients are a valuable data source that can help providers generate unique insights and increase awareness of patients’ conditions, create personalized treatment plans, efficiently monitor treatment response, and beyond. Also, patients want HCPs to be open and hear them. When providers consider the patients’ perspective in their decision-making, it improves patient adherence, increases satisfaction, and personalizes patient experience. Enhanced Patient Experience The industry is more consumer-oriented than ever. Patients, especially those with a more severe diagnosis, want to get the best treatment possible and feel the utmost dedication from medical personnel providing personalized service. PROs are a perfect method for providers to discover everything they ever wanted about their patients, including their quality of life, interests, preferences, habits, health behaviors, and goals. Patients’ personal information enables providers to enhance experience and, in this way, stand out against competitors and facilitate the evolution of the industry. How to Collect Patient-Reported Outcomes Source: Unsplash. The Construction of Surveys for Patients Here are a few things to consider before constructing patient surveys: 1. Define Survey Goal Ensure they align with your overall research question or clinical objectives. 2. Develop Survey Content Use clear, simple language to create questions or items that address the defined goals. Consider including a mix of question types like multiple-choice and open-ended questions to capture a comprehensive range of patient experiences. 3. Incorporate Validated Measurement When possible, include validated and reliable patient-reported outcomes measures developed specifically for the concept or outcome of interest. 4. Optimize Survey Length Find the golden middle between the need for comprehensive data collection and the need to minimize respondent burden. Aim for a survey length that can be completed in a reasonable amount of time, typically no more than 15-20 minutes. 5. Organize and Format the Survey Arrange survey items in a logical order and use clear formatting to enhance readability and user-friendliness. Consider grouping similar items into sections and using clear instructions and response options. 6. Pilot Test the Survey Conduct a small-scale pilot study with a representative sample of the target audience to evaluate the survey’s clarity, relevance, and usability. Use feedback from pilot participants to refine and optimize the survey as needed. The Distribution of Patient Surveys When distributing surveys, a provider needs to: 1. Identify Distribution Channels Determine the preferred channels for disseminating the survey to reach your target patient population. It may include facilities, patient portals, community organizations, social media platforms, email lists, or postal mail. 2. Use Personalization Tailor dissemination strategies to the characteristics and preferences of your target audience’s each segment. Consider factors such as age, language, cultural background, health literacy, and access to health information technology when selecting dissemination channels and methods. 3. Provide Dedicated Support Offer professional assistance to patients who may need help completing the survey, especially those with limited literacy or technological skills. Provide contact information or assistance resources for patients to reach out if they have questions or encounter difficulties. 4. Monitor Response Rates Track the surveying process and adjust dissemination strategies as needed to increase participation. Send reminders, extend deadlines, or follow up with non-respondents to encourage survey completion. 5. Thank Participants Show gratitude to patients who participate in your surveys by acknowledging their contribution and explaining how you will use their feedback to inform decision-making or improve services. The Evaluation of Data from Patient Outcomes Here are three simple steps to evaluate PROs: 1. Prepare Your Data Ensure the PRO data you collected is complete, accurate, and free of errors or inconsistencies. 2. Conduct Different Types of Analysis Summarize PRO results with descriptive, responsiveness, and other analytical techniques to understand the impact of your surveys and content. 3. Interpret Results Consider the clinical and practical significance of the findings. Compare the results to existing benchmarks to provide a broader context for interpretation. Patient-Reported Data Distribution Here are five crucial steps in distributing PRO data: 1. Identify Key Stakeholders Determine the individuals or groups who will benefit from the patient-reported data, such as patients, providers, researchers, policymakers, and payers. 2. Tailor Communication Strategies Customize the presentation of findings to meet the needs and interests of different stakeholder groups. This may involve creating different reports, presentations, or publications for various audiences. 3. Choose Distribution Channels Select appropriate channels for distributing the findings, such as journals, conferences, workshops, webinars, or social media platforms. Consider the preferred communication channels of each stakeholder group. 4. Share Findings Distribute the findings through the chosen channels, highlighting key results, implications, and potential applications. Encourage dialogue and engagement with stakeholders to promote knowledge sharing and collaboration. 5. Facilitate Knowledge Transformation Develop tools, resources, and guidelines to support the practical application of PRO data in clinical practice, policymaking, or research. Patient-Reported Data Application Here are four practices to effectively apply PRO data: 1. Improve Service Delivery Apply PRO data to identify gaps in medical care, develop quality improvement initiatives, and enhance patient-centered care. 2. Improve Quality of Services Utilize PRO data to enhance policies, optimize resource allocation, and empower the development of patient-centered programs or services. 3. Advance Research Apply PRO data to inform research priorities, study design, and the development of new interventions or treatments. 4. Improve Patient Engagement Use PRO data to engage patients in shared decision-making, self-management, and the co-creation of care solutions. How to Improve Patient Engagement: Tips & Tricks Patient engagement is necessary for quality care. When your organization uses an effective patient engagement strategy, it will know what exactly patients want and provide patients with the services they need faster and at a reduced cost. Here are a few useful recommendations that will help your organization enhance patient engagement in the digital age: Design a Patient-Centered System: Today, your organization needs a single platform to engage with patients. Modern tools and features can provide a holistic view of each patient, streamline workflows between multiple care teams, and implement automation for better productivity. Provide the Necessary Knowledge: Most patients want to know what to expect during their customer journeys. They should have access to materials and resources to learn more about their conditions, understand the pros and cons of their treatment options, and feel safer. Collect Feedback from Each Patient: Patients have different perspectives, goals, revenues, and other characteristics, each affecting treatment in its own way. Collect feedback from each patient to have a range of perspectives and generate relevant insights about the level of patient engagement within your organization. Future of Patient-Reported Outcomes in Healthcare Source: Unsplash. The data-driven approach is the future of care. According to one global survey of specialists who work in a healthcare-related industry and are aware of how their organizations use health information technology for research, diagnosis, and treatment decisions: 74% claim their organization has made more effort on its approach to data integration and interoperability; 72% claim their organization has made more effort on its data strategy approach; 94% understand that data-driven care offers new opportunities that can help patients and doctors benefit from personalized approaches. In data-driven care, the role of PROs will only increase. A Standard for the Entire Industry Due to massive personalization and consumer-centricity, patient-reported outcomes will become a standard of care for most providers who will use it before and after intervention to meet patients’ expectations, improve engagement, and gain trust. Overall Digitalization With more providers focusing on exploring big data, artificial intelligence, and VR/AR technologies, PRO health care will undergo a digital renaissance. Thanks to data-centered and data-driven approaches, the level of care will increase multiple times and become more convenient, customized, and connected. Providers will pay more attention to PRO data and analyze it more intensely to fill the gaps in treatment, improve health status monitoring, and generate actionable insights. Final Thoughts By integrating PRO for better medical outcomes, providers can tailor interventions to align closely with patient preferences, needs, and experiences. Patient-reported outcomes not only enhance the quality of life and medical services by offering a comprehensive understanding of treatment effectiveness and patient well-being, but also enable the co-creation of treatment plans through collaborative decision-making between patients and providers. Patient-reported outcomes measures stand as a cornerstone in modern care. This powerful tool will keep revolutionizing the delivery of medical services and approaches to patient engagement.
Patient-Centric Marketing in the Life Science Industry: Putting Patients First Posted on April 9, 2024February 4, 2025 by Andrii Nikulin The rigid restrictions laid out in Direct-to-Consumer Advertising (DTCA) Rules or the Health Insurance Portability and Accountability Act (HIPAA) say nothing about the general ethics of treating a patient with care and compassion. Yet, being mindful of patients’ needs holds the most value long-term, combining financial expedience, legal compliance, and genuine commitment to their well-being. This article will cover the importance of putting patients at the center to foster stronger connections with the target audience, gain a competitive edge, and, more importantly, make a real difference in patients’ lives. What is Patient-Centric Marketing? Patient-centric marketing is what many health organizations and institutions are currently striving to achieve. Despite its importance, patient-centricity has only recently become a big trend in the healthcare industry. When it comes to marketing, it is still an unexplored area that many healthcare organizations are just beginning to discover. Patient-centric marketing focuses on the needs, goals, and interests of a patient. In the past, healthcare marketing was largely concentrated on promoting services and treatments rather than prioritizing the people they served. Patient-centricity turned things around, making the patient the main hero. As a result, patients now trust healthcare services and organizations more than ever before. From improved patient adherence to better healthcare decisions, the patient-centric approach has many benefits, which we will discuss next. Source: https://niteeshsrivastava.blogspot.com/2016/11/patient-centric-approach-is-that-next_6.html Role of Patient-Centric Marketing in Healthcare The rise of patient-centric marketing can be attributed to several major reasons. First, patients now have more access to information than ever, thanks to social media and the World Wide Web. Most people start their treatment journey by conducting online research. According to statistics, 80% of patients across all age groups learn about their diagnosis online. The vast amount of information makes them more aware of their health conditions and allows them to compare available treatment options and even pharma brands. As a result, life sciences organizations must search for more effective ways to cut through the noise and better help patients receive proper care. The second reason naturally follows the first one. With so many customers seeking health-related information online and generating a massive amount of personal data, it has become easier for pharmaceutical companies to craft marketing strategies that revolve around a patient’s preferences. LS businesses no longer must ask themselves, “Do we need to target HCPs or market directly to patients?” Technological advancement enables them to reconcile HCP engagement with any patient needs, drastically improving patient outcomes and overall marketing efficacy. Another reason to adopt patient-focused marketing is the increasing patient involvement in their own care. One of the recent studies shows that 93% of patients are ready to share their personal data to receive personalized health-related information. These findings give pharmaceutical companies the green light to start producing customized, compelling, and relevant content for patients. How to Deliver Patient-Centric Marketing: Tips & Strategies As a rule of thumb, pharma brands should follow three key steps to promote patient centricity: get to know their audience inside out, provide real value to them, and connect through the channels where their customers need them to be. Understand Your Patient LS businesses need to understand their patients as humans, acknowledging their fears, struggles, motivations, sentiments, and cognitive biases. One way to do that is patient journey mapping. But there is a catch: they must be written from the patient’s point of view. While most journeys typically start with the patient’s first interaction with the pharmaceutical company, a far more efficient approach is to begin when the patient notices something wrong, responds to the new reality, and seeks relief by turning to resources. Ignoring these important steps will lead to a shallow perception of the patient and a lack of understanding of their problem. It is equally important to understand patients’ actions while waiting for results or after receiving a diagnosis, such as exploring alternative treatment options or seeking information online. Such patients would appreciate useful information about available therapies or any different perspectives. In the post-diagnosis stage, pharma companies should identify the barriers that cause patients to drop off treatment. Sentiment analysis, behavioral targeting, patient surveys, segmentation, and other methods can contribute to finding the cause for dropping off. Once they are aware of specific reasons, they can develop effective marketing strategies to improve patient compliance. One example is when a pharma company uses artificial intelligence (AI) to understand the causes of parents’ reluctance to vaccinate their children. Some parents may exhibit optimism bias, believing there is no chance their child will contract the disease, while others are heavily influenced by how their close environment behaves. Understanding fears and needs enables pharmaceutical companies to effectively engage with them, sending the right message backed up with an abundance of compelling evidence. Utilize Patient Data to Provide Value Even if pharma brands in most countries cannot sell directly to patients, they can become trusted experts by providing valuable health-related information. The call to action may remain to consult an HCP, but still, there is a lot they can do to generate interest in their pharmaceutical products and improve patient education. With the help of the right technology and data, LS businesses can produce relevant and useful content to help patients in their journey to recovery. However, when focusing solely on their treatment, companies risk appearing overly “promotional,” which can repel potential customers. It is important to provide information about the entire spectrum of what patients are up against with their conditions. For example, people recently diagnosed with HIV (Human Immunodeficiency Virus) may appreciate content related to social stigma and strategies to overcome it. Patients with Multiple Sclerosis are likely to benefit from helpful resources on managing side effects from their medicine. Such content would make their therapy more tolerable, significantly increasing patient compliance rates. The key lies in ensuring the right messaging goes to the right patient. Having survived cancer, I realized the crucial importance of having timely access to reliable information. Right at the time when doctors shared the news about my diagnosis, my team and I were developing a mobile oncology assistant that could provide clinicians with real-world evidence and valuable data up to date. My awareness of the disease, its symptoms, consequences, and treatment options helped me quickly respond with the most effective strategy tailored to the specific needs of my body. This proactive approach significantly increased the chances of optimal patient outcomes, reduced possible side effects, and sped up the recovery process. Nataliya Andreychuk, co-founder and CEO of Viseven One more thing to remember is that the target audience is patients, not HCPs. As such, it is critical to communicate at an appropriate health literacy level. Using medical jargon, complex multisyllabic words, and lengthy sentences can deter pharma companies from achieving their main goal, which is to educate most of the population. Interact with Patients in Their Preferred Channels To put patients’ needs first, engaging with them through the channels where they spend their time while also staying relevant is crucial. For instance, if patients spend most of their time on social media, companies should join online discussions rather than interrupt and try to dominate them. Focusing exclusively on one’s brand is like snatching the microphone from the current speaker only to talk about oneself. LS brands must remember that social media is about building social connections rather than bombarding users with in-your-face advertisements. Pharmaceutical companies must offer information that helps patients accept and manage their conditions. Even if the topics aren’t closely related to the brand, providing value to patients without expecting anything in exchange is important. By choosing the right channels and providing relevant content, companies can build a patient community from which they can learn. How do patients’ needs vary across different segments? What do they react to? Engaging patients through digital channels not only makes them more educated care partners but also sheds some light on their dreams, hopes, complaints, expectations, biases, and fears. And if you would like to provide your patients with a seamless experience, integrate omnichannel marketing into your approach. Omnichannel marketing allows your audience to interact with the brand whenever they would like, while always receiving consistent messaging and support. Examples of Patient-Centered Marketing Patient-centered marketing can take various forms, and businesses that want to find the best approach for their patients should try out at least a few methods to discover what resonates. Let’s take a look at some examples of patient-centric pharma marketing: Personalized treatment plans Unique treatment plans that are adjusted to the patient’s circumstances are not only more effective but also show that the patient is cared for and that their needs are considered. Follow-up messages A healthcare journey does not stop at one visit; however, many patients end up continuing it on their own due to fear, anxiety, and other reasons. Some might even feel like the facility they were treated at doesn’t care about them, while others believe they can handle their conditions on their own. When an organization messages after appointments, asks follow-up questions, and gives recommendations, patients see and appreciate the commitment and receive the necessary support. Mobile apps There is a lot of space for customization and personalization in the world of mHealth apps. Scheduling appointments, checking for doctors’ recommendations, chatting with physicians, and many other features can become the ground for your future app. Such software can save a lot of time for both patients and health professionals while making healthcare more accessible. Social media The power of social media cannot be underestimated. Use it to post educational content, educate patients, and spread awareness about your facility. Case studies, questionnaires, guides, F&Qs, and other formats can help you increase website traffic and increase patient engagement. Modular content The modular approach is a relatively new strategy that focuses on breaking down content into smaller, more manageable pieces instead of always creating something from scratch. This way, you can create tailored content across different platforms much faster, quickly responding to the needs and interests of patient communities and spending less time on content delivery. Patient support programs Patient support programs, or patient advocacy programs, is an umbrella terms that encompasses various services offered by pharmaceutical companies to improve access to prescription medicine and provide patients with comprehensive support in navigating various challenges related to their treatment. Patient support programs can be implemented across a myriad of challenges such as mobile apps or telemedicine platforms, making it a versatile and flexible method to increase patient satisfaction and achieve better health outcomes. There are many other patient-centric practices, such as patient advisory boards or online events, that lead to improved patient retention and better clinical outcomes. Research what works for your organization best, and follow the chosen methods to create a personalized and empowering patient experience. Summing Up Patient-centered care is always about understanding your patients and doing your best as a healthcare organization to provide them with the assistance they expect. Conduct surveys to gather important patient insights, develop patient-centric healthcare processes that are both patient-friendly and physician-friendly, work with healthcare marketers to find the best patient-centered approaches, and, most importantly, make sure you put your focus on humanity, empathy, and inclusivity to create an environment where people who come to you feel safe. Viseven is a future-inspired global MarTech Services Provider for Pharma and Life Sciences industries with over a decade of experience. Viseven’s digital transformation center offers innovative solutions for companies of different sizes and digital maturity levels by merging marketing and digital technology expertise with innovation and strategic capabilities. The company’s solutions, products, and services are actively used by the TOP 100 Pharma and Life Sciences companies in more than 50 countries around the globe. Follow Viseven on social media: LinkedIn, Twitter, YouTube, Facebook.
How Digital Solutions Improve the Patient Journey Posted on April 4, 2024February 4, 2025 by Andrii Nikulin What if we told you that you have the single most effective tool to help patients stay and get healthy? What if we told you that all pharmaceutical companies can use this tool at any stage of patients’ journeys? In fact, you can enhance the effectiveness of this tool whenever necessary. So, what is this powerful tool that you can use? It is your patients’ voice. Putting patients’ needs at the center of their healthcare journey translates into better clinical outcomes, higher patient satisfaction rates, and customer loyalty. Customers’ voice helps life sciences brands understand what to research, how to develop, how to market products, and, eventually, how to build rapport with the audience. The use of technology allows them to amplify this voice, thereby facilitating the patient journeys. Let’s dive into some stats. Approximately 46% of adults in the US take prescription drugs. A quarter of individuals aged 18 to 39 regularly consume two prescription drugs, which means that the dependence on multiple medications is not exclusive to the older population. Meanwhile, patient visits last around 18 minutes only. That’s not a lot for most patients to receive all the information they need. These statistics explain why patients are increasingly taking more control over their own health. It becomes blatantly clear why 80% of patients read about their diagnoses online and 76% expect pharmaceutical companies to provide information that complements the products they sell. Viseven is a future-inspired global MarTech services provider delivering pharma companies digital innovations to craft valuable content, devise robust marketing strategies, and elevate brand awareness. This is the description you will find both on our website landing pages and at the bottom of our external articles. But that is only the part of the story. While we do help pharma achieve their business goals, our primary focus has always been on patients. And, today, the Viseven team wants to bring a crucial topic to the discussion: how innovations enhance the patient journeys. What is Digital Innovation? Digital innovation reers to the implementation of modern digital tools to improve business operations and processes. Companies introduce digital innovation to enhance patient experiences and shorten their healthcare journey to the brand. One of the major goals of digital transformation and innovation is to create a competitive advantage over market players and build a large base of devoted consumers. Why are Digital Solutions Important for the Patient Journey? Customer-centric companies make a science out of understanding patient needs. Using digital solutions while concentrating on healthcare experience helps to meet patient’s expectations and increase brand attractiveness. For instance, automating healthcare services can elevate efficiency and increase speed, making a company more appealing and reliable in the eyes of consumers. Technologies allow companies to offer value in a patient-focused manner without making difficult trade-offs. As an example, pharmaceutical companies can personalize content for different patient groups without making large investments into content production. Artificial intelligence (AI) and the modular approach make this possible. Brands assess performance of separate modules and craft effective marketing strategies based on evidence, rather than taking a shot in the darkness. Later, they can reuse highly performing assets to target specific audiences. Achieving Customer-Centricity in Your Digital Transformation To ensure a customer-centric digital transformation, it is essential to leverage data to know your customers, ensure security of their private information, and focus on compliance solutions for patients’ safety. Use Data to Know Your Customers People differ in their approach to care. Some prefer studying all potential side effects, while others refuse to get involved and find it hard to comply with prescribed therapy. It is not enough to simply provide information. It is essential to generate interest and provoke engagement. To connect with your customers, successful brands get to know their fears, emotions, cognitive biases, motivations, and personal struggles. An effective means to know your customer is a patient journey mapping. But there is a nuance: they must be written from the patient’s perspective. What do patients need once they notice something wrong with their health? How do they react to reality after receiving the diagnosis? At what point do they turn to available information for help? By understanding their customers, life sciences brands can seamlessly move them from one touchpoint to another. Pharma companies should leverage data analytics to identify specific barriers that can cause patients to abandon therapy or refuse care at all. As an example, a life science brand can rely on AI to understand why patients diagnosed with HIV/AIDS drop off treatment. Some individuals may fear possible side effects of the antiretroviral therapy or be affected by stigma surrounding the disease. Acknowledging these misconceptions enables businesses to send the right message based on an abundance of convincing evidence. Still, no matter how well your content is crafted, it is of little use, unless you engage patients where they are. Sending the right content through the wrong channel or at the wrong time significantly reduces the chances that the patient stumbles upon it. Viseven not only creates engaging, personalized content at a scale but also uses data to reach those who need it. Our omnichannel patient journey strategy helps pharma companies deliver messages in a compelling way, with the desired frequency and through the preferred channels. In doing so, we assist in bringing genuine value to patients, building connections with them, and raising awareness about pharmaceutical brands. Our clients experience up to 250% increase in engagement rate and 20% higher click-through-rate. We also firmly believe that data is often ineffective without visualization. Our team transforms overwhelming amounts of statistics into user-friendly graphs and diagrams, letting pharma companies make sense of their crucial metrics, such as impressions, clicks, shares, reach, comments, and leads. Our analytics not only capture patient engagement results but also highlight trends and patterns that might otherwise get lost in the sea of data. Ensure Clinical Data Security to Build Trust In the past, a healthcare provider (HCP) used to keep patients’ sensitive information in manila envelopes stored in filing cabinets to ensure data security. Nowadays, as health data migrated to the cloud, we must constantly come up with more sophisticated security strategies that outsmart hackers’ intentions. Health information contains more private and personal information than any other kind of customer data, making healthcare organizations more vulnerable to cyber-attacks. According to the latest evidence, more than 540 healthcare organizations reported data breaches in 2023, which affected upwards of 112M patients. This translates into money and time needed for recovery, let alone the damage to the organization’s reputation. According to the Healthcare Breach Report, a healthcare organization needs 236 days on average to recover from a data breach. Each incident costs approximately $500 per compromised patient record. Encryption protocols, file backups, regular security audits, and multi-factor authentications are some commonly used solutions to protect patients’ data from prying eyes. Pharma companies adopt robust anti-virus and anti-malware applications and, what’s equally important, keep them updated all the time. It is not uncommon to use system monitoring applications that track and record all activities and data usage. This boosts transparency, as you can have a bird-eye view on who is updating, deleting, accessing, and moving patient files. When these solutions spot any suspicious activities, they instantly notify the organization’s IT staff. While all these measures are effective, why are cyber-attacks prevalent today? One often-overlooked reason is healthcare professionals’ large workloads. HCPs frequently express feelings of being overwhelmed and exhausted. In an effort not to disrupt the workflow, they may be tempted to neglect proper protective measures. The health system must adopt a holistic and comprehensive approach to address HCPs’ heavy workloads and mental health concerns. Leveraging technologies, standardizing processes, and offering wellness programs are some of the ways that help them combat chronic fatigue and burnout. Balance Innovation and Compliance Pharmaceutical companies must navigate a tricky path – innovating rapidly to drive the health system forward, while toeing the line of local and international regulations for patient safety. The rapid development of COVID-19 vaccines is the case in point, where groundbreaking speed did not compromise compliance. Trials adhered to all standards, and patient data was constantly shared with regulatory agencies. Now comes the million-dollar question: How is it possible to balance innovation and compliance? And once again the quick answer is technology. Modern technologies play a pivotal role in areas like drug development and pharma marketing. And they are equally helpful when it comes to adhering to stringent regulatory requirements. AI, blockchain, and data analytics optimize processes, ensure traceability, reduce human error, and increase transparency in the pharma supply chain. But let’s look at the examples. The development of precision medicine has become one of the macrotrends in the industry due to advances in proteomics, genomics, and data analytics. In fact, the precision medicine market is expected to be worth $126.14 billion by the end of 2025. Another study shows that the number of personalized drugs in the United States alone has doubled from 2016 to 2020. Personalizing therapies based on genetic makeup and unique environment holds the potential for more effective ongoing care, with fewer side effects. New laws are continuously introduced to control personalized treatments and genetic testing. As a result, pharma brands must regularly update their organizational processes to remain compliant. But this is easier said than done. Personalized therapeutics is much more sophisticated than the “one-dose-fits-all” approach. Pharma heavily relies on regulatory technology, also known as RegTech, to keep up with the overwhelming number of new amendments and always-changing standards. When a new law comes in, a notification pops up, telling them to reconsider their compliance processes and helping them report to regulatory bodies on time. The adoption of AI to accelerate the Medical Legal Regulatory (MLR) process is an important innovation in digital pharma marketing. The rise of ChatGPT has shown how content can be created in a matter of seconds. But while in many industries it only takes a couple of minutes to generate and send an email to a customer, the pharma industry is a different ballgame. Due to strict regulations, each claim must be supported with the relevant reference and then approved by the MLR team. On average, it takes about four to five weeks for a pharma company to send just one email. But in less-than-ideal situations where content must do a little back-and-forth dance between content creators and MLR crew, businesses are not just losing time and money but also gambling their competitive edge. Companies risk not sending timely follow-ups, potentially losing HCPs as customers, or missing the chance to update them on the latest groundbreaking therapies, facing a decline in engagement rates. The good news is that the same AI can be used to speed up content creation while ensuring compliance. Let’s take our eWizard, content experience platform for pharma, as an example. We are developing a feature that allows users to see the likelihood of content approval before undergoing the formal MLR process, thereby speeding up time-to-market. If there are content mismatches, sensitive images, or missed references, you receive an alert and, importantly, suggestions on how to improve your piece. Once the content gets the green light, you can recycle and tweak it for future campaigns without the need to go through rigorous MLR procedures once again. Thanks to AI technology, you can automatically tag all your texts and images to easily compose a new personalized campaign using the already-approved modules. With eWizard, one of our clients, Biogen, a major player in the global biotech sector, has streamlined their content production, cutting the time-to-market from three weeks to just one. Final Words Effective patient’s journey presupposes caring for patients in every aspect of business. This includes creating drugs with their needs in mind, prioritizing data safety and patient experience, generating compelling, compliant content, and always considering them, even in HCP marketing. Pharmaceutical brands that treat patients respectfully and address their unique challenges throughout the entire patient journey tend to build trustful, mutually beneficial relationships with their target audience. Digital innovation in healthcare offers a means to build this trust, be it through granting access to reliable information, providing ways to engage patients, or ensuring data security. What’s equally important, digital innovations enable pharmaceutical and life sciences companies to put customers first without compromising their business interests, like costs or operational efficiency. This intricate balance lets brands satisfy their customers’ needs while propelling towards organizational health and a competitive edge. Viseven has been delivering compliant, cutting-edge solutions for over a decade now. Our pharmaceutical MarTech company boasts a 93% client satisfaction rate. In fact, 80% of our clients have come to us through referrals. Need a robust, patient-centric digital solution? Drop us a line, and we will reach out to you as soon as possible.
Top Pharma, Life Sciences, and Healthcare Trends for 2024 Posted on November 9, 2023February 4, 2025 by Andrii Nikulin Companies of all sizes in the pharmaceutical, life sciences, and healthcare industries are among the first to embrace advanced technology and its tremendous potential to accelerate drug research and development, streamline drug manufacturing and supply chains, and personalize patient care and customer experience. In our overview, we collected all the most significant pharma, life sciences, and healthcare trends that will change the game within the upcoming years. Download this guide to learn more about: Using artificial intelligence to deal with mental health issues, preventing burnout in the workplace, discovering new drugs, and improving medical content production; Next-generation medical education and healthcare powered by metaverse and virtual reality; Omnichannel marketing and how it can increase engagement with healthcare professionals; Patient-centric approach, precision medicine, and personalized patient support programs; World’s leading pharmaceutical companies uniting their efforts to work together towards achieving decarbonization. Complete the form below to get Pharma, Life Sciences & Healthcare in 2024 — Technology Trends Outlook to your inbox.
Rethinking Pharma Procurement Strategies Posted on September 14, 2023February 4, 2025 by Andrii Nikulin Pharmaceutical procurement is arguably the key factor influencing drug availability, safety, and total costs. Comprehensive procurement process should ensure a timely supply of the right pharmaceutical in the right quantity, meeting approved quality standards. It should effectively manage supplier relationships in an ethical way while also seeking to secure the most favorable purchase price. That said, it is essential that this process was implemented by competent personnel with pharmaceutical, managerial, legal, and financial expertise. Equally important is their access to robust technology and reliable, up-to-date information. To tick all the boxes on this extensive list of requirements, pharmaceutical companies should clearly understand all challenges and remain aware of current trends to make procurement both efficient and seamless. In this article, the Viseven team aims to explain how pharma procurement works and to cover effective strategies to transform this process at any level, from local campaigns to national health programs. What is Procurement in the Pharmaceutical Industry? Pharmaceutical procurement refers to the process of managing supplier relationships to ensure pharma companies receive correct medicines in the right quantities at reasonable prices while the supplier gets a transparent and timely payment. The procurement cycle presupposes all decisions related to selecting suppliers and monitoring drug delivery and distribution. It typically falls into the following steps: Reviewing drug selections. Determining drug quantities. Aligning needs with the budget. Selecting a procurement method. Choosing suppliers. Outlining contract terms. Tracking order status. Receiving and checking drugs. Paying for an order. Distributing pharmacy. Gathering consumption information. Key Pharma Procurement Challenges There are many balls in the air which pharma brands must keep juggling to deliver effective, safe, and reasonably priced essential pharmacy. Let’s take a closer look at some of them. The lack of supply chain transparency The lack of supply chain visibility makes it excruciatingly challenging for pharma companies to plan medicine production, forecast demand, and manage their inventory. Without consistent, standardized data, regulators fail to identify drug supply concerns, policymakers cannot make informed decisions to improve supply chain resilience, and healthcare providers (HCPs) are blindsided by the acute shortage of critical pharmaceuticals. The lack of transparency is positively correlated with improper security as well, as it becomes problematic for buyers to protect medicines they cannot track. Poor supplier performance Poor supplier performance generally results in unanticipated expenses. For example, a pharmaceutical brand can face increased acquisition costs if a supplier has not delivered on time. It also bears extra replacement expenses when drugs are discarded due to improper packaging. Hidden expenses can pile up, spiraling out of control due to many reasons related to supplier performance: the lack of appropriate documentation, storage, wrong dosage forms, and the list goes on. Any of these performance incidents may create a serious disruption at any level of the supply chain. If inadequately managed, poor supplier performance may impact drug safety and availability. Unexpected geographic factors Many pharmaceutical companies relying on global markets for drug materials are particularly vulnerable to shifting geopolitical situations. For instance, depending on sources in tariff-affected countries can substantially increase a pharma company’s operational expenses. Climate change is another factor, potentially disrupting supplies and contributing to hefty price tags. Regions which were once the sources of raw materials may be plagued by adverse weather events, hindering production and causing inflated costs. What are the Main Pharmaceutical Procurement Methods? Procurement methods, at any health system level, typically comprise the following categories: restricted tender, open tender, direct procurement, competitive negotiation, and international and local shopping. Restricted tender: Suppliers must go through the prequalification process to prove their past supplier performance, manufacturing practices, and financial viability. Open tender: Any supplier representative can submit their offer, following terms and conditions outlined in the tender invitation. Direct procurement: Drugs or materials are sourced from a single supplier at the negotiated discount or quoted list price. Competitive negotiation: The buyer turns to a limited number of suppliers (usually at least three) to negotiate the price or achieve certain service arrangements. International or local shopping: Like competitive negotiation, the company reaches out to three suppliers on average; however, price negotiations are not allowed. Logistics Solutions to Improve Pharmacy Procurement Process With the rising number of sensitive medicines, how can the pharmaceutical logistic cycle keep expenses down while still complying with all safety requirements? Let’s discover the main approaches to accomplish this. Implementing innovative technologies Cutting-edge drugs, such as stem cell therapy or large molecule biologics, require innovative transportation methods to keep the damage risks close to zero. Technologies allow pharmaceutical companies to collect and analyze a massive amount of data to ensure proper drug safety. One of the most common use cases is Internet of Things (IoT) sensors placed on containers and packaging to track humidity and temperature in real-time. The importance of these solutions becomes all the more striking when one realizes that a staggering $35 billion is lost each year due to inadequate temperature regulation during shipments. Not only do sensors enable companies to comply with quality standards but also timely respond to risks during the actual transportation. For instance, technology makes it possible to modify a vehicle’s route or recharge the batteries in a temperature-controlled container, if necessary. Widening the scope of supply chain partners Expanding the network of suppliers is associated with tangible benefits, such as cost optimization and efficiency. For instance, a global life sciences (LS) company could choose to partner with their suppliers to perform safety tests. Instead of sending these materials to their own laboratory once they receive the packages, they could trust the tests done by the suppliers. By opting for this kind of collaboration, these companies can considerably trim off their transportation costs and speed up time-to-market. Collaborations with competitors or stakeholders in other industries can help address high costs of low volume drugs. Pharma brands can share trucks or temperature-controlled containers for airfreight, thereby significantly lowering transportation expenses. Digital Transformation in Pharma Procurement It is no secret that the coronavirus hit the health sectors the hardest. The pharmaceutical industry had to quickly find ways to optimize its procurement processes in order to tackle the hurdles the deadly virus brought upon businesses. Data analytics, e-procurement platforms, and blockchain technology emerged as the major trends to prevent procurement disruptions and boost supply chain resilience. Data analytics There is a reason data is called the new gold. For example, data analytics tools help businesses make more informed decisions regarding supplier negotiations. To choose the best supplier, businesses can analyze hundreds of options and sort them out in strategically important clusters. This categorization allows them to settle down on the right vendor based on the prices and upcoming purchases. Having the best supplier for a particular situation cuts down the total costs and time spent on negotiations. Artificial intelligence (AI) algorithms also take a lot of legwork from supplier management. Take, for instance, a pharma company that purchases ingredients for its new medicine. It has 200 suppliers in 120 strategically important clusters, with each supplier in numerous clusters. Advanced analytics solutions give the company a bird-eye view of each vendor’s performance in terms of quality, risks, price, and sustainability. Additionally, many companies introduce data analytics technology to cut down their transportation costs. To give you an example, a pharmaceutical manufacturer, Moderna, relies on Looker, an AI-powered data analytics solution delivered by Google. The following tool allows them to identify the most cost-saving logistics route for each of their 60,000 shipments per year. E-procurement platforms Pharmaceutical and LS enterprises leverage e-procurement solutions for a plethora of reasons. These include enhancing strategic planning, driving operational performance, and automating labor-intensive tasks. The range of functionalities within e-procurement platforms notably varies. Certain platforms focus on facilitating compliance with regulatory benchmarks, while others, much like well-known sites such as Amazon or eBay, connect users with verified suppliers, distributors, and manufacturers. Additionally, some digital solutions are designed to help to classify medications and store relevant details about them, such as active ingredients, dosage forms, and pricing. This not only saves a fair bit of time but also eliminates errors from the manual process of cataloging. Prior to e-procurement, GlaxoSmithKline (GSK), a global pharma brand, used old school paper cataloguing and communications over the phone. This made the procurement process more expensive, time-consuming, and ridden with errors. Soon they realized they needed to shift to an e-procurement platform to easily manage content in any lab supply firm worldwide. Their solution now allows them to create requisition, approve, distribute, and make receipts with just a few clicks. Blockchain technology Blockchain remains one of the main tech stories in pharmaceutical procurement. Blockchain refers to a secure database, where real-time information is available to all parties. This, in turn, makes it possible to share anything valuable, including drug provenance or current temperature, improving supply chain safety and transparency. For example, blockchain is actively used to monitor every step in the cold chain, from manufacturing to delivery, using smart contracts. If specific conditions are met, these contracts are automatically put into effect. This way, pharmaceutical companies can determine the step in the drug delivery process when a temperature-sensitive product becomes degraded. If fluctuation in temperature occurs, they can identify those responsible for the damage and request compensation. Since the record in the ledger cannot be manipulated or erased, blockchain helps to address another elephant in the room – drug authenticity. In 2021, in North America alone, pharma companies suffered from 2,440 incidents of medicine counterfeiting. With blockchain, every step a pharmaceutical product takes in the supply chain journey is documented through an immutable record of events. Merck, one of the oldest pharma manufacturers, partners with IBM, Walmart, and accounting leader KPMG to take advantage of blockchain technology. To build trust with its customers, the company gets rid of any intermediary that disrupts transparent data flow in their supply chain. Due to blockchain, pharmacists and healthcare providers (HCPs) can use an application to track the vaccine packages and get the full history of their journey, from suppliers to their offices. Ensure a painless pharmaceutical procurement process With rising incidents of counterfeiting, safety concerns, and high production costs, pharma companies absorb a disturbing realization: regulatory compliance alone will not solve all problems in the procurement process. It will require investments in cutting-edge technologies to ensure supply chain visibility, supplier high performance as well as resilience in the face of unanticipated geopolitical shifts. Viseven, with over 14 years of experience, has consistently delivered innovative digital solutions to pharmaceutical and LS enterprises worldwide. Over this period, we have established long-term partnerships with more than 150 clients, including 50 globally renowned industry leaders. From idea to realization, we can help to build procurement solutions of any complexity. Need a hand with software development? Please, contact our team to start cooperation.
Net Promoter Score (Net Patient Score) in Pharma Posted on July 18, 2023February 4, 2025 by Andrii Nikulin Patient satisfaction plays a crucial role in the healthcare industry. The ability to deliver exceptional care experiences is not only essential for improving patient outcomes but also for building long-term relationships and loyalty. Healthcare organizations increasingly turn to the Net Promoter Score (NPS), a widely adopted metric in various industries, to gauge patient satisfaction and loyalty. In healthcare, this score is known as the Net Patient Score, reflecting its specific application within the pharma niche. The concept of NPS revolves around the fundamental question: “How likely are you to recommend our services to friends or family?” By measuring patients’ willingness to recommend a healthcare organization, the NPS provides valuable insights into their level of satisfaction and advocacy. It goes beyond traditional satisfaction surveys by focusing on the likelihood of referrals, a strong indicator of loyalty. In the pharma niche, the Net Patient Score has gained recognition for its ability to assess patient loyalty and drive improvements in the quality of care. As we delve into the world of NPS in healthcare, it’s essential to understand the nuances and implications of this metric. By exploring its benefits, calculation methods, analysis techniques, and future trends, we can uncover its potential to revolutionize patient care. In the following sections, we will delve deeper into the concept of NPS in healthcare, exploring its significance and potential impact. We will examine what NPS provides regarding patient insights, what constitutes a good NPS score in healthcare, and how to effectively calculate and analyze NPS scores. Additionally, we will explore NPS benchmarks, the factors influencing them, and the importance of monetizing NPS scores. Practical tips for implementing NPS in healthcare settings and strategies to improve NPS will also be covered. Understanding NPS in Healthcare In healthcare, NPS goes beyond traditional satisfaction surveys by strongly emphasizing patient loyalty and advocacy. While satisfaction surveys provide insights into individual experiences, NPS takes it further by assessing patients’ likelihood to promote the organization actively. The use of NPS in healthcare offers several benefits. Firstly, it provides a standardized and consistent way to measure patient satisfaction, allowing for easy comparison across healthcare organizations. This standardized approach enables benchmarking against industry standards and identifying improvement areas. Tracking NPS scores over time enables healthcare organizations to monitor trends and assess the impact of implemented changes and interventions. This longitudinal data provides valuable insights into the effectiveness of initiatives to enhance patient satisfaction and loyalty. Furthermore, NPS allows organizations to target specific interventions toward different patient segments. By identifying Detractors and Passives, organizations can focus on addressing their concerns, improving their experiences, and ultimately working towards converting them into Promoters. This targeted approach enhances patient satisfaction and fosters loyalty among a broader patient base. Promoters and Detractors So-called Promoters, identified through high NPS scores, are crucial to the success of healthcare organizations. These satisfied patients continue to seek care from the organization and become brand ambassadors. They willingly recommend the organization to their friends, family, and acquaintances. Their positive reviews and word-of-mouth referrals contribute to the organization’s reputation and growth. On the other hand, Detractors, indicated by low NPS scores, present a potential risk. These dissatisfied patients may share their negative experiences with others, potentially deterring prospective patients from seeking care at the organization. Addressing the concerns of Detractors and converting them into Promoters becomes essential to mitigate any negative impact and ensure a positive patient experience. Healthcare organizations can gain a comprehensive view of patient satisfaction, loyalty, and advocacy by understanding NPS and leveraging its benefits. This understanding empowers organizations to make data-driven decisions, prioritize areas for improvement, and enhance patient experiences, ultimately fostering loyalty and driving positive outcomes. Calculating and Interpreting NPS Calculating and interpreting Net Patient Score is valuable in understanding patient satisfaction within the healthcare industry. The NPS calculation formula, which revolves around patients’ likelihood to recommend a healthcare organization, quantitatively measures their sentiment. It looks like “% of Promoters – % of Detractors.” Defining a good NPS score in healthcare is context-dependent and varies among organizations. Generally, a positive NPS score indicates that the number of Promoters outweighs the number of Detractors, highlighting a favorable patient sentiment. However, the threshold for a good NPS score may vary based on industry standards, organizational goals, and the competitive landscape. By accurately calculating and effectively interpreting NPS scores in healthcare, organizations can gain valuable insights into patient satisfaction levels and identify areas for improvement. This knowledge empowers healthcare providers to implement targeted strategies to enhance patient experiences, foster loyalty, and drive continuous organizational improvement. Analyzing NPS Scores Tracking and analyzing NPS scores is essential as it allows pharmaceutical companies to identify trends, measure the impact of implemented improvements, and monitor the effectiveness of patient experience initiatives. By examining the changes in NPS scores, they gain a deeper understanding of their progress in delivering exceptional care and make data-driven decisions to enhance patient satisfaction. Various factors can influence NPS benchmarks in healthcare settings. Factors such as the quality of care, communication with healthcare providers, wait times, access to services, and overall patient experience can all impact NPS scores. Healthcare organizations must take a holistic approach and consider these factors when analyzing NPS scores. By identifying the drivers behind NPS scores, organizations can prioritize areas for improvement and implement targeted strategies to enhance patient satisfaction and loyalty. Such an approach leads to setting NPS goals and benchmarks, as it is another important aspect of NPS score analysis. By establishing clear goals, companies’ organizations align their efforts towards specific targets, such as increasing the proportion of Promoters and reducing the number of Detractors. NPS benchmarks provide a reference point for healthcare organizations to compare their performance against industry standards and identify areas where they excel or need improvement. Monetizing NPS Scores By recognizing the strong correlation between patient satisfaction, loyalty, and financial outcomes, pharma companies can leverage NPS to improve revenue and profitability. The fundamental strategy for monetizing NPS is increasing patient retention and fostering loyalty. Satisfied and loyal patients are likelier to continue utilizing the organization’s services, leading to higher number of interactions and increased revenue. These patients not only request services regularly but also have the potential to become brand ambassadors, referring their friends, family, and acquaintances to the organization. Obviously, NPS can be a valuable tool for attracting new patients. Positive NPS scores and patient testimonials act as powerful endorsements, instilling confidence in prospective patients and influencing their decision to choose a healthcare provider. By promoting positive NPS scores and consistently delivering exceptional patient experiences, organizations can enhance their reputation and build a more extensive patient base, resulting in financial growth. By choosing NPS as a strategic tool, healthcare organizations can enhance patient experiences and drive financial success. By consistently monitoring NPS scores, actively addressing areas of improvement, and leveraging positive patient feedback, organizations can increase patient retention, attract new patients, and ultimately improve their bottom line. Monetizing NPS scores is a powerful approach that aligns patient satisfaction and financial outcomes by influencing financial planning and decision-making processes. Implementing NPS in Healthcare Implementing Net Promoter Score (NPS) in healthcare settings requires careful planning and execution. Here are some tips for effectively implementing NPS in healthcare organizations. The best way to start is to clearly define the objectives and desired outcomes. Identifying specific goals, such as improving patient satisfaction or increasing referrals, helps to accurately focus efforts and measure success. It is also crucial to select appropriate survey methods that align with the organization’s patient population and preferences, whether through email, phone, or in person. One common challenge is obtaining a high response rate from patients. To address this, organizations can employ strategies, such as offering incentives, ensuring simplicity and brevity in survey designs, and integrating surveys into existing communication channels. Additionally, gaining buy-in from staff and leadership is critical to fostering a culture of patient feedback and continuous improvement. Best practices for collecting and managing NPS data in healthcare organizations involve establishing robust data collection processes. This includes ensuring data privacy and security, using standardized survey questions, and capturing relevant demographic information. Regularly analyzing NPS data and sharing actionable insights with frontline staff and decision-makers facilitate the implementation of targeted improvements and drive positive changes in patient experiences. It is crucial to understand that implementing NPS is an ongoing process that requires continuous monitoring and adjustment. Regularly reviewing and analyzing NPS data allows organizations to identify trends, patterns, and areas for improvement. Closing the feedback loop by communicating with patients and acknowledging their feedback is essential, as it demonstrates commitment to their satisfaction and continuous improvement. Absolute and Relative NPS When discussing Net Patient Score in healthcare, it is important to consider absolute and relative perspectives. Absolute NPS focuses on the organization’s overall score, representing the proportion of Promoters and Detractors. It provides a snapshot of patient sentiment and loyalty at a specific time. Healthcare organizations can gauge their performance and track improvements over time by monitoring absolute NPS scores. In contrast, relative NPS involves comparing the organization’s NPS scores with industry benchmarks or competitors. This comparison allows organizations to gain insights into their standing within the healthcare landscape and identify areas for differentiation. Relative NPS benchmarks can serve as a valuable reference point, enabling organizations to set ambitious goals and strive for industry-leading patient experiences. Both absolute and relative NPS scores offer unique advantages. Absolute NPS provides a clear and straightforward measure of patient sentiment specific to the organization. It allows for internal tracking and evaluation of patient satisfaction trends. On the other hand, relative NPS provides external context and industry perspective. It enables organizations to understand how they fare compared to their peers and identify opportunities for improvement or areas where they excel. However, it is crucial to recognize the limitations and potential biases of using relative NPS benchmarks in healthcare. These benchmarks may not account for a specific organization’s unique characteristics or patient demographics. Additionally, industry benchmarks may only partially reflect the nuances of patient experiences across different healthcare sectors or regions. The Future of NPS in Healthcare The future has immense potential for advancements and improvements in measuring patient satisfaction and loyalty. As technology continues to evolve, emerging trends and developments shape the future of NPS measurement. One of the emerging trends is the integration of digital platforms and innovative data collection methods to gather NPS feedback. Online surveys, mobile applications, and social media listening tools provide new real-time channels for capturing patient sentiment. These technological advancements enable healthcare organizations to gather feedback more efficiently and engage with patients on their preferred platforms. Technological advancements also play a significant role in enhancing the analysis and interpretation of NPS data. Advanced analytics and machine learning algorithms can provide deeper insights into patient feedback, uncover hidden patterns, and identify key patient satisfaction and loyalty drivers. By leveraging these technologies, healthcare organizations can make more informed decisions and implement targeted improvements to enhance patient experiences. The future of NPS in healthcare also holds potential for new applications and areas for further research. For example, integrating NPS with electronic health records and patient portals can provide a comprehensive view of the patient’s journey, allowing for personalized and tailored care experiences. Additionally, exploring the correlation between NPS and clinical outcomes can provide insights into the impact of patient satisfaction on health outcomes. Further research in healthcare NPS can explore the influence of demographic factors, cultural differences, and social determinants of health on patient satisfaction and loyalty. By deepening our understanding of these factors, healthcare organizations can implement more targeted interventions to address disparities and improve patient experiences across diverse populations. In Conclusion NPS plays a pivotal role in the healthcare industry, providing valuable insights into patient satisfaction, loyalty, and advocacy. Throughout this discussion, we explored various aspects of NPS in healthcare, including its calculation, interpretation, and analysis. We also discussed the significance of setting NPS goals, overcoming implementation challenges, and effectively collecting and managing NPS data. We encourage healthcare organizations to adopt NPS as a part of their patient-centric approach and deliver better care. By implementing NPS effectively, organizations can continuously monitor patient satisfaction, set meaningful goals, and make data-driven decisions to enhance their quality of care. NPS also empowers organizations to proactively address patient concerns, improve service delivery, and foster a culture of continuous improvement. NPS offers healthcare organizations a robust framework for understanding and improving the patient’s experience. By embracing NPS, organizations can prioritize patient satisfaction, drive positive healthcare outcomes, and deliver patient-centric care. Let us strive to harness the insights provided by NPS and foster a healthcare system that consistently meets and exceeds patient expectations.
