Accessibility is not a self-generated issue that can be resolved on its own, though – which connects such strategies with at least two other aspects. On the one hand, there are the healthcare systems in place, together with their inherent shortages. Global pharma is naturally perceived to possess resources that can help solve these.
How? Here’s the second connected question, namely tech.
For example, Microsoft’s Lalo Steinmann presented a view on the role of AI in this process. The use of AI capacities would supposedly help handle health data, foster precision medicine and enhance clinical trials. The sum of these developments was handily labeled as “AI democratization” – and might be one of the things to expect in the nearest future. However, there are quite a lot of directions to lead up to that moment in the meantime.
“You can’t do it alone!” Collaborations and partnerships
Is the way you draw the pharma-HCPs-patients triangle any different in Latin American realities, as compared to the other regions?
It turns out from the previous years’ experience, it is. These collaborations in LATAM are unique in that they are still being shaped with the increasing presence of newest trends. Quite illustratively, the topic of “YOU CAN’T DO IT ALONE” was raised in the format of panel discussions.
One of these, involving executives from Novartis, Takeda, Astellas, and Bayer, was centered around making partnerships across multiple level long-lasting enough to provide the necessary push for the healthcare system overall to become truly patient-centric. The benefits are reciprocal for pharma and the system: the former gets data, the latter receives value.
Yet another discussion, involving Eduardo Magallanes, Senior Vice President Latin America at Bayer Pharmaceuticals, as well as Migdalia Denis, President and Founder of Sociedad Latina Hipertensión Pulmonar among others, affirmed that it is indeed possible for the industry to collaborate in healthcare at an even more involved level without sacrificing the commercial KPIs. A feasible approach to selecting and defining the frameworks for collaborations is the key.
The quest for patient insights
A quest is now underway for patient insights, which are supposed to define the major directions of R&D (understandably, also marketing). Not that these insights are hard to get, given the possibilities of tech…
…but someone will have to provide access to and popularize the tech. And the programs that engage patients using the tech. Roslyn Schneider, Global Patient Affairs Lead of Pfizer, has presented a memorable checklist for patient engagement with do’s and don’ts, based on practical experience.
In short, global pharma is more than determined to deploy a whole range of digital patient engagement solutions, including apps and data management, for the sake of insights-based patient collaborations. The panel discussion featuring, among others, Anita Natzkova from Teva Pharmaceuticals, focused on program co-creation and thorough measurement to that end.