In an era where medicine is rapidly becoming more personalized, why do pharmaceutical companies still struggle to effectively engage with the very individuals they aim to serve? The traditional model of drug development and healthcare delivery is undergoing a seismic shift, with patient engagement emerging as a critical factor in achieving better health outcomes and driving innovation.
Patient engagement in the pharmaceutical industry is quickly growing into a critical necessity for business continuity. From clinical trial design to post-market drug evaluation, patients are demanding a seat at the table. Their unique insights and experiences have the power to reshape medicines development pipelines, improve treatment adherence, and ultimately lead to more effective therapies.
What is Patient Engagement in the Pharmaceutical Industry?
Patient engagement in the pharmaceutical industry refers to the active involvement of patients in the development, delivery, and evaluation of healthcare products and services. This concept has gained traction as pharmaceutical companies recognize the importance of understanding patients’ experiences, needs, and preferences to improve health outcomes and enhance the overall quality of care.
Why is Patient Engagement Important for Pharma?
As we mentioned, patient engagement in pharma has transformed from a desirable addition to an absolute necessity. Leading companies are now investing heavily in patient engagement training, signaling a big shift in industry priorities. This change is further driven by major regulatory bodies emphasizing Patient-Focused Drug Development (PFDD).
For instance, the FDA’s requirement for Patient Perspectives in drug reviews has made patient engagement crucial for approvals and reimbursements. Additionally, the COVID-19 pandemic has intensified public scrutiny of pharmaceutical companies, creating a unique opportunity to build trust with patients. These developments collectively underscore a clear message: patient engagement is now fundamental to success, shaping everything from drug development processes to corporate reputation and market performance.
However, pharma is one of the few industries that have not fully embraced their end users in product development. This is unfortunate as patient engagement can hugely benefit all parties in multiple ways. Let’s break them down below.
Improving the drug development process
One of the most compelling arguments for patient engagement lies in its potential to dramatically improve the drug development process. According to Economist Intelligence Unit, drugs developed using patient-centric designs were 19 percentage points more likely to be launched, with an impressive 87% launch rate compared to 68% for drugs developed without such designs. This stark difference emphasizes the value of incorporating patient perspectives from the earliest stages of drug development.
The impact of patient engagement extends beyond mere launch rates. Trials with patient centricity have demonstrated a remarkable ability to accelerate the recruitment process, a critical factor in bringing new therapies to market. On average, patient-centric trials took just 4 months to recruit 100 participants, compared to the industry average of 7 months. This efficiency gain is even more pronounced in specific therapeutic areas:
- In neurology and oncology trials, patient-centric approaches halved recruitment time.
- For rare diseases, the impact was even more dramatic, with patient-centric trials taking only a fifth of the time required by traditional approaches.
Enhancing patient outcomes
Beyond the development phase, patient engagement plays a crucial role in ensuring the effectiveness of treatments in real-world settings. When patients are actively involved in their treatment decisions, they are more likely to adhere to prescribed medicines and regimens, leading to improved health outcomes. This increased adherence not only benefits patients directly but also provides pharmaceutical companies with more robust real-world efficacy data, creating a cycle of improvement and innovation.
Building trust and loyalty
By prioritizing patient engagement, pharmaceutical companies can improve their public perception and build trust with patients and healthcare providers. Engaged patients are more likely to remain loyal to brands that demonstrate a commitment to their well-being.
Driving patient-centric innovation
Patient insights are invaluable in driving innovation beyond the drug itself. Engagement can lead to improvements in drug delivery methods, packaging designs, and support services that enhance the overall patient experience. This holistic approach to innovation and research can provide pharmaceutical companies with a significant competitive advantage in an increasingly patient-centric healthcare ecosystem.
Top Ways Pharma Companies Can Drive Patient Engagement
Today, pharma companies are striving to shift their approach and create engagement strategies with an end consumer in mind. According to a study, surveying almost 6,000 healthcare consumers, pharma does a good job of providing patients with certain aspects, however, some areas still require attention. Let’s discuss how patients want to be engaged by pharma companies.
Prioritize customer support
Customer support has emerged as a critical factor in patient engagement. It was found that 71% of consumers consider good customer support from pharmaceutical companies very important. To meet these expectations, pharma companies are expanding their patient support channels to include phone, SMS/text, web chat, email, and social media. Hence, to deliver personalized, relevant service, and foster ongoing relationships, make sure to implement a unified customer view across all channels.
In practice, it may look like an email system that sends out reminders about medication refills based on a patient’s prescription history and past adherence patterns, or a mobile app that provides personalized tips and information based on a patient’s specific medical condition and treatment plan.
Provide comprehensive medical education and patient support
Healthcare consumers have clear expectations when it comes to medication information:
- 62% expect pharmaceutical companies to provide medication education
- 57% emphasize the need for ongoing support in managing medications and ensuring the correct dosage
Pharmaceutical companies should offer resources that empower patients with knowledge about their medical condition, including disease management tips, treatment options, medication usage instructions, and potential side effects. This education can be delivered through various formats, such as webinars, videos, and written materials.
Personalize communication
Despite efforts for better communication and engagement, current communication strategies are falling short:
- Only 14% of healthcare consumers completely understand communications from pharmaceutical companies
- A mere 6% strongly feel that all communications are relevant
Tailoring communication to meet the individual needs of patients is crucial. This includes using targeted messaging that resonates with specific demographics and conditions. Personalized educational materials, medication reminders, and patient support programs can significantly enhance patient understanding and adherence to treatment plans. To create impactful customized content fast, consider leveraging content experience platforms, like eWizard.
Leverage offers and rebates
Financial considerations play a significant role in patient engagement, with 51% of healthcare consumers stating it’s very important to receive offers and rebates. Pharmaceutical companies can develop strategic offer and rebate programs, integrating them into broader patient support initiatives.
Utilize digital tools
Digital engagement tools, such as patient portals and mobile applications, can facilitate direct communication between patients and healthcare providers. These tools can provide access to health information, appointment scheduling, and medication management features, improving overall patient experience and adherence. Here are some examples of the digital tools you can implement into your strategy:
- Patient portals: Secure online platforms where patients can access their health records, communicate with providers, and manage appointments and medications.
- Mobile applications: User-friendly apps providing patients with disease education, medication management, appointment scheduling, and support features directly on patients’ smartphones.
- Wearable devices: Connected devices that track health metrics, such as activity levels, sleep quality, and medication adherence, providing valuable data to patients and their care teams.
- Virtual assistants: AI-powered chatbots that offer 24/7 support, answering questions, providing medication reminders, and connecting patients with relevant resources.
Build patient communities
Online patient communities are becoming increasingly important for patient engagement. They are cited as the top channel for customer retention and advocacy by healthcare marketers. The interest in such communities varies by generation: 43% of silents/baby boomers think they’re important, and this rises to 61% for millennials.
Creating online patient communities fosters a sense of belonging and support among individuals facing similar health challenges. These communities can serve as vital platforms for sharing experiences, providing feedback, and offering peer support. Pharmaceutical companies can develop and nurture these communities, tailoring engagement strategies to different generational preferences.
Collaborate with patient advocacy groups
Partnering with these patient organizations can enhance engagement strategies by leveraging their insights and networks. These collaborations can help pharmaceutical companies better understand patient needs and develop services that align with those needs, ultimately enhancing patient experiences.
Possible Barriers that Can Occur
While pharma companies and other stakeholders increasingly recognize the value of patient engagement, several significant barriers continue to impede progress in this crucial area. Being aware of these challenges is the first step toward developing effective strategies to overcome them.
Regulatory constraints: Pharma companies often cite regulatory requirements as a significant barrier to patient engagement. The complex legal landscape can create uncertainty about what is permissible, leading to overly cautious approaches that limit meaningful interactions with patients. This regulatory environment can discourage companies from actively seeking patient input or from implementing engagement initiatives effectively.
Complexity of patient needs and preferences: The diverse needs of patient populations present another layer of complexity. What works for one patient group may not be effective for another, making it difficult to create universally accessible engagement tools and programs. This challenge is further compounded by varying levels of health literacy among patients, requiring pharma companies to communicate complex medical information in ways that are understandable to a broad audience.
On top of that, when patients lack sufficient knowledge about their conditions, treatment options, and the importance of engagement, it can hinder their willingness to participate. If patients do not understand the benefits of engaging with pharma companies, they are less likely to take part in programs designed to support them.
Historical disregard for patient perspectives: Another hurdle is the cultural and organizational resistance within pharma companies themselves. Many organizations have typically focused on doctors as their primary customers, with patients seen as end-users rather than active participants in the healthcare process. In addition, pharma companies have traditionally put clinical outcomes first, without adequately considering patient experiences and preferences.
This disregard of historical problems can lead to a paternalistic approach to patient care, where patients are not seen as partners in their treatment journey, thus limiting their engagement.
Shifting to a truly patient-centric model requires a fundamental change in mindset and operations — a transformation that can be slow and challenging for large, established companies.
Engaging patients demands resources: The resource-intensive nature of comprehensive patient engagement programs cannot be overlooked. Meaningful engagement requires significant investments of time, money, and expertise. In an industry often focused on short-term results, justifying these investments can be challenging, particularly when the return on investment is not immediately quantifiable.
Moreover, pharma companies can struggle to fully understand patient needs, therefore, not knowing how to engage them. Sales teams may not be adequately trained to communicate the value of patient engagement programs, resulting in low participation rates. Without proper education and resources, these teams may fail to promote engagement initiatives effectively.
Distrust in pharma motives: Some patients and patient organizations may harbor distrust towards pharma companies, fearing that engagement efforts are more about marketing than genuine care. This skepticism can prevent patients from participating in engagement programs. Overcoming this barrier requires sustained efforts to demonstrate a genuine commitment to patient welfare.
Summing Up
The future of pharmaceuticals is undeniably patient-centric. Despite the challenges, the benefits of meaningful patient engagement — from improved health outcomes to more efficient drug development — are too significant to ignore.
As the industry evolves, digital tools have become essential in bridging the gap between pharma companies and patients. And if you’re ready to elevate your patient engagement strategies and want to develop a truly patient-centric and user-friendly solution, consider writing us a message. We have over 14 years of experience in pharma and release more than 35 solutions yearly, so you can count on our expertise and efficiency.
The time for patient-centric approaches is now. By embracing patient engagement and leveraging innovative technological solutions, pharmaceutical companies can not only improve patient outcomes but also secure their position at the forefront of a rapidly transforming industry. The path may be challenging, but with the right strategies and partners, a truly patient-first healthcare landscape is within reach.
