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In a landscape where patients have greater access to information, resources, and support networks that enable them to take a more active role in managing their health, there is a growing emphasis on a more patient-centered approach in life sciences, including pharmaceuticals.
As stakeholders recognize the need for consumer participation in healthcare decision-making and embrace a patient-first approach driven by patient engagement, value-based care, and personalized medication, patient centricity is the key focus in developing healthcare outcomes that truly support the patient.
Patient centricity is patient-or customer-centered care. It is not a buzzword but an evolving concept that views patients as active participants in their own healthcare journey.
The beginnings of patient-centric care can be traced back to the 1940s when psychologist Carl Rogers introduced the concept of patient-centered therapy. He emphasized that patients are inherently motivated in their healing when they guide the direction and are actively involved in their own treatment, which positively impacts their health outcomes.
Fast forward to the present-day scenario of the empowered patient, there is a growing demand from patients to have a voice and a choice in their healthcare decisions.
Patient centricity is a push toward a more patient-first approach to healthcare. It defines a true partnership between patients, their families, and healthcare providers (HCPs) where the patient’s wants, needs, and preferences are front and center of any decisions that affect them.
Patient centricity involves several core principles that redefine healthcare by making patients active participants in their treatment and care plans.
Many healthcare organizations have embraced patient-centric initiatives to enhance patient experiences and improve outcomes.
Mayo Clinic App: Enables appointment scheduling, communication with care teams, and access to medical records, making healthcare more accessible and patient friendly.
Cleveland Clinic’s MyChart portal: Offers convenient digital access to patient health information, fostering better engagement and management of personal healthcare.
Kaiser Permanente’s Telehealth Services: Provides 24/7 virtual care to increase accessibility, especially in underserved areas where medical resources may be limited.
Geisinger’s Fresh Food Farmacy®: Supports food-insecure patients in managing Type 2 diabetes by providing healthy food and education, addressing both medical and lifestyle needs.
Even though the pharma industry develops medications and treatments for patients, there is a disconnect where the patient is often viewed as a passive recipient rather than an active participant.
Pharmaceutical companies are facing several hurdles that necessitate a shift toward patient centricity.
Limited Patient Engagement: A report suggests that only 45% of HCPs believe pharma companies provide a high level of patient centricity, indicating a significant gap in patient involvement.
High Expectations from Patients and HCPs: Patients and healthcare professionals alike expect pharma companies to go beyond just medication delivery and contribute to the overall patient experience.
Shift from Manufacturer-Centric Models: Traditionally, pharma models have prioritized market dominance and revenue over patient needs, requiring a fundamental change in approach.
The manufacturer-centric model has long dominated the pharmaceutical industry, prioritizing financial and regulatory considerations over direct patient needs.
Pharmaceutical companies are facing several hurdles that necessitate a shift toward patient centricity.
Profit-driven focus: Pharmaceutical companies historically emphasized revenue generation and market dominance rather than patient outcomes.
Aggressive marketing strategies: Marketing has been primarily focused on brand promotion and physician influence rather than engaging directly with patients.
Limited patient involvement: The patient perspective has often been secondary, with regulatory and financial concerns taking precedence over patient preferences.
Historically, pharmaceutical companies have mainly focused on developing and marketing drugs while ensuring regulatory compliance. Patient perspectives were considered indirectly through HCPs, regulators, and insurers rather than directly involving patients in decision-making.
The transition toward patient centricity marks a significant shift in the pharmaceutical industry, requiring a focus on patient experiences, needs, and participation in decision-making processes.
According to a report by the Deloitte Center for Health Solutions, patient centricity includes five key dimensions:
Inclusiveness: Ensuring equal access to healthcare services, particularly for underrepresented and underserved populations.
Working in partnership: Encouraging collaboration between patients and healthcare providers to create and implement care plans that address specific patient needs.
Respect, compassion, and openness: Transparency and empathy in communication foster trust and enhance the patient experience.
Empowering patients: Providing patients with knowledge, tools, and resources to make informed healthcare decisions and actively participate in their treatment.
Sharing goals: Aligning healthcare objectives with patient values and involving families in decision-making processes to ensure comprehensive care.
Though related, patient centricity and patient engagement have distinct meanings:
Patient Engagement: Refers to a patient’s active participation in their healthcare journey, such as adherence to treatment plans and follow-up care.
Patient Centricity: A broader framework that encompasses engagement but also includes systemic healthcare changes to prioritize patient needs from research and development to marketing and post-market support.
Pharmaceutical companies are beginning to recognize the necessity of patient centricity, but many still struggle to integrate it effectively into their strategies.
Several key factors are pushing the pharmaceutical industry towards a more patient-centered approach:
Changing Healthcare Landscape: As patients demand more control over their healthcare, pharma companies must adapt to meet evolving expectations.
Technological Advancements: Digital tools such as wearable health devices and AI-driven analytics allow for greater patient involvement and personalized treatment.
Regulatory Requirements: Agencies like the FDA mandate patient-focused drug development initiatives to ensure drugs align with patient needs.
Challenges in Clinical Trials: High dropout rates necessitate patient-centric trial designs that enhance retention and engagement.
Low Medication Adherence: With medication adherence as low as 50% in developed countries, patient-centric approaches are needed to improve compliance and outcomes.
Patient centricity represents a paradigm shift in the pharmaceutical industry, moving away from manufacturer-driven models to more inclusive, patient-focused approaches. By integrating patient voices, leveraging digital tools, and fostering transparency, pharmaceutical companies can not only improve patient experiences but also achieve long-term success in an evolving healthcare landscape. The future of pharma is not just about developing medicines—it is about transforming healthcare into a truly patient-first ecosystem.
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Newristics
01 Feb 2024
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