Harnessing the Power of Patients

Transformative changes are happening in the life sciences industry, and companies cannot afford to continue to function as developers, marketers, and manufacturers of treatments. Rather, life sciences companies must become a critical partner in the delivery of healthcare.

Becoming a partner in the delivery of healthcare is a significant change, and in order to succeed new business models are needed. Life sciences companies must shift their focus to putting patients, and not healthcare providers, at the center of their strategy. Intuitively we know we must engage patients as they take a more active role in managing their health, but this is new territory for most life sciences companies. In a highly regulated industry we like to learn from the experiences of others, and early adopters of this approach are at a point where they can share outcomes and insights.

Recently Quintiles published a white paper titled “Harnessing the Power of the Digital Patient”. The report shares their approach focused on digital channels to engage and recruit patients for clinical trials. The report shares results from the Quintiles digital patient experiences beginning with the creation of Mediguard.org in 2007, ClinicalResearch.com in 2009, and more than 350 patient programs developed on behalf of their clients.

What resonated with me was that the core of the Quintiles digital methodology is building trusted relationships with patients and providing opportunities for patients to engage in managing their own health. Aren’t these the keys to success with any life sciences program whether it contains digital channels, print materials, telephone interactions, or face-to-face meetings?

The Quintiles digital programs resulted in streamlined product development, proven product value, and accelerating product adoption and adherence, specifically…

• Informing study protocol design by connecting with patients on-line to understand positives and limitations of individual protocols
• Supplementing investigator recruitment by leveraging the reach (ie, it’s global) and specificity (ie, the ability to tightly target the desired patient population) of the internet
• Driving study retention by cultivating long-term patient relationships
• Accelerating product adoption once the product receives regulatory approval by converting study participants into early adopters and leveraging them as product advocates
• Supporting market access by leveraging patient reported outcomes from clinical trials
• Helping patients maintain therapy by understanding patient motivation, providing value-based services, and enabling communication and learning

While these are specific results seen with digital programs, I think similar results can be expected with programs focused on building relationships with patients and empowering them to manage their own health. Many new technologies are available to achieve these goals. Patients need options so they can select tools that meet their needs and preferences from on-line communities and educational websites, to telehealth solutions that monitor patient vital signs and symptoms in their own homes, and nurse educator programs that provide 24/7 assistance to answer patient questions.

Ultimately, the most successful programs are designed around patient needs and use multiple channels for convenient and efficient opportunities to engage patient’s based on their preferences.

I’d like to hear your thoughts on how you are engaging patients and empowering them to manage their health. Have you, or your company, used innovative technologies? If so, please share your insights and experiences.