Excerpts from an article in pharmaphorum:
While everyone is agreed on the importance of patient-centric pharma, just one fifth of industry insiders said they knew “how” to achieve it. So, how do we close the gap between appetite and action?
Encouraging staff to connect with their purpose is the key to building true patient engagement in pharma, argues a new report.
“There is a need for patient-centricity and an appetite for it among those best placed to make it happen. The question that remains for pharma companies is ‘how’ best to be patient-centric,” said the report.
The answer, it claims, is tapping into employees’ sense of purpose.
The survey found that 76 per cent of workers were confident that their company was “making the world a better place” and 81 per cent were proud to tell people outside the industry what they did for a living.
So connecting them to the patients they seek to serve reinforces that sentiment and leads to new ways of “doing” patient centricity.
Ideas such as volunteering with patient associations, including a patient story in every meeting, and replacing talk of “market share” with “number of patients helped” all came from staff once galvanised with their mission.
Giving staff the opportunity to show how much they care might also go some way to solving the trust issue.
The survey, which was carried out worldwide between July and November last year, found that just 36 per cent of the patients who took part had “quite a bit” or “a lot” of trust in the industry.
This was highlighted by a disparity between how well employees believed they were doing on patient centricity, and what the patients themselves thought.
Less than half of patients, 43 per cent, said the industry communicated with “care and compassion” and provided “unbiased information on diseases, treatment options and available resources.” By contrast, 72 per cent of employees thought that they did.
“These results tell us that we can get better – better at understanding patients, better at doing our work in collaboration with them, and better at communicating in a way that resonates with them,” said Ms. Nayar.
Quite simply, there is still work to be done if true patient centricity is to be reached.
Commitment to patient care is not only sincere, it’s also business critical — better patient outcomes lead to better business outcomes, as 85 per cent of surveyed employees agreed.
There is still a way to go, and the road may be long, but the people-powered journey to patient centricity is essential travel for the pharmaceutical industry of the future.
Reference: The Path to Patient Centricity: Closing the ‘How’ Gap. Published 3 September 2018. Available at https://www.ipsos.com/ipsos-mori/en-uk/path-patient-centricity-closing-how-gap [Accessed 18 September 2018].
Read the full article here: https://pharmaphorum.com/views-and-analysis/how-people-power-is-building-patient-centric-pharma/