Driving Patients’ Trust in Pharma: Initiate Transparent Communication

An interview with one of the speakers at our?13th Annual Sales Force Effectiveness & Digital Marketing in Pharma Summit,?on 11th - 12th October 2023 in Berlin.

Patient-centeredness and business growth – can pharma have both?

Yes, but earning trust along the process.

Clear, transparent communication and cost-efficiency are important drivers of trust in pharma. It seems that Pharma companies may never have engaged properly with patients, because the top factors that would increase trust in the pharmaceutical industry include clearer communication about medication/treatment effectiveness and side effects, reduced medication and treatment costs, more transparency in research and drug development process (32%), and more transparency into pricing. It’s time for pharma companies to embark on a new journey and understand how to implement these suggestions practically.

Some surveys also revealed that patients are more aware of their data privacy needs and the value of their healthcare information—and they are more likely to trust their providers than other healthcare players to keep that information secure. The COVID-19 pandemic has made people consider their data privacy/security needs, that their personal health information is valuable to the healthcare system to advance research and that they should have the right to approve the collection and usage of their Protected Health Information for any purpose beyond treatment.

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What can a patient-centric approach change in the way pharma companies operate?

No single player is in a position to lead, and none can do it alone, which means there’s an opportunity for disruptive change to play innovative roles in the future of healthcare.

There is an urgent need for both new players and incumbents to speed up the process of collaboration in a pre-competitive environment. To define new rules of engagement that allow ecosystem partners to jointly build new, trusted capabilities and services (that gather, manage and share patient data, for example) and support innovative digital health services. Clear and precise terms of engagement will open the gates of investment wider. Terms of engagement should reflect each stakeholder’s desired outcomes, so that value is demonstrated up front for all, and ultimately realized through disciplined implementation.

Patients are changing their habits. They have new needs and are finding new ways to manage their lives and their healthcare experiences. Patients’ expectations are changing much faster than clinicians, pharma companies and healthcare organizations are adapting—creating a mismatch. The gap will only grow if the healthcare ecosystem does not respond quickly. The opportunity of Pharma companies is to contribute to cover the gap through technology supporting scientific community.

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What are current pharma’s digital trends for improving patient experience and outcomes?

During the Covid-19 period, patients learned to use new technologies to continue their care. Virtual tools became essential lifelines for communication and guidance for many patients now administering their own treatments at home. Many also started using medical devices and apps to help manage and monitor their conditions.

By using technology to support communication and care, healthcare providers were largely able to maintain or even improve the patient experience. Patients appreciated the more personalized interactions, the faster response time, and the convenience of being able to manage and monitor their care from home.

From artificial intelligence and personalized medicine to digitization and supply chain optimization, we delve into the technologies that are pushing the boundaries of what is possible and driving the future of pharmaceuticals:

1.?????Artificial intelligence (AI) and machine learning (ML)

These technologies are transforming the pharma industry with applications in drug discovery, clinical trials, and personalized medicine.

2.?????Electronic Health Records (EHRs)

EHRs are being integrated into pharma practices to improve data sharing between healthcare providers, facilitate clinical research, and improve patient outcomes.

3.?????Telemedicine

The adoption of telemedicine is expanding access to medical consultations and treatment, improving the efficiency of the healthcare industry and allowing for remote monitoring of patients.

4.?????Wearable devices and health monitoring technology

Wearables are enabling continuous monitoring of various health parameters, which helps in early detection and treatment of medical conditions, personalized medicine, and patient engagement.

5.??????3D printing

The 3D printing technology is being used to create personalized drug doses, medical devices, and even human tissues, revolutionizing drug delivery and healthcare practices.

6.??????Big data and data analytics

The growth of big data and advanced analytics is enabling the pharma industry to make more data-driven decisions, optimize drug development and manufacturing processes, and better understand patient demographics and disease trends.

7.??????PSP (Patient support program)

Services facilitating real-time monitoring of patient conditions, optimizing therapy and symptoms understanding by patients

8.??????Advanced drug delivery systems

New drug delivery technologies such as micro-needle patches, nanocarriers, and targeted drug delivery systems are being developed to improve drug efficacy, reduce side effects, and enhance patient adherence.

9.??????Precision medicine

The move towards precision medicine is enabling the development of targeted therapies based on patients’ genetic profiles, leading to more effective treatments and better patient outcomes.

Francesco Michienzi is a Global Business Operations Development Director at Menarini Group. In the last years, he has covered the role of Medico-Marketing Excellence Director of Menarini Group, where he steers key business operations and manages 130 employees in 7l Global departments to ensure the right support to the affiliates in order to develop commercial operations at the local level.

Concomitantly, Francesco has covered the role of General Manager and President of Relife global company inside Menarini Group as a new global start-up dealing with the production and commercialization of products in both dermatology and aesthetic medicine.

In the last 2 years prior to the current role, he managed West EU as Business director coordinating all the operations engaging around 2000 employees. He is dynamic, empathetic and with a strong sense of integrity and urgency. Francesco believes that the formula to success is not only in knowing your market and target audience but also in ensuring that employees are individually recognized and have plenty of scope for professional development.