Seven Ways to Leverage Patient Advocacy Partnerships for Go-To-Market Success

As the life sciences industry shifts towards a more patient-centered approach, patient advocacy partnerships have become an increasingly important part of market access strategies for leading biopharma companies, especially those that are bringing innovative therapies to market in oncology, rare diseases, and other specialty areas. Patient advocacy partnerships can help companies better understand patient needs and preferences, as well as provide access to patient communities that can help drive adoption and use of their products. 

Here are seven ways to effectively leverage patient advocacy partnerships for go-to-market success:

1. Build strong relationships with patient advocacy organizations

To identify potential partners, start by researching patient advocacy organizations that are relevant to your therapy area or disease state. Look for groups that are actively engaged with patients and have a strong track record of advocacy work. Attend conferences or events where these organizations are present, and network with representatives from the groups to learn more about their work and priorities.

When evaluating which groups to work with, consider factors such as the organization's reach and influence, its level of engagement with patients and providers, and its alignment with your company's values and goals. It is also important to consider the potential benefits of the partnership, such as access to patient insights and the ability to co-create programs or initiatives that benefit patients.

The point of contact within your company for patient advocacy partnerships will depend on the specific needs and goals of the partnership. It may be a member of the market access or patient advocacy team, or a representative from a specific therapy area or disease state. Regardless of who serves as the point of contact, it is important to establish clear lines of communication and expectations with the patient advocacy organization.

Patient advocacy groups are looking for partnerships that are mutually beneficial and that prioritize the needs and well-being of patients. They are also looking for companies that demonstrate a commitment to patient-centered care and that are willing to work collaboratively to achieve common goals. Be prepared to listen to the organization's feedback and to co-create initiatives or programs that benefit patients and align with the organization's priorities.

2. Involve patient advocacy groups early in drug development

Manufacturers are increasingly involving patient advocacy groups early in the drug development process to ensure that patient perspectives are taken into account starting at the earliest point in product lifecycles. Patients are increasingly invited to get involved at decision points that previously were left to R&D teams, such as clinical trial design and discussing early clinical trial data, as well as more conventional marketing and support functions such as seeking patient input and feedback on patient education and support materials.

Involving patient advocacy groups early on can be a valuable way to ensure that the patient perspective is taken into account. Recently, we’ve seen a number of groups participate in early drug development, and in some cases even providing funding or other hands-on support for early stage companies around clinical trial implementation, including the Cystic Fibrosis Foundation, the Multiple Myeloma Research Foundation - MMRF, and the National Breast Cancer Coalition. 

When identifying potential partners, it is important to consider the goals and objectives of the organization, as well as their values and mission. It is also important to consider the size and scope of the organization, as well as their level of experience and expertise in drug development and market access. If the organization is new to this type of involvement, outside experts may be helpful in educating and onboarding the advocacy group.

Always remember that when working with patient advocacy groups on development, it is crucial to consider regulatory, privacy, compliance, and legal issues. Patient advocacy groups may have access to sensitive patient information, so it is important to ensure that all data-sharing agreements comply with relevant regulations and laws. It is also important to ensure that all activities are conducted in a compliant manner, and that any financial relationships are transparent and ethical.

Finally, it is important to establish clear lines of communication and identify key stakeholders within your organization who will be responsible for managing the relationship with patient advocacy groups, particularly if different parts of your organization—scientific, medical, advocacy, and commercial—all need to have touchpoints. Patient advocacy groups may have specific expectations for how they want to be involved in the drug development process, so it is important to establish clear guidelines and expectations from the outset.

3. Collaborate on patient education and support programs

Collaborating on patient education and support programs can provide valuable benefits to both pharmaceutical companies and patient advocacy organizations. Companies can leverage the expertise and resources of these groups to create more effective patient education materials and support programs that align with patient needs and preferences. Advocacy groups can, in turn, gain exposure and recognition for their efforts, as well as the opportunity to work collaboratively with industry experts to help improve patient outcomes.

When collaborating on patient education and support programs, it is important to establish clear objectives and a mutual understanding of roles and responsibilities. Companies should work closely with patient advocacy partners to identify the specific needs and preferences of the patient population, as well as the most effective channels for delivering education and support. This may include traditional channels such as brochures and websites, as well as newer channels such as social media and mobile health apps. Additionally, companies should ensure that all materials and programs comply with regulatory, legal, and ethical guidelines, and that patient privacy and confidentiality are protected at all times

4. Engage patient advocates in market access and policy efforts

Patient advocacy groups can be powerful allies in market access efforts, particularly when it comes to advocating for patient access and coverage. Engaging patient advocates in these efforts can help build support for your product and ensure that patient needs are taken into account in reimbursement decisions.

One tactic for engaging patient advocacy groups in market access efforts is to provide them with information about the product's value proposition and how it can benefit patients. This can include data from clinical trials, real-world evidence, and health economics studies. By sharing this information and educating patient advocacy leaders in a way that they can communicate with their larger patient communities, advocates can understand the clinical and economic benefits of the product, and use this information to advocate for patient access and coverage.

Another tactic is to involve patient advocates in discussions with payers and other key stakeholders. This can include inviting patient advocates to participate in meetings with payers, regulators, and other decision-makers. By bringing patient advocates to the table, companies can ensure that patient perspectives are heard and taken into account in discussions about product access and reimbursement.

Finally, companies can leverage patient advocacy partnerships to educate policymakers about access, coverage, and reimbursement issues. Patient advocacy groups are often highly skilled at navigating the policy landscape, whether in DC or in various state capitols, and can be effective at raising awareness about the needs of patients in discussions with policymakers by leveraging their broad networks of impacted patients and families. Companies can work with patient advocacy groups to develop advocacy initiatives and public policy campaigns that highlight the importance of patient access to innovative therapies. By partnering with patient advocacy organizations in these efforts, companies can help ensure that patients have access to the treatments they need to improve their health outcomes.

5. Partner to gain access to patient communities

Perhaps obviously, one of the key benefits of partnering with patient advocacy organizations is the access these partnerships can provide to patient communities. By working with these organizations, manufacturers can gain valuable insight into the needs and preferences of patients, and can tailor their market access strategies accordingly. Patient advocacy groups can also act as a channel partner for distributing educational and support information as they maintain databases and mailing lists for their constituencies.

Collaborating with patient advocacy organizations can help build trust and credibility with patients and providers. By working with these groups, companies can demonstrate a commitment to patient-centricity, and can show that they are listening to patient needs and concerns. This can help build a positive reputation for the company and its products, which can be a valuable asset in marketing and access efforts.

6. Leverage patient stories and testimonials

Sharing patient stories and testimonials can help to humanize the impact of your product and provide a powerful message to stakeholders. By partnering with patient advocacy groups, companies can identify patients who are willing to share their experiences and communicate how the product has impacted their lives. This can be done through a variety of channels, including social media, industry and policy conferences, and educational materials. It is always important to ensure that patient privacy is protected and that any testimonials or stories are compliant with regulatory guidelines.

In addition to providing valuable insight into patient experiences, patient stories can also help to build support for your product and its value proposition. Hearing from patients and their families can be a powerful way to demonstrate the importance of access to effective treatments, and can help to build support for reimbursement decisions. Patient advocacy partnerships can also help to amplify patient stories through their own channels, including social media, newsletters, and other communication channels.

7. Demonstrate your corporate commitment to patient-centered care through strong partnerships

Patient centricity is not just a buzzword, it should be at the heart of every go-to-market strategy. This means prioritizing patient needs and preferences, and demonstrating that your company is committed to improving patient outcomes. This can involve collaborating with patient advocacy groups to better understand patient needs and preferences, and designing products and services that meet those needs. It can also involve providing patient support services that go beyond simply providing the drug, such as nurse support programs, financial assistance programs, and patient education materials.

To demonstrate a commitment to patient-centered care, companies should also engage with patient advocates to ensure that their perspectives are taken into account in all decision-making. This includes involving patient advocacy groups in clinical trial design, seeking their input on patient support services and educational materials, and working with them to identify patient stories that can be shared with the wider community. By demonstrating a commitment to patient-centered care, companies can build trust and credibility with patients and providers, and ultimately drive better outcomes for patients.

Want help with your patient advocacy strategy or implementing these tactics? Reach out to us at Sigla Sciences, or individually to Jennifer Hinkel or Niesha Griffith.

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