Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
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VIEW ROLESThe healthcare industry has undergone a significant transformation in the past decade, placing an increasing focus on patient-centricity. A patient-centric approach considers patient needs, preferences and experiences to inform better decision-making and yield more effective therapies. It involves delivery of patient tailored solutions that can improve patient outcomes and quality of life. Digital health, decentralized clinical trials and personalized medicine have all accelerated over the past few years, leading to patients being more involved in healthcare decisions.
Patient-centricity is further fueled by the paradigm shift toward multi-indication drugs in the pharmaceutical industry. The “one drug, one therapy” treatment approach has, in many areas, been replaced by the development of single drugs that can target multiple diseases. This phenomenon of multi-indicationality(1), common in specialty therapy areas such as oncology and immunology, has also expanded to non-specialty diseases such as diabetes and obesity in more recent years.
Prominent multi-indicational successes are evident in the Immunology and Oncology areas with Monoclonal Antibodies (MABs) and Checkpoint Inhibitors (CPIs) being key examples of this.
Business impact of patient-centric data integration
Like other industries, pharmaceutical companies must evolve toward customer-centricity and remain competitive by providing products that patients need. With patients now more aware than ever about healthcare, patient-centric data provides deeper insights into active patient behaviors and a clearer picture of the target patient population. This is why many companies have adopted (or are adopting) patient-centricity as a key strategic imperative at every stage.
The transformative patient-centric and multi-indication healthcare model warrants the seamless integration of pharma data with patient-centric market intelligence. This harmonious evolution empowers data-driven decisions that improve outcomes and drive business growth, unlocking numerous opportunities that include:
Shift from sales metrics to patient-focused metrics
As part of an increasingly patient-centric approach, many pharmaceutical companies have moved toward promoting and marketing their products in terms of patient metrics, rather than strictly by sales volume and value. Doing so aligns business goals with the bigger picture of meeting clinical outcomes and reaching larger populations of the end stakeholders: patients. This shift means the design and evaluation of business strategies are informed by patient insights and not driven exclusively by sales data. By transparently defining, measuring and reporting the numbers of patients reached by their products, pharma can assess successful strategies and take further targeted action to see that their products reach the right patients.
Patient-centric intelligence can be applied to improve how pharmaceutical companies approach product development across the lifecycle:
Future trends in patient-centricity
Advanced analytics, artificial intelligence and machine learning will continue to emerge as keys to the management of complex clinical studies. The lifescience industry will need to develop strategies guiding how AI will drive and navigate the complexities of a patient-centric approach.
Digital platforms used for direct patient engagement and communication with the patient population are becoming essential. As these platforms increasingly focus on “voice of the patient,” enabling dialogue between pharma and patients, companies need to maintain this two-way dialogue as an integral part of their overall patient-centric strategy.
Conclusion: The beating heart of research
Given that patients are the foundation of the pharmaceutical industry, it is not only appropriate but necessary to place patient data at the forefront of all decision-making. Companies recognize and value the shift towards patients having an increasing voice in their healthcare journey. This approach is especially germane as rising rates of chronic diseases lead to more patients under long-term care. With the growth of single drugs being used to treat multiple diseases, it is imperative that multi-indicational therapy designs are customized based on the patient demography and needs. This will drive adherence and optimal clinical outcomes while helping to reach a broader patient population.
The transition to patient-centricity is a major step toward driving patient engagement and satisfaction, bringing positive direction to drug development, HCP interactions and medical care. Pharmaceutical companies will, in turn, increasingly look to assess their data and analytics in terms of patients as modern healthcare systems embrace this new era of patient-centricity.
References
1. Gores M, Scott K. Success Multiplied: Launch Excellence for Multi-Indication Assets. IQVIA white paper, 2023.Analyze industry leading sales and medical data in a standardized and comparable way, including cross-country analysis of performance and additional insights into global and regional markets.
