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Blog
Our Patient Advisory Board Spoke, IQVIA Listened: Why and How to Rethink Support Services
Apr 04, 2025
It’s been more than 30 years since life sciences companies started investing in patient support services. Early on, the goal was simple: provide financial assistance to patients who required it to start and stay on therapy. Over time, industry dynamics have prompted organizations to make greater investments in patient support services. As drug development has become more innovative, the cost of therapy has risen and payer utilization mechanisms have proliferated. In addition to addressing financial needs, programs stepped up to help patients navigate the complexities of payer coverage as well as treatment access and administration.
At IQVIA, we believe that patient support services are ripe for refocus and change. We’re thinking about this transformation not through a lens of payer controls. Rather, we’re actively testing a hypothesis that it’s time to pivot patient support services toward a greater understanding of the people they serve.
To help us test this theory, we went directly to patients and convened a small patient advisory board focused on the patient services environment. The cohort included five people diagnosed with chronic and acute conditions. We designed our survey instrument to surface challenges that patients are experiencing and to test IQVIA’s service priorities. We wanted to understand where our current approach aligns with patients’ needs, where we’re missing the mark, and how we might serve them in new ways.
What we heard
Our patient advisory board provided a rich tapestry of insights about what it’s like to walk in their shoes—and provided three key takeaways.
- Words matter: “I’m a ‘person,’ not a ‘patient.’”
The first thing we asked our board to provide was their thoughts about the word “patient.” They were unanimous in expressing a resounding negative feeling about that label. They said no one wants to be identified as a “patient.” Instead, they want to see an emphasis on the individual—on being a “person, not a patient.” They told us that this simple shift in language is critical to nurturing a more positive mindset.
As the discussion progressed, we uncovered another negative sentiment related to the diagnosis and treatment pathway. The term “patient” often evolves and is used interchangeably with the word “case.” They told us that this causes a disturbing disconnect between the caregiver and the person with the condition. In other words, the moment an individual becomes a “patient,” they are deemed vulnerable. What’s more, they said that the transition from “patient” to “case” evoked a feeling of being processed—not being treated as an individual who needs specialized care.
We also engaged in a deep discussion about what drives this need to be identified as a “person.” They told us it is core not just to managing the stress of a diagnosis but also to maintaining their sense of self. The group agreed that to envision a successful treatment journey that culminates in wellness and successfully living with a condition, people first need to be seen as individuals.
- Caregivers matter: “Educate my support system, too.”
We asked questions to gauge people’s education about treatment and outcomes. They let us know that fear of a chronic illness resurfacing—or symptoms surging—is a source of constant stress. That’s true not only for the person living with the condition, but also for the support system of people around them. They said that family and friends can be well-intentioned but seldom know how to talk with them to be truly supportive. This disconnect becomes an additional source of strain. It also exacerbates feelings of helplessness even as the individual is trying to direct strength and focus on fighting the condition. What results are feelings of loneliness and isolation at not being understood, as well as anger and numbness at having the additional “labor” of managing loved ones’ feelings.
These insights point to education for people’s support systems as an unmet need in the treatment journey. In particular, our board indicated that it would be beneficial to help caregivers, friends, and family develop skills in listening to the person and language that goes beyond “let me know what I can do.”
- Money matters: “The financial pressures affect my life choices.”
Factors related to health insurance and treatment coverage (or lack thereof) are sources of continuous stress. For example, people with chronic conditions voiced concern about changing jobs and possible impacts to coverage of their treatments. In short, people felt controlled by their condition due to the financial liability of treatment.
What it means for patient support services
The advisory board informed our hypothesis by illuminating an opportunity to evolve patient support services with a greater focus on the person.
Navigating payer utilization mechanisms remains an essential part of every treatment journey. But for those with complex conditions, being viewed as an individual, not a “patient” or a “case,” can alleviate stress. That, in turn, helps people focus on completing their treatments while envisioning a positive outcome in the future.
Executing this approach requires understanding each person where they are. It requires individualized support that iterates along the journey and extends beyond payer hurdles and financial concerns to include factors related to broader health and life.
By nature, individuals’ needs and experiences are not straightforward or predictable. As a result, patient support services will need to become equally flexible and responsive. At IQVIA, we are already using technology—such as AI and real-time sentiment analysis—to better attune to people’s needs and emotions and deliver tailored in-the-moment and follow-up support. We’re exploring additional technology, products, and designing solutions that can be orchestrated to provide more individualized experiences while still offering a very important human touch.
Above all, we’re ready to support a philosophical shift in which patient support programs approach patients as people with distinct challenges, values, and needs, not as cases to be closed.
Let’s work together to deliver services that meet individuals where they are and provide the specific support they need—empowering them to take active roles in their treatment journeys. Contact us to learn more about IQVIA’s solutions.
The Patient as Your Guide: Thriving in New Commercial Models
Building strong patient relationships is crucial for success, as they drive adherence, improve outcomes, and enhance satisfaction. This article explores how pharma companies can create patient-centric support programs that foster loyalty and drive sustainable growth by leveraging AI, data-driven insights, and technology solutions.