From Clinical to Commercial, all companies in the life science industry are trying to improve their focus towards a patient-centric approach to provide personalized support, better addressing the patients' needs. The benefit patients get from Decentralized Clinical Trials also brings with it a logistical challenge in coordinating and running the trial, requiring a much higher level of digital engagement with all subjects. At the same time, the complexity of our healthcare system is making it more and more difficult for all patients to navigate, get and pay for the treatment they require. The combination is fueling the importance of effective, harmonized and personalize patient engagement.
So, what's the secret formula to achieve much more modernized level of engagement? The following are what we've learned from years working with life science companies, working to achieve this objective.
Ingredient 1: Useful & Valuable Content
Your first ingredient is the easiest of all, which is to provide useful and valuable content to patients. Pharmaceutical, biotechnology, and medical device companies possess a wealth of expertise in diseases, treatments, and the challenges patients face, offering significant potential benefits to those they serve. But herein lies the problem, patients will forget up to 80% of the medical information presented to them. One contributing factor is that patients are overwhelmed by information. However, research shows that when information is broken down into smaller, bite size pieces, they are more likely to retain that information. The key is to get the right content, to the right patient, and at the time they need it.
Ingredient 2: Start with a Digital Experience
Engagement needs to be Digital-First, but not digital only. Today people are “wired in” all the time, from anywhere and at about any age. Research indicates that the majority of people favor quick results and digital interactions. However, nearly a third of consumers still prefer engaging in conversation with a real person over the phone. This is why adopting a 'digital-first' rather than a 'digital-only' strategy is crucial. Emphasizing a smart digital experience is important to quickly connect patients with information, while also providing options for personal communication when necessary or preferred.
Ingredient 3: Orchestrate the Patient Experience
Nowadays the topic of omnichannel communications receives a lot of attention. While many claim to have implemented an omnichannel approach, the reality is that most are, at best, operating as multi-channel. True omnichannel engagement is critical for meeting the expectations of the modern patient. The aim is not to overwhelm patients with messages across multiple devices, but rather to strategically coordinate patient interactions, ensuring messages are delivered when the patient wants or needs the information. The communication model must be comprehensive, blending digital and personal interactions seamlessly, and must even include a customized application to enhance the experience.
Ingredient 4: Personalize Your Touch Points
The next ingredient, naturally, is personalization. This is no longer an option. Technology and social media have spoiled us as far as seeing and knowing what we want and need. In a recent SalesForce survey, they found that 53% of modern day consumers expect companies to anticipate their needs. This trend extends to healthcare consumerism, where tailored experiences are essential. Given we are all at a different point in our patient journey, it must be relevant to where we are in the race to better health. Patients will not be aware or ever benefit from available services and support programs if they’re not engaging and personalized for them.
Ingredient 5: Fast MLR Review Cycle
Although the next ingredient presents a challenge, it can significantly accelerate the entire process. Streamlining your MLR (Medical, Legal, and Regulatory) review cycle is absolutely essential. Based on our experience, a single review cycle—from preparation, through review, to applying revisions—can take months. This lengthy process is a major reason why life sciences struggle to deliver the engaging experiences found in commercial sectors, as the turnaround time to disseminate new information is simply too slow. The key lies in efficiently and quickly processing content without compromising on compliance. Achieving this requires integrating into the design and creation processes from the start. Automation and leveraging AI are crucial for identifying issues that humans may overlook. Today's consumers expect constantly updated experiences to remain engaged, necessitating more frequent MLR review cycles. This ensures that valuable content from patient support teams effectively reaches your patients.
Ingredient 6: Affordable Experience Creation
Last, but certainly not least, it needs to be Affordable. Companies are currently pouring millions of dollars into patient support programs in effort to address patients needs. To achieve and sustain a digital-first, personalized, omnichannel, compliant, supportive experience throughout the patient's journey, cost efficiency is a big factor. As an increasing number of smaller and medium-sized pharmaceutical companies introduce groundbreaking treatments, ensuring affordability becomes paramount. It's not just about accessing these innovative therapies; it's about ensuring patients can continue benefiting from the expertise and assistance provided by these companies throughout their treatment journey.