Over the last few years, in this space, we have been evangelizing about the life sciences industry becoming patient-centric. There have been times when I simply thought no one was listening and that maybe the simple solutions we proposed were just that…too simple. Innovation seems to mean just doing digital stuff. As innovative as this is digital is only a channel and does not address the entire continuum of possibilities.

The real innovation is in our own thinking; that our customer, not our brand, guides solid business decision-making. That is the leap for our industry but most other industries already know this and work with their end-user in mind.

To me, this is simple. So simple that frustration sets in as I continue to see people looking for the holy grail in yet another tactic. I thoroughly understand the need to produce ROI, I just see another longer-term path to ROI through patient-centered, user-guided means – not brand-led or brand-guided. I know, this takes courage as people try to hold on to their jobs, as companies try to placate shareholders. But, as a shareholder myself, I would have more faith in C-suite leadership taking the long view and moving to user-centered business strategies, let alone a user-centered business model. After all, don’t I want that company to continue to pay out dividends over the long haul? Well, being user-centered is the strategy that will support the business over the long haul.

Enough of my pontificating. Here is a link to a video published by Cegedim. I was fortunate to attend their Patient Engagement meeting this past September, 2012. There I realized my voice and views were not alone. Cegedim videotaped many of the attendees and one of the keynote speakers – Hal Gregersen. This video summarizes the views presented at the meeting and the thoughts of many attendees including me & mine. Fair warning – I am fortunate to be included in this video:

http://www.youtube.com/watch?v=07AN4tJioQ8&feature=youtu.be

People continually ask me how to become patient/user centered. One of the most successful posts on this site lays out the “how” – http://patientadherence.com/?p=837. It is not hard to do – the hard part is changing how we think. It really is all about changing behavior to improve health outcomes. To get to this point at all we need to change our own behavior to improve the outcomes of our own businesses.

This is definitely how I see it,

Dyan Bryson

 

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