Do pharmaceutical companies know what patients want— rather, what patients expect— them to deliver?
Patients are exerting more influence than ever on their treatment decisions. And while medicines and therapies are essential in delivering an improved health outcome, patients also are clear about needing complementary services to help them better manage their health and individual outcomes.
An Accenture survey of 2,000 patients in the United States found that select patient services are highly valued and yet severely underserved, underutilized or nonexistent. On the positive side, those that receive them like them and greatly value them. Those that don’t receive them want to—and expect pharmaceutical companies to provide them either directly or through their healthcare providers. Further, patients are perfectly happy receiving these services via digital channels or enabled by them, as they are spending multiple hours a day online already.
All of which raises the question: Can pharmaceutical companies afford not to provide such services, particularly in therapeutic areas where services could improve health outcomes?
It would appear that the answer is ‘no’, but success and return on investment in patient services require understanding what patients truly value in services, why they value
them and how they want to receive them for different therapeutic areas and health needs. Ultimately, these types of services may be exactly what the doctor ordered for pharmaceutical companies—giving them new outcome-based offerings to engage with patients and the broader healthcare ecosystem including providers, Integrated Delivery Networks (IDN), retailers, payers, and others.