Patient Centricity: The Changing Paradigm for Pharma
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Patient Centricity: The Changing Paradigm for Pharma

By Dr. Ammar Raza, Country Medical Director, Allergan

Dr. Ammar Raza, Country Medical Director, Allergan

The way businesses are being run is changing. We can witness this change in every sector and every field and Healthcare is not an exception. We in healthcare are in the midst of a revolution: a move toward ‘patient-centeric’ care. One of the prime cogs in the healthcare sector is the pharmaceutical industry. The pharma industry discovers, develops, manufactures, and markets products that help manage diseases. The ultimate beneficiary of this is the patient, sometimes referred to as the consumer.

"As consumers become more and more engaged in their own healthcare decision-making, they are more likely to seek newer solutions, tools, and information that help them focus on quality, costs, and convenience"

While a patient centric approach is desirable, it isn’t as simple as the medicines are prescribed by health care professionals with whom the industry primarily works. Traditionally, the industry maintains an arm’s length relationship with the patient due to regulatory constraints. Putting patients at the heart of everything has been an idea which the pharmaceutical industry has been toying with for some time now.

However, the question is, how close are we? What is facilitating this approach in today’s age of technology everywhere? What more can be done and what are the challenges to this approach? Patient centricity in marketing is great but how about in clinical development? This article will try to address some of these questions.

A New Health Economy

As consumers become more and more engaged in their own healthcare decision-making, they are more likely to seek newer solutions, tools, and information that help them focus on quality, costs, and convenience.

For the industry, empowering patients to make their own informed choices by providing credible information is an opportunity. This helps in two ways: patients will have greater control over their health and will show greater adherence to their therapy.

To truly make a difference for patients, companies need to shift from a medicine- or physician-focused approach to a patient-centric approach.

The way businesses are being run is changing. We can witness this change in every sector and every field and Healthcare is not an exception. We in healthcare are in the midst of a revolution: a move toward ‘patient-centeric’ care. One of the prime cogs in the healthcare sector is the pharmaceutical industry. The pharma industry discovers, develops, manufactures, and markets products that help manage diseases. The ultimate beneficiary of this is the patient, sometimes referred to as the consumer.

While a patient centric approach is desirable, it isn’t as simple as the medicines are prescribed by health care professionals with whom the industry primarily works. Traditionally, the industry maintains an arm’s length relationship with the patient due to regulatory constraints. Putting patients at the heart of everything has been an idea which the pharmaceutical industry has been toying with for some time now.

However, the question is, how close are we? What is facilitating this approach in today’s age of technology everywhere? What more can be done and what are the challenges to this approach? Patient centricity in marketing is great but how about in clinical development? This article will try to address some of these questions.

A New Health Economy

As consumers become more and more engaged in their own healthcare decision-making, they are more likely to seek newer solutions, tools, and information that help them focus on quality, costs, and convenience.

For the industry, empowering patients to make their own informed choices by providing credible information is an opportunity. This helps in two ways: patients will have greater control over their health and will show greater adherence to their therapy.

To truly make a difference for patients, companies need to shift from a medicine- or physician-focused approach to a patient-centric approach.

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