Patient Centric and the Pharmaceutical Industry: What’s best for the brand may not be the best for the patient.
What is Patient Centricity?
Patient centric or Patient Centricity supports the active engagement of patients and their families in regards to decision-making about different treatment options. It is defined by the Institute of Medicine (IOM) as patient-centered care that is respectful of and responsive to individual patient preferences, needs, values, and ensuring that patient values guide all clinical decision. In the pharmaceutical world, patient-centric care is only truly achieved when there is active patient involvement at all levels of care design and implementation.
Patient centricity is increasing positive outcomes
Patient centric care models put the needs of the patient first and require greater patient accountability and responsibility. Under this system, patients can be ensured that they are receiving the best treatment at a reasonable cost, while developing strategies that will help prevent patients from becoming sick in the first place. It can be seen in a number of ways, such as seeking patient input, or even involving them in the design of medicinal packaging. Additionally, patient-centered systems are evolving, increasing positive outcomes for patients. The patient’s well-being and method of taking care are factored into defining the treatment plan and operational procedures.
Every segment of the healthcare system benefits when following a patient-centric approach:
• Improved patient health, well-being and positive outcomes
• Reduced costs and premiums for payers by becoming more efficient
• Improvement in the quality and safety of clinical practices by providers
• Reduced financial burden in the pharmaceutical industry, which in turn provides better health insurance to employees
How can pharmaceutical companies be more patient centric?
It’s imperative to know that a strategy that works best for the brand may not be the best for the patient. Progressive pharmaceutical manufacturers will realize that success is found when focusing on the patients and by developing strategies that accommodate for the state of illness the patient is in.
The patient-centric model in healthcare is still evolving today, but generally, patient-centric approaches include these characteristics:
• Involve every party (patient, provider, industry) in the healthcare chain
• Utilize the internet to make patient records, practitioner data, procedure costs, and health information easier to access
• Ensure that data can easily flow among system participants, which includes providers, payers, physician practices, clinics, and labs
• Incorporate patient and related medical information into clinical processes and workflows, which will make important medical information available at the point of care.
• Inform patients of their accountability for and participation in managing their own health, and encourage them to watch for their own well-being.
Patient centric models are made easier thanks to the advancements in digital technologies. The development of a system that utilizes the internet offers the patient and provider access to the tools that can help rationalize the healthcare system. Furthermore, the internet allows patients easy access to caregivers and others with the same or similar diseases. For example, a carcinoid medical researcher hosted a worldwide discussion group for those suffering from carcinoid cancer, a disease so rare and unique that very few physicians see more than one case throughout their careers. Thanks to this discussion group, patients and others alike can receive moral support, learn about the latest protocols, and collect information on the most up to date medical research.
Patients can also benefit from this system on the consumer level. A network of Minute Clinics is operating in retail stores such as CVS and Target throughout the U.S. These clinics provide walk-in medical care for people with minor illnesses. Patients will be more motivated to use low-cost walk-in medical facilities because of their effortless accessibility. Walk-in clinics like these help reduce the incapability to easily access medical doctors as well as the strain on emergency rooms.
All in all, a patient centric healthcare system today is within reach. Tools are now available that are already creating more rational, cost-effective, and efficient healthcare systems that are being implemented on governmental as well as institutional and individual levels. The pharmaceutical industry can improve economic value and quality of care when implementing patient-centered systems.
Deploying patient centricity in the Healthcare and Pharmaceutical industries
Our experience allows WGA to offer singular and unique objective recommendations and execution services that will deliver immediate and enduring cost savings to our clients. We provide services that can facilitate your organization be more patient-centric by evaluating value streams, customer needs, cost position, competitive position, operating performance, and growth opportunities for patient focused services.