Managing Biotechnology

Chapter 6Patient Centricity Strategies

Introduction

Today, patients are emerging as the central node in the healthcare ecosystem, thanks to multiple technology and market forces, from genomics and data analytics to consumerization and regulator and insurer mandates to improve outcomes. For biopharmas, patient centricity requires a focus on patients through the value chain, from co-creation in R & D to collaboration in clinical trials, input into delivery systems, discussions of market access, and ways to enrich patient/provider communications.

This patient focus is not a single function, it is a mindset that integrates the consumer voice from the start, connects points of care, anticipates future needs, and aims to help create a frictionless care system. It encompasses, but is not limited to, patient advocacy in support of worldwide communities, and patient engagement as a long-term commitment. Engagement solutions include trial recruitment and consent, care management, clinical and reimbursement support, remote monitoring, and adherence programs.

Early research should be informed by a deep understanding of unmet needs, through the identification of patient key opinion leaders (KOLs), patient advisory boards, and codevelopment of trial protocols and endpoints. For biologics, there should a dual development of therapies and patient-friendly delivery systems. In diabetes, Novo Nordisk has led with innovative devices, launching the first insulin autoinjector and branding it as ...