Fierce Pharma summarizes a recent study from Accenture Life Sciences on the growing opportunity for Patient Services initiatives in Pharma and the challenges it may face to gain ground with both providers and patients.
While the survey suggests that players in the Pharma space plan to significantly increase investment in Patient Services in the next two years, a potential threat to the success of these initiatives is the lack of patient awareness. Heavy reliance on health care providers (HCPs) to communicate the availability of these may be to blame.
- 82% of US companies surveyed rely primarily on HCPs to spread awareness, mostly through in-person communication
- 19% of patients are aware of these services being available from pharmaceutical companies
Articulating the patient and economic value of services needs to be central to healthcare professional interaction. Focus conversations on the outcomes achieved by the solutions (products + services) you offer. When healthcare professionals see the bundled solution as integral to achieving better outcomes, they will be much more inclined to discuss the solution with the patient.
Clearly, communication to patients, whether it be through HCPs or direct-to-patient, will be an integral part of the successful growth of Patient Services initiatives in Pharma going forward. The report also offers up perspective on the value of these types of services to patients, as well as implications for organizational strategy around them and measurement of them.
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