Investing in the right treatment, at the right time, in the best way
2022 saw continued investment in patient services and support programs by LS organizations. As pricing pressures increase from payors and as the healthcare system, especially in the US, becomes more challenging to navigate, many LS companies are investing to ensure the right patients get access to the right treatments at the right time. In addition, pharma companies are more focused than ever before on understanding the holistic patient experience and providing solutions to support the whole patient. As these patient support programs are being matured, LS companies are investing in:
All patients are different and want to be supported in ways that make the most sense for them as individuals. Patient support programs are building flexibility into their operational practices, such as omnichannel engagement to meet patients where they are. Mining data and using automation will continue to help companies create tailored experiences for their patients in cost effective ways. Plus, personalization of patient programs will help companies more effectively prioritize support services and eliminate those their patients do not value.
The trend to outsource everything patient-related is being reversed. As companies are feeling disconnected from patients and missing out on the strategic insights gained through direct oversight and connections, more companies are bringing the strategic part of operations in-house. This provides greater control over patient relationships and ensures a shared alignment with the company’s strategic vision.
More and more companies are looking for solutions to help ensure that patients do not feel alone on their journey. Providing information and resources to help their patients feel part of a community has paid off, as patients use these communities to share thoughts and get new perspectives on how best to live with their diseases.
2023 will see a big push in bringing together data across the organization and from external sources to develop a more comprehensive understanding of patients to better support their needs and treatments. Integrating this data with AI will help companies proactively predict and alert patients of future concerns as well as probable future negative events.
Part of the renewed mission and vision for mature patient services orgs is a shift to ensuring the right patients get access to the right treatments at the right time. And oftentimes, that means providing foundation and charitable support for those patients unable to afford treatment, and going above and beyond to work with public and private payors to gain coverage. This investment allows for more inclusiveness and extends access to otherwise neglected communities and groups of patients who otherwise would not have access.
Most LS companies understand that poor patient experiences have a cost and can eventually lead to lack of effectiveness of their treatments due to poor adherence. Risks of not focusing on patient services will continue to be a key concern for companies as misinformation can be very easily spread and can cause poor patient decision making and negative perceptions related to a company’s treatments and even overall brands. In 2023, it is believed that there will be an increase focus on the patient services as companies understand that patient experiences directly impact revenues, referrals, adherence, safety, and the credibility of a company with their community.
Rio Longacre, Richard Wolfson
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