Eyeforpharma recently published their Industry Healthcheck 2014. In this report, 85% of respondents agree that patient-centricity is the best route to future profitability.
“Moving from a product to a customer centric business model is the path to patient-centricity. The healthcare industry will move into a solution provider to help physicians and the healthcare system to provide best treatment quality at reasonable cost. Patient-centricity as a strategy is also the result of the shift in decision making power in the more complex and educated stakeholder landscape.”
Christoph Schmidt, Head of Global Commercial Excellence,
Actelion Pharmaceuticals
Healthcare consumers are becoming more independent when it comes to researching disease, their health, and medical options. Patients and caregivers continue to turn to the internet for research. Life sciences companies must not only provide that content for self-education, but they must also have a presence across all channels so their easily findable.
According to PEW Internet Survey, 59% of Americans look up health information online. 62% of consumers who research online health information believe the Internet helps them take care of themselves. 46% of online consumers use social sites for health. 
Life sciences companies must drive awareness and conversation around disease, wellness, and treatment options. Below are 7 practices to adopt when shifting to a more patient centric practice.
- Ensure your key message meets the needs of the patients and caregivers. Shift from a product focus. Emphasize that the daily decisions you make affect your wellness.
- Understand that a strong inbound strategy is necessary to drive engagement with patients and caregivers. A focus on educational non-branded content is a must. Leverage and measure all inbound channels including blogs, display ads, podcasts, videos, eBooks, industry journals and publications. Build SEO and social media tactics into this inbound strategy.
- Provide information that will empower patients and caregivers to take control of their life and lead a healthy lifestyle. Content should focus on healthy living and reinforce the prescribed care. Focus on content that delivers non-branded educational information on diet and exercise.
- Make available to patients access to samples, videos, and co-pay savings coupons.
- Deliver an FAQ sheet. This should contain information on common questions asked by patients of the disease. It should also contain a list of questions the patient could ask to the HCP during their next visit.
- Develop a patient portal that engages with the patients and caregivers. Don’t just push information to patients. Allow patients to ask questions about physician visits and offer clarity on advice given. Generate a platform where those with the same disease can engage with each other.
- Shift from a marketing mindset to that of a facilitator of helpful information. You no longer market and brand your drug, you connect patients and caregivers with information that helps and heals.
How are you effectively connecting with patients?