As the digitisation of the pharmaceutical industry continues, patient expectations, touch points and interactions are constantly being redefined. There is a realisation across the industry that a new, patient-centric business model is required to thrive.
Pharma companies recognise that by engaging and partnering with patients across the value chain, they can reinvent the way they work to unlock more opportunities. New entrants and traditional stakeholders are partnering to deliver a more customer-focused experience of healthcare. All of this is shifting the balance from medicines to patient relationships as the key focus.
Four key drivers
There are four key trends and drivers behind this:
- Evolution and embedding of the P4 medicine (predictive, preventative, personalised and participatory) model1
- New treatments, such as combination therapies, immunotherapies, nutrigenomics, gene editing and digital therapeutics2
- Access to real-time information and data3
- New technology such as machine learning, RPA, robotic surgery, 3D printing, the Internet of Medical Things (IoMT) and virtual reality
What will the patient of tomorrow expect?
With technology enabled innovations, patients will be better informed and more proactively involved in the management of their health. A fundamental shift in mindset from cure to prevention will have occurred with patients focused on staying healthy. Easy access to data and collaborative partnerships across the healthcare ecosystem will enable patients to evaluate their options and gain access to the right personalised treatment at the right place, time and at the right price.4 We expect the patients of the future to5:
Have access to personalised medicine and tailored treatment pathways
Advances in science, especially in the areas of digital therapeutics and gene editing are opening up a host of treatment options previously not perceived as possible, like Sleepio, a clinically proven6, online sleep improvement programme and Milasen, developed based on the specific genetic makeup of the patient to treat Batten disease7. As the scale up and financial feasibility of such personalised medicine improves, we expect a fundamental shift in the pharmaceutical business model to take account of these changes.
Shape their healthcare journey
Patients will proactively shape their healthcare journey from clinical trials through to treatment options and ongoing adherence and monitoring. Taking advantage of the digitisation of medicine and IoMT, patients will be able to identify, apply and be accepted into a clinical trial that is managed and monitored remotely using interconnected wearables, providing greater flexibility and less disruption to the lifestyle of a patient. AbbVie is working with health research network TriNetX, which has blinded data on 300 million patients and access to 150 million patient records from more than 100 hospital systems, helping match patients to clinical trials that they plan on running8. As part of shaping their healthcare journey, patients will have access to a host of self-diagnostic tools that they can use to monitor their vitals (blood pressure, sugar levels etc), get help with adherence and engage virtually with their Health Care Professionals (HCPs) for regular check-ups from the convenience of home.
Lead the health data economy
As the IoMT is established, it will generate a wealth of Real World Evidence (RWE) valuable for pharmaceutical companies and healthcare providers to drive science, but it will also empower patients, giving them better control of their data and make them better informed of their health as the quantified self comes to life Partnering with Tempus, AbbVie has gathered and analysed over four million data points across a 1000 clinical sites using AI to help bring the right trials to the right patients6. We expect that patients will willingly share their health data with HCPs and will have improved control on how their data is accessed and used. Patients will understand that they have options and will use information and data about themselves and providers to gain access to the best treatment at their convenience9.
Be interconnected and collaborative
Patients will have access to interconnected and integrated wearables and biosensors to help drive healthier behaviours and focus on prevention and early detection. Interactive health apps will allow patients to connect and collaborate across broader networks like grassroots and advocacy groups10. Patients and providers will be able to aggregate and pool information seamlessly across devices to develop a holistic, quantified image of the self, driving better healthcare decision-making and outcomes11.
As patient expectations evolve, pharma companies are responding by shaping their operating model and adopting new and innovative technology. Technology is being adopted across the value chain to better engage patients and improve services provided, going beyond just the pill. The voice of the patient and their preferences are fundamentally shaping how pharma companies operate. Whilst we are already seeing a shift towards the vision, the realisation of this future vision hinges on four key enablers12:
- Wide scale adoption of digital and cognitive health technologies across the value chain
- Evolution and adoption of a patient-centric adaptive regulatory approach
- Increased collaboration and innovation based on risk and value sharing contracts between pharma companies, regulators and payors
- Continued evolution of non-traditional partnerships to disrupt the ecosystem and push the boundaries
These all require investment and new ways of thinking but if the early signs of progress are an indicator of what’s to come, the patient of the future has a bright future.
Moorhouse has a proven track record of turning customer strategy into action for major private and public sector organisations. Whether it’s identifying emerging customer trends, optimising the customer journey, or developing business models that meet customer needs – we help our clients understand and serve the Customer of Tomorrow.
To discuss how your organisation can meet the needs of its Customer of Tomorrow, please contact James Easterbrook.
- Accelerating Discovery in the Biomedical Sciences using Artificial Intelligence, Cornell CIS, 12 April 2018. Accessed 26 January 2019: https://www.cs.cornell.edu/content/accelerating-discovery- biomedical-sciences-using-artificial-intelligence.
- Matthew Herper,, FDA plans to create a new office to leverage cutting-edge science, StatNews, 7 January 2019. Accessed 26 January 2019: https://www.statnews.com/2019/01/07/fda-plans-to- create-a-new-office-to-leverage-cutting-edge-science/.
- Reimaginingdigitalhealthregulation:Anagilemodelforregulatingsoftware in health care, Deloitte, 2018. See also: https://www2.deloitte.com/content/ dam/Deloitte/us/Documents/public-sector/us-ps-reimagining-digital-health- regulation.pdf
- Digital Therapeutics Market to Grow at a 20.8 Percent CAGR to 2025, ABCNewswire, 6 December 2018. Accessed 26 January 2019: http://www.abnewswire.com/pressreleases/digital-therapeutics- market-to-grow-at-208-cagr-to-2025-led-by-propeller-health- canary-health-noom-2morrow-livongo-health-proteus-digital- health-welldoc-fitbit-omada-health-mango-health_300909.html.
- Digital in life sciences: Shifting to enterprise-wide transformation, Deloitte Dbriefs webcast, 16 October 2018: https://www2.deloitte. com/us/en/pages/dbriefs-webcasts/events/october/2018/dbriefs- digital-in-life-sciences-shifting-to-enterprise-wide-transformation.html.
- Batten disease: Unique drug for a girl with deadly brain disease: https://www.bbc.co.uk/news/health-49959738
- What I Learned At AbbVie's Development Design Center: http://clinicalleader.com
- 6 Ways Digital is Transforming Pharma and Healthcare: https://digitalmarketinginstitute.com/en-gb/blog/16-03-2018-6-ways-digital-is-transforming-pharma-and-healthcare
- The future of pharma: embracing opportunities, partnerships and hurdles: https://www.mobihealthnews.com/news/future-pharma-embracing-opportunities-partnerships-and-hurdles
- Reshaping the future of pharma: https://home.kpmg/uk/en/home/insights/2019/04/reshaping-the-future-of-pharma.html
- The Road to digital success in Pharma: https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/the-road-to-digital-success-in-pharma
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