Patient Centricity and "Made to Order" Delivery
Healthcare is a business. Some may wish that wasn't the case, and it may not always be, but the reality of the matter is plain to see for anyone. Most hospitals and other healthcare providers here in the US have to operate from a profit-making perspective - just like brands such as Walmart and Amazon.
However, an attitude seems to have permeated the healthcare space where it considers all the profit-making elements of business but ignores the customer service side of things. Wanting its cake and eating it, so to speak.
However, more progressive healthcare providers are now adopting patient centricity as a core part of their business model.
Patient Centricity?
Patient centricity is defined as designing a treatment, clinical trial, or any other element of healthcare provision with the needs of the patient being put first and foremost. To create patient-centric solutions means to work with patients at every step, talking to them and getting their feedback - and from their loved ones - and then making decisions based on those conversations.
"At Sanofi, a patient-centric culture means everything begins and ends with patients," said Global Head of Patient Informed Health and Health Value Translation at Sanofi, Victoria DiBiaso. "Companies can be centric but not informed. Sanofi distinguishes between the two - we need to be fully committed to listening, then translating patient insights into clear actions, so there are meaningful outcomes according to patient need."
So, it's important that patient centricity is informed. That is to say, you may think your brand is operating in a patient-centric manner, but unless you actually communicate with your patients, you cannot know for sure. Many businesses in all manner of industries fall into the trap of assuming they know what the customer wants, but we're sure we don't need to remind you what assuming makes of you and me.
The COVID-19 pandemic has also brought the need for a patient centric approach into sharp focus - especially when it comes to recruiting for and carrying out clinical trials.
Antidote.me a company which works with pharma brands and participants to drive clinical trial recruitment says, "Many clinical trials struggle with both enrolment and patient retention. Not only do 80% of trials struggle with enrolment, but some studies estimate that up to 30% of patients who join a clinical trial end up dropping out. Designing and running a study while keeping the patient perspective in mind can help at every stage of a clinical trial. There are several ways to put the patient first during each stage of a clinical trial, from enrolment to retention and study follow-up."
As you can see, patient centricity permeates every part of the pharmaceutical process from clinical trials up. However, one element we haven't touched on yet is the one you're probably most interested in - logistics.
A Patient-Centric Supply Chain
Pharmaceutical logistics may seem like a poor fit for patient centricity as it is not usually a patient-facing industry. However, as the way we treat illnesses and design treatments becomes more patient-centric so too must pharma logistics follow.
A patient-centric supply chain is one which works with healthcare providers to create a deeper understanding of a patient's needs at every stage of their healthcare journey. For example, a patient with an acute condition will have very different needs to one with a chronic, or even terminal one. Considerations need to revolve around, for example, the difference between a patient that need a very specific and bespoke medication - see our previous article on personalized medicine - and one who needs a mass-produced generic treatment.
We are also seeing the rise of so-called "made to order" deliveries, where certain medications are delivered in very small batches, straight to the patient's home. This method of achieving patient-centricity is particularly relevant when it comes to rarer conditions which need medicines that aren't suitable for mass-production.
"In an increasingly digital world patients seek the same level of convenience and personalization from biopharma companies that they receive from other industries," says technology provider Accenture. "While momentum for change has been building, conditions are now perfect for an ambitious and fundamental reshaping of outdated processes. It is time for biopharma companies to lead the healthcare industry by becoming more empathetic, impactful, human and truly patient-centric."
Final Thoughts
Patient centricity is the future. Brands such as Amazon have reached such enormous success partly because of their dedication to customer service. It's now the turn of healthcare - including the pharmaceutical supply chain - to follow suite and start putting the patient first in everything it does.
You can hear an esteemed panel of experts in pharmaceutical logistics talk on this topic and more at LogiPharma 2021, taking place in October at the Hilton Philadelphia at Penn's Landing.
Download the agenda today for more information and insights.