3. “________ - Centric” is a way we can describe something
that a business/product/person focuses on.”
Examples:
“Our company is an employee-centric organization. Happy employees lead to
happy customers.”
“Apple products are famous for their user-centric design – easy enough for young
children to use…”
“Patient-Centric Care” is when a service or solution is designed
around a patient’s experience and needs.
4. Since you began working in the pharmaceutical industry, how has the
overall sales strategy/model shifted?
(How have med reps their changed approach towards physicians?)
Ex: physician-centric to patient-centric
incentive driven to education driven
brand-focused to research-focused…
5. In what situation do medical reps (if ever) get to
directly interact with patients?
How about indirect contact? Are there any Dept. in
your company that directly interact with patients?
6. In an ideal world, Patients should be the #1 concern
of organizations/members of the healthcare industry
Nowadays, pharmaceutical companies want to express their
mission to put patient care first.
Have a look at these examples:
7. “UCB is inspired by patients and driven
by science. Patients are at the heart of
everything we do.”
8. “Making the most meaningful difference
to patient health through great
medicines.”
Mission Statement
10. “Our mission is to help people do more, feel
better, live longer.”
11. “To improve patients' lives by providing customers with
innovative science and differentiated healthcare solutions…”
12. In reality, pharmaceutical companies and their employees face daily
business pressures that often make staying s truly patient-centric
organization very challenging.
13. So, the BIG QUESTION is:
How can pharmaceutical companies &
their employees be truly patient-
centric when their reason for engaging
customers is a brand, not a disease?
Or in simpler terms: How can a pharma sales strategy keep patient needs at the center of
everything – designing services and solutions with the patient in mind?
14. What are some of the biggest
challenges?
Here are some examples:
15. • Moving away from a product /
physician focused sales approach
17. • Measuring Patient behavior to
identify patterns (in order to
customize treatment / support)
18. What are some ways pharma
companies can become more patient-
centric?
19. 1) Be aware of corporate reputation
• As patients are gaining power through increasing their
knowledge & having a bigger influence on others through
social media – today’s companies need to reach out and
provide more services and support for patients.
What are some ways drug companies can create a
positive reputation among patients?
20. 2) Discover unmet patient needs
• R & D can work alongside patients to gather key
insights for brands
• Form new partnerships with payers, providers, etc.
to find out more information about patients.
• Patient-centered services (home delivery, support
groups, community programs), etc.
• Patient involvement in
planning marketing
activities
21. 2) Reduce Patient Burdon
• Accessing information, understanding options
• Drug affordability
• convenience
*Many companies emphasize that they’re a “Healthcare Partner”,
invested in patient’s health & putting the patient’s best interest first.
(opposed to a vendor, selling drugs)
22. 3. Identify & distinguish customer
needs
*Brand needs
*Product needs
*Physician needs
*physician time is limited with patients – med reps
can provide innovative solutions that help them
better serve their patients.
23. 4. Perfecting delivery of care
• Integrate marketing efforts (between hospitals & patient programs)
to include patient insights.
• “break down walls” between teams, departments, etc. in order to
put patient care first and deliver products seamlessly
24. Can you think of any other ways
pharmaceutical companies can
become more patient-centric
