Making value visible: How E.ON Next found growth beyond the price race
Discover how E.ON Next used behavioral insights to uncover stronger brand differentiation beyond price.
The recent shift towards consumerism and patient empowerment is driving companies to reevaluate the role and design of patient support programs. Historically, pharmaceutical manufacturers implemented support programs largely as a way to address patient non-adherence. These programs were often single-based solutions designed to meet mass market needs. Next generation patient support programs will go beyond simple adherence to address holistic disease management through patient-centric service offerings.
These next-generation “beyond the pill” patient programs are still new, and many of the concepts have yet to be widely embraced. However, some pharmaceutical companies have already begun re-evaluating their current set of offerings with the goal of enhancing patient engagement, retaining brand loyalty, and thwarting the switch to biosimilars or other competitive branded products.
In this article published exclusively in WARC, Bill Salokar – our VP Client Solutions – discussed how a recent shift towards consumerism and patient empowerment has encouraged companies to reassess the role and structure of patient support programs.
Patient support programs: Adopting a patient-centric approach to strategy and operations in pharma (summary)
This paper explores:
- Next generation patient support programs will exceed simple adherence, in order to target holistic disease management through patient-centric service offerings.
- Some pharmaceutical companies have already begun re-evaluating their current offerings with the aim of improving patient engagement, retaining brand loyalty, and hindering the switch to biosimilars or other competitive branded products.
- The biggest challenge for pharmaceutical companies is identifying strengths (which services are most valued by customers) and gaps in their existing product offerings.
- For some conditions, such as respiratory diseases, adherence is a key challenge, so strategies for supporting a healthier lifestyle and enhancing adherence to medication are beneficial support offerings that can improve patient outcomes – and the success of such strategies should be measured over time.
