This document discusses the importance of cultivating relationships between pharmaceutical companies and patients in the digital era. It provides examples of how companies like Pfizer, Novo Nordisk, and Novartis are approaching patient engagement through mobile app strategies, technology partnerships, and content focus. The document emphasizes that patient engagement should focus on solving patient problems rather than business needs. It also stresses the importance of technology, customer experience expertise, and continuing to learn from patients to refine engagement strategies over time.

1. CULTIVATING
PHARMA-PATIENT
RELATIONSHIPSIN THE DIGITAL ERA
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2. PERFICIENT DIGITAL
Leading Digital Transformation
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With unparalleled information
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Life Sciences Practice
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5. PERFICIENT DIGITAL
Speaker Intro
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6. PERFICIENT DIGITAL
Director, Life Sciences
Param Singh
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SPEAKER
INTRO
/ Heads up clinical operations
and connected health
initiatives
/ 9 years with Perficient
/ 15 years in life sciences
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Agenda
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WHY PHARMA-PATIENT
RELATIONSHIPS MATTER
HOW TO APPROACH THE
PATIENT RELATIONSHIP
INDUSTRY EXAMPLES
KEY POINTS
WHAT’S NEXT?
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Pharma-Patient Relationship Imperative
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Pharma-Patient Relationship
Imperative/ Patients are more empowered than ever
/ Advocates for their own health
/ Dramatic shift in patient expectations of pharma and med device
companies
/ Now, expect personalized advice/support/tools formerly only provided
by physicians
/ Unique opportunity to develop a direct relationship with
consumers/customers
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UNIQUE
OPP
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What It’s Not
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What Patient Engagement is NOT:
/ Building a mobile app
/ Maintaining a patient portal
/ Having a Facebook page
/ Sending tweets you think patients will like
/ Using hipsters in your marketing campaigns
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WHAT
IT’SNOT
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Connected Health for Life Sciences
WHAT IT IS:
Helps organizations improve and
manage relationships with key customer
groups, such as:
/ Patients
/ External partners
/ Clinical sites
/ Employees
/ General public
WHAT IT INCLUDES:
/ Intelligent strategy
/ Appropriate technology to support
the strategy
/ Exceptional customer experience
design via Perficient Digital
TYPES OF INITIATIVES:
/ Relationship strategy and roadmap
/ Technology assessment and implementation
/ Website/portal design and development
/ Social media strategy
/ Market intelligence strategy and tools
/ Mobile technology strategy and tools
/ Content creation
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Industry Examples
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Industry
Examples
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/ Pfizer
/ Novo Nordisk
/ Novartis
/ Synthesio

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Pfizer: Mobile App Strategy
/ Not just a mobile app, but a mobile app strategy
/ Apps are not aligned with specific products; rather, aligned
with conditions
• Migraines, smoking cessation, mood changes, kidney cancer,
breast cancer, etc.
/ More valuable to users
/ Creates the perception that Pfizer cares about individuals’
overall well-being, not just about selling their own products
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Novo Nordisk: Tech Partnership
/ Limited in-house digital technology expertise? Partner with a tech
expert
/ Diabetes management with Glooko
/ Glooko downloads data from insulin meters, pumps, and CGMs; allows
data entry about food and medication; automatically collects lifestyle
data from fitness trackers; represents data in charts and graphs; shares
data with healthcare team
/ Facilitates relationship between treating physicians and patients; better
manages condition; improves patient outcomes in measurable ways
/ Provides Novo Nordisk (and others*) with insights into adherence,
effectiveness, external influences, and patient outcomes, as well as
improved relationships with treating physicians
*Abbott, Medtronic, Roche
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Novartis: Content Focus
/ Taking a different approach: content strategy
/ Maintains a library of “stories” written by Novartis – a cross between
a blog post and a case study, but clearly aimed at patients
/ Focused on educating patients, making them feel important/heard,
and empowering them to help themselves
• “The Power of the Patient Voice”
• “How We Involved People Living with Psoriasis in Clinical Trial
Planning”
• “5 Patient Advocacy Organizations You Should Follow on Twitter
and Facebook”
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Synthesio: Social Listening
/ Leading “social listening” technology platform in pharma and
healthcare:
“Listens” to social media, per your organization’s specific interests
and key words
/ Monitors brand satisfaction
/ Highlights product questions
/ Identifies potential product complaints and adverse events
(safety signal detection)
/ Identifies social influencers / advocates
/ Provides insight into campaigns and content needs
/ Can be integrated with other relevant data sources
(e.g., marketing automation tools)
/ Provides interactive charts and graphs
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Key Takeaways
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Takeaways
/ Don’t throw technology at your patients
• Rather, ask them and study them to learn what they want/need
(customer journey)
/ Use what you learn about your patients to design a strategy that is
valuable
to THEM
• Focus on solving patient problems, not addressing business needs
/ Technology and CX are key
• If you aren’t experts in technology or user/customer
experience, ask for help
/ Continue collecting data, revisit and revise your strategy; your patient
engagement strategy is just as alive and evolving as your patients!
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KEY
POINTS
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Connect
@PRFTDIGITAL
Facebook.com/PerficientDigital
Blogs.Perficient.com/PerficientDigital
PerficientDigital.com
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WHAT’S
NEXT?
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Upcoming
Register for our upcoming webinar:
Transforming How Sponsors and CROs
Interact with Clinical Sites
Download our latest guide:
Life Sciences is Going Digital: 30
Examples From Industry Leaders
Questions?
Param Singh
Director, Clinical Operations Solutions
Param.Singh@perficient.com
(210) 454-5192

22. THANK YOU
E N D - T O - E N D I S J U S T T H E B E G I N N I N G