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Pharma’s Growing Opportunity in Patient Services

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We surveyed 200+ patient services executives in the pharma industry to understand where their companies are in developing patient services.

Published in: Healthcare
  • Very good comprehensive Overview and clear Conclusions
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  • This is an excellent presentation and validates with true research what we have suspected is occurring. Paves the way for Pharma Brand Managers and Marketing Directors to get busy with digital patient services. Having been in Pharma marketing for years this data should jolt the industry in to less meditating about it and more implementing on it! :-)
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Pharma’s Growing Opportunity in Patient Services

  1. 1. The Patient Is IN Pharma’s Growing Opportunity in Patient Services Accenture Life Sciences Rethink Reshape Restructure…for better patient outcomes
  2. 2. 2 ABOUT THE RESEARCH Responses from over 200 patient services executives in the US and Europe on current and anticipated activities and investments in patient services across seven therapeutic areas. 100 patient services executives based in the US and 103 from Europe Heart Lungs Brain Cancer Immune System Bones Hormones/ Metabolism Covers seven therapeutic areas: Copyright © 2016 Accenture All rights reserved. Confidential
  3. 3. 3 KEY FINDINGS Copyright © 2016 Accenture All rights reserved. Confidential 2 Companies are going big with investments in digital engagement technologies and supporting analytics. 3 Much of this investment (but not all) is aligned to what patients’ value. 1 Patient services are delivering value today with a significant increase in focus and investment expected over the next two years.
  4. 4. 4 Patient services are delivering value with a significant increase in focus and investment expected over the next two years. 1 Copyright © 2016 Accenture All rights reserved. Confidential 9 of the top 10 services offered by companies are driving above average business impact.
  5. 5. 5 Companies are going big with investments in digital engagement technologies and supporting analytics. 2 Copyright © 2016 Accenture All rights reserved. Confidential 95% of companies are planning to invest in patient engagement technologies over the next 18 months. Digital channels play a dominant role in making patients aware of their services. Top three ways to make patients aware of services:
  6. 6. 6 3 Much of this investment (but not all) is aligned with what patients value. Copyright © 2016 Accenture All rights reserved. Confidential 50% of the services expected to grow the most are highly valued by patients. However, there are some cases where patient value exceeds expected expansion in service offering:
  7. 7. 7 POTENTIAL BARRIERS TO SUCCESS Copyright © 2016 Accenture All rights reserved. Confidential 2 The majority of companies are not able to precisely measure the impact of patient services on outcomes. 3 Heads of patient services/experience are rapidly emerging but without full ownership of the patient experience. 1 Companies primarily make patients aware of their services through healthcare professionals, however, less than 1 in 5 patients are aware of the services.
  8. 8. 8 Companies primarily make patients aware of their services through healthcare professionals, however, less than 1 in 5 patients are aware of the services. 1 Copyright © 2016 Accenture All rights reserved. Confidential 81% of companies go through healthcare professionals to make patients aware of their services, relying on in-person communication 64%of the time. However, just 19% of patients are aware of the services available from pharmaceuticals companies.
  9. 9. 9 The majority of companies are not able to precisely measure the impact of patient services on outcomes.2 Copyright © 2016 Accenture All rights reserved. Confidential Companies cite improved patient outcomes as their #1 objective but only 40%of respondents say they can precisely measure it.
  10. 10. 10 Heads of patient services/experience are rapidly emerging but without full ownership of the patient experience. 3 Copyright © 2016 Accenture All rights reserved. Confidential 62% of respondents identified themselves as a head of patient services or patient experience. 73% of respondents don’t see a single group as having responsibility for patient services – on average, they cited 2.5 different groups having this responsibility.
  11. 11. 11 Patient services will become a competitive driver and are no longer optional for pharmaceutical companies. It will no longer be a question on if pharmaceutical companies should offer services, but which ones and how. Investment should be led by what patients’ value, but measuring business value is critical to sustainability. Invest in understanding the needs of patients to direct your patient services strategy. Develop a robust measurement capability to ensure your patient services are delivering the desired patient outcomes and business value. IMPLICATIONS Copyright © 2016 Accenture All rights reserved. Confidential Clear organizational and operating strategy must be in place to ensure companies are structured for success. Mixed or unclear ownership may create inefficiency and limit the impact of services. Articulating the patient and economic value of patient services needs to be central to interactions with healthcare professionals. Focus conversations on the outcomes achieved by the solutions (products + services) you offer. When healthcare professionals see the bundled solution as integral to achieving better outcomes, they will be much more inclined to discuss the solution with the patient.
  12. 12. 12 Copyright © 2016 Accenture All rights reserved. Confidential
  13. 13. 13 Copyright © 2016 Accenture All rights reserved. Confidential
  14. 14. 14 This study was fielded October - November 2015 Respondent Location n=203 United States 100 Austria 1 Belgium 1 Denmark 0 France 25 Germany 26 Switzerland 8 United Kingdom 41 Poland 1 Europe 103 Revenue n=203 Less than $1 billion 1 $1-$5 billion 69 $6-$10 billion 65 $11-$25 billion 28 Greater than $25 billion 40 Source: New Patient, October 2015 Title n=203 Chief Patient Officer 33 Chief Patient Experience Officer 27 Patient Services Director/Executive 39 Patient Services Lead 27 Brand Leader/Brand Project Manager 22 Patient or Consumer Marketing Lead 8 Commercial Operations 17 Multichannel Customer Engagement 3 Clinical Operations Director/Executive 23 Other 4 Area of Responsibility n=203 Brand 49 Single Disease Area 28 Multiple Disease Area 112 Market Access only 14 Therapeutic Area of Responsibility n=203 Heart conditions 109 Lung conditions 108 Immune diseases 102 Hormones 97 Oncology/ Cancer 84 Bones 71 Brain 61 Other 6 A maximum of 5 respondents was allowed from any single company. Each company provided 1.5 respondents on average although 130 respondents declined to give their company name meaning the true result could be higher (or lower). Copyright © 2016 Accenture All rights reserved. Confidential

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