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  4. > Harnessing the Power of Patient Support Programmes: pharma, patient and payer perspectives




It all started years ago, with a few patients asking questions on the internet. These days, patient self-education and engagement in treatment and disease management has become a powerful behaviour not just for themselves, but for physicians, pharma and payers alike.

FirstWord explores how pharma is meeting the challenge of patient-centricity. Based on expert interviews, Harnessing the Power of Patient Support Programmes: pharma, patient and payer perspectivesuncovers key trends in patient relationship programs from patient, payer and pharma perspectives, and delves into some of the highly successful and innovative ‘first adopters’ strategies already at work.

The industry has seen a steady rise of patient-centric strategies, such as online patient support programs, inclusion of patient leaders in clinical trial development and the evolution of prescribing relationships. While some in the industry are slow to adopt the new approach, others are embracing the change with open arms. Insightful, wide ranging and compelling, Harnessing the Power of Patient Support Programmes: pharma, patient and payer perspectives offers new insights from experts into what the future holds.







Key Takeaways

Gain insight into the overriding trends in patient support programs and patient-pharma relationships from patient, payer and pharma perspectives
Understand the analysis of successful early adopter projects and programs launched by pharma companies
Get a first look at how companies are developing patient-centric thinking across the organisation, starting with new in house roles, such as ‘chief patient officer’ and ‘patient affairs’
Learn more about the growing trend for patient input in R&D, in particular preclinical and clinical trials
Gain expert knowledge on developing and mapping patient support programs



Answers to Critical Questions

How important and pervasive will patient-centric strategy is becoming?
How can pharma build deep-rooted policies that embrace the empowered patient?
How is the patient-physician relationship evolving, and how does this change the balance of influence in making treatment decisions?
How can pharma companies adapt to the evolving market profile?
Where does patient support sit in the operational structure?
How can companies evaluate, plan, and implement effective patient support programs?
What are payers looking for from patient support programs, and why do some programs fall short of their expectations?


Key Features

Overview of key trends, and of their positive and negative effect on pharma–supported patient programs
Insight into corporate attitudes towards patient-centricity
Case studies of successful programs from UCB, Pfizer and Sanofi
Top tips and take-home messages for implementing successful patient support programs
Insights from 22 experts including nine from the industry, eight payers and five patient opinion leaders

About FirstWord Reports

FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.

FirstWord Reports deliver timely, need-to-know intelligence about your products, your competitors and your markets. FirstWord Reports provide expert views and intelligence on the challenges facing pharma today in these topic areas: Biosimilars, Market Access, Medical Affairs, Sales & Marketing, Technology, Therapy Areas.
FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.

Learn more at www.firstwordgroup.com.


Table Of Contents

Harnessing the Power of Patient Support Programmes: pharma, patient and payer perspectives
1.Executive summary
2.Research objectives, methodology and definitions
2.1.Objectives
2.2.Methodology
2.3.Definitions
2.4.Contributors

3.Introduction
3.1.Pharma engagement with patient-led activities
3.2.Now is a good time to engage with patients
3.3.Patient input into drug development
3.4.Patient advocacy

4.Patient support programmes in the pharma industry
4.1.Patient support programmes defined
4.2.Patient engagement via patient advocacy groups
4.3.Patient support in conjunction with medical advice
4.4.The origin and evolution of patient support programmes
4.5.Creating a new patient-centred function is uncharted territory8
4.6.Changes in the wider healthcare environment have triggered interest in patient support initiatives
4.7.Managing the whole person not just the diagnosis
4.8.View from a patient opinion leader

5. Walk the talk: shifting strategy to ‘beyond the pill'
5.1.Changing the cultural mind-set across a company
5.2.Employees need to put patients first
5.3.Grasping the opportunity offered by patient advocacy and support programmes
5.4.Patients before profit or vice versa?
5.5.Patient support programmes: pros, cons, and other factors to consider in the mix
5.6.Disease-focussed or product-focussed patient support programmes
5.7.Defining the patient - a diagnosis or a real person with a disease?
5.8.Support programmes can influence medication adherence
5.9.Making non-adherence everybody's problem
5.10.View from a patient advocate
5.11.Regulatory constraints

6. Pharma supporting patients as partners in drug trials
6.1.Patient support programmes and pharma-patient partnerships in preclinical
6.2.and clinical trials
6.3.View from a patient organisation
6.4.Incorporating patient-related outcome measures into trial design

7. Patient-centricity: an informed and powerful partner
7.1.Never underestimate the power of the patient
7.2.What patients want from support programme
7.3.Expert patients
7.4.Pharma can help educate patients via advocacy groups
7.5.An equal partnership: patient-doctor relationship
7.6.Working in partnership with a patient organisation
7.7.Generating support programmes with industry

8.Planning and implementing a patient support programme
8.1.Patient support/patient advocacy roles in pharma
8.2.Where patient support sits in the operational structure of a pharmaceutical company
8.3.What is good for the patient is good for the company
8.4.Patient as customer and user of a product
8.5.Patient support programmes are practiced at a local level
8.6.Mapping the patient journey
8.7.Identifying opportunities for support programme intervention
8.8.Key points of engagement with the patient in the programme
8.9.Ensuring continued patient engagement in a programme
8.10.Ensuring access to the programme and obtaining insight into patient behaviour
8.11.Providing feedback to improve patient behaviour
8.12.Digital as a means of implementing patient support
8.13.Patient advocacy groups in the digital age
8.14.Patient advocacy and social media
8.15.Evaluating success of a patient support/relationship programme
8.16.How does this allow me, as a patient, to live my life?
8.17.The metrics of patient outcomes
8.18.The Patient Activation Measure and justifying investment in a programme
8.19.Clinical and patient educators
8.20.Implementing a patient support programme with nurse educators
8.21.How do nurse educators fit with clinician-led activities?
8.22.Case Studies

9.Patient support programmes from the payer perspective
9.1.What payers look for in a pharma-sponsored patient support programme
9.2.Disease focus rather than drug focus
9.3.Programmes should supplement, not conflict with the clinician's care programme
9.4.Improved outcomes, but at no extra cost
9.5.Coordination across all stakeholders
9.6.Appreciation of pharmaceutical companies that provide patient support programmes
9.7.Payer views on pharma and patient centricity
9.8.Patient empowerment: reality or myth?
9.9.Patient empowerment makes the clinician's job more difficult
9.10.Case studies of pharma-sponsored patient support programmes
9.11.UCB: Epilepsy patient support programmes
9.12.Pfizer: Back pain patient support programme - painPREMIER
9.13.Sanofi: Diabetes Online Community in the Intercontinental Region
9.14.Top tips and take-home messages for patient support programmes
9.15.Involve patients in design of the programme
9.16.Be guided by the triangle of patient, physician and pharma
9.17.Recognise patient needs
9.18.A multichannel approach is most productive
9.19.Leverage the clinical educator
9.20.Map the patient journey
9.21.Ensure the programme fits easily into patients' lives and offers help when needed
9.22.Harness the potential of patient organisations
9.23.Build strong partnerships with patient organisations
9.24.Transparency is critical
9.25.Come good on promises
9.26.Regulatory and compliance issues present a challenge
9.27.Do not underestimate the patient's ability to become an expert in their disease
9.28.Make a programme sustainable
9.29.Make product development more patient focussed

10.Conclusions

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