Tech-savvy patients have come to expect the same degree of real-time interaction and on-demand information from health care providers that they have from their favorite celebrities or musicians. Meanwhile, commercial payers and governments, driven by cost pressures, are eager to tap into cloud-based “big data” to generate patient insights that will help inform reimbursement decisions and drive adherence. As a result, pharmaceutical manufacturers feel increased pressure to respond to these growing customer needs.
To respond, pharma should increase its capabilities in social, mobile, and analytics
One way that pharmaceutical manufacturers can simultaneously engage patients and generate actionable data is through building digital capabilities in social, mobile, and analytics. Pharma can realize both short- and long-term strategic advantages on its quest to become more patient-centric by taking steps to develop new social and mobile engagement channels with patients while generating useful data.
Imagine this illustrative patient scenario (Exhibit 1)
On her mobile tablet, Alicia watches her favorite drama that data analytics firms have identified as a popular program for her demographic. This insight triggers a Breast Cancer Awareness Month advertisement, sponsored by the top three breast cancer biologic manufacturers, to play during the commercial break. Alicia – who knows that she overexpresses the HER2 gene thanks to genetic testing years earlier when her sister was diagnosed with breast cancer – remembers that she has not yet scheduled her annual mammogram. Not only is Alicia able to schedule an appointment on her tablet, but she also posts about Breast Cancer Awareness Month on social media. Alicia’s posts go viral as her friends share and retweet about the importance of breast cancer screening. Through insights gathered from monitoring social media, the three pharma sponsors of the ad deploy their oncology sales forces to provide reimbursement and educational information for their products at the top cancer centers in the cities involved with the social media chatter.
All stakeholders benefit when pharma leverages technology for engagement
In this example, we see a win-win for Alicia and for Pharma. Technology both reminded Alicia to screen for breast cancer and enabled pharma to reach out to the cancer centers that would potentially see an increase in breast cancer diagnoses. Exhibit 2 demonstrates other potential benefits that health care stakeholders can achieve through Social, Mobile, Analytics and Cloud technologies.
Does this sound too unlikely in a heavily regulated industry like Pharma?
Maybe today. However, some pharmaceutical companies have a strategic vision for how social, mobile, and analytics can take them to new heights.
The pharmaceutical manufacturers who will be the future leaders in social, mobile, and analytics are currently:
- Partnering with governments, nonprofits, and technology companies to develop and implement innovative digital health care technologies (e.g. Proteus, a technology company, is developing a sensor that attaches to a pill and tracks the pill's absorption into the body)
- Experimenting with ways to develop a digitally-based value proposition to serve and benefit patients and payers
- Developing digital capabilities across all levels and functions in the organization that are aligned to a core strategic vision
Will your company be left behind?
Let us know what you think. Feel free to reach out to Joe Medel, Ryan McKee, and Jeremy Golan
Capgemini Consulting Life Sciences Blog Editors: Joe Medel and Jeremy Golan