PatientMetRx® Blog

The Change from CX to PX

The post pandemic world has a new order for healthcare, with trends to adoption of remote health and democratisation of access through digital transformation and IoT. The Pharma Industry is commenting widely on the permanent changes that will happen. The industry is facing challenges around how it goes about digital transformation accelerated by the uptake of non-personal channels, as Field Representative visits are restricted and patients are presenting less often to Health Professionals.
April 9, 2021

The post pandemic world has a new order for healthcare, with trends to adoption of remote health and democratisation of access through digital transformation and IoT. The Pharma Industry is commenting widely on the permanent changes that will happen. The industry is facing challenges around how it goes about digital transformation accelerated by the uptake of non-personal channels, as Field Representative visits are restricted and patients are presenting less often to Health Professionals.

This means rethinking customer journeys but it also raise the opportunity to rethink how feedback is gathered about patients. As an industry that has started to bring in Customer Experience (CX) disciplines there is now a pivot moment and opportunity to orientate and bring in Patient Experience (PX) to the mix through listening to the Patient Voice more directly through technology aided solutions.

Talking Medicines Approach to Patient Centricity 

At Talking Medicines we have devoted our scale up journey to investing and adopting cutting edge technology including Artificial Intelligence to address the blind spot toward the “consumer”/”patient”/”people” who take medication and to what they are saying in open forums about their medications. There is undoubtedly a need for change to be patient centric, being a regulated industry should not stop best practice. There are mindsets and skills that the Pharma industry could benefit from looking beyond their own sector, having personally worked in Marketing outside of Pharma it is clear that the toolkit that marketeers adopt is not being used in Pharma and yet the patient is the same consumer. The opportunity for transformation and evaluating which tools the modern industry needs has never been greater given the new order.

Here are 3 things to think about in driving patient centricity alongside digital transformation within Pharma:

  • Do you understand your patient segments?
  • Do you actively listen to the Patient Voice from their perspective?
  • Do you have a Patient Scorecard with metrics to benchmark how the Patient Voice is changing over time vs the market?

Now more than ever is the time to embrace PX within the mix and look at how to have a cohesive strategy toward a patient-centric focus. If the data sources and activities are fragmented the actions will tend to be isolated, if they are integrated the strategy will drive cohesive focus. The opportunity for rapid change is here in 2021.

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