Embracing patient perspectives: A catalyst for advancing healthcare outcomes
In today’s dynamic healthcare landscape, prioritising patient-centricity is no longer an option but a necessity. With the proliferation of digital resources, patient advocacy groups, and social media platforms facilitating an abundance of health-related conversations and access, the patient population has never had access to so much information. (1)
The patient-centric approach
At the heart of the patient-centric model lies a collaborative partnership between patients and healthcare stakeholders aimed at elevating patient experiences and driving positive healthcare outcomes. In fact, patient engagement is touted by some as the “holy grail” of healthcare due to its potential to improve patient adherence and satisfaction and drive improved clinical outcomes. (2) Adopting a patient-centric culture, therefore, fortifies a company’s commitment to creating better health outcomes for its consumers.
A shift in paradigm
Historically, pharmaceutical companies have taken a disease-focused, healthcare provider-led approach to treatment, as opposed to understanding the person with the condition as a whole, resulting in a chasm between the perceptions of patient and physician. (1) Recent years have seen a paradigm shift towards an approach in which a patient’s needs, desires, preferences and experiences are instead placed at the helm of the healthcare process, marking a significant evolution in healthcare strategies. This shift enables the patient to become an active participant, rather than a mere bystander, in their health and wellbeing. (3)
The impact of patient insights
Patient insights play a crucial role in helping researchers garner a deeper understanding of the effectiveness of treatments and their associated side effects, offer a glimpse into the patient experience and how they interact with the course of treatment and can inform future study design. By prioritising patient insights, pharmaceutical companies can gain an improved understanding of patients' preferences, behaviours, and lived experiences, facilitating the development of therapies that fit into their lives and improve treatment adherence. (4)
So, what are the key benefits of leveraging patient insights to improve the patient experience?
1. Tailored healthcare solutions (5)
Patient insights allow for the personalisation of treatment interventions, considering individual comorbidities, preferences, needs, and circumstances. This, in turn, can lead to the development of more effective, tailored care plans to optimise therapeutic outcomes.
2. Enhanced patient engagement (6)
Patient engagement has a critical influence on healthcare outcomes and is an important predictor of participant retention throughout clinical trials as a central strategy for bolstering patient compliance and treatment adherence. Involving patients in decision-making can promote greater patient engagement, affecting the overall quality of results and clinical efficacy.
3. Promotes treatment adherence (6)
Aside from the impact on patient outcomes, poor adherence comes at a cost to the payer, society, and the pharmaceutical manufacturer. Patient insights play a pivotal role in identifying factors that may impede adherence to treatment protocols. Leveraging patient perspectives to address these issues and better align treatment plans with patients’ lifestyles and preferences can foster greater adherence and health outcomes.
4. Patient-centred innovation (6)
Interacting with patients can help to identify novel challenges and ideas, sparking innovative solutions and services that address unmet needs and improve healthcare experiences. Appreciating and understanding these insights can inform the development of new technologies, services or programs that resonate with patients and meet their needs.
5. Builds trust and loyalty (2)
Actively engaging with patients, listening, and considering their insights allows pharmaceutical companies to foster trust and enhance their reputation in patient communities. This can create positive associations for patients who see their concerns and experiences being acknowledged, helping build loyalty and a lasting patient-provider relationship that extends beyond the prescription.
6. Improved clinical trial design (2,7)
Continuous patient feedback contributes to the design of more efficient, patient-friendly clinical trials, with studies suggesting that patient-centred trials can increase enrolment, retention rates and success over traditional approaches.
7. Increased patient satisfaction (7)
Understanding patient perspectives and taking an approach driven by their insights leads to care plans that better align with expectations, requirements and preferences and promote higher levels of satisfaction.
8. Better quality healthcare services (7)
The patient outlook can help researchers better understand what matters most to them along their healthcare journey. Offering valuable insights into how organisations can enhance the quality of care, incorporating perspectives and aligning systems with patient-centred goals can effect change and improve healthcare services.
As the pharmaceutical industry journeys towards a healthcare landscape in which a patient-centric approach is no longer a choice but an essential, embracing patient insights unlocks a myriad of benefits that universally enhance the patient experience. (7)
At Synthesis, we're committed to fostering productive partnerships that promote patient-centric approaches, drive impactful changes, and ultimately improve health outcomes. Contact us to learn more about how we support patient engagement and advocacy initiatives.
References:
https://clearstrategy.com/thinking/why-patient-insight-is-critical-to-improve-patient-outcomes/
https://assets.kpmg.com/content/dam/kpmg/pdf/2016/01/healthcare-insights-dec-2015-2.pdf
Pushparajah DS. Making Patient Engagement a Reality. Patient. 2018;11(1):1-8. doi:10.1007/s40271-017-0264-6
https://florencehc.com/blog-post/what-is-a-patient-centric-approach-in-clinical-trials/