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  • GfK Health experts featured in global medical journal.
    • 07/31/18
    • Health
    • Global
    • English

    GfK Health experts featured in global medical journal.

    Prevalence and clinical characteristics of chronic spontaneous urticaria in pediatric patients

  • GfK Health expert featured in British Journal of Dermatology
    • 06/06/18
    • Health
    • Global
    • English

    GfK Health expert featured in British Journal of Dermatology

    A multidimensional assessment of the burden of psoriasis: results from a multinational dermatologist and patient survey

  • Intellus Philadelphia 2018: A report from the inaugural conference
    • 05/22/18
    • Health
    • Global
    • English

    Intellus Philadelphia 2018: A report from the inaugural conference

    A fresh angle on customer centricity… featuring empathy and deep understanding.

    At Intellus in Philadelphia this May, the PMRG and PBIRG attendees focused almost exclusively on patients, offering an even deeper understanding of patients’ needs, their varied contexts and their experience as participants in research. The conference was an hour-by-hour reminder of the reason why we are in this business: our patients. And they were featured prominently in keynote addresses and discussion groups. A new “demo zone” featured bite-sized vignettes of technology and analytics that apply to patient/caregiver feedback, with many having clear application to physicians and payers as well.

    What it takes to put patients at the center

    It is easy to talk about putting patients at the center. Intellus actually did it. The main sessions featured patients, with the “Advocacy of Hope” keynote, featuring and moderated by rare disease patient advocates (themselves either patients or caregivers). We heard the perspective of patients, as well as gained insights into the dynamics of creating and leading patient advocacy forums. Over the last three decades, we, as marketing researchers, have learned from customer-centricity success stories (many of which are non-healthcare) about what it takes to become sustainably customer centric: It requires leadership that cares about the customers. Leadership must develop true empathy and a deep understanding of their customers’ needs. While pharma companies have always cared about the patients, what is new is that they have started to place them front and center in their strategies. We had proof of this at Intellus, as we heard patients talk about their personal challenges, how their disease impacts their lives and the role that support organizations play in managing the diseases.

    Understanding patients with rare diseases

    As researchers, we also heard the perspective of rare patient advocacy leaders — information that can help us recruit rare patient populations to studies, and gleaned tips (e.g., transparency) for the best way to conduct research in their communities. We want to learn without doing damage, and the conference delegates shared tip after tip on how to do exactly that. Some delegates led a deep-dive discussion into the needs of patients with rare diseases, with a clear message on how empathy helps them harness patient panels.

    Enabling patient centricity with technology, analytics and insights

    Technology and analytics from the “demo zone” revealed new techniques, such as GfK Health’s virtual reality tool that taps System 1 reactions (Daniel Kahneman’s behavioral economics) in patient-expert interactions. Virtual reality emerged elsewhere as well, with HRW sharing results from an R&D study comparing different approaches to measuring reactions to patient profiles. Analytics ranged from dashboards mapping patient types, to social conversation dashboards, to generalized influence networks.

    What next steps need to be taken

    Pharma is focusing again on digital and customer centricity. We saw an early phase of this in 2008-2010 that included quick investments, followed by the rapid refocusing of assets. The current phase is, for at least some companies, exhibiting features of this two-pronged approach that has been proven to work. Customer centricity is focusing on the most relevant customers, including patients, as featured in Intellus, but also extending to providers and payers – with a spotlight on creating true value that will lead to the commercial success needed to fund the customer experience (CX) focus. This season’s conferences have once again pointed the world of health in the right direction. Now we will see if they follow through, and include the requirements for CX success in their initiatives.

    This article was co-authored by Cheryl Mulherin

    To share your thoughts, please email tom.hartley@gfk.com, cheryl.mulherin@gfk.com or leave a comment below.

  • GfK Health Experts Featured in Stroke
    • 05/16/18
    • Health
    • Market Access
    • United States
    • English

    GfK Health Experts Featured in Stroke

    Two of GfK Health’s experts, Meghan Gavaghan and Deanna Hertz, were among several top industry minds to co-author this intriguing and significant article, published in the May issue of Stroke magazine.

  • GfK Health Experts Featured in Stroke
    • 05/16/18
    • Health
    • Market Access
    • Global
    • English

    GfK Health Experts Featured in Stroke

    Two of GfK Health’s experts, Meghan Gavaghan and Deanna Hertz, were among several top industry minds to co-author this intriguing and significant article, published in the May issue of Stroke magazine.

  • eyeforpharma Philadelphia 2018: A delegate’s perspective
    • 05/08/18
    • Health
    • Global
    • English

    eyeforpharma Philadelphia 2018: A delegate’s perspective

    Patient Centricity is not new…but with so many willing partners for pharma, who is the right one to help leverage the full power of patient centricity?

    At eyeforpharma in Philadelphia this April, the theme was “Know your patient. Deliver real value.” The concept of patient centricity is not novel, but it may be harder than we thought to leverage its inherent power and “deliver real value.” While pharma is making headway, there is a realization that it will take longer to accomplish, and it is a multifaceted venture that requires many partners. In a survey of over 1,200 industry players, 91% said patient centricity is important, but only 30% feel they are confident that they can make it happen. Technology, AI, machine learning, strong payer strategies and medical affairs will all need to work in concert to drive patient centricity, to improve patient care and shorten the benefit approval process.

    Science and innovation does not seem to be the problem – alignment is!

    The science of medicine continues to evolve at a rapid pace, creating new targeted drugs that focus on specific patient types (examples include Hep C, CAR-T and others), leading to higher life expectancy. However, what is missing is the drive to truly move the patient into the center of our universe, using the patient as a starting point rather than an afterthought. There was widespread consensus that there needs to be a major change around the corporate culture/mindset, alignment with managed care, regulatory challenges and slow R+D drug development processes. Are there lessons to be learned from other industries that have put the consumer first?

    When building a patient-centric model, the devil is in the details!

    Several companies talked about how they have put patients first, and an honest assessment of the current situation is almost always a good starting point:

    • Look within your company and examine its culture.
    • Engage with patient authentically and often.
    • Learn from other industries particularly tech (Amazon experience).
    • Deliver on patient promises.
    • Use data smartly and judiciously (big data does not always mean better data).
    • Help patients be self-reliant – allow them to guide us and help connect pharma with their lives.

    Where do we go from here?

    Pharma is betting big on digital transformation for the industry, but technology will not be enough. What is needed most of all is a change in mindset and culture, beginning with leadership. As multichannel marketing continues to become more and more relevant, placing the patient at the center of these marketing efforts, and truly designing programs and touchpoints to understand the patient perspective, will drive success. The pharma industry is at an important inflection point – it has always understood the importance of patients, but now it’s time to leverage data and technology resources to truly position patients as the fulcrum around which it will pivot and build the brands of the future. The next few years will determine whether we got it right.

    To share your thoughts, email pankaj.thapar@gfk.com or leave a comment below.

  • The value of choosing the right approach to pharmaceutical launch pricing
    • 04/23/18
    • Health
    • Global
    • English

    The value of choosing the right approach to pharmaceutical launch pricing

    Join us on May 16 as our pricing and market access experts host a 45-minute webinar, “The value of choosing the right approach to pharmaceutical launch pricing.” 

  • Connect with our team at EphMRA
    • 04/23/18
    • Health
    • Global
    • English

    06/26/18 - 06/28/18
    Connect with our team at EphMRA

    June 26-28, Basel Congress Center in Basel, Switzerland
    Meet our top health experts during this healthcare business intelligence/analysis conference. Learn more about how we’re addressing our clients’ commercial priorities in a changing marketplace. 

  • Connect with the GfK Health team at the BHBIA Annual Conference
    • 04/23/18
    • Health
    • Global
    • English

    05/14/18 - 05/15/18
    Connect with the GfK Health team at the BHBIA Annual Conference

    May 14-15 in Kensington, London, UK
    Hear our top industry expert speak on” How consumer research innovations can help boost health intelligence.” Learn how we address our clients’ commercial priorities in a changing marketplace. 

  • Join GfK Health at Intellus!
    • 04/20/18
    • Health
    • Global
    • English

    05/06/18 - 05/08/18
    Join GfK Health at Intellus!

    May 6-8 (Booth #204) at the Philadelphia Marriott, Philadelphia, PA, USA

    Our top industry experts are ready to address our clients’ commercial priorities in a changing marketplace. 

  • Meet with us at ISPOR 2018
    • 04/18/18
    • Health
    • Global
    • English

    05/19/18 - 05/23/18
    Meet with us at ISPOR 2018

    May 19-23 (Booth #436) at Baltimore Convention Center, in Baltimore, Maryland, US 
    Explore our many posters. And meet with our Market Access and Patient Centricity experts who are ready to help strengthen your strategy at every step of the value chain. 

  • Connecting consumers to your products in pharmacies
    • 04/16/18
    • Health
    • Global
    • English

    Connecting consumers to your products in pharmacies

    Join us on May 9 as our team hosts a 45-minute webinar, “Partnering virtual pharmacies and expert recommendations to drive powerful consumer health marketing.” 

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