Patients' Role in Healthcare Decisions Will Transform Industry’s Model of Care

In the latest in a series of 2020 predictions for the life sciences industry by Veeva Systems, David Logue looks at how patients

’ 

active role in their healthcare decisions will transform the industry’s model of care.

David Logue

In the existing account-based model of healthcare, physicians have traditionally been the focus of manufacturer information, business development efforts, and support. The industry is still in the early stages of adopting a patient-driven model that examines patients holistically, as banking, entertainment, merchandising, and other industries have long since done. From the consumer perspective, healthcare is complex to navigate, fragmented, and exorbitant In 2020, the industry will continue to modernize and focus on the patient’s experience and enabling patient empowerment.

On the clinical side, pharma will focus on helping patients better research and understand medication options, risks, and outcomes. More collaboration within the industry to drive new products and ways of paying for them, particularly oncology and specialty treatments, will be an imperative.

On the commercial side, companies will better align their marketing efforts and account teams to focus targeted messaging to providers. For example, streamlining the process for medical legal review and use of digital publishing will help ensure timely communication of new discoveries, innovative treatments, clinical trials, and more to providers and patients.

While patients are provider network subscribers and research, treatment, and surgery candidates, they are also consumers in search of value, convenience, simplicity, and comfort. We see the industry adapting to address medical needs and deliver treatments to patients in ways that afford greater personal empowerment.

David Logue is Senior VP of Strategy, Veeva Europe.