Why should sales and marketing
execs care about patient centricity? What does it mean to them?
David St. Denis: We should all
care about patient centricity. As
average life expectancy increases,
we will all be patients one day. We
want a great experience for our-
selves and our loved ones. Patients
are becoming more empowered
and are getting more say in their
healthcare options. As they inform
themselves through their own
research, we want to ensure they
have access to the best informa-
tion, tools, and services to ensure
they can make the best choices,
along with their healthcare provid-
ers. If we don’t engage them cor-
rectly and provide a great experi-
ence, they may not find their way
to the best solutions.
Kasia Hein-Peters: For market-
ing and sales teams, patients are
the ultimate end-users of products
that they commercialize. Medi-
cines don’t work and don’t sell if
they are not taken by patients. For
this to happen, patients must want
to take them, be able to manage
side effects and remember to con-
tinue therapy as prescribed by a
doctor. So it is critically important
for sales and marketing to ensure
that patient’s needs are taken care
of in the process of drug prescrib-
ing and administering.
Wendy Erler: We are responsible
for getting patients what they
need, when and how they need it.
This latter piece sometimes gets
lost in the patient centricity discussion. While it is true that drug
discovery and innovation is the
first step, delivering the medicines
in a way that is feasible for patients
and ensures compliance along with
access and coverage is as important. Thinking all the way through
the patient experience is crucial to
successful launch, market trajectory and commercial returns.
This approach creates a continuous feedback mechanism which
provides further input on unmet
medical needs which can help a
company focus its development
initiatives or for life cycle management of a product.
Dirk Abeel: If you want to be true
to our mission there is no other
way than being truly driven and
interested by what patients are
facing, struggling with, looking for
and expecting from us. What does
it mean to them? All that you do
as an organization should circle
around the question: how can we
improve the quality of life for our
patients on the short-, mid- and
long-term, together with a positive
impact on our communities and
If you want to see better outcomes for your
company, yourself and the patients you
serve—or if you are wondering how you
make patient centricity work in sales and
marketing—then this roundtable is for you.
When I was 35, I lost my father to an avoidable prescribing error. As a
professional in the pharmaceutical industry, I asked myself “What if my
Dad’s doctor’s rep had been able to access and influence him more effectively?” I’m a firm believer that the greatest outcomes will be achieved
when we shift from being script-centric to patient-centric.
How does patient centricity apply to sales and marketing? There is ample
evidence that when you focus on your purpose (the difference you make
to patients) you will be more successful in reaching your targets!
This roundtable incorporates ideas from around the world, from different
companies and different departments. We showcase examples of how they
are bringing patient centricity to their commercial teams. What about
outcomes? Can you be both patient focused and business focused? How?
What are examples of patient centricity working in commercial pharma?
What are the barriers? These are just some of the questions we discuss.