environment and in line with our
business goals and responsibilities?
It also requires a shift from short
term to long term outcome and
impact planning (which also affects how you will have to manage
your investors).
Dominique Cote: Executives
should care about patients because
they are our purpose. I joined the
pharma industry and left genetic
research for the same purpose, to
have an impact on patient lives
and be part of working to find a
solution for devastating diseases
like cancer. It should be at the core
of what marketers plan and their
strategies to really create partner-
ship with healthcare professionals
for these patients that we serve.
What about outcomes? Can patient-centric commercial people
still meet their mandates/sales
targets?
Kasia Hein-Peters: In my opinion, a patient-centric approach
helps to achieve sales objectives,
because it supports patients in
taking the right medication and
staying on it. Patient-centric marketing solutions—if developed and
implemented well—can improve
treatment adherence, remove access barriers, increase understanding of the disease and associated
risks, help in disease management
etc. As a result, medicines will be
used more often and longer.
