Amplifying the Patient Voice: The role of publication in driving greater patient centricity
COVID-19 has dramatically changed perceptions of the pharmaceutical industry, with 60% of the UK public having an improved view of the industry since the start of the pandemic.
Pharmaceutical companies have, for some time, been shifting their focus from simply selling to physicians, toward serving the patient; namely a patient-centric approach. In addition to developing drugs, a patient-centric approach requires the provision of tools and services to help patients manage their conditions or prevent their onset and ensuring that these services are not simply an after-thought or add-on.
At Ipsos, we have witnessed an increase in market research being conducted with patients by the pharma industry as part of this patient-centric mission.
Publishing patient market research demonstrates that their challenges and views have been heard and can result in change. Sharing their story may in turn spark more interest or investment in their condition and provides reassurance that the pharma industry is listening to them.
This paper is a call to action to shift how we think about patient market research and to help raise awareness of how the industry is building and enhancing the important relationships with the patients it ultimately serves.
