The capture and use of real-world data (RWD) is emerging as a valuable currency and necessary element of a pharma marketer’s brand strategy. It also has an important role to play in patient engagement and adherence programs. Yet it can be challenging to systematically capture the “voice of the patient.”
Patient-friendly mobile solutions are making it easier to cost-effectively capture this RWD at scale. Through our EngagedPatient™ platform, we’ve enhanced our ability to capture and report on patients’ experiences with a branded therapy with our mobile-first RxSurveyor™ solution. This easy-to-launch survey tool uses simple questions to capture the voice of the patient and apply these insights to support better-informed brand decisions.
Let’s take a look at some real-world applications of this type of real-world data.
Providing HCPs insights that drive writing behavior
Healthcare providers (HCPs) are eager for patient insights, including in the moments between clinical visits. In fact, in a survey of HCP members of our Univadis platform, 88% say real-world information helps them talk with other patients about a certain medication. Yet that data can be difficult to get: 79% of HCPs say that real-world patient experience data is something to which they currently do not have access.
RxSurveyor helps support the doctor-patient relationship by capturing patients’ experiences and satisfaction with a therapy – including whether or not they intend to stay on the medication – which is then shared with their HCP through secure communication channels. In our experience, we’ve seen how sharing these results has led to increased writing for a specific branded therapy, as HCPs gain more insight into their patients’ experience with it.
Gathering brand-specific patient insights at scale
Real-world data is also valuable to pharma brands looking to understand the experience people are having with their therapy. According to a recent Deloitte Insights report, 90% of survey respondents in the life sciences industry are now building their real-world data capabilities, driven by “pressure to demonstrate value for access and reimbursement, the need to better understand the patient journey, increased data availability, and greater acceptance of real-world evidence among regulators.”
The RxSurveyor solution typically probes on therapeutic efficacy and overall satisfaction, but can also address device, support programs, and other elements of the patient experience—valuable market research that can be applied to brand planning and promotion.
Optimizing patient support programs
Patient support programs are a key part of helping people stay on a therapy as prescribed. Brands that offer patient support programs—such as injection training—can easily scale these programs, better allocate resources, and assess their effectiveness through the patient survey offered through RxSurveyor.
For example, field sales representatives for a medical device spend much of their time tracking down and training patients on behalf of the practice to train them in the device, only find that many have already mastered the device. By engaging via survey, patients can be triaged to ensure that reps can focus on the patients in greatest need of personalized support.
Through innovative programs like our RxSurveyor, brands – and HCPs – are now able to learn more specific information about patients, from patients themselves. Insights like these will help brands and HCPs continually improve patient experience, drive Rx lift, and support ongoing adherence.