White Paper // Outcomes and experiences: Driving change in the pharmaceutical industry

Transcription

1 Developed in conjunction with White Paper // Outcomes and experiences: Driving change in the pharmaceutical industry Sitecore helps pharmaceutical companies adapt in a rapidly changing global environment

2 Table of contents I. Introduction: Choosing the forces to tame... 3 II. Outcomes and experiences: A strategic framework... 4 Emphasizing healthcare outcomes in the UK 4 How pharmaceutical companies can influence outcomes 5 Healthcare customer experiences: The digital factor 5 III. LEO Pharma personalizes consumer health information with QualityCare... 7 IV. Summary... 7 About Vertic... 7 About Sitecore... 8 Copyright 2014 Sitecore. All Rights Reserved. This document may not, in whole or in part, be photocopied, reproduced, translated, or reduced to any electronic medium or machine readable form without prior consent, in writing, from Sitecore. Information in this document is subject to change without notice and does not represent a commitment on the part of Sitecore. Sitecore is a registered trademark of Sitecore. All other company and product names are trademarks of their respective owners. 2

3 I. Introduction: Choosing the forces to tame Around the world, a multitude of social, demographic, economic and political forces are shaping the way the pharmaceutical companies serve their stakeholders: patients, healthcare providers (HCPs) and the healthcare industry itself. But one fact is clear: The era in which pharmaceutical companies produce solely drugs is fading. It can be argued that the future for the pharmaceutical industry, and many other healthcare businesses, lies at the intersection of innovation (the tradition of product development) and the ability to master two critical forces: 1. The drive to orient the industry around improving patients health outcomes 2. The requirement to improve the experience of all stakeholders as they interact with pharmaceutical companies, and within the larger healthcare ecosystem. This white paper explores how service offerings, delivered by advanced digital technologies, play an essential role in helping pharmaceutical companies to use both of these forces to their benefit. New digital services can dramatically improve their success in serving stakeholders, and foster new efficiencies and revenue opportunities. Delivering a patient support service is a complex undertaking. But, when delivered intelligently, it creates incomparable value for all parties: patients, HCPs, payers and policy makers, and, importantly, the healthcare company itself. Mads Petersen, Partner and Co-founder, Vertic This white paper is based on the extensive experience of Vertic, a valued Sitecore partner, in implementing digital solutions for pharmaceutical companies worldwide. It highlights the approach of Vertic client LEO Pharma, which has used Sitecore s experience platform to implement a patient-centric solution for managing a chronic skin condition. 3

4 II. Outcomes and experiences: A strategic framework Healthcare models are shifting in many countries to emphasize patient outcomes rather than traditional processes. Under the imprimatur of Harvard Business School in the US, Professor Michael E. Porter, a leading authority on competitive strategy, writes: In health care, the days of business as usual are over. Around the world, every health care system is struggling with rising costs and uneven quality despite the hard work of well-intentioned, welltrained clinicians. Health care leaders and policy makers have tried countless incremental fixes attacking fraud, reducing errors, enforcing practice guidelines, making patients better consumers, implementing electronic medical records but none have had much impact... [T]he overarching goal for providers, as well as for every other stakeholder, must be improving value for patients, where value is defined as the health outcomes achieved that matter to patients relative to the cost of achieving those outcomes. Improving value requires either improving one or more outcomes without raising costs or lowering costs without compromising outcomes, or both. Failure to improve value means, well, failure. 1 Improving value requires either improving one or more outcomes without raising costs or lowering costs without compromising outcomes, or both. Failure to improve value means, well, failure. Michael E. Porter in Harvard Business Review Emphasizing healthcare outcomes in the UK In the United Kingdom, the National Health Service (NHS) is adopting an outcome-based approach called Capitated and Outcome-Based Incentivised Contract (COBIC). Each COBIC covers all care for a given group of people, for example, the frail elderly, or those with musculoskeletal disorders. A COBIC s budget is based on an understanding of the needs of that population and includes significant financial rewards for achieving specified outcome measures. As an important part of NHS reform, COBICs are a mechanism that rewards both value for money and outcomes that are important clinically and to patients. They are designed to: 1. The Strategy That Will Fix Health Care, Michael E. Porter and Thomas H. Lee, Harvard Business Review, October Emphasis added. 4

5 Reduce fragmentation of the delivery system Improve use of data and evidence Engage clinicians Involve the public and patients in design, delivery and evaluation Align individual and organizational incentives with the goals of the system. Patients need personalized care and support so that they can successfully manage their condition or disease. To deliver those outcomes and make the efficiency savings necessary to stay within the allocated budget, providers must collaborate and problem solve. A COBIC s finances will be based on a weighted per person cost and, through the outcome-based incentives, will reward groups of providers that together deliver high quality care. 2 How pharmaceutical companies can influence outcomes As a crucial participant in the healthcare ecosystem, pharmaceutical companies play an integral role in the shift toward outcome-based care. Yet their typical point of entry to the treatment paradigm is through the HCPs who prescribe drugs and other treatment substances. These patients, of course want pharmaceutical products that work. But perhaps more importantly, patients need personalized care and support so that they can successfully manage their condition or disease. In other words, patients want empowerment. Healthcare customer experiences: The digital factor Increasingly, patient empowerment is derived digitally. Since the 1990s patients have been able to research their conditions online, but more recently, patient support programs and services, like LEO Pharma s QualityCare (please see Section III of this white paper), are a prime example of the future of healthcare offerings. These programs fall under the umbrella of the healthcare customer experience, of which the PwC Health Research Institute (HRI) notes: 2. Excerpted from COBIC Explained: Transforming the quality and value of healthcare, Cobic Ltd. 5

6 So far, the healthcare industry has adopted basic customer-oriented improvements online such as looking up physicians in a network, checking claims, or making appointments, but it needs to push beyond transactions to actual care delivery. As patients behave more like consumers, healthcare companies need to deliver a higher level of personalized service, satisfaction and overall experience or risk losing business to the competition. 3 Increasingly, patient empowerment is derived digitally. In its healthcare customer experience report, PwC HRI further asserts that a combination of influences shape the healthcare customer experience, 4 including: Heightened desire for on-demand healthcare in the form of telemedicine, mobile health, social media and retail clinics has fueled the move toward healthcare anywhere, anytime... Information access is closing the gap between patients and healthcare companies. Meaningful use of electronic data is also forcing a new look at information flow across the industry. As patients become more discerning, their willingness to trade some privacy for easy access to information is evidence that healthcare cannot stay locked up in an old model where data is only used by select individuals for select purposes. 5 Patient support programs and services provide a glimpse into the benefits that can be achieved in the pursuit of favorable patient outcomes and rich, satisfying healthcare customer experiences. 3. Customer experience in healthcare: The moment of truth, PwC Health Research Institute, July Emphasis added. 4. Ibid. 5. PwC Op. cit. 6

7 III. LEO Pharma personalizes consumer health information with QualityCare LEO Pharma, a global pharmaceutical firm with deep expertise in dermatology, is launching a consumer-centric solution for managing chronic skin conditions, focusing initially on psoriasis. QualityCare from LEO Pharma is designed to engage people aware of this disease, and provide them with tailored, relevant, and useful information about the nature of their condition and ways to address their concerns. Powered by Sitecore as a comprehensive platform for dynamic customer engagement, QualityCare combines a personalized digital presence and the real-time collaboration with healthcare professionals. LEO Pharma relies on the platform services from Sitecore, augmented by additional technologies, to harness its knowledge and insights about options for coping with chronic conditions. To learn more about this innovative offering, please download the LEO Pharma case study here. IV. Summary Like all participants in the global healthcare ecosystem, pharmaceutical companies are at a critical juncture. They are implicitly tasked with helping to improve patient outcomes and the healthcare customer experience, yet they do not have HCPs traditional direct patient connection. Digital patient support programs and services, like LEO Pharma s QualityCare, are a prime example of the future of healthcare offerings. To learn more about how Sitecore can help pharmaceutical companies to improve patient outcomes and enhance the healthcare customer experience, please visit About Vertic Vertic is a global independent digital ad agency. Our award-winning solutions are based on our ability to blend the core competencies of strategy, story-telling, creativity, interaction-design, and in-depth understanding of content creation, in the pursuit of tangible business results. Vertic s mission is to help industry leaders apply interactive solutions to build their brands and create great customer experiences across the entire digital channel. Founded in 2002, Vertic are represented in Copenhagen, New York, Seattle and Singapore. Our passion is creating 360 multi-channel solutions that generate demand for our client s brand. For more information, please visit 7

8 About Sitecore Sitecore is the global leader in customer experience management software. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty and drive revenue. With Sitecore s experience platform, marketers can own the experience of every customer that engages with their brand, across every channel. More than 3,500 of the world s leading brands including American Express, Carnival Cruise Lines, easyjet and Heineken trust Sitecore to help them deliver the meaningful interactions that win customers for life. 8