How Patient-Centric Medical Communications Activities Change Throughout the Product Lifecycle
Becoming a patient-centric medical communications team often involves a few common activities, which can vary depending on a product’s lifecycle stage. At their core, medical communications teams are responsible for gathering and disseminating pertinent scientific knowledge to a wide audience of healthcare stakeholders.
These groups generally include a company’s medical publications, medical information and continuing medical education (CME) teams. They can all benefit from engaging in patient-centric activities. These activities largely revolve around either gathering insights from or providing scientific knowledge to their target audiences. Cutting Edge Information’s Medical Affairs: Patient-Centricity and Proving Value report focuses on patient-centric activities and the periods when surveyed teams engage in them.
Figure 1 illustrates the patient-centric activities that surveyed teams perform during pre-launch, launch and post-launch phases.
- Many of the pre-launch patient-centric medical communication activities center on gathering insights from healthcare providers (HCPs), patients or internal personnel.
- Most surveyed teams gather patient insights and incorporate them into medical publications no matter the lifecycle phase. Doing so can help establish a strong pipeline of information between life science company teams and their target audience.
- Greater shares of teams begin supporting patient call centers during launch and post-launch. Supporting call centers during these phases makes sense — teams can’t provide assistance for a product if it hasn’t reached the market.
- Launch and post-launch is also when growing numbers of survey respondents engage in medical education.
- Interestingly, teams don’t incorporate the internal personnel perspective following a product launch. Employee insights may be most impactful before a product reaches market and during its launch year.
Figure 1: Methods to Be More Patient-Centric: Medical Communications Activities
As shown, gathering patient insights makes up a huge part of patient-centric medical communications activities — which makes finding sources for this patient voice paramount. Many of the teams surveyed report patient advocacy groups are useful for gathering insights. Others say that social media can provide valuable patient interaction. Teams can go to these forums at any time, which allows them to incorporate the patient’s voice early and often.
For more information about Medical Affairs Patient-Centricity and Proving Value, download the brochure here.