pharma
What is Relationship Centricity?
Relationship Centricity means centering the relationship
that is created by patients and providers by designing and deploying solutions for shared
clarity, trust, and impact.
The Impossible Challenge of Patient-Centricity
Pharma likes to promote a patient-centric approach as key to their business model–an ideal that implies complete deference to their patients' values and needs in decision making.
However, pharma operates in a reality in which commercial, regulatory, evidentiary, and operational constraints make this approach unachievable.
Complete Open Communication
–providing honest, unfettered information, ideas, and opinions
Patients' Needs Prioritized
–patient needs and values are given full and complete deference in how services are developed, commercialized and utilized
Coordinated & Integrated Care
–access barriers are minimized as care systems prioritize patient well-being over profit drivers
Misunderstanding the Term
–there's confusion and lack of consensus of the definition and how it's applied to services
Conflicting Priorities
–the industry is driven by conflicting priorities including profits, shareholder demands, and averting risk and liability
Weak Scholarly Foundation
–there is a small body of scholarly literature to support core constructs and their application within messaging and services
There' a better model for pharma for guiding how to market and deploy products and services.
A Different Paradigm
Relationship Centricity means understanding that there are two journeys–the patient's and provider's–both with challenges and motivators that influence attitudes and experiences.
Pharma can better serve both audiences by centering the relationship that is created by these two separate but symbiotic journeys to include messaging and services that meet the SHARED values and needs where the journeys intersect.
Patient
Doctor
POSITIVE EXPERIENCE
NEGATIVE EXPERIENCE
NEUTRAL
Tx = treatment PA = prior authorization AE = adverse event
Nurse
Educators
Patient Access Liaisons
Wellness &
Adherence
Coaches
Pharma is perfectly positioned to implement relationship-centered principles by leveraging the different types of
patient engagement specialists
that connect with and support patients and providers at
journey intersections
Hub Services Agents
Patient Ambassadors
Field Reim- bursement Specialists
Go to the Relationship Centricity section of The Plucky Patient Blog to learn more about this topic.
The Value of Relationship Centricity
and how it can transform pharma's engagements with patients and providers
Pharma invests a lot of time and money to understand the journeys and beliefs of patients and providers so they can better help them overcome barriers and adopt desired behaviors.
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Surprisingly though, pharma invests little time or resources in exploring the needs and journeys of their patient engagement specialists who support these patients and providers. This creates gaps in understanding the intersection of these journeys—the patient's, the provider's, and the specialist's—and can weaken the relationships that are created among them.
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Notably, research validates a strong patient-provider-pharma relationship built on shared trust can be as critical to promoting positive health outcomes as prescribed therapies. That is why The Plucky Patient is here. We assist pharma in effectively applying a relationship-centric approach to patient engagement services.