Key Global Healthcare Initiatives for Training
Feature Story – By Michael Ballas
This global evolution will reshape how we train and develop our learners.
The global life sciences marketplace is growing rapidly due to multiple factors that include innovations in science and technology, aging and growing populations, emerging markets and a global shift toward patient-centric solutions.
For context, the global pharmaceutical industry is estimated to be worth $1.57 trillion (U.S. dollars) by 2023. This evolution in global healthcare will directly impact and reshape how we train and develop our life sciences learners. Three key initiatives that virtually all pharmaceutical and biotech companies are currently focused on include:
- Patient outcomes
- Global digital transformation
Due to rapid developments in and an increased focus on these respective areas, it can be challenging to work efficiently, leveraging data, analytics, talent and resources within your organization.
Payors, governments and healthcare providers (HCPs) are increasingly focused on delivering improved patient outcomes and managing costs, which require pharmaceutical and biotech companies to demonstrate the value of their products.
It is estimated that by 2020, most products will be reimbursed based on the outcomes they deliver. To assess patient outcomes, drug manufacturers are now developing and utilizing digital technologies that include sensors to collect and analyze data to monitor a patient’s condition between visits to HCPs. These sensors foster adherence and measure outcomes that payors and governments seek.
In addition, these sensors provide manufacturers data and analytics to demonstrate the value of the product and shape relevant strategies to maximize adoption and adherence.
Closely related to the current focus on patient outcomes is a significant global paradigm shift for pharmaceutical companies to adopt and execute a patient-centric operating model. This shift is moving away from a traditional product
benefit, efficacy and safety narrative to a new model with a focus on the patient’s experience and creating value for the patient, compliantly.
Companies that are successful in executing patient-centric models are leading this shift by redefining their values and their mission. It requires a common collective vision and the commitment of crossfunctional employees to truly meet the needs of the patients served.
Successful patient-centric strategies utilize a variety of digital channels to listen to patient perspectives, which ultimately provide actionable insights focused around the patient’s true needs.
Global Digital Transformation
In addition to digital sensors that provide personalized medicine, other advanced digital solutions that are being adopted at a rapid pace include artificial intelligence, advanced social channels, training and scientific engagement platforms with a focus on cloud-based solutions.
Digital engagement technologies provide commercial and medical affairs teams greater insight into patient perspectives, clinician perspectives and employee engagement. The data and analytics collected from digital engagement solutions drive key cross-functional strategies that focus on outcomes and relevant patient-centric initiatives.
How can you as a training professional be a strategic partner and add value to your organization?
Continue to explore new, innovative, and immersive methodologies to train your representatives or medical science liaisons (MSLs) on the patient journey. Consider experiential learning where you place your learners in an immersive patient experience that generates a reaction. Reactions maximize retention and increase authenticity.
Transition your training objectives on the patient journey into training objectives on articulating the unmet need, confidently.
Consider aligning your skills-based training with an increased focus on patientcentered discussions with HCPs. Focus on active listening and engaging questioning around an appropriate patient. A patientfocused connection with an HCP customer is more likely to engage the customer.
Once an HCP is engaged around an appropriate patient or unmet need, focus your training on articulating your product’s approved data with confidence and competence. This becomes incredibly important in an increasingly competitive landscape.
Regarding digital transformation, seek clarity on which training engagement platforms your organization has adopted globally or perhaps is in the process of adopting. If your organization is considering investing in a new engagement platform, seek to lead a pilot first.
The advanced data and analytics that are being captured in the current digital engagement technologies help to better understand HCP beliefs, HCP prescribing behaviors and where appropriate patients are seeking treatment. Commercial teams, sales specialists and MSLs will have an enhanced ability to focus on HCPs who are treating specific conditions where there is an unmet need and truly focus on the needs of the patient.
Michael Ballas is global CEO of Axiom. Email Michael at Michael.Ballas@axiomhh.com.