Customer Experience (CX) in Patient Engagement: Raising the patient experience bar

July 2016

A FirstWord ExpertViews Dossier Report

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Customer Experience (CX) in Patient Engagement:Raising the Patient Experience Bar

Published July 2016© Copyright 2016 Doctor’s Guide Publishing Limited

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This report contains information from numerous sources that Doctor’s Guide Publishing Limited believes to be reliable but for which accuracy cannot be guaranteed. Doctor’s Guide Publishing Limited does not accept responsibility for any loss incurred by any person who acts or who fails to act as a result of information published in this document. Any views and opinions expressed by third parties and reproduced in this document are not necessarily the views and opinions of Doctor’s Guide Publishing Limited. Any views and opinions expressed by individuals and reproduced in this document are not necessarily the views and opinions of their employers.

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July 2016i

Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

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ContentsExecutive Summary ............................................................................................................................. iv

Research Objectives ............................................................................................................................2

Research Methodology ......................................................................................................................4

Experts interviewed ..............................................................................................................................5

Definitions ...................................................................................................................................................6

Patient expectations on the rise .................................................................................................. 7

The drivers for rising expectations ........................................................................................................ 7

Refocusing on the ‘people’ aspect of care .........................................................................................8

Moving towards patient-centricity .........................................................................................................9

Patient CX as a business differentiator .............................................................................................10

Defining CX in the context of patient engagement ......................................................12

Key Insights ...............................................................................................................................................12

Specific patient engagement roles ..................................................................................................... 17

Why is patient CX so important? .........................................................................................................18

The relationship between CX and patient-centricity ......................................................................19

SWOT analysis for patient CX as a strategy .................................................................................. 21

Designing the patient customer experience ....................................................................23

Key Insights ...............................................................................................................................................23

Designing with a patient value framework ........................................................................................26

Path-to-market design and new product planning in patient CX ...............................................28

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

The critical success factors of effective patient CX ....................................................29

Key Insights ...............................................................................................................................................29

Listening to and hiring the right people .............................................................................................30

Patient journey mapping ........................................................................................................................32

A patient-centric vision that is embedded within every individual ..............................................36

Having a timely and relevant approach .............................................................................................38

Education through information provision ..........................................................................................40

Transparency and engagement in research ...................................................................................42

The challenges/barriers to effective patient CX .............................................................44

Key Insights ...............................................................................................................................................44

Regulatory and structural limitations ................................................................................................44

Lack of agility in development ..............................................................................................................46

Measurement of patient-focused initiatives ..................................................................................... 47

The role of multichannel and mobile technologies .....................................................50

Key Insights ...............................................................................................................................................50

Awareness about existing patient services ......................................................................................52

Leveraging Big Data to learn about and engage with patients ..................................................54

Innovation and patient engagement .................................................................................................54

Measuring the patient experience to improve CX ........................................................56

Key Insights ...............................................................................................................................................56

Patient access, health outcomes and market share ..................................................................... 57

KPIs with the patient journey ................................................................................................................58

A mix of quantitative and qualitative methods .................................................................................60

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

The role of other stakeholders in advancing patient CX .........................................63

Key Insights ...............................................................................................................................................63

The value of a highly effective patient CX as a differentiator ...................................................... 67

Future opportunities or innovations that effective patient CX management might bring for pharma.................................................................................... 71

Key Insights ............................................................................................................................................... 71

An opportunity for open innovation .....................................................................................................72

An opportunity to rebuild pharma’s reputation ...............................................................................74

From customer experience to customer excellence ......................................................................74

The future of pharma/patient engagement .......................................................................76

Key Insights ...............................................................................................................................................76

Raising the patient experience bar still further ..............................................................79

Key Insights ...............................................................................................................................................79

Establishing a uniform language .........................................................................................................79

Reconnecting with patients ...................................................................................................................80

Engaging patients on social media .....................................................................................................82

Conclusion ................................................................................................................................................83

Appendix .....................................................................................................................................................86

Biographies................................................................................................................................................86

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

Research ObjectivesThis FirstWord Dossier report provides a qualitative analysis of customer experience in patient engagement and how pharma can raise the patient experience bar. It explores and assesses the approach and progress of pharma in improving and managing the CX of patients, including its CX and engagement strategy and the collection and use of CX data. Pharma’s commitment to, and investment in, patient CX in patient engagement is also explored.

Key questions posed as part of the research include:

1. What does CX mean in the context of pharma–patient engagement?

2. What does it mean to elevate patient CX?

3. What is the relationship between patient experience and patient-centricity?

4. What are the critical success factors of effective patient CX?

5. What are the common pitfalls when it comes to patient CX, and what are the reasons behind them?

6. What are the challenges/barriers — internal or external — to patient CX management (CXM)? How are firms overcoming these barriers?

7. What is the role of multichannel and mobile technologies in elevating patient experience?

8. How is the patient journey being tracked?

9. Is there a specific function, unit or team within companies that is responsible for patient-centricity? How does it co-exist with other parts of a firm?

10. What can other stakeholders do to advance patient CX?

11. What value does highly effective patient CX bring as a differentiator?

12. What commercial impact does effective or ineffective patient CXM have?

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

13. What future opportunities or innovations might effective patient CXM bring for pharma?

14. What changes might we see in pharma–patient engagement over the next five years as a result of CXM?

This report is the third in a series of three reports that analyse pharma’s CX strategies and performance in engaging with key stakeholder groups. The previous reports covered CX in physician and healthcare professional (HCP) engagement and payer and provider CX.1,2

1 FirstWord Dossier (2016). Customer Experience (CX) in Payer and Provider Engagement: How to Score Highly

2 FirstWord Dossier (2016). Customer Experience (CX) in Physician and HCP Engagement: Meeting Expectations at Every Level

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

Research MethodologyThe information within this report was gathered from primary and secondary sources, including a comprehensive literature review and in-depth interviews (n=9) with individuals employed at leading pharma, consulting, marketing and healthcare-associated companies in roles that have responsibilities for patient CX and engagement. The interviews were conducted in May and June 2016 and explored: how Big Data and analytics are enabling pharma to develop a deeper understanding of patients; how companies are using these insights to create competitive advantage; future trends; best practice; and case studies.

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

Experts interviewednEddie Chan: VP and Head of Global Marketing at UCB

nLode Dewulf: VP, Chief Patient Affairs Officer at UCB

nMark Duman: Director of Market Development at Intelesant

nDr. Paul Field: Global Lead of Professional and Patient Communications at Bayer HealthCare AG

nKasia Hein-Peters: VP and Head of Marketing for Dengue Vaccine, Sanofi Pasteur

nDina Inverso: Strategy Leader of Reimbursement and Patient Engagement at CSL Behring

nMike Rea: CEO, IDEA Pharma

nAndrew Schorr: Founder of PatientPower.info and PatientPower.eu, and Global Patient Advocate

nSuzanne Schrandt: Patient and Patient Advocate, Deputy Director of Patient Engagement at Patient Centered Outcomes Research Institute

See Appendix (page 86) for further information about the contributors.

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

Path-to-market design and new product planning in patient CXAccording to Mike Rea, the window of opportunity to integrate patient CX firmly into the drug or treatment development process closes during the Phase II clinical trial stage. “If you want to make a meaningful difference in the product you bring to market, you have to have studied it (usually in Phase III), so it makes it into the label. If you want to feel confident to take it to Phase III, you have to study it in Phase II. Traditional pharma says that Phase II is about signals, which is true — except that we have to be more mindful of what kinds of signal we are looking for and what kinds of endpoint we want to see. Is ‘overall survival’ really all that patients with pancreatic cancer want? We know that it is not, but we behave as if it were,” he says.

Rea further explains, “So, if we want to show that we bring a different kind of value to patients, we need to design that value into the programme: explore the value, demonstrate the value and deliver the value. The good news is that this design wholly overlaps with designing competitive value into the programme — so, once we understand that all we are delivering is outcomes, the idea of ‘experience’ is no longer dissonant.”

The involvement of patients in the overall design of clinical trials is crucial, and some drug manufacturers may still place the patient perspective at a low priority level when putting together the various phases of clinical studies. “You can no longer go through the linear production processes, which essentially stem from the 19th century factory process,” says UCB’s Lode Dewulf. In the past, pharma has only needed to consider whether a new drug is effective in the eyes of regulators and whether physicians will prescribe it. Such an approach is no longer suitable in the current pharma landscape. “If you would ask regulators and doctors how best to develop a drug for certain bowel diseases, they will tell you that you need monthly colonoscopies and biopsies,” explains Dewulf. “But if you ask the patients, none of them are very happy to have a colonoscopy every month.” Consequently, at UCB, they are bringing in patients to help make the right decisions in terms of clinical trial protocols and which disease problems to target.

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Customer Experience (CX) in Patient Engagement:

Raising the Patient Experience Bar

Patient journey mappingAccording to Intelesant’s Mark Duman, if companies segmented their patient audiences well, they could have up to 10 ‘tribes’ or subpopulations, each of which has its own specific set of needs and requires a unique approach. Discovering the unmet needs of subpopulations opens up a wealth of opportunities. One of the key success factors to effective CX management, therefore, is having a dynamic, real-time and comprehensive view of the patient journey.

In the retail business, the traditional model is a static and sequential sales funnel that maps the consumer journey from product awareness to product purchase, from which marketing strategies are designed. According to McKinsey & Company, a new or more appropriate model — which is being used by customer-centric retail brands —is the consumer decision journey (CDJ), which recognises that the process involved in purchase decision-making needs to be much more iterative given that consumers are highly empowered by the existence and accessibility of information.38

A CDJ that is more specific to healthcare is called a CareFlow, which maps out the journey of the patient starting from the first moment of awareness about a health concern or problem up to the point of managing the illness until health outcomes, whether desired or not, materialise. The CareFlow is a tool that can help examine the factors that influence the decision-making process of patients along every stage of their health journey. By approaching patients based on insights gathered from the CareFlow, physicians, care providers and drug manufacturers can deliver interventions that are supportive to the patient, rather than disruptive.39

Constructing a CareFlow requires surveys from patients, doctors and health providers, as well as unstructured data from social media, online patient communities and digital health fora, which can help define patient preferences, demographics and behaviours. Other sources of data that can inform the CareFlow include healthcare datasets such as electronic medical records, claims data and laboratory charts, which provide a more quantitative aspect of the patient journey.40

38 Fox et al. (2016). How pharma companies can better understand patients. Retrieved from http://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/how-pharma-companies-can-better-understand-patients

39 Ibid.

40 Ibid.

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