Patient-centric vs Product-centric
Is the engagement solution you’re considering designed around your product or your patient? Evaluate it against the principles we recommend for improving engagement:
- Improving engagement requires a continuous and dynamic effort.
- Interventions must be evidence-based and measurable; therefore, credible and reliable methods for collecting patient-reported data and/or clinical outcome assessments must be used.
- Interventions must include an evaluation of the patient’s readiness to follow health recommendations, as well as motivational interviewing, a technique designed to explore and resolve the resistance interfering with healthy decision-making.
- Interventions must be designed to address all of the patient’s needs – including external factors related to access and affordability; as well as internal factors, such as knowledge, beliefs, motivation, confidence, an expectation of outcome, and an understanding of consequences.
- Interventions must impact knowledge, motivation and behavioral skills.
Only then will we empower patients to make long-term behavior changes.
Engagement strategy is critical to product success
In today’s competitive landscape, engagement solutions are no longer just “nice-to-have” within your commercialization strategy. Engagement solutions create meaningful differentiation, address stakeholder needs, deepen brand loyalty, and maximize a product’s long-term commercial potential through outcomes data. As you evaluate different partners for engagement, consider the following:
- Can your partner integrate your engagement solution with reimbursement support services?
- Will your engagement solutions be limited by your partner’s distribution channel?
- Does your partner have a specific solution for addressing transitions of care?
- Can your partner measure the value of your engagement program?
- What training or certifications have prepared your partner’s associates to engage your patients or caregivers as unique individuals?
- Is your engagement program designed to ensure the content, timing, and outreach approach are appropriate for where the patient is in their treatment journey?