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Pfizer Pharmaceutical: Patient Experience and Innovation (CXOTalk #265)

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The pharmaceutical industry is evolving to consider customer experience – or patient experience, in this case – as a core dimension when bringing new drugs to market. Shifting consumer expectations combined with innovative technologies will have a dramatic impact on drugs and healthcare in the coming years. On this episode of CXOTalk, industry analyst Michael Krigsman speaks with two strong voices on this important issue. For more information: https://www.cxotalk.com/episode/big-pharma-patient-experience-innovation Craig Lipset is Head of Clinical Innovation within Worldwide Research & Development at Pfizer. Craig’s team is responsible for impacting clinical research through digital tools, innovative research approaches and novel collaborations. Michael DePalma works at IQVIA as Vice President of Digital Transformation. From the transcript: Craig Lipset: (00:04:14) I think that there are a lot of buzzwords that all of our different industries face. Right now, in many ways, patient centricity, which has been a buzzword, is actually starting to come into action. It's easy to say that we do things for patients. It's kind of like saying I love puppies and babies. Of course, I'm going to do the right thing for patients, but do you really in terms of the level of complexity that you've created for people? (00:04:41) I work on the clinical trials that we've got going on here at Pfizer. When you look at the historical amount of burden to patients to find a trial, to participate in a trial, to keep coming in and out, the amount of data that was extracted from patients, all of that, it makes it very hard to say that the historical approach for running these studies is very patient-centric. I think it's really embodied in the word "subject." (00:05:07) When you look at most of the studies that are performed around the world, the majority still use that term, "subject," which is a very hierarchical term. To me, it implies almost like a subject that you're trying to paint. You're drawing data out of it, and you're giving very little in return, as compared with a more contemporary view of looking at patients as participants in the process. Michael Krigsman: (00:05:32) Michael, I know you have thoughts on this. [Laughter] Michael DePalma: (00:05:34) I have a lot of thoughts on this. Let me begin by telling you a little bit about what I do at IQVIA because I think it plays into this. I run digital transformation and partnerships at IQVIA. What that means is, how do we find new ways to solve old challenges or, quite frankly, how do we use technology or new methods to create solutions for challenges we haven't yet really experienced but we kind of see coming down the pike? (00:05:59) This patient experience conversation--and Craig and I have talked about this a whole bunch--is one of those funny things. We had a conversation earlier. Words matter and we use the word "subject." (00:06:09) It's funny. Actually, Craig, you used the word "data extracted" from patients, right? That's a really funny word. We extract data from patients. It's really unnerving to kind of think about it that way. (00:06:20) The question is: are you a human; are you a patient; are you a subject; are you a consumer? As it turns out, you're all of those things. And so, the nomenclature matters, and it also affects, I think, the way that we think about ourselves and the way that we think about the people that we're trying to serve. When we get into that area and we talk about subjects, we talk about data, the question is, how can we as an industry create an environment where human beings feel much more comfortable and confident in receiving care, in engaging with care, in sharing information, and creating that sort of 21st Century environment? (00:12:47) When we talk about collaboration, the first thing is to look at these human beings, patients. Patients are just sick humans, right? It's a temporary thing, we hope. They are consumers. They have certain expectations about the way the world works, about what they can expect. (00:13:02) If you look at the way that collaboration and access and democratization has occurred in places like finance, education, and all these other areas, healthcare still lags a bit, and we're still working on that. But, there are some really, really, I think, encouraging signs when I looked at some recent data. Sixty percent of patients say that they are more than willing to have a video consultation with their healthcare provider. Eighty-eight percent of them said that they were absolutely willing to share their health data if it helped accelerate cures. (00:13:32) I look at that, and I say, "All right, there's a little bit of a disconnect there because A) Are we doing that? B) Are we doing that the way that these consumers understand that we're doing that?
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