Enhanced communication between the pharmaceutical salesforce and healthcare professionals will improve how patient services are valued in the UK.
In the United Kingdom, our recent study of 2,000 patients found that patients not only use services once they are aware of them, but find great value in those services, no matter what health condition they face.
From the results, we can see that 59 percent of respondents use services when they are aware of them, and that number increases to 74 percent when we look specifically at services that help patients get information about their condition. And almost three-quarters (73 percent) of patients rate such services as extremely or very valuable.
At first glance these numbers seem impressive, but when we looked more closely, we discovered that fewer than one in five UK patients (17 percent) are actually aware of the services available to them.
Even some of the most valued services have low awareness, including services that help patients:
Take their medication.
Understand their medication and how to use it.
For pharmaceutical companies, these results could highlight opportunities for raising both awareness and perceived value of particular services. But how?
Our research shows that the highest opportunity for patient education and engagement is prior to treatment in nearly 70 percent of patients surveyed , and that patients (86 percent) prefer to receive information from their healthcare professionals—making healthcare professionals the natural go-to-channel to making patients more aware of the services available to them and elevate the value of those services.
For pharmaceutical companies, this might require some retraining of the salesforce and go-to-market approach to communicate the benefits of patient services to healthcare professionals. But this presents an unprecedented opportunity to move the value of those conversations from a product focused one to patient outcome focused, outlining how products in combination with services can support time-constrained healthcare professionals to better serve their patients—across all stages of the patient journey. Is your company up for the challenge?
To learn more, view our global interactive infographic.