On this episode of @darshantalks, we had discussed Dos and Don'ts of Patient Centricity with guest Erica Devine. Erica Devine, Senior Manager, Patient Support Stakeholder Experience at Otsuka Pharmaceutical Companies (U.S.) (https://www.otsuka-us.com/), had spoken to us about a multi-stakeholder angle of patient centricity, which impacts medical affairs, clinical research, pharmaceutical marketing etc.

The perceived trust from patients is not finite and keeps changing regularly, but it is crucial to maintain that trust. She had used an example of a map to explain the significance of patient centricity. The map is the artifact or visual representation of patient experience, which needs to be communicated as part of the company's target to all employees. The process that gets you there to create the artifact is more critical.

Similarly, the methodology used to gather research captures the end-user's needs better. Patient centricity used to be an ex-post tool, where companies try to fix patient's problems after it arises, but now due to machine learning and AI analytics, they can predict patient issues in advance. She highlighted the concept of "journey mapping" of patient information, from field forces, like clinicians who have met the patient in person for a consultation to legal, where they have never interacted with the patient, but they have signed some documents for treatment.

For this, discovering information and shifting through the data dump is required, which is time-consuming. This is worth it in the long run because it leads to a more comprehensive compilation of patient data, which can serve the client better and make more sales. Even though systems are in place, it is hard to know who to call to get resources such as insulin for diabetes. There is a need for a uniform structure or one place to go for resolving all healthcare queries. Example: Giving a list of resources patients can use for specific purposes. Rather than proving trustworthiness to the patient, addressing the places of concern, confusion and distrust would be a step in the right direction.

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