Regulatory Concerns Aren’t the Only Roadblock in Developing Patient Interaction Strategies

RESEARCH TRIANGLE PARK, N.C.--(BUSINESS WIRE)--The biggest challenge to pharmaceutical companies implementing patient-centered programs is a failure to communicate priorities effectively between patient adherence teams and both marketing and legal teams, according to a study by Cutting Edge Information.

“Yet, companies can improve their probability of success by developing better internal communication strategies.”

The study, “Patient Adherence and Compliance: Improving Outcomes through Patient Engagement Programs” finds that internal communications and regulatory difficulties are two of the top issues that companies face when developing patient programs. The lack of communication further complicates regulatory compliance matters; it also sacrifices the company’s development of patient programs in the name of caution.

Drug companies often steer clear of regulatory grey areas because there is no consensus among stakeholders as to how to approach regulations. This tactic poses consequences. When it comes to patient initiatives, one profiled company anticipates consumers’ questions by referring them to a third party physician, even when the question does not involve a marketed brand. Other companies develop conservative patient programs to minimize the risk of running into regulatory compliance issues.

“There is no guaranteed path to earning legal approval,” said Michelle Vitko, senior analyst at Cutting Edge Information. “Yet, companies can improve their probability of success by developing better internal communication strategies.”

Opening two-way conversations among teams facilitates a more concentrated effort internally when creating patient programs. Better understanding of patient-focused objectives solidifies concepts for constantly evolving marketing teams. Better communication also provides added incentives for local legal teams to work side by side with program developers to overcome regulatory hurdles.

Cutting Edge Information’s study, “Patient Adherence and Compliance,” (http://www.cuttingedgeinfo.com/research/marketing/patient-adherence/) guides companies in managing effective patient adherence teams able to master internal and external adherence challenges. This report includes best practices and case studies as well as benchmark data on adherence teams’ structures and resources to help organizations:

Understand end users and address real consumers’ wants, needs and fears.
Explore common external and internal challenges that face any group trying to improve patient engagement.
Use benchmark data to monitor critical financial resources and choose appropriate channels and tools to drive implementation across markets.

For more information about patient adherence strategy, contact Cassie Demeter at 919-403-6583.