Speak Out

Contributed by:

Mark Matthews, Senior Strategist, MicroMass Communications, Inc.

NOTE: The content below contains the first few paragraphs of the printed article and the titles of the sidebars and boxes, if applicable.

TREATING THE WHOLE PATIENT: A More Compelling Approach to Product Development

Instead of focusing only on your prod- uct, consider the impact if your prod- uct was studied in tandem with an in- tervention that addresses whole patient needs. By taking this approach, you’re formulating a plan to differentiate your company and help your brand standout even in a competitive environment.

The traditional world of product de- velopment is driven by the need to generate data that are required for reg- ulatory approval. While this model has been consistent throughout the design and implementation of most clinical tri- als, it falls short in 3 key areas.


  1. Clinical trials lack real-world While these trials are scientifically rig- orous, they don’t always reflect what is happening in the real world. Traditional clinical trials screen out large numbers of patients based on additional medi- cations, concomitant conditions, age, or other factors. A real-world trial treats a higher percentage of patients and in- corporates both the product and poten- tially a behavioral intervention.

  1. Patient preferences are not consid- Clinical trials usually don’t reflect what is important to the patient. The quality of a patient’s life, his or her com- fort with the treatment approach, and the level of stress and anxiety would be quite compelling; the clinical trial end- points in a traditional clinical trial often lack these elements.


  1. Behavioral science and psychosocial interventions are not By continuing solely with a product-based clinical trial, pharma is missing an op- portunity to enhance the impact of the product and generate more compelling evidence. Evidence-based behavioral ap- proaches can be delivered in an inter- vention alongside the product and can impact treatment outcomes including ad- herence, quality of life, and in some cases, mortality. These are factors that matter to patients, physicians, and your brand.

Consider the impact if your product was studied with an intervention that addresses whole patient needs.

How can you position your clinical trials to accelerate brand adoption?

Research and development has not fully leveraged the patient in drug devel- opment. Companies may be checking off the patient-centric box by involving patients in the trial design and includ- ing patient endpoints, but the majority of trials are still being conducted in a product-centered manner. The goal has always been to satisfy the requirements for FDA approval based on product effi- cacy and safety.

Instead, try engaging patients ear- lier in the process. By doing this, you gain an understanding of what matters most to them. Quality of life, disease progression, treatment impact, stress, anxiety, support, and other factors are important to consider. A whole patient approach addresses these factors by in- corporating evidence-based behavioral strategies. These methods improve clin- ical outcomes and support the clinical and nonclinical (psychosocial) needs of patients.

Clinical trials usually don’t reflect what is important to the patient.

What’s the impact?

Payers prefer products that can re- duce overall health costs. So, why not demonstrate how an evidence-based, whole patient approach can improve adherence? This powerful combination of product efficacy and real world out- comes can lead to improved reimburse- ment and formulary position.

Demonstrating superiority in a head- to-head study against a key competitor is very difficult and potentially risky, especially in a poorly differentiated cat- egory like diabetes. Superiority studies are also very expensive in comparison to adding a behavioral intervention to an existing trial.

A more viable approach to differenti- ating a product is by addressing patient needs through a behavioral intervention with your clinical study. Addressing pa- tient needs can result in improved pa- tient outcomes. By adding a behavioral intervention early in the clinical trial process, you generate more compelling clinical evidence to help generate sales and accelerate your brand.

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