As poor adherence rates persist alongside frequent medication mismanagement, pharma continue to lose millions. It's time pharma started to take not only adherence but all patient communication and engagement seriously.

"Patients are people; they have families, friends, hobbies, interests, jobs, and responsibilities, all of which compete for 'mind-share'. We need to work hard to understand our patients in the context of their everyday lives and build the relationship in a way that integrates seamlessly with this" says Di Stafford, Director, and The Patient Practice.

Pharma need to start asking different questions to truly place the patient at the center of all communications. Which healthcare professionals do patients trust and listen to most? Which media do they use most often? With which websites and communities do they most actively engage online?

"By partnering with groups that patients already trust, pharma can quickly build more meaningful and effective relationships". Patient groups, pharmacy and social media are becoming increasingly important in the patient adherence story.

Patient groups are basically patient advocates. By communicating with these groups these groups and KOLs can become product advocates also. Figuring out what the patients want, what they do and who they are is the first step in developing more focused and strategic marketing that can really make a difference. Pharmacists are also an underutilized resource in our healthcare system," says Stacey Irving, director of channel marketing at McKesson. She points out that as the process of dispensing prescriptions is now much more efficient, time is freed up that pharmacists can use for patient relationships.

Patient Adherence, Communication and Engagement 2011 address these issues head- on, and not only includes the most influential senior pharma thinkers, but also the key stakeholders including HCPs, pharmacies and patient groups. Hear from Ursula Davis (UCB), Adam Wood, (Bayer) Mark Ireland (Boots UK) and Monica Fletcher, (European Lung Foundation).

To join the debate, click here: http://www.eyeforpahrma.com/patient

To hear more from Di Stafford, ad Stacy Irving click here: http://www.eyeforpharma.com

Source:
Eyeforpharma