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Patient Education Innovation

PHARMACEUTICAL

The eyeforpharma Philadelphia Awards recognize customer education success

By Jenna Gottscho, Awards Manager, eyeforpharma

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“Patient-centric” is one of the driving terms in our industry today. But how do we measure our success in innovating, educating, providing value and improving outcomes? That’s the task that eyeforpharma took on in creating its Philadelphia Awards, which will be held on April 7th, 2015 at the Hyatt Regency in Philadelphia, Pennsylvania.

If you’re not familiar with eyeforpharma, it’s a hub for senior-level pharma executives, patient advocacy groups and other health experts to exchange ideas and stay up to date with shifting trends and practices within the pharmaceutical industry.

One example of the kind of award entries received is the Novartis “Helio App.” Novartis and UCB use technology (apps, social media, etc) to engage in real-time with patients, and help them track symptoms and get immediate answers to questions. Philadelphia Awards Judge Simon Davies, of Teen Cancer America, said “I particularly liked the effort made to improve interaction and education. The project also has great potential for other conditions.”

The full list of finalists has Novartis, UCB, Bristol-Myers Squibb and Roche all vying for the ultimate accolade in pharma; to be crowned “most valuable” to their patients. The time and resources these companies are investing in order to develop an educated and empowered patient is indicative of the strong industry-wide move towards listening to, and addressing directly, the real needs of the patient.

Internal education was a strong theme. The judging panel was impressed by Bristol-Myers Squibb, GlaxoSmithKline and Leo Pharma’s efforts to advance the internal mindset of the whole corporation towards a patient- or customer-focused way of thinking. According to Dana Evans of Genentech, Chris Preti’s Patient Engagement Team at GSK “seeks to overcome deeply entrenched models of pharmaceutical product marketing focus and is a patient-centric model recognizing the need for behavior change.”

Speaking at the announcement of the 2015 finalists, eyeforpharma Chairman Paul Simms said “Educating patients is key to improving health for everyone. I am delighted to see that pharmaceutical companies no longer see the empowered patient as something to be wary of, but something to embrace, and even build their business model around. These finalists are leading the way.”

What do you think?

Written by hsandm

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