The Shift to Patient-Centred Care
Over the past several years there has been a shift in healthcare towards placing the patient at the centre of care. This shift represents a move from a ‘provider-centred’ approach of care in which health providers tended to make decisions about a patient’s care with minimal input from the patient, towards a ‘patient-centred’ approach in which patients are actively involved in their healthcare. This shift has been driven by several factors, largely, advances in technology, changes to healthcare policy and an increased focus on patient empowerment.
Despite the shift, there remains a limited understanding of patients’ perspectives regarding the care they receive and the changes that they would like to see. The healthcare landscape is complex and multifaceted, with patients from diverse backgrounds and varying beliefs, all of which can influence their healthcare preferences. This lack of uniform patient perspective makes it impossible to develop a one-size-fits-all approach, and it is crucial to gain a deep understanding of patients’ needs to ensure that they receive the level of care and support that is appropriate for their unique situation.
To enhance understanding of patient perceptions and expectations of their healthcare, Commercial Eyes tasked our latest University of Melbourne Master of Biotechnology Industry Project team with conducting an online pilot survey.
Assessing Patient Engagement
The survey assessed patient experiences with pharmaceutical products and companies, as well as their knowledge of available support services. In September to October 2022, 73 participants living in Australia and aged between 18 and 64+ years completed the survey.
- Our survey findings indicate that, despite a high proportion of the surveyed population having a chronic illness and taking multiple medications, they had very limited knowledge of the pharmaceutical companies that manufactured their medication and the support services offered by these companies.
- Respondents generally felt that pharmaceutical companies do not prioritise patients and are not transparent in their communications. The level of trust in pharmaceutical companies was low, with only 38% of respondents reporting trust in these companies with their healthcare. However, an association with a patient advocacy group was found to increase trust in pharmaceutical companies, with 83% of respondents more likely to trust companies with such associations.
Gaining Deeper Insights
These findings suggest that there is an unmet need for pharmaceutical companies to improve their engagement, communication and support strategies with patients, particularly through digital channels and collaboration with patient advocacy groups.
It is important to acknowledge that the sample size of this survey is small, and while respondents from a range of age groups were included, the sample did have a higher representation of young adults. To build upon these pilot findings, Commercial Eyes is undertaking a larger scale replication of this research, with an additional focus on key therapeutic areas, to better understand patient wants and unmet needs. Through this ongoing research, we aim to develop a more comprehensive understanding of the patient experience and to identify opportunities for healthcare providers to enhance their patient care.
How can Commercial Eyes support your patient research needs?
Commercial Eyes supports pharmaceutical companies to better understand and engage with patients in a range of ways including designing tailored patient surveys.
Our team of market research experts, with postgraduate qualifications in behavioural psychology, leverage qualitative and quantitative research methodologies, along with advanced statistical techniques, to provide data-driven insights and guide the development of robust, evidence-based healthcare solutions. We can help you to gain a deeper understanding of your products, competitors, customers, and patients and their unique needs and preferences, and help you to connect insights and intelligence, and execute innovate communication solutions. With our expertise, you can make informed decisions and develop effective marketing strategies that drive growth and success, which will allow you to stay ahead of the competition and put the patient at the forefront in the ever-evolving healthcare landscape in which we operate.