Blended: Pharma ' s New Multi-Stakeholder Model

Physicians, patients, payers, providers, policy makers, partners, regulators, shareholders; the once slowing moving stream of pharma stakeholders has swollen into a roaring cataract in recent years.The currents carrying pharma towards an ever-greater focus on patients, collaborations and technology are gaining power too, putting even more strain on existing assumptions and models.However, among all the many stakeholders, the focus on the patient is paramount, says Bharat Tewarie, EVP and Chief Marketing Officer at UCB. “This means that we have to organize ourselves internally around the value that we create for our patients – helping them live the life they want. We need to bring the patients inside the value chain as early as soon as possible and we need to move away from validating solutions we developed for the patient to co-creating solutions with the patient, and maybe one day, as the patient.To achieve this, horizontal collaboration and cross-functional working is essential, says Tewarie. “In the beginning, people think cross-functional collaboration means aligning everybody before you move but that is difficult and could slow things down. What you should ask is ‘How can I bring the right organizational strength at the right time?’.”Co-creation with patients must be done from the beginning. “I don’t think we can assume we understand the needs and wants of the patient, or that we can think for them,” he says, suggesting that companies need a new set of ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news