Patient-Centricity: Cracking The Formula

“If you use patient-centricity to generate more sales you will fail, if that’s your purpose, you will fail,” says Cesar Concepcion, Managing Director, Novartis Spain.This earnest warning to companies who might try to cash in on patient-centricity – using it as a pretext to push margins – is also a disarming blow to pharma’s naysayers, who are quick to tar everyone with the same brush.“I worked in oncology for many years and, in this area, it is quite easy to understand the patient journey because the patient is facing a very difficult time,” says Concepcion. “There is a special sensitivity and sense of urgency about wanting to help patients because they have a clear need a nd, in order to help, that needs to become the top priority, no matter what.”He is keen to draw on this sense of urgency and sensitivity in his present role, bringing Spain in line with the company ’s global remit. He consulted directly with patient advocacy groups in Spain to send the message that the patient is at the forefront of everything Novartis does. Cementing the company ’s commitment to patient-centricity, Novartis issued a patient declaration to all members of the organisation; a manifesto of sorts outlining patient priorities. The crux of the declaration is a formal reminder to always put the patient at the heart of every decision and at the forefront of every innovation.“It creates a strong symbol that we really mean it, we have a commitment to this. To be practical, ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news