In this panel discussion moderated by Sonam Dubey, Partner at Beghou, senior leaders in commercial analytics and marketing from Takeda, Eli Lilly, and Averitas Pharma discussed how patient-centric commercialization can be executed on the ground, the challenges organizations face, opportunities for data and AI leverage, and actions life sciences leaders can take in the next 12-24 months.
Top takeaways from the session:
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Do whatever it takes to plug the leaks: Patient journey enables a great brand plan, for both consumer-oriented and specialty Rx brands. Continually address friction points along the continuum and assess patient-impact metrics, even if that means layering disparate datasets for a full picture of the leakiest parts of the funnel, like referrals, diagnosis or adherence.
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Nip the data-trust issue in the bud: When agreed-upon KPIs sit behind everything, it leads to more confidence in analytics. Use AI to stitch structured and unstructured data signals together. Align teams around those insights, and tie them to clear actions with ongoing governance, so decisions consistently translate into better patient outcomes.
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Think seek-start-stay: As leaders consider priority actions for the next 12-24 months, this framework can help guide patient engagement at key moments. Are there people who have the disease but haven’t sought treatment? Is the onboarding process smooth? Once they’re on treatment, are patients staying on drug? To make the patient journey a living roadmap, layer it with the HCP journey and other touchpoints like the pharmacy, and embed adherence into business scorecards.