Reinventing Pharma’s DNA for a Digitally Fluent, Patient-Centric Future


Leaders in the pharmaceutical industry are at a pivotal crossroads. Several emerging trends are poised to reshape the sector profoundly. Pharmaceutical companies must strategically invest in patient solutions and (digital) technologies to navigate this shifting landscape effectively. For most companies, this requires a major overhaul. How can the industry reinvent its DNA for a digitally fluent, patient-centric future?

Serve patients in smarter ways

Industry leaders we speak with, emphasise the pivotal role of digital technologies in driving innovation and efficiency across the board. Digital has taken centre stage in the healthcare industry; revolutionising how treatments are optimised, improving patient outcomes, and streamlining operations. This encompasses various applications, from data analytics to innovative technologies. Smart patient solutions, in particular, are a top priority for all leaders, which reflects their commitment to a patient-centric approach.

Challenges ahead

However, there are plenty of challenges ahead for a successful digital and patient-centric future. Leaders must be prepared to take their efforts to the next level and reinvent their company’s DNA. In our experience, these are the four key challenges they must address:

1. Upgrading digital capabilities

The rise of digitally-savvy younger healthcare professionals has already caused a shift towards digital engagement strategies. Pharmaceutical companies must adopt an omnichannel approach, weaving an intricate web of digital and analogue channels to interact with customers. Next, to truly elevate experiences, companies must generate deep insights to create the best possible customer or patient journey. AI and Machine Learning can support this. However, in adopting these new technologies, value for patients should always come first. How will this technology help us serve patients and professionals best? Companies will need to invest in building a workforce that is both digitally literate and patient-centric.

How a leading biotech company transformed into a customer-centric company: read more.

How a renowned biotech company designed and implemented a patient-centric strategy: read more.

2. Fostering collaboration across silos

Adopting a patient-centric approach is often easier said than done in. Especially in the siloed organisations that many pharmaceutical companies are, it can be notoriously challenging to overcome the traditional barriers between departments. However, to improve patient and customer experience and digital capabilities it is vital to break down these silos to encourage collaboration between teams. By promoting a more integrated culture, companies can unite to work towards the common goal these organisations work towards; improving the lives of patients.

How a leading pharmaceutical set up high-performing cross-functional teams: read more.

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How a leading pharmaceutical set up high-how a global pharmaceutical company adopted a value-based approach: read more.

3. Enhancing Medical Affairs’ leadership role

Medical Affairs has the potential to add even more value to pharmaceutical companies. Especially if it chooses to no longer work in isolation and take a partnership approach instead. Making use of the digital engagement tools and strategies that are already out there. Medical Affairs has the potential to transform into a strategic partner when it assumes a leadership role. It can build bridges between the healthcare community and the pharmaceutical industry. And, thus, improving value for patients.

How a pharmaceutical company developed its medical leadership skills: read more.

4. Setting up strategic partnerships

Pharmaceutical companies can revolutionise healthcare delivery through strategic partnerships with healthcare providers. Integrating the different services, technologies, and expertise of the partners can improve patient outcomes against reduced costs. However, many of these partnerships fail due to a lack of trust between parties. Oftentimes, clear expectations and concrete partnership agreements are lacking. Building partnership capabilities is something pharmaceutical companies must work on. Together, we share the responsibility of working to improve patient outcomes and reduce costs.  

Creating value-based partnerships

How a renowned biotech company set up strategic partnerships: read more.

Constant change, guaranteed

Transformation is not a one-time event but a continuous process that requires constant adaptation and innovation. By working together with customers to create value in healthcare and redesigning processes, technologies, and capabilities to meet changing needs, pharmaceutical organisations can position themselves for long-term success in a rapidly evolving landscape.

Curious what we can do for you?

Patrick Filius

Chief Impact Officer

Chief Impact Officer