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The Patient Perspective: Trusting Pharma

Understanding patients' view on and trust in pharmaceutical industry during the COVID-19 pandemic

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The Patient Perspective: Trusting Pharma

  1. 1. Accenture Patient Survey Dec 2020 ThePatient Perspective: TrustingPharma Copyright © 2021 Accenture. All rights reserved.
  2. 2. Objective To understand patients’ views on and trust in the pharmaceutical industry during the COVID-19 pandemic Method Online consumer survey conducted from December 18th – 24th, 2020 with U.S. respondents (n=500) who had been diagnosed or treated with a medical condition in the last 3 years Trust Definition Respondents were primed with the definition of trust as: “A firm belief in the integrity, strength, truthfulness and competency of someone or something” Aboutthe AccenturePharma TrustSurvey Audience Profile 23% 21% 17% 16% 13% 13% 11% 8% 7% 2% Cardiovascular Respiratory Bones and Organs Neurology Rheum. / Immunology Infections Eye Diseases Metabolic Oncology Rare Diseases Medical Conditions Ethnicity 79% 10% 6% 5% 1% White / Caucasian Black / African American Hispanic / Latino Asian American Native American / Indigenous 6% 12% 19% 15% 4% 16% 18% 4% 6% 18 – 23 24 – 30 31 – 39 40 – 50 51 – 54 55 – 65 66 – 73 74 – 75 75+ Age (mean=49.7 yrs) 16% 27% 60% Yourself Loved one Neither Previously Contracted COVID-19 Gender 51% 49% Female Male 2
  3. 3. KeyFindings Despite the rapid COVID-19 vaccine roll- out, patients’ trust in pharma only increased moderately, as this is what they believe is their ‘job’. Moreover, they now also expect pharma to apply the same sense of urgency to developing treatments relevant to their personal conditions. To earn greater trust (other than lowering prices), there are a number of ‘trust levers’ which can be leveraged via greater transparency and access to clinical trials, more awareness around patient service programs, and tailored communications at both brand and corporate levels. Patients are looking at industries outside pharma in terms of their everyday ‘life experience’, and pharma can learn meaningful lessons in terms of how they develop products and engage consumers. Despite generally negative perceptions and heightened expectations of the pharma industry, patients are still willing to trust pharma if/when they act in alignment with their mission to holistically help patients. 1 2 3 4 3
  4. 4. Following the COVID-19 vaccine rollout, patients believe pharma should have a newfound sense of urgency for finding new treatments and/or cures to the diseases that impact them currently. Pharma’s processes— from discovery & development through clinical trials & regulatory approvals—must be transformed to increase speed & efficiency in order to meet patients’ new expectations. While Americans are placing a great deal of trust in the health & life sciences industry, they trust pharmaceutical companies less than any other healthcare player—less than half as much as even the government. The COVID-19 epidemic hasn’t significantly increased trust in pharma—pharma’s response to COVID-19 is what people expected from the industry. However, pharma discovering & manufacturing the COVID-19 vaccine has significantly increased expectations that pharma should be able to more efficiently develop and deliver treatments relevant to patients’ conditions. 31% 16% 10% 6% 6% 6% 6% 6% 5% 3% 3% 2% Health & Life Sciences Banking Utilities Insurance Comms, Media & Tech Consumer Goods & Services Energy Travel Retail Automotive & Industrial Chemicals Capital Markets 58% 15% 12% 10% 5% Healthcare Provider Pharmacy Health Insurance Government Pharmaceutical Industry Trust in Industry* Trust in Healthcare Players* 13% 22% 45% 11% 9% Significantly increased Moderately increased No change Moderately decreased Significantly decreased 15% 31% 37% 10% 6% Increased significantly Increased moderately No change Decreased moderately Decreased significantly Impact of COVID-19on Trust in Pharma Impact of COVID-19on Pharma R&D Expectations 4 *rated at the top *rated at the top Finding#1:OnlymodesttrustboostdespiteCOVID-19response
  5. 5. Change the 'value' perception of pharma beyond the primary focus on price by focusing on greater transparency in clinical trials and patient services programs, combined with significant increases in awareness across & above brand level. 49% of patients have trust in the pharmaceutical company. While trust in pharma is higher than recent years, data shows the main perceived barriers to trust are: Overall Patient Trust in Pharmaceutical Industry 17% 32% 21% 18% 12% 5 - Strongly agree 4 - Somewhat agree 3 - Neither agree nor disagree 2 - Somewhat disagree 1 - Strongly disagree “Unfairly” high drug prices Lack of transparency Lack of awareness Lack of patient- centricity Lack of patient perspective 5 Pharma CEO Actions Increasing Trust (% agree)* 83% 82% 78% 75% 74% 73% 71% 71% 69% 64% 63% Lowered drug prices Publicly shared clinical research data in clear and transparent manner Financially supported access to treatment (e.g. transportation, childcare costs) Provided more educational resources to patients Supported government policies protecting patients' rights and health Funded organizations promoting community health and well-being Conducted research aimed to understand and reduce health disparities Publicly shared how patients' perspectives were incorporated into product &… Increased diversity in clinical trials (e.g. race, gender) Improved my experience with new technology Increased diversity among its employees and partnering healthcare professionals *rated at the top Finding#2:Engagingpatients(beyondthepill)requiredtorebuildtrust
  6. 6. Expectations for how pharma engages with patients are derived from the broader environment in which people live in and the industries they interact with. In relation to this broader context, the COVID-19 vaccine being branded by company name for the first time in industry history (e.g. “Pfizer/Moderna” vaccine) adds a new dimension in terms of scrutiny and the potential to positively impact patients’ perception & trust. Patients believe the main lessons pharma should learn from each industry below are: Retail ▌ Be customer-centric: provide products/services that align with customers’ preferences, experiences, and values ▌ Provide fair value: lower prices (as a competitive market rather than oligopoly) and increase availability of products Consumer Goods ▌ Develop relationships with consumers: tell a relevant & meaningful story to connect with consumers via marketing, advertising, etc. Technology ▌ Increase information availability & access: regularly incorporate customer feedback / input to continuously improve ▌ Be agile & innovative: increase speed of product development, improvement, and evolution Communications ▌ Tailor communications to each customer: understand preferred content, tone, timing, channels, and language 6 Finding#3:Patientexpectationsareshapedoutsideofhealthcare
  7. 7. 20% 6% 16% 11% 12% 14% 5% 4% 3% 9% Would highly recommend 9 8 7 6 5 4 3 2 Would not recommend Despite negative perceptions and heightened expectations, there is a reservoir of goodwill that still resides within patients that could allow the industry to ‘earn’ greater trust from patients. Patients are willing to place great trust in pharma if they not only met the medical needs with new treatments, but also in changing the way they engage with patients more holistically. There is a sense of hope among patients for re-gaining trust in the pharmaceutical industry: when asked to describe pharma in one word just over half of patients depicted the industry positively. Furthermore, 65% of patients would recommend that a loved one work for a pharma company. Recommending a Loved One to Work for Pharma One Word to Describe Pharma 7 Finding#4:Regainingtrustispossibleifpharmatakesproperaction
  8. 8. ClientImplications 8 1 Patients expect the speed & urgency of the COVID-19 vaccine deployment to be applied across all life sciences efforts Pharma’s drug development and go-to- market processes need to be accelerated with new digital and analytics capabilities to meet elevated expectations 2 Other than lowering drug prices, there are a number of ‘value levers’ that the industry can consider to regain patients’ trust Pharma must augment patient engagement efforts: R&D: increase diversity in trials and clinical trial transparency Commercial: increase awareness in patient services and educate patients in a more personalized manner 3 Non-healthcare industries are adapting to the pandemic with innovative customer experience strategies Pharma should transform its patient engagement approach to expand treatment access, address holistic patient needs, and drive awareness through values-based messaging 4 Despite negative public perception, a reservoir of goodwill remains if/when pharma acts in alignment with its mission Pharma should integrate patient perspectives into communication strategy and understand patients’ individual preferences to tailor their experience
  9. 9. TeamMembers 9 Patient Experience Center of Excellence Whitney Baldwin Patient Experience COE Lead Golnar Khalilolahi Patient Experience COE Team Allison Hubert Patient Experience COE Team Accenture Research Sanskriti Thakur Global Life Science Research Lead