Beyond-the-pill’ services offer pharmas a means of differentiating their products at a time when the healthcare industry as a whole is reorienting its medical decision making from efficacy to cost considerations and effect on patient outcomes. Industry interest has so far centered on solutions that address medication adherence or patient outcomes in a measurable way—features such as digital medication reminder services and tools that use patient data to facilitate better care for chronic conditions. However, technology making use of patient data is in its infancy. Less-quantifiable patient support services—those addressing cost concerns or smoothing the healthcare customer experience by helping patients understand their symptoms and navigate our Byzantine system of care—also have value.
Matthew Arnold is Principal Analyst at Decision Resources Group. Based out of DRG’s Manhattan office, Matthew’s expertise in pharma marketing and healthcare policy draws on a decade-plus spent covering the industry as a journalist. His writing has appeared in Medical Marketing & Media, The New York Times and The Nation.