Patient innovation hub

The challenge

At present, only 10% of pharma’s patient programmes measure the patient experience and the industry has a tactical rather than outcomes-focused approach to developing patient solutions. This often results in poor adoption and negatively impacts the patient.

To address this gap, a leading global pharmaceutical company engaged Vynamic as a strategic partner to establish a Patient Innovation Hub that will help change the way the industry develops patient-focused solutions in the future.

The approach

Being truly patient focused goes beyond just listening to patients. Organizations must integrate patient perspectives into the fabric of their company to drive real, meaningful change. This initiative involved reimagining the way patient-focused solutions are developed though collaborative, evidence-based solution creation with patients, academic institutions, researchers, and key opinion leaders.

The client was seeking Vynamic’s strategic mindset, deep experience in this field, and collaborative approach to bring this vision to life.

Vynamic focused on 4 key areas:

Strategy development

Interviewed key opinion leaders and led cross functional stakeholder workshops to define the purpose, vision, and strategic objectives for the initiative to help set it up for success.

Brand personality

Developed a bold yet humble brand personality inclusive of brand persona, logo, core templates, and key messages to ensure it resonated with external and internal audiences.

Bringing the outside in

Performed peer industry benchmarking analysis both within and outside of healthcare to help shape the programme in the design phase. Patient input was gained throughout using patient councils across three therapeutic areas as well as a multidisciplinary advisory board consisting of top tier key opinion leaders.

Roll out

Developed and executed a comprehensive communication strategy for both external and internal audiences including web/social, peer-to-peer communication, and promotion at global medical conferences.

The result

As this initiative enters the second year of a multi-year roadmap, Vynamic’s comprehensive and tailored approach has supported the development of a better way for patient solution creation. Three such initiatives are in progress to date with leading academic institutions involving over 1,000 patients across 4 therapeutic areas. Due to the success of the initiative the program is set to expand next year to additional therapeutic areas and geographies.

Listen to further discussion on opportunities to become more patient centric throughout the medicine development lifecycle on Vynamic’s Trending Health Podcast Episode – “Opportunities for Patient Centricity in Life Sciences“.