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The success of new therapies hinges on more than just scientific breakthroughs alone—commercial models and execution play an integral role, especially as biopharma companies navigate changing regulations and market trends.
More than one-third (36%) of all new launches in the U.S. fail to meet expectations, a problem that is detrimental not only to the business but also to the patients who stand to benefit. When the right pharma CRM solutions are implemented, however, biopharma companies can turn one of their biggest challenges into a pathway toward improving patient outcomes and supporting commercial goals.
This article examines how patient-focused customer relationship management (CRM) solutions can help centralize patient and healthcare provider (HCP) engagement, power personalized support programs, and, ultimately, help patients start and stay on therapies. The right CRM technology strengthens the foundation for success in patient-centered biopharma companies by connecting data, systems, and teams and providing a single command center to support every phase of the patient and HCP experience.
In the biotech and pharmaceutical industry, patient health outcomes are the number one priority. The stakes are high, especially when planning and preparing for launch, and each patient start matters.
CRM systems are indispensable for managing this journey. They provide biotech and pharmaceutical companies with a single solution to centralize patient and HCP engagement, coordinate with internal and external partners, and personalize workflows at scale.
This enables patient services teams and field reimbursement managers to deliver higher-quality, more strategic support that ultimately results in patients successfully starting and staying on therapy. CRM functions range from managing patient and HCP contact details and connections to ensuring compliance and measuring various programs, all of which help provide a smoother treatment experience.
Leaders in patient-centricity take a holistic view that combines people, processes, and technology. They prioritize internal resources, a robust CRM solution designed for the patient experience, and holistic marketing, patient support and sales strategies to set companies up for successful launch and sustainable growth.
Pharma-specific CRM software is tailored to meet the unique needs of the industry, particularly when it comes to:
Unlike traditional CRMs (which are designed for HCP-facing sales representatives), the rise of patient-focused platforms helps automate personalized, omnichannel patient support programs, which include financial assistance, patient services, education, and more. General CRM tools lack patient-specific data models, compliance safeguards, and other patient-centric features required to lead in today’s pharma industry.
How do patient-centric pharma CRM systems improve the patient experience and produce better outcomes? We explain below.
One key feature of modern pharma CRM software is its ability to pull diverse data types—from customer interactions and shipment status updates to medical histories and information about healthcare providers—from various fragmented systems into one spot. This integration and end-to-end visibility allow teams to collaborate more efficiently and effectively.
By eliminating manual processes and automating powerful workflows at scale, biopharma companies can enable higher-quality patient and provider interactions. Whether it’s intake journeys, adherence workflows, or automating the prior authorization process, a powerful workflow engine frees up patient services and field access professionals to provide consistent and well-coordinated support across customers.
A patient-focused CRM system that analyzes data and workflows and proactively flags issues to biotech and pharmaceutical businesses is key to minimizing operational complexity and preventing patients from potentially following through the cracks. User-specific recommended actions enable teams to intervene with strategic support to help keep qualified patients on track with their therapies.
The right CRM command center for your organization needs advanced analytics and reporting capabilities. These provide valuable insights into the patient journey—from tracking starts and time-to-start to adherence rates through rich content analytics and omnichannel engagement rates. These data analytics allow teams to continuously improve their program strategies and tactics to meet goals and improve patient health outcomes.
Companies in the pharmaceutical sector that choose to use standard CRMs often come up against the following challenges:
Customizing general CRMs is incredibly costly and time-consuming. It also locks organizations into a cycle of having to go to implementation consultants or internal resources every time a change needs to be made, translating into a higher total cost of ownership. For example, this often necessitates finding implementation partners and/or hiring a system, increasing overall expenses. What's more, customization efforts don't scale across multiple therapies or new drug launches.
To overcome these issues, it’s suggested that companies:
Biopharma companies that invest in the right patient-focused pharmaceutical CRM can achieve the following:
As Eric Schupp, Executive Director of Patient Services at Ionis Pharmaceuticals, shared in the State of Patient-Centricity in Biopharma 2024, “At the end of the day, we are responsible for designing, running, and optimizing services that wrap around our medicines to support patients gaining access to approved therapies, in order to help them achieve their therapeutic goals.”
All partners, healthcare professionals, and stakeholders must share that philosophy and invest in the resources, processes, and systems to make it a reality.
As your company decides which patient-focused pharma CRM to adopt, consider following the tips.
Look for a CRM system that can easily be configured to meet your business needs. This will allow for a quicker implementation while minimizing costs and accelerating time-to-value.
Understand how the software will integrate with your existing tools. A CRM that connects with your current data, systems, and teams is preferable over one that will incur significant cost, labor, and time to set up.
Finally, prioritize a solution that offers features specifically designed to power the patient experience and enable your teams, including market access and patient services. In the day-to-day of those teams, that includes:
Also, don’t forget the value of a proven, committed solutions partner who will work with you to boost efficiencies, optimize resource allocation, and improve patient outcomes.
Biopharma companies shouldn’t overlook the significant impact of the right patient CRM solution on patient engagement, adherence rates, and overall business performance. Features developed specifically for field access, patient services, marketing, and commercial operations can supercharge your organization, so now is the time to evaluate your current CRM capabilities and identify areas for improvement.
Contact Courier Health today to discover how your organization can upgrade your patient experience.
True patient-centricity. Everyone says it, but few deliver. Upgrade your patient experience with Courier Health.
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