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Pharma 3.0
7 March 2012

The importance of Pharma 3.0 and patient outcomes

A comment by Keith Meadows.

With growing pressure on healthcare systems, stakeholders whether, payers, policy makers, prescriber or patient are now focusing on value-based health outcomes. This has resulted in the pharmaceutical industry to start moving to a very different future – Pharma 3.0 - which at its core is the coming together of two significant trends, notably certain technological advances and the need for sustainable healthcare. By driving behavioural change these trends are enabling the improvement in health outcomes as patients, clinicians and payers change their practices. 

Whilst Pharma 1.0 and Pharma 2.0 focused on developing and marketing drugs, Pharma 3.0 has its focus on health outcomes as part of pharma’s value proposition beyond the drug.

As new business models for Pharma 3.0 are developed by the pharmaceutical companies their focus will need to be on the management of patient outcomes such as engaging in the delivery of effective healthcare either directly or by more targeted approaches such as population segmentation and enhancement of treatment adherence through more direct engagement with the patient.

Much of the early Pharma 3.0 initiatives have been in diabetes where demographic trends and changes in life style are expected to lead to vast increases in both disease prevalence and incidence in the years ahead. As a major chronic disease, diabetes requires constant management and monitoring. However, lack of improvement in health outcomes due to factors such as poor monitoring, non-adherence and lack of awareness results in significant “ value leakages”. However, advances in blood glucose monitoring devices such the Sanofi iBGStar which allows for on-the-go testing as well as iPhone on-screen display that can be communicated to doctors enables patients to better self-manage. In another approach, Bayer Diabetes Care introduced DIDGET, a blood glucose meter for children with diabetes that connects directly to Nintendo gaming systems which reinforces consistent testing by awarding points that children can use to access new game levels. 

Pharma 3.0 holds a collaborative, outcomes-centred perspective and more than ever, firms will need to combine a range of assets and attributes to deliver value in the new health outcomes ecosystem to all stakeholders from patients, prescribers or payer.

The continuing development and implementation of patient reported outcomes (PRO) measures and patient experience will also play a significant role in the health outcomes ecosystem where the drivers of choice are value-based health outcomes in an environment of sustainable healthcare.

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Note: This article has drawn on a previous article Pharma 3.0: delivering on health outcomes. Patrick Flochel and Frank Kumli. Journal of Business Chemistry

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