July 11, 2019

Beyond the Pill

2018 is just started and the pharmaceutical field is thrilled to reinvent himself towards the coming year ahead. Pharmaceutical companies devoted to make strategical changes to re position their market view to a higher altitude. The perception of selling drugs as sole chemical or biological solution to serve a specific need is inheritance of the past, companies that really want to deliver unique solution need to have a deeper look beyond the pill. Patients become more educated because of the globalization and the internet revolution that expose them to a better understanding of their solution landscape. As a result, patients looking for a tailor-made solution that can simultaneously answers their medical needs together with their unique lifestyle, by offering a coherent solution that combines; accurate and individual diagnostic, drug substance and complimentary supportive service to treat and manage their disease in a glance. Patient support programs (PSP) that was a tool secured for orphan diseases predict to be a competitive marketing tool for prestige and soon basic generic, that believed to improve adherence and compliance by providing patients the experiential experience that they were so passionate about. Branding generic had sink since the consolidation purchasing practice had been introduced by governments and purchasing bodies, I believe this trend is about to twist. By providing additional essential services that will play a major and measurable role in the patient disease management, companies can gain additional valuable advantage. While power move to patients that well aware of their opportunities to choose their treatment, patients believed to be more demanding and as a result generous towards paying extra dollars to improve their treatment experience and outcomes. This trend won’t be concealed from the payers and insurance companies eyes that are striving to satisfy their patient’s needs. The result likely will be an adaptation of this multi-layer solution that present a strong logical sense by providing a comprehensive solution to common diseases. pharmacoeconomic will play a substantial role in embracing this solution by the payers, hence pharmaceutical companies should pay great attention to this aspect beforehand. I do believe that common diseases as diabetics, blood pressure and cholesterol could have an improve outcomes with complex multi-level solution management beyond the pill. In a complex life where patients in their 40’s, at their top pick of their professional carries, suffer from numerous co-morbidity’s, patients management system is essential and beneficial. The more educated and developed the patients are the more they aware and willing to pay extra dollars for an overall solution that promise to deliver them a long lasting controlled solution. Today more than ever patients hold all the tools they need to maintain a great adherence treatment, (smart phones for example and other wearable devices), what left is for the pharmaceutical companies to take over this gap with an overall solution that will benefit all the parties involve and will outcomes in even better quality of life and less complication. I will extend my prediction by emphasizing that experiential branding of generic drugs under Italian fashionable brands or strong car maker brands is not a science fiction. Imaging eye drops drug manufacturer combining forces with top car brands to improve the driving experience of various patients, or an Italian clothing brand company combining forces with antidepressant or drugs company. For the sack of patients and the healthcare system I’m raising this important need of science, diagnostic and technology to emerge in to an overall solution that will look beyond the pill for a better quality of life.