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Patient advocacy in biopharma is rapidly evolving, driven by technological advancements and growing patient expectations. With patients becoming more empowered and engaged, advocacy efforts must adapt to meet their changing needs.
As we look ahead to 2025, we anticipate four key trends to shape the future of patient advocacy. These trends will play a pivotal role in improving patient care, the goal that should motivate and guide all our efforts.
With the ease and access of technology, today’s patients and caregivers are more educated on treatment options than ever before. This continues to impact how we engage with patients, and we need to communicate with them in a tailored way to address their unique needs and preferences. During a conversation with Courier Health, BioLaunch Solutions Co-Founder Stephanie Collins said, “At the end of the day, there’s a patient, a caregiver, a family on the other end of the activity or decision. It’s important for all of us — for all of humanity — to do a better job in how we communicate and engage with all patients.”
Moving away from the traditional one-size-fits-all approach, personalized medicine focuses on providing targeted care that meets each patient’s unique needs. Tailoring support to meet individual patients and caregiver preferences will empower them to take more control of their healthcare and receive the specific support they require. This is only possible with the aid of automated tools and technology.
In 2025, we expect to see a greater emphasis on integrating digital tools to foster real-time communication. Social media, mobile apps, and telehealth platforms are only a few examples of evolving digital patient communication channels. Patient advocacy groups can utilize these platforms to reach more diverse populations, connecting with patients regardless of location, and helping to bridge the gap between healthcare providers and those who may otherwise feel disconnected or overlooked.
This expansion of communication tools requires a cohesive digital strategy and technology roadmap, identifying key areas where technology can enhance operational efficiency and patient outcomes. For biopharma companies, this might include facilitating virtual support groups or integrating digital communication tools to provide easy access to information.
Determining which communication platforms you use and how you implement them are key components in a larger digital strategy. This robust digital strategy should align with the organization’s overall mission and include clear, measurable objectives to guide its implementation. It should also outline key milestones, and the technologies needed to achieve short-term and long-term goals. Overall, with an enhanced digital presence, you can build stronger patient communities, increase transparency, and ultimately, provide more personalized care.
Every industry is leveraging the innovation of artificial intelligence and life science is no different. During a presentation at the American Society of Health-System Pharmacists Inc (ASHP) Pharmacy Futures 2024, Andrea Sikora, a Clinical Associate Professor at University of Georgia College of Pharmacy, discussed the exciting potential for AI to enhance patient care and streamline drug discovery. Specifically, Sikora explained that AI excels at large-scale predictions by uncovering patterns in complex data, which is advantageous in clinical pharmacy.
In the future, advocacy organizations will be able to leverage AI to create more data-driven strategies, identifying where resources are needed most and how to tailor initiatives for both short term and long-term goals. For example, in the short term, a biopharma company might focus on automating data collection processes with AI to reduce errors. In the long run, the focus might shift towards leveraging big data analytics to gain insights into drug effectiveness across different demographics. These insights can lead to better advocacy outcomes, as data will guide more targeted efforts to support patients throughout their healthcare journey.
One lasting impact of the COVID-19 pandemic is the understanding that healthcare challenges are interconnected and require global advocacy. While traditionally research teams would keep their work private to protect intellectual property, there has been a shift toward greater collaboration. Now, by working together across countries and disciplines, we can still safeguard important research while accelerating the development of new treatments.
In 2025 and beyond, advocates and organizations will increasingly collaborate across borders, sharing resources, knowledge, and best practices to drive meaningful global change. This collective approach not only helps address urgent health challenges but also ensures that diverse patient populations receive the innovative therapies they need. By uniting efforts, we can achieve common goals while keeping the focus on what matters most—delivering new and life-changing treatments to patients.
The changes we anticipate in the next five years far surpass those we’ve seen in the past five years. To keep up, we must continue asking tough questions, exploring new ideas, and finding better, more efficient ways to move forward.
By embracing digital innovation, leveraging AI and data analytics, adopting personalized approaches, and fostering global collaborations, the future of patient advocacy will empower patients like never before. In 2025 and beyond, the patient’s voice will resonate louder, and advocacy will be a cornerstone of shaping a more equitable and patient-focused healthcare system.
As you plan for your 2025 patient engagement goals, we’d love to learn more about your specific challenges and opportunities. Let’s work together to ensure your advocacy efforts are as efficient and impactful as possible. Contact us today!
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