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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!
We recently asked our followers on LinkedIn to choose the most important core competency for a leader. Of the options provided, 60 percent of respondents selected “emotional intelligence.” Although this has historically been considered a “touchy-feely soft skill” with executives expected to hide their personal life and feelings, there has been a growing shift in this thinking. Emotional Intelligence has emerged as a strong predictor of leadership success, particularly in life science and healthcare, helping them build stronger teams, make better decisions, and achieve sustainable success.
Emotional Intelligence (EI) refers to the ability to recognize, understand, manage, and influence emotions. There are two key abilities for EI: personal competence and social competence.
For leaders in life science, developing these skills is crucial because they manage both scientific advances and the teams that fuel innovation and improve patient care.
Although you are likely familiar with Intelligence Quotient (IQ) which measures your cognitive and intellectual abilities like logic, problem-solving, and analytical thinking, there is also a measurement for emotional intelligence, which is known as EQ or Emotional Quotient. While both EQ and IQ are crucial for leadership success, the former focuses on how you collaborate with others and build meaningful connections.
| EQ | IQ |
| Emotional awareness Interpersonal skills | Intellectual abilities Cognitive abilities |
| Measured through assessments or observations of emotional and social behaviors | Measured through standardized tests |
| Interpersonal relationships | Academic achievement |
| Developed and improved over time | Remains stable throughout life |
One of the key differences between EQ and IQ is that your emotional quotient can change. By understanding and practicing the components of emotional intelligence, you can develop and improve your EQ over time. Later in this article we’ll share practices you can cultivate to improve each of the five components of EI.
EI and EQ lead to stronger workplace relationships, which drive better results and create a more stable and effective workforce.
Emotional Intelligence is comprised of five key components: self-awareness, self-regulation, empathy, social skills, and motivation. Since EI can be learned and cultivated, here are effective practices you can use to enhance your emotional intelligence:
According to Harvard University’s Laura Wilcox, “The core of high EI is self-awareness: if you don’t understand your own motivations and behaviors, it’s nearly impossible to develop an understanding of others.” If you want to develop your self-awareness, consider practicing mindfulness, spend time meditating, or keep a journal.
Once you have a deeper understanding of your emotions, you can better regulate them. Life science environments are often high-stress and uncertain, which require management of your emotional responses. Tactics that can help improve your ability to regulate your emotions include deep breathing, physical activities, and reframing.
In healthcare and life sciences, team dynamics and patient experiences are crucial for success. These situations require a high capacity for empathy—the ability to understand and share the feelings of others. By cultivating empathy, you can better connect with your teams, partners, and patients, to improve communication and decision-making. To be more empathetic, focus on active listening or engage in patient advocacy programs. Shadowing colleagues or team members can also help you better understand their challenges and become more empathetic.
In emotional intelligence, the term “social skills” refers to “the skills needed to handle and influence other people’s emotions effectively to manage interactions successfully.” As a leader, your goal is to inspire and motivate your team to reach their full potential. This requires communication, relationship building, and conflict resolution. If you want to be a socially skilled leader, foster open communication, build relationships cross-functionally, and develop conflict resolution techniques.
Working in healthcare and life science, you likely chose your profession because of a passion to help others. With a deep connection to your purpose, you are more likely to stay motivated during challenging times. This also helps influence those around you and inspire your team to persevere. One important way to improve your motivation is by setting small, attainable goals. Celebrating small wins helps keep leaders and their teams motivated, maintain momentum, and reduce feelings of overwhelm.
The development of emotional intelligence is a lifelong process. Leaders can continue to enhance their EI by committing to continuous personal growth and professional development. At BioLaunch Solutions, we provide leaders with personalized strategies for improving emotional intelligence. With our BioLaunch Navigator assessments, we can garner a baseline measurement of your leaderships’ current EI levels. These assessments offer actionable insights into areas where improvement is needed and highlight strengths to leverage.
Leaders who invest in developing their emotional intelligence are better equipped to manage their teams, make sound decisions, and drive patient-centered innovation. By focusing on self-awareness, self-regulation, empathy, motivation, and social skills, leaders are more equipped to support their people and their patients.
If you’d like to improve how your leadership navigates challenges to reach a more sustainable success, let’s connect! Schedule a 15-minute session to discuss how we can work together to address opportunities for improving your emotional intelligence.
Patient advocacy ensures patients’ voices are heard and their rights are protected within the complex healthcare landscape. Advocates dedicate themselves to helping patients navigate the healthcare system, secure essential care, and shape policies that define the future of healthcare. Their efforts bridge the gap between patients and the healthcare system, ensuring every individual receives the care and respect they deserve.
Historically, patient advocacy groups have often been met with apathy and mistrust. Pharmaceutical executives “viewed patient advocates as more focused on raising money than in partnering, and they did not see patient advocacy organizations as critical to their business,” shared Terri Clevenger. This lack of understanding about the vital impact of these groups, along with the intensive and time-consuming nature of building relationships, has led organizations to struggle with allocating resources for dedicated personnel and continuous engagement. Additionally, differences in communication styles, expectations, and organizational cultures have created barriers to effective collaboration.
Furthermore, in the highly regulated biopharma industry, companies have been concerned about compliance and regulatory issues, particularly regarding privacy and data protection. Understanding the stringent regulations governing interactions between pharmaceutical companies and patient advocacy groups is crucial for the well-being of patients, yet it makes navigating the legal landscape challenging.
Fortunately, there has been a much-needed shift in perspective. Today’s biopharma and life science companies recognize the value of growing collaboration with patient advocacy groups. This change is beneficial for both providers and the patients they serve, fostering a more supportive and effective healthcare environment.
By addressing patient concerns and ensuring their voices are heard, patient advocacy improves patient satisfaction. Advocates listen to patients’ needs and preferences, working to ensure that their care is tailored to their individual circumstances. This personalized approach leads to a better healthcare experience and higher levels of satisfaction.
Advocacy groups help patients understand the importance of their treatment regimens and assist them in overcoming obstacles that may hinder adherence. This support can be critical in managing chronic conditions and ensuring effective treatment outcomes. Patients are more likely to adhere to treatment plans when supported by advocates who provide guidance and encouragement.
Advocacy interventions lead to improved health outcomes through personalized care and support. Advocates work closely with healthcare providers to ensure that patients receive the best possible care, tailored to their specific needs. This can include coordinating care among different providers, helping patients understand their treatment options, and ensuring that they have access to necessary resources and support.
By promoting preventive care and early interventions, patient advocacy helps reduce healthcare costs associated with advanced treatments. Advocates encourage patients to engage in preventive health measures, such as regular check-ups and screenings, which can catch health issues early when they are easier and less expensive to treat. This proactive approach not only saves money but also leads to better long-term health outcomes for patients.
Patient advocacy plays a vital role in improving patient outcomes. By enhancing patient satisfaction, boosting treatment adherence, improving health outcomes, and reducing healthcare costs, advocates ensure that patients receive comprehensive, compassionate, and cost-effective care. As the healthcare landscape continues to evolve, the role of patient advocacy will remain crucial in shaping a more patient-centric system. As Amicus Therapeutics’ Chief Patient Advocate Jayne Gershkowitz said, “I see the Chief Patient Advocate role becoming even more central to the overall purpose and strategies for achieving organizational goals across the rare disease space and into the broader pharmaceutical and biotechnology market.”
At BioLaunch Solutions, we understand that many organizations are unable to immediately dedicate a full-time patient advocate position. We work with biopharmaceutical and life science companies to provide fractional opportunities to develop and support their patient advocacy efforts.
With a patient engagement strategy, the BioLaunch Solutions team:
By offering patient engagement frameworks and blueprints, our strategic approach can lead to faster drug development, improved clinical trial design, and more effective treatments. Want to learn more about patient advocacy? Contact us today and see how we integrate patient advocacy, centricity, and experience into our engagement strategies.
The topic of patient-centricity continues to gain momentum, but what does it truly mean? According to a widely accepted definition developed from a collaboration of industry leaders with patients, it is “Putting the patient first in an open and sustained engagement of the patient to respectfully and compassionately achieve the best experience and outcome for that person and their family.”
Patient-centricity focuses on providing individualized care in a collaborative way that considers the patient’s unique needs, preferences, values, and perspectives in all aspects of care delivery. From incorporating patient feedback into service improvements to implementing systems that allow for personalized communications, there are a variety of ways an organization can concentrate their efforts.
Companies that effectively integrate patient perspectives into their processes and strategies are more likely to achieve better patient outcomes and gain a competitive edge in the market. Therefore, for biotechnology and biopharma investors, evaluating a company’s level of patient-centricity can be crucial to evaluating its potential. To determine if a company takes a holistic approach to patient care or simply uses “patient-centricity” as a tagline, consider asking these seven questions.
Engaging with patients from the very beginning of the development process is critical to understanding their needs, preferences, and experiences. Acknowledging that every patient is unique, John Jacoppi at Cytokinetics said, “Every patient is different, and you need to build in agility and flexibility to whatever program that you’re putting into place.” Establishing open, direct, and transparent communication channels is essential to facilitate ongoing dialogue between the organization and the patient community throughout the product lifecycle.
By creating a clear blueprint for engagement and appointing a dedicated person to oversee the process, companies can foster meaningful relationships with patients and gather valuable insights from early development to post-commercialization. Examples of this approach include:
The pharma industry is undergoing a paradigm shift, moving from a product-centric to a patient-centric model of drug development. This evolution is characterized by the systematic integration of patient perspectives beginning in early research and throughout clinical trials, development, and commercialization. This requires consistent communication so patients can share continuous feedback on treatment effectiveness, side effects, and overall experiences. This ongoing feedback loop informs actionable insights and ongoing improvements, fundamentally altering how new therapies are conceived, tested, and brought to market.
While the industry has made significant strides, challenges persist in quantifying the return on investment for patient engagement initiatives. To ensure engagement efforts continue to influence core business decisions, we need to further encourage the financial value of patient engagement.
Companies should present concrete examples of how patient feedback has previously shaped decisions. Examples could include:
When evaluating previous engagement strategies, identify the organization’s key champion for patient-centric initiatives at the highest level. Knowing this person will help you understand who influences decisions within the organization and highlight any gaps or support needed to ensure future success.
Collaboration with patient advocacy groups is essential to addressing unmet needs of specific groups. From product development to marketing strategies, patient groups can provide insights into patient needs that lead to the development of more effective treatments or support services that resonate with the patient community. By fostering authentic connections with their identified patient advocacy community, patient needs are prioritized throughout the product lifecycle.
Educational content must produce meaningful outcomes for patients in a clear, complete, and transparent way. It should be personalized to the patient, caregivers, community culture, and disease state. To assist with the complexities of the healthcare system, you may need to gather input and feedback from appropriate community stakeholders.
Although healthcare and pharma are heavily regulated industries, the use of digital and social communications to engage with patients is on the rise. Patients, especially those in younger generations, are turning to social media to understand medical conditions and engage in health-related online activities. These platforms have become essential communication strategies for educating patients.
Leadership plays a pivotal role in embedding a patient-centric culture across all levels of an organization. “True patient-centricity starts with a commitment from the very top, from the CEO on down,” said Megan Guhl in Courier Health’s State of Patient-Centricity in Biopharma 2024. “Every single pharma biotech company is going to tell you that they should be patient-centric, but is it woven into the culture and objectives?” Companies should highlight their initiatives to promote this culture, such as providing training programs for employees, incorporating patient-centered goals into performance evaluations, and including patient care as a core company value.
To measure effectiveness, companies can track metrics like patient satisfaction scores, engagement levels with educational materials, and patient outcomes. Feedback from patients and their caregivers can also provide valuable insights into these initiatives’ success.
An emerging biotech startup was preparing to launch its second groundbreaking therapy. The treatment targeted a rare endocrine disease, addressing the needs of a patient community that had been overlooked for too long. Understanding the need to make a meaningful impact, they partnered with BioLaunch Solutions to identify and navigate key challenges faced by this underserved community.
Partnering closely with their team, we engaged healthcare providers and patient advocates in an open, direct, and transparent dialogue. Through these conversations, we gained valuable insights into the disease, its impact on patients, and the struggles faced by caregivers. With this knowledge, we developed a comprehensive plan for educational resources. Our goal was clear: to ensure that the therapy would effectively reach and benefit those who needed it most.
Although the process had its challenges, seeing the impact made on patients and their caregivers reinforced why we’re passionate about our work—bridging the gap between innovative treatments and those they’re designed to help.
At BioLaunch Solutions, we are driven by a passion to make a meaningful difference in the lives of patients, families, and caregivers. At the heart of our logo and brand is the DNA helix. It symbolizes our commitment to supporting organizations cross-functionally and ensuring that all team members have the tools and resources they need to succeed. Regardless of their role, every individual within an organization plays a crucial part in putting patients at the center of all efforts, and our visual representation reinforces our dedication to delivering patient-centric solutions.
Whether you are a biotech or biopharma company seeking to enhance your patient-centric approach or an investor looking to make informed decisions that prioritize patient needs, BioLaunch Solutions is your partner in success. Our innovative strategies and tailored support can help you navigate the complexities of the healthcare landscape, from early development through commercialization, while always keeping the patient voice at the forefront. By asking the right questions and assessing a company’s genuine commitment to patient-centricity, you can make a lasting impact on the lives of patients, their families, and caregivers, while driving long-term success for your organization and community.
To learn more about how BioLaunch Solutions can help you achieve your goals and improve outcomes for patients, we invite you to explore our case studies. Contact us today to discover how our patient-centric solutions can transform your organization and the lives of the patients you serve.
With the advancement of technology, today’s patients and caregivers have more access to information about care conditions and are more educated on treatment options than ever before. They want to be part of the decision-making process and are seeking transparency from their providers. As healthcare and life sciences professionals, we must empower our patients and give them a voice throughout their care journey. How can we do that? It starts with patient experience, patient centricity, and patient advocacy.
These three terms are often used interchangeably, and while the concepts are closely related, each has a unique focus. It is essential to understand how each of the three concepts contributes to our shared goal of empowering patients and driving meaningful advancements in care.
At its core, patient experience encompasses all interactions between patients and the healthcare system. From the moment an appointment is scheduled to the final follow-up, every touchpoint shapes the perception of care for both the patient and their caregivers. A positive patient experience is characterized by timely access, clear communication, and compassionate care delivered with respect and empathy, not only towards the patient but also towards their caregivers, who play a crucial role in supporting the patient’s well-being.
Why does patient experience matter? It directly impacts patient satisfaction, treatment adherence, and ultimately, health outcomes. Engaging with patients has become a global priority because “it improves patient adherence and compliance with clinical protocols.” By prioritizing patient experience, we can create healthcare environments that provide high-quality care, foster trust, and improve engagement.
Patient-centricity takes us a step further, ensuring that patients are at the heart of all healthcare decisions and innovations. It involves deeply understanding patients’ unique needs, preferences, and values. Then using these insights to guide the development and delivery of care.
When we adopt a patient-centric approach, we bridge the gap between clinical outcomes and patient satisfaction. By engaging caregivers in the decision-making process and tailoring healthcare solutions to individual patients, we can deliver more effective and personalized care that makes a difference in their lives. Moreover, patient centricity drives innovation, leading to the development of treatments and services that address the most pressing patient needs.
Wondering how your organization can be more patient-centric? According to Courier Health’s The State of Patient-Centricity in Biopharma 2024, it starts at the top. “Patient-centricity is more than a tagline, it’s a day in and day out commitment to recognizing that what is best for patients is best for business. This starts with the CEO and trickles down through the organization with a willingness to act and invest accordingly.” Ensuring your leadership is dedicated to a patient-centric culture will help build commitment throughout the organization.
Patient advocacy is the force that ensures patients’ voices are heard and their rights are protected within the complex healthcare landscape. Advocates work tirelessly to support patients in navigating the healthcare system, access necessary care, and influence policies that shape the future of healthcare.
Working with patient advocacy groups empowers patients to be active participants in their health journeys, rather than passive recipients of care. By providing information, resources, and support, advocates help patients make informed decisions and overcome barriers to care. On a broader scale, patient advocacy drives policy changes that improve healthcare access, quality, and equity to ensure all patients are treated with respect and dignity throughout their healthcare journey.
While each of these elements are powerful, it is their synergy that truly transforms healthcare. By integrating patient experience, centricity, and advocacy into our work, we can create a healthcare system that empowers patients and communities to achieve better health outcomes.
This synergy is what motivates many of us to pursue careers in healthcare and life sciences. We are driven by the desire to make a tangible impact on patients’ lives, whether through direct care, research, or policy. By keeping patient experience, centricity, and advocacy at the forefront of our efforts, we can align our work with our passion for improving patient care and outcomes.
At BioLaunch Solutions, our emphasis on people, patients, and processes is the cornerstone of our commitment to advancing biopharma commercialization. We recognize that innovative therapies are supported by the individuals who create them, the patients who depend on them, and the efficient processes that guarantee a successful launch. By giving priority to these aspects, we foster a collaborative atmosphere that nurtures innovation, expedites timelines, and ultimately provides life-altering solutions to the patients who need them.
Whether your organization needs support embracing patient experience, centricity, advocacy, or all three concepts, we’re here to help. Together we can create a patient-focused healthcare system that empowers individuals, advances therapeutic innovations, and ultimately, improves the health and well-being of our communities. Contact us today to get started.
We are committed to ensuring our healthcare and life science partners achieve seamless product launch in complex markets.
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