Breaking the mold: Novartis unlocks patient-centric innovation with new model

Pharma News: Novartis has introduced a game-changing methodology aimed at enhancing patient adherence, compliance, and overall healthcare outcomes. This innovative approach places the voice and experiences of patients at the heart of drug development, design, and delivery.

Non-compliance and lack of adherence to prescribed medications have long been major concerns for physicians and researchers. Its impact is particularly significant for patients suffering from acute and chronic conditions. Surprisingly, patients’ decision not to take medications can appear counterintuitive to healthcare professionals who understand the risks associated with their specific conditions and the importance of adhering to prescribed regimens.

The reasons behind non-compliance and lack of adherence are multifaceted and varied. Patients may experience acute or chronic side effects, fear, depression, financial constraints, lifestyle incompatibility, psychological denial, or simply a lack of symptoms that make them feel healthy. Additionally, misconceptions and mistrust of medication can also contribute to non-adherence. These challenges highlight the need for innovative strategies that go beyond traditional approaches, focusing on holistic patient care and personalised interventions.

Recognising the urgency for patient-centric innovation, Novartis embarked on a transformative journey to integrate patient insights into their decision-making processes. Their goal was to develop a creative thinking process within an analytical thinking culture, enabling teams to surface and articulate meaningful insights from patient communities, care partners, and healthcare professionals. Novartis aimed to establish their i4i Insights Discovery process as a gold standard in insight discovery, driving the development of therapeutic strategies and educational interventions that better meet patient needs.

i4i Insights Discovery has been applied cross Novartis’s diverse areas of expertise, from heart disease to cancer, from organ transplantation to dermatology, from food allergy to ophthalmology.

Since its inception in May 2020, the i4i Insights Discovery process has reshaped how Novartis associates perceive and understand the lives of patients and care partners affected by the diseases and conditions targeted by their drugs and therapies. By elevating existing research outputs, Novartis teams have gained a profound and insightful understanding of the patient reality, enabling them to develop high-impact action plans that improve patient health outcomes and quality of life.

Preliminary feedback on the i4i Insights Discovery process has been overwhelmingly positive. Among the participants who provided feedback, 95% deemed the process effective and efficient in discovering patient insights, while 90% acknowledged its contribution to developing genuine patient insights. An impressive 83% stated that the insights generated through the process had facilitated the development of action plans with the potential to make a genuine impact on patients’ lives. Moreover, 85% of participants expressed their commitment to these action plans at the process’s conclusion, indicating a strong belief in their ability to drive positive change.

Novartis has set its sights on further research to assess the impact and efficacy of the i4i Insights Discovery process. This includes formal validation of patient insights with advocacy groups and conducting comprehensive impact assessments of the patient engagement strategies derived from the process. By establishing reliable and sustainable improvements in compliance, adherence, and patient outcomes, Novartis aims to enhance the quality of life for patients worldwide.

The company recognises the potential of i4i Insights Discovery to benefit not only the pharmaceutical industry but also other sectors seeking innovative approaches to insight discovery. By unlocking the power of patient insights, the company aims to inspire others to embrace this transformative methodology and drive positive change in patient care.

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