Patients suffer when FDA-approved drugs fail at launch for lack of payer or provider support. This doesn’t have to happen. In 2018, leading biopharma companies will usher a Commercial voice into Phase III clinical development and use advanced algorithms — plus human expertise — to anticipate patient and prescriber behavior. In this way, drugmakers can build data sets that are responsive both to what matters in the clinician’s office and the payer’s conference room.
And that’s just a start. Artificial intelligence (AI) will take new leaps in identifying novel targets by comparing healthy and diseased human tissue. AI will also improve reporting of safety events when drugs reach the market, and help companies train providers and patients on the most effective use of these advanced products.
AI breakthroughs were some of the most exciting headliners in a new report on healthcare’s Top 15 Commercial trends. But the next 12 months will bring many other shifts in philosophy and best practice, according to the report, which was assembled by 75 Commercial thought leaders at Syneos Health — a fully integrated organization that provides biopharma clients with leading CRO services and a full suite of Commercial services.
Among the Top Trends is rapid consolidation of hospital systems and delivery networks, and the impact this has on the traditional sales force. In 2018, combined teams of sales, medical and market access experts will find themselves in more frequent and intimate contact with group purchasing organizations (GPO) and other institutional administrators, as well as patients, payers, and providers. And, these combined marketing teams will find themselves talking not just about medical science but about a whole complement of services biopharma companies will start providing directly to patients.
The most tech-savvy, socially advantaged patients will plunge more deeply into “quantified” personal health regimens, with new communications lines to medical experts and ever-sharper tools to predict and prevent disease. Yet, many others will struggle to understand and access these tools. Again, algorithms will come to our aid, as healthcare innovators design inexpensive devices running Amazon’s Alexa and Google Assistant to distribute healthcare advances to the broadest possible audiences.
For more insights on 2018’s top Commercial trends, download the Syneos Health Commercial Trends Forecast at trends.health.