Patient power comes of age.
Recent years have seen consumers play a more prominent role in the pharmaceutical value chain - there has been an awakening in consumer consciousness - patients are actually talking about medicines with their doctors.
Harnessing the power of this charge - led by the baby boomer generation with its willingness to challenge conventional wisdom and authority - has potential upside for the industry. Aggressive advocacy has already helped patients to access previously restricted innovative drugs in many countries.
However, patient power cuts both ways. These ultimate healthcare payers, with their desire for good quality, reliable and low-cost healthcare pose a threat to any company not seen to be delivering innovative products with real additional benefits. Companies must expand on their work with consumers in order to finesse their understanding of patient perspectives on key issues.
