Focus on Patients, Not Just Prescriptions, to Improve Outcomes
The Challenge The shift to patient experience and treatment outcomes in the healthcare industry means that pharmaceutical companies must put new focus on the person behind the diagnosis. Due to complex insurance rules and an upcoming expiration on its flagship drug’s patent, a large global biopharmaceutical company needed a strategy to engage patients more deeply and keep them loyal. This pharma company valued Cognizant’s deep expertise in marketing specialty drugs and our past successful engagements. We partnered on an approach and a strategy for the company’s important initiative. Our Approach We helped the pharma company develop a service strategy that simplifies and streamlines patient treatment, and then we delivered the underlying infrastructure. Coordinating care created a patient experience that focuses services on the human involved in the treatment. This approach also connected the various involved parties—from insurance companies to nurses to pharmacies—to valuable information about patient care. A mobile app further empowers patients to better manage their treatment.
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