How We Can Improve our Understanding of Patient Needs
Patient preference is much discussed and often measured, particularly when choosing features or comparing product against a competing
offering. Yet, genuine patient preferences are hard to pin down. Deeply held doubts about validity persist—often aired with the
phrase “the company that pays for the preference study gets the preference”—as the preferences expressed may seem superficial, ephemeral
or reflective of a patient’s perception
of what an interviewer wants to hear.
Beyond preference lies motivation perhaps.
For any patient, their preference is
an expression of their deeper desires and
concerns. To best understand the patient,
the patient’s motivation on this deeper
level must be understood.
With this understanding, manufacturers
may be better placed to select optimized
product solutions or develop a range of
solutions that can cover a wide range of
patient needs. Better understanding of a
patient’s motivation may lead to changing
behaviors, especially around compliance
to medication regimens. This could have a
significant impact on an individual’s quality
of life and even healthcare costs.
So how can the industry learn to better
understand the meaning of patient
preference? At the 2018 PDA Universe of
Pre-Filled Syringes and Injection Devices
conference and exhibition, Paul Upham
of Roche/Genentech, and Claire Everitt
of Pfizer will discuss their views on
The world is changing its view of the
patient—patient power is becoming a
significant driving force. To stay on top of
understanding what the patient really needs,
come to the 2018 PDA Universe of Pre-Filled Syringes and Injection Devices.