Pharma's great transformation: how PSPs are changing the game

The US pharmaceutical industry is undergoing an unprecedented transformation — from a producer of therapeutic drugs to a trusted advisor to patients. At the heart of this transformation is the Patient Support Program (PSP), and how it has reshaped pharmaceutical services worldwide is the focus of this article.

Patient needs and expectations keep climbing. Deloitte's research shows that as pharmaceutical companies' roles shift, patients' needs and expectations for support rise accordingly. Patients are no longer mere recipients of prescriptions; they expect more comprehensive support, from drug information to the practical application of their treatment. Yet Phreesia's research shows that patient awareness of and participation in PSPs remain low — only 8% of patients have ever used these support programs. That has to change.

Treatment adherence has always been a challenge. According to an IQVIA report, as many as 30% to 61% of patients fail to follow their treatment plans, taking a real toll on disease management. Particularly in chronic therapy areas, pharmaceutical companies are actively adopting PSPs to improve patients' treatment outcomes and care — evidence that PSPs can help patients better understand and follow their treatment plans and, in turn, improve their quality of life.

Pharmaceutical companies must satisfy not only patients but also healthcare providers (physicians). According to a Bain.com survey, 53% of physicians believe pharma companies need to offer more targeted patient support programs to make their interactions with pharma more valuable. In specialty drug therapy in particular, integrating hub services has become a major challenge, requiring pharma companies to provide specific support services that match the differing needs of each drug and clinical scenario.

First, it takes a team full of empathy. This team must master professional knowledge, but also understand patients' needs and feelings. Their role goes beyond traditional support — they become partners patients can rely on.

Second, efficient, streamlined processes are essential. This covers patient program enrollment, information verification, and prior authorization. Processes must pass efficient compliance validation to ensure quality and provide seamless support, so that patients' needs are met quickly.

Finally, technology that improves accuracy and compliance is indispensable. This requires digital services — integrating healthcare providers and caregivers, and handling documentation and authorizations. Digital verification tools and automated systems can speed up administrative processes and deliver more convenient service.

Yet the key to success is more than building and maintaining a brand and establishing trust between patients and providers. It also takes creative problem-solving and versatile communication skills. Every service interaction — with patients, physicians, nurses, or PSP managers — must deliver a valuable experience for the patient, paired with empathetic listening skills that enable individualized interactions and higher satisfaction.

Building an integrated database is one of the keys: it captures information from the patient's perspective and avoids errors and duplication. These databases not only underpin reliable reporting but also enable deeper statistics and analysis. Through a multidimensional, integrated analytical lens, we can make better use of data, accelerate informed, consent-based business decisions on personal data, and directly influence treatment outcomes for patients and providers.

Patient Support Programs (PSPs) in specialty medicine keep evolving to meet complex treatment needs. A successful integrated PSP service program requires an empathetic team, streamlined processes, efficient technology, and innovative communication, along with a reliable database to achieve better patient outcomes. This is not just a challenge but an opportunity — for pharmaceutical companies to better support patients' health and well-being.

Sean Chang, Group General Manager, Media-WIND Health Group (MWHG)

sean.chang@media-wind.com.tw

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