Today’s patients have access to more information and are more engaged consumers of their care than ever before. This has underscored the importance of patient services, and has led to a shift in focus from traditional, provider-centered models toward true patient centricity.

Much progress has been made, in terms of addressing the needs, values, and preferences of patients, but plenty of work remains. I believe the drive toward patient centricity will further increase in the coming year – and below, I’ve outlined five predictions of what that will look like in practice.

1. Patient support will become a cornerstone of pharmaceutical product launches

Unlike one-time therapies, specialty medications require ongoing patient engagement beyond the first prescription fill. These treatments demand a long-term commitment, and the support patients receive during their therapy journey plays a critical role in their continued adherence. 

Patients’ first impressions matter. Encountering obstacles in accessing medication, for example, can significantly impact their decision to start or renew medication. Ensuring a seamless, supportive, and efficient experience will be crucial for pharma companies looking to drive sustained treatment success and differentiate themselves in a competitive market.

2. Adoption and diversification of patient support programs will increase

With an increasing focus on personalization, pharmaceutical companies are likely to make greater investments in patient support programs – whether they are fully in-house, hybrid, or outsourced. Data-intensive processes, like onboarding, benefit verification, and prior authorization, may be able to be streamlined by bringing them in-house, allowing for more direct control and integration with company data systems. 

Meanwhile, technology will continue to evolve and help super-charge your personnel, extending your team’s reach 24/7 and through multiple channels (e.g., phone, text) to deliver specialized expertise around medication administration, clinical support, provider-pharmacy logistics.

3. Vendor consolidation will continue

In last year’s predictions for patient support programs, I anticipated that a wave of consolidation would hit the industry. This coming year, I believe vendor consolidation within pharmaceutical patient services will continue – and that it’s a good thing. When organizations can rely on a single platform for patient, payor, and provider engagement, operational efficiencies will occur as a result. Thus, we’re likely to see a shift towards solutions that integrate all three under one roof. 

By reducing the complexity of managing multiple vendors and systems, companies can streamline communication, accelerate processes, and provide patients with a seamless experience. This consolidation should not only reduce administrative burden but also result in valuable, consolidated data insights to help companies refine their programs and improve both patient and provider satisfaction.

4. Patient journey tracking will become a key part of patient support

Every patient and payor plan is different. As pharma companies look to offer more personalized and proactive care, understanding the real-time status of a patient’s journey will become increasingly critical.

With comprehensive patient journey tracking, pharmaceutical companies can quickly assess the current state of a patient case and recommend the next best action, ensuring that no steps are missed and that patients have a smoother experience. Beyond merely reacting to patient needs, these insights empower patient services to anticipate future needs – whether that’s a reminder for a follow-up appointment, a prior authorization renewal, or financial support options for upcoming refills. 

5. AI will be an enabler for patient services, not a disruptor

We’re moving out of the era of AI as a “disruptor” in healthcare. Instead, AI will be an enabler because of its ability to help companies flexibly adapt to shifting patient volumes and needs. As the complexity of patient cases grows, AI can augment existing teams, automating repetitive tasks, and even filling some roles where finding specialized talent is challenging. 

With AI’s capacity to analyze large volumes of data and recommend optimal next steps, pharmaceutical companies can deliver more timely and personalized support to patients. Its predictive capability allows companies to proactively manage each patient’s journey, rather than reacting to issues as they arise. 

AI’s role as an adaptive tool will become more indispensable  in delivering efficient, patient-centered care that evolves in real time, ensuring that pharmaceutical services teams can meet both current and future demands with greater precision and agility.

To learn more about how Infinitus is helping leading healthcare organizations use AI to automate administrative tasks that take valuable time and resources away from creating a more personalized patient experience, contact us today.