Patient-centricity in oncology and why it’s more important than ever

As a concept, patient-centricity has been around for years. While significant progress has been made in focusing on patient needs, our experts emphasize that much still needs to be done.

Written by: Anna Capers, Senior Client Partner, Inizio Evoke Europe, Rachel Hatfield, Managing Partner, MEDiSTRAVA, and Alex Morton, SVP, Patient Engagement, MEDiSTRAVA

It’s easy to find examples of patient-centricity everywhere within healthcare. In oncology, we’ve seen a focus on the individual and their needs genuinely embedded across clinical development, with the emergence of more biomarkers and new targets leading to more personalized treatment plans.

Despite advances being made, we believe there’s still much more that can be done in areas such as patient education and in understanding patient behaviors and barriers as we look to improve engagement, motivation, and treatment experiences. It’s essential that the concept remains at the heart of our conversations and thinking.

Towards greater health equity

One area where improvements can be made is in health equity. We know the prevalence of certain cancers is higher in non-Caucasian populations, yet we still struggle to recruit from these underrepresented groups when it comes to clinical trials.

Overall, there have been positive efforts towards decentralizing trials in recent years and, more broadly, in making treatment more accessible through an increase in home treatments and mobile care centers.

For there to be a truly patient-centric model of care, however, we believe there need to be changes throughout the entire healthcare system – across institutional practices, policies and training – to ensure patients are engaged with and included in a more effective way.

The power of technology

As an enabler, technology has a huge role to play in patient-centricity. Done well, telemedicine enhances patient access to care. Advanced wearables can monitor and analyze health, and online patient communities are connecting people with shared experiences – particularly useful for those suffering from a rare form of cancer, where there may be limited resources available to help patients understand their disease and less knowledge in the general healthcare community.

AI, of course, is the defining technological advancement of our era and it opens up exciting possibilities with its ability to analyze a large array of diverse data sources and present fully evidence-based solutions. Imagine combining scan data with patient-reported outcomes on a population level to improve real-world evidence gathering and further enhance personalized treatment decisions.

Despite these benefits, we can’t ignore the fact that AI involves thorny issues around privacy, data ownership and bias that we need to navigate, not just as an industry but as a society.

It’s easy to be distracted by the wonders of technology, but we must always be mindful of the digital divide. Not everyone has access to or is comfortable with technology. It is important to support these people – often some of the most vulnerable – otherwise we risk creating even more health disparities.

A more holistic approach

The wider use of technology and more holistic approaches to patient-centricity mean it’s vital to involve a broader multidisciplinary team of specialists within oncology care. There is growing recognition of the importance of diet, exercise, and mental health as part of the wider treatment plan.

The emotional toll of diagnosis or living with cancer can’t be underestimated and in some places, we’re seeing much greater psychological support. In the UK, for instance, some patients have access to wellbeing centers and services such as counselling or reiki. But this is far from universal, and you don’t have to look hard to find disparities across the world.

The multifaceted approach to patient-centricity presents challenges as well as opportunities for biopharma organizations. As the ability to create ever more targeted therapies increases, so too does the complexity of ensuring all patients can benefit from the best possible care, regardless of their geography or socioeconomic status.

A partner for patient-centricity

At Inizio, we work extensively with clients to help design strategies for their new oncology products, factoring in current and anticipated changes in markets and healthcare systems to create a more patient-centric approach.

We’re also providing education and tools to support HCPs, so they in turn can better help their patients. One way we do this is by translating the complex science involved in therapies, so patients can more easily understand what’s happening and feel fully involved in their treatment plans.

Another way we’re helping is by gathering data directly from patients to understand their quality of life and symptom burden, enabling our clients to improve clinical trials, routine care assessments, and ultimately their products. We’ve worked on several clinical development programs where engaging early with patients and gathering insights has improved trial recruitment and retention rates, as well as shaping patient-focused materials.

As oncology treatments continue to become more personalized, the focus on patient-centricity will only become more important. But with every new opportunity to enhance patient care holistically, there are fresh challenges to be carefully considered. Having an experienced partner by your side to help you navigate them will ensure you always keep patient-centricity where it needs to be: central to everything you do.

To learn more about patient centricity and the future of cancer care, watch our latest exert-led webinar on demand here. To find out more about how we can support your approach to patient-centricity, please get in touch.