Milo Elmir, Head of Experience Design at Avalere Health, recently spoke to PM360 about improving and optimizing the patient experience in the digital environment. In this Q&A, he explores how biopharmaceutical companies use technology to enhance the patient experience from diagnosis through to treatment and follow up.

 

How can pharmaceutical companies enhance their digital platforms to improve accessibility and user experience for patients seeking information and support?

To enhance accessibility and user experience, companies must go beyond functional design. A patient-centred approach involves embedding patient feedback throughout development, from concept to final product. Prototyping and iterative testing are key to gathering real-world insights and refining platforms to meet diverse patient needs.

Good user experience (UX) design hinges on relevance, simplicity, and clarity. Patients, particularly those managing chronic conditions, often find complex interfaces overwhelming. Streamlined navigation and personalized content tailored to individual patient journeys can make platforms both user-friendly and patient centric.

Personalization is a significant driver of relevance. By aggregating user data across platforms, companies can deliver highly tailored experiences at scale. The messages should also respect patients’ health literacy, using simple language and various formats—infographics, videos, and interactive tools.

It is important to adapt AI-driven tools, like virtual assistants, to individual preferences. Whether a patient prefers quick answers or detailed empathy-driven interactions, AI can adjust accordingly to provide meaningful support.

Accessibility is essential. Beyond meeting Web Content Accessibility Guidelines (WCAG) standards, companies should offer features like text-to-speech, adjustable text, and multilingual options. These ensure patients with disabilities or language barriers can engage fully. Robust data security and transparent privacy policies further build trust.

Finally, in an era where data privacy is paramount, security measures are non-negotiable. Transparent privacy policies and strong encryption are essential to building and maintaining trust with patients.

 

How can biopharmaceutical companies better integrate their services with healthcare providers’ systems to streamline the patient’s journey from diagnosis through treatment and follow-up?

As a significant stakeholder in the patient care ecosystem, biopharma has a unique opportunity—and responsibility—to enhance how their services integrate with healthcare providers’ systems.  This integration can streamline the patient experience, making the entire process more efficient and patient centred.

One effective strategy is the adoption of interoperable systems. By leveraging shared electronic health records (EHRs), companies can ensure that healthcare providers have instant access to up-to-date information on medications, treatment guidelines, and patient histories. This real-time data sharing can prevent errors, reduce redundancies, and ensure that patients receive the most appropriate care at each stage of their treatment journey.

Integrating services also involves embedding support tools directly into the providers’ workflows. For example, support systems that suggest optimal treatment options based on the latest clinical evidence and the patient’s unique profile can be invaluable. These tools aid diagnosis, guide treatment, and ensure continuity of care.

Another key element is utilizing patient engagement platforms that connect biopharmaceutical companies, healthcare providers, and patients. These platforms send medication reminders, provide educational content, and offer telehealth consultations, while feeding valuable data back into the provider’s system. Integrating these platforms will support patient adherence to treatment plans and enable more proactive health management.

Partnerships are increasingly vital as systems grow more complex. Biopharmaceutical companies can partner with healthcare providers to develop integrated care pathways, outlining the steps and services needed at each stage of a patient’s journey, from diagnosis through long-term management.

Lastly, data analytics is critical to integration. By analyzing aggregated data from integrated systems, companies can identify trends, measure outcomes, and refine approaches to better support providers and patients. This continuous feedback loop not only improves current processes but informs future innovations.

 

What role does patient feedback play in improving the usability of biopharmaceutical company websites and patient portals?

Patient feedback is crucial. As primary users, patients provide invaluable insights into what works well and where improvements are needed. By actively gathering and utilizing this feedback, pharmaceutical companies can create more intuitive, user-friendly experiences that better meet the needs of their patients.

Direct user testing is a key method for collecting patient feedback. This involves observing patient behavior as they interact with a website or portal. Usability testing can uncover specific pain points—such as confusing navigation or difficult-to-find information. Conducting these tests throughout development ensures that issues are resolved before the platform is launched.

 

What types of patient insights can be optimally accessed and utilized to inform usability and design?

The patient should always be front of mind when developing and iterating digital platforms. By focusing on accessibility, personalization, and continuous feedback, companies can optimize the patient experience. From user-friendly interfaces to integrated healthcare systems, digital tools hold immense potential to improve patient outcomes.

Collaborating with patient advocacy groups and patient advisory boards can provide a broader perspective on usability. These organizations represent the collective patient voice, offering insights that reflect the experiences of larger patient populations. Engaging these groups during the design and testing phases helps address usability challenges that individual feedback might miss. This ensures digital tools meet the specific needs of different patient communities.

Surveys and feedback forms placed strategically throughout a website can also provide real-time patient insights. These forms should be brief, easy to complete, and include open-ended questions, allowing patients to express their opinions in their own words.

Analyzing user data provides additional insights. By studying how patients navigate a site, including time spent on pages, and drop-off points, companies can identify trends and areas that need improvement. This data-driven approach complements direct feedback, offering a comprehensive understanding of user interactions.

Finally, it is essential to act on the feedback collected. Addressing specific issues and recognizing broader patterns of usability challenges, allow for iterative improvements. Listening to patient feedback and incorporating their suggestions reinforces that their voices are heard and valued.

 

 

 

A portion of this Q&A appeared in the October issue of PM360.