Philadelphia, PA - Live from EFP ‘18: Today, eyeforpharma Philadelphia opened with one word: trust. Paul Simms - Chairman of eyeforpharma - started with two opposing ideas on trust from Big Pharma leaders.

“Pharma will never be a trusted partner—we should focus elsewhere.”

—Daniel Vasella, former CEO of Novartis’

“We can and should strive to be trusted amongst our partners.”

—Joaquin Doato, current CEO of Janssen

So which is the right stance? Paul put it to a live vote:

  • 87% of the attendees agreed with Joaquin.

Does this mark the shift from an old-guard mentality to the future of our industry? Perhaps, but this question can’t be asked in a bubble. Spaces are more crowded and margins are slimmer, which begs the question—have we reached “peak oil” in pharma?

The good news is that even if we have, it still won’t be the end of our story.

They’ve found ways to transform focus, from fossil fuels to ENERGY and we must move from molecular chemistry to human chemistry.

How do we do this? 

Step 1: Really get to know patients…

Vyom Bhuta, Global Partner at Cognizant, shared one approach. He partnered with medical anthropologists and social scientists and sought to understand what it means to heal. The team got entangled with patients, looking to define what relational chemistry really means. They found that clinical outcomes ARE NOT what patients are looking for— instead, they want to move from a COLD SYSTEM to WARM CARE…

Their research showed that patients are:

  • 3X more likely to adhere to their treatment plans when they feel heard
  • Nearly half (47%) are experimenting with care
  • 1.5X more successful at changing behavior when relying on how their body felt versus clinical measures

That’s just the first chapter of this story. Stay tuned for more live updates from eyeforpharma!

About the Author:

Drew Beck has spent his entire career in healthcare — from direct patient care as an EMT in college to countless roles in pharma sales and global marketing for leading life science companies including Eli Lilly & Co. and GlaxoSmithKline. He is currently a leader on the Syneos Health Insights & Innovation team, a group charged with leveraging deep expertise in virtual collaboration, behavioral science, trends-based-innovation, custom research and global marketing insights.