Clinical Leader: Chief Technology Officer of Cadient, a Cognizant Company, Discusses Critical Areas for Launch Success and Innovation in the Pharmaceutical and Life Sciences Industry

“With the rise in emerging technologies and advancements, the pharmaceutical and life sciences industry is rapidly going through transformation, where organizations are dependent on successful drug or pharmaceutical-related launches to drive profitability and growth,” writes Bryan Hill. “Coupled with evolving consumer experiences, business models and marketing approaches, organizations, specifically brand launch teams and marketing agencies, need to work together and refocus their strategies in order to cater to this shift and ensure a successful launch.” Excerpts:

“Companies can succeed at getting a launch right the first time by focusing on five key trends and critical areas that will drive launch success and innovation.

1. On-Demand Services: This new set of “services on-demand” are characterized by technologies and applications that enable consumers to address their health needs at a touch of a button. This type of on-demand thinking is already paving ways for potential in clinical trial innovation in areas such as recruitment, engagement and retention.

2. Scalable and Flexible Platforms: A powerful outcome of the “on-demand services” framework is that clinical trial teams now have access to new levels of scalability and flexibility. Increased flexibility around staffing decisions and the ability to hire end-to-end service providers can enable teams to stay focused on key strategies and metrics.

3. B2B Driven By B2C: For clinical trial teams, the impact of B2C thinking opens up all types of possibilities, and requires teams to focus on strategies to reach their target audiences ― whether it is trial investigators or enrolled patients ― and deliver complex information to them in a meaningful way. This can be accomplished with forms automation, simplifying the process of completing documents in a streamlined approach, such as depositing a check to the bank by taking a picture of it from a smartphone.

4. Measurement That Matters: Not only does the staff need to be comfortable with all varieties of data, both big and small, but also will need to be armed with insight platforms that give them the ability to track patient and trial activity in a unified view. For clinical teams, the ability to design, execute, and optimize a program fueled and optimized by metrics, has become absolutely critical to success.

5. State of Constant Innovation: For clinical trials teams who are aiming to launch in the next 12 to 18 months, preparing for a commercial and customer environment filled with digital innovations will be a key driver for success. Moving forward, these are the types of approaches that are valuable in defining a culture of innovation to attract investors and talent, in order to fund and deliver on next-generation services and products.

As the healthcare and life sciences industry continues to thrive and innovate in today’s increasingly digital environment, successful trials will be marked by a spirit of collaboration, curiosity, digital knowledge, and patient and investigator engagement.”

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