Part III: A Complete Picture: Why Pharma’s Future Relies on Real World Experience
By: Philip Wilkins, Co-founder, KEEP
The healthcare industry has made incredible strides in using data to drive decision-making, improve outcomes, and personalize treatment plans. But as we look to the future, one thing is clear: data alone isn’t enough. Real World Data (RWD) has been a powerful tool, but there’s a new layer emerging that pharma can’t afford to overlook—Real World Experience (RWE-X).
RWE-X takes us beyond the what and into the why. It fills in the gaps, giving pharma a complete picture of how patients interact with their treatments, and most importantly, why they respond the way they do. This is where the future of pharma lies—not just in data collection but in understanding and acting on patient experiences.
The Missing Piece: Understanding the Patient Journey
Here’s the truth: Pharma knows a lot about patient behaviors, but often very little about the context behind those behaviors. You might know that a patient missed a dose, but why? Was it because they were busy? Anxious? Confused about the instructions? That “why” is critical.
Real World Experience helps fill in the blanks. It gives us insight into the patient journey—the daily realities that impact adherence, quality of life, and treatment success. RWE-X isn’t just about numbers; it’s about understanding the story behind the data.
For example, two patients might have identical adherence rates, but one may be struggling emotionally with the burden of treatment, while the other is seamlessly managing it. Without RWE-X, those nuances would be missed. With it, pharma can step in with tailored interventions that address real patient needs.
From Transactional to Transformational
The future of healthcare is about moving from a transactional approach—where pharma provides medication and data—to a transformational one. This means pharma needs to become a true partner in the patient journey, not just a source of treatment. And RWE-X is the key to making that transformation happen.
Real World Experience allows pharma to:
- Understand patient emotions: Are patients feeling overwhelmed or confident? Is their treatment disrupting their daily lives, or fitting in smoothly?
- Pinpoint areas for improvement: What barriers are keeping patients from adhering to their treatment plan? Are there pain points in the patient experience that pharma could help address?
- Personalize interventions: Once we understand the “why” behind behaviors, we can design personalized support systems to keep patients on track, improve their experience, and ultimately, deliver better outcomes.
This transformation moves pharma from being just a supplier of treatments to becoming a supportive, engaged partner in improving patient health. And that’s where the industry needs to go.
Pharma’s Competitive Advantage: The Human Touch
We all know healthcare is becoming more competitive, with companies vying not just for market share, but for patient loyalty. This is where RWE-X gives pharma a real edge. It allows companies to go beyond the data and develop a true understanding of their patients, bringing in the human touch that’s often missing in data-heavy strategies.
Think about it—patients who feel supported and understood are far more likely to stay on treatment, be engaged in their healthcare, and trust the companies behind their therapies. Real World Experience is what enables that trust, by helping pharma see patients as more than numbers on a spreadsheet.
RWE-X isn’t just about better data; it’s about building better relationships. Empathy-driven insights lead to better care, better outcomes, and, ultimately, a stronger connection between patients and pharma.
The Future of Pharma: Complete Patient Care
As we look to the future, it’s clear that Real World Experience will be central to pharma’s success. Patients are becoming more empowered, and their expectations are higher than ever. They want personalized care, and they want to feel like their voices are heard. Pharma companies that can deliver on this will lead the way in shaping the future of healthcare.
RWE-X gives pharma the complete patient picture, allowing companies to:
- Anticipate patient needs before they arise.
- Offer real-time, tailored interventions that fit into the patient’s life.
- Create an ongoing dialogue with patients that leads to higher satisfaction, trust, and loyalty.
This isn’t just a trend—it’s the future of pharma. The companies that embrace Real World Experience will be the ones that thrive in an increasingly patient-centered world.
A Call to Action
At KEEP, we believe that the future of pharma lies in the power of experience. Real World Data has been a cornerstone of the industry, but it’s time to take the next step. Real World Experience gives us the ability to truly understand patients—their struggles, their emotions, and their victories.
This is the competitive edge that pharma needs. By embracing RWE-X, companies can create holistic, human-centered approaches to care that go beyond traditional data-driven models.
The future of pharma relies on seeing the complete patient picture. Are you ready to see it? Connect with us, partners@keeplabs.com.
