Looking at Market Access for the pharmaceutical industry through the eyes of somebody involved in machine learning and analytics, I am constantly enchanted by the vast number of perspectives on the interaction between the stakeholders in that sector. In fact the PPMA Conference proved to be a great opportunity to get in touch with leaders in Market Access as well as service providers, payers, and regulators.
Taking residence in the beautiful Beurs van Berlage conference centre in the heart of Amsterdam, the industry met for two days to discuss hot topics in bringing new drugs to the patient as efficiently as possible. And regardless of the individual background it soon became clear there was a common thread between all participants. There is a constant demand for innovative solutions in patient listening, unmet needs detection and demonstrating the value of new therapies.
Lets have a quick look at the talks and roundtables of the first morning:
- How to capture and quantify patient value?
- The value of a cure
- The role of Real World Evidence (RWE) in Oncology
- Capability building for RWE
- Can pharma save $1 bn. through strategic use of RWE?
- Patient engagement in the world of rare diseases
This set the tone for the rest of the event and the message was very clear. Pharma seeks new methods and sources to demonstrate value and ease the transition from data to insight.
At the same time the discussion often focused around traditional sources such as Patient Reported Outcome Questionnaires and Electronic Patient Records. Talking about this issue with numerous participants there seems to be a general appreciation of the richness of nontraditional, unstructured text sources and narratives, but also a lot of question marks on how to leverage them to the fullest extent.
I guess the take home message has to be that in trying to understand the patient, physicians, payers, and their unmet needs, one has to listen to the sources in which that conversation is actually taking place. When it comes to automating insight generation from these sources, the future has already arrived. It remains to be seen who will “listen” to these sources, and innovate.