Patient activation – not just a strategy but a necessity

I’ve worked in this industry for almost 20 years and I was shocked, when working with a top ten pharma company recently, to learn that the average prescription length for a inexpensive, effective drug – which, when taken long term, will save lives – was only six months. Why? Because after that point, changes to the dosing titration are harder to understand and/or patients feel better, so they believe they can stop treatment…but that’s crazy – isn’t it?

This example alone demonstrates why patient activation has come sharply into focus. The rising patient demand, an ageing population, healthcare professional (HCP) reach and escalating financial constraints all factor into this conundrum.

Patient activation is people’s knowledge, skills, confidence and willingness to manage their own health and care. Increasing patient activation is widely recognised as a key strategy for improving health outcomes, optimising resource utilisation and alleviating systemic pressures across healthcare providers.

HCP-driven personalised care plans that engage patients in the co-creation of their own health goals and strategies are key in enhancing activation. They are underpinned by shared decision-making frameworks, personalised education throughout the patient’s journey and structured self-management programmes, but the mechanisms by which these are delivered can impact their ultimate success.

With a focus on sustainability, instant access and reduction of admin for HCPs, digital transformation plays a key role. Patient portals, motivational notifications, HCP education to support the patient from the outset and bite-sized content delivered by HCPs ensure the patient remains at the centre.

The correlation between patient activation and positive health outcomes is well documented. Patients who are more activated demonstrate higher engagement in preventive health behaviours, better self-management of long-term conditions and adherence to medication and treatment regimens. They are also more likely to utilise healthcare services appropriately, seek timely interventions and avoid unnecessary hospital admissions.

Economically, increased patient activation is associated with lower costs, as patients require fewer interventions. It also mitigates scenarios that have worsened over the years as we have seen in the press, such as staff burnout, by aligning workloads more closely with available resources.

So why is something so obvious, still a challenge? I believe the answer lies in building trust and supporting behaviour change. Applying a basic model such as COM-B may suggest that as an industry we need to provide:

• The capability to make positive, informed treatment decisions using trusted, valuable digestible education and assets that span both disease-specific and branded information to give clarity on the ‘why’ and ‘what’
• The opportunity to provide personalised experiences through relevant channels such as digital and in-person, supporting the ‘what’ and ‘how’
• Motivation will follow if the above two points are implemented to engage both the HCP and the patient. Diabetes is a good example, where shared partnership between the HCP and patient is critical. Having personalised care and education that caters for individual needs such as health literacy, background and preference will lead to improved glycaemic control and reduced complications.

Bionical Solutions occupies a unique position in the patient activation landscape, offering digital solutions that directly enhance behaviour, patient engagement, education and empowerment, building trust between pharma, HCPs, patients and the overall healthcare system.

Through our programmes, we have:

1. Managed millions of data points and supported thousands of patients through their smoking cessation, weight management and mental health journeys. Our Public Health programmes sit alongside the NHS Prevention Programme, offering convenient, seamless, automated methods of prescription delivery, appointment scheduling, motivational patient support and reporting, freeing up much-needed HCP time
2. Enabled HCPs and sales teams to develop a trusted dialogue with more than 15 minutes of patient-centric engagement time (which is almost double the time seen in today’s KPIs) and supported thousands of patients with co-created, digestible information to build knowledge and confidence in their treatment while adding value to HCPs who may not have been accessed previously.

Patient activation is not just a strategy or a company value but a necessity in today’s healthcare landscape. Building trust and engaging HCPs on this subject while empowering patients with the knowledge, skills and confidence to manage their own health, we can achieve better health outcomes, reduce pressures and ensure the sustainability of our healthcare systems. Bionical Solutions is at the forefront of this movement, demonstrating that with the right tools and commitment, we can make a significant impact on both individual lives and the broader healthcare system. Let’s continue to innovate and prioritise patient activation to create a healthier future for all.