Natasha Williams and Irina Groysman co-wrote this article with Hensley Evans and Eva Struckmeyer.
While organisations in the U.S. have embraced the patient as a key stakeholder for more than two decades, given the demonstrated influence of direct-to-consumer advertising, the connection between the patient and treatment decisions has historically been less clear in Europe. With more stringent regulatory guidelines for how and where companies can communicate directly with patients, organisations in Europe have sometimes struggled to know what to do with patient insights even when they do have them.
Pharmaceutical companies cite many key challenges when it comes to engaging with patients in Europe, but there are several opportunities to work around them to deliver patient and commercial value. This article addresses five of these challenges and ways to overcome them.