There is a moment of truth between a doctor and patient when a diagnosis is made and a treatment regimen is determined. It might be a routine ailment with a simple standard of care protocol. Or it could be a complex or difficult diagnosis that leads to referrals, more testing, and life-changing decisions about life style and treatment options.
But in either case, it’s a moment of truth that summons the best analysis from the professional and the most transparency from the patient.
Given how complicated and busy the typical physician’s schedule has become, it’s unlikely that most doctors will have convenient and timely access to the latest in clinical research or knowledge of the newest therapies. There are valuable tools for quick reference of drug interactions, but getting access to relevant content like the pathophysiology or mechanism of action behind a new class of drugs takes more time.
Could pharma be a resource?
Could pharma help HCPs help patients at the moment of truth?
Yes, but only if pharma rethinks its brand and value proposition.