personalized medicines
Need of Personalized medicine
Dr. Mohan Kumar
Ph.D Biotechnology ,
Assistant professor at Gyan Jyoti paramedical and Nursing school, Hazaribagh, Jharkhand.
Introduction
Most of the
medicine we are using is based on “one medicine is fit for all” but we all know
very well that every human being have different genetic make up. After the
completion of human genome project it has been proved that no two individuals
are identical in their genetic makeup except a certain type of twins.
Difference in genetic make up results in different expression of protein which
ultimately express different functions in the individual. It has been clearly
seen that one medicine can’t fit for all so there is need of personalized
medicine which will be based on certain genetic makeup. Importance of Personalized
medicine and shared decision making between health care providers(HCPs) and
patients have increased in the last several years. Personalized or precision
medicine is an emerging approach for disease treatment that takes into account
variability in genes, environment, and lifestyle for each person as well as an
individual’s preferences, comorbidities and experiences with medicines. For the pharmaceutical industry, personalized
medicine presents both challenges and opportunities as
patients and HCPs are no longer settling for a one-size fits all method.
Challenges
lacking in many areas which hinders the ability of patients to actively participate in their healthcare decision-making process even though most want to be involved. In fact, about two-thirds (64%) of interstitial lung disease patients experience stress due to a lack of understanding about their disease. In addition, as a recent article in Nature noted, an estimated 90% of conventional and top-selling blockbuster medicines only work for 30% to 50% of patients. For some, these medications aren’t just ineffective but they also cause adverse reactions and side effects. Therefore, market sizes for some medicines may be reduced as medical advances and accumulated data allow us to determine which patients segments are likely to respond poorly to a drug. Patients may also become increasingly frustrated as they struggle to better understand expanding treatment options.
lacking in many areas which hinders the ability of patients to actively participate in their healthcare decision-making process even though most want to be involved. In fact, about two-thirds (64%) of interstitial lung disease patients experience stress due to a lack of understanding about their disease. In addition, as a recent article in Nature noted, an estimated 90% of conventional and top-selling blockbuster medicines only work for 30% to 50% of patients. For some, these medications aren’t just ineffective but they also cause adverse reactions and side effects. Therefore, market sizes for some medicines may be reduced as medical advances and accumulated data allow us to determine which patients segments are likely to respond poorly to a drug. Patients may also become increasingly frustrated as they struggle to better understand expanding treatment options.
Opportunities
On the other hand, non-adherence to medication can be reduced when patients’ preferences and lifestyle are considered. Segmenting appropriate patients for targeted therapies can also give better results and higher satisfaction. Lastly, there is a competitive edge opportunity for pharma companies who help bridge the communication gap between HCPs and patients for better shared decision making as the demand for personalized medicine increases. It will provide better treatment, less side effect as well as control over time and money.
On the other hand, non-adherence to medication can be reduced when patients’ preferences and lifestyle are considered. Segmenting appropriate patients for targeted therapies can also give better results and higher satisfaction. Lastly, there is a competitive edge opportunity for pharma companies who help bridge the communication gap between HCPs and patients for better shared decision making as the demand for personalized medicine increases. It will provide better treatment, less side effect as well as control over time and money.
Personalized
Medicine Requires Personalized Marketing
Pharma marketers must improve
their personalized marketing to keep up with the personalized medicine
movement. Besides market
segmentation, pharma marketers should also increase focus on ways to improve
communication between HCPs and patients for shared decision making.
For example, evidence shows that specialist nurses have a significant
beneficial impact on personalized patient care, education, communication and
adherence to treatment. Studies show that the support from frequent,
patient-managed discussions with specialist nurses results in patients reporting
higher satisfaction, “feeling in control”, “knowing what to expect from
treatment”, and confidence about their disease management. Pharma marketers, therefore, need to support
nurses as many ways as they can including providing educational tools and
resources.
Decisions
will increasingly be made as a much more collaborative effort between HCP
interdisciplinary teams and patients. Pharma marketers should seize the opportunities created from this
personalized medicine movement where HCPs and patients must find ways to bridge
their communication gap for shared decision making.
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