Health systems are not static; they transform with new financial pressures, market trends, care delivery models, and technological advancements. At Petauri Kinect, we believe that pharmaceutical and biotechnology companies should align trial strategies with a deep understanding of health system stakeholder engagement, infrastructure, enrollment & referral patterns, and education.
There has never been a more critical time to engage stakeholders, yet it remains challenging. Research indicates that 40% of pharmaceutical companies need help understanding their customer journeys and effectively identifying touchpoints to integrate with their overall strategy.1 Undoubtedly, this challenge underscores the need for expert intervention.
Effective and meaningful stakeholder engagement is a crucial factor influencing the efficiency and success of clinical trials, enabling pharmaceutical and biotechnology companies to strategically align their efforts with the needs and contributions of patients, principal investigators, care delivery teams, referring physicians, and community organizations.
Who are the Key Health System Stakeholders Involved in Successfully Operationalizing Clinical Trials?
Stakeholder engagement facilitates success in today’s complex healthcare and clinical trial landscape. It is important to focus on the following stakeholders affiliated with health systems: patients, principal investigators and clinical trial delivery teams, referring physicians, and community organizations.
Patients: Patients are at the heart of clinical trials. A 2023 analysis found that while 92% of Americans agree that clinical trial discussions should be part of standards of care for those with diagnosed diseases,2 only 5% of American adults have ever participated in a clinical trial.3
Principal Investigators and Clinical Trial Care Delivery Teams: Principal investigators and their teams oversee the implementation of trial protocols, ensure compliance with regulatory and manufacturer requirements, monitor patients’ health, and more. They manage these responsibilities on top of their standard duties despite provider burnout being at an all-time high. Over the last decade, provider burnout has turned into an epidemic, with national studies indicating that over 50% of providers experience symptoms related to burnout.4
Referring Physicians: The referral network and physicians surrounding larger health systems and clinical trial sites are crucial yet often underappreciated stakeholders. Referring physicians play a key role in informing patients about clinical trial opportunities and encouraging patient participation. According to recent data, 77% of U.S. adults consider healthcare professionals (HCPs) as their top source for information on clinical trials.2 However, over 65% of these individuals have never spoken with an HCP about opportunities to participate in any medical, health, or clinical research.2
Community Organizations: Patient and community advocates facilitate patient recruitment, provide support services, assist in outreach and marketing, and above all, serve as trusted stakeholders. Given that the top reason individuals do not participate in clinical trials is a lack of trust (57% in 2023, up from 38% in 2017), it is more important than ever to engage these organizations.2 Their involvement builds trust within the community, enhances patient education, and improves overall participation in clinical trials.
What Are the Key Strategies to Engage These Stakeholders?
As we consider these stakeholders, it is clear that the current state of healthcare systems is under immense pressure. Stakeholder engagement incorporates these individuals’ voices across all healthcare system levels to ensure that health research, development, and delivery are tailored to real-world scenarios. Engagements are characterized by open and transparent communication, actively seeking and responding to the feedback and needs of all individuals and groups with a vested interest in the healthcare system. Since each stakeholder brings a unique set of tools to support the essential components of a clinical trial, there are nuances in the engagement approaches and timing to maximize their contributions. Petauri Kinect has identified three overarching types of engagement approaches depending on the “archetype” of the stakeholder.
Activating “Passive” Stakeholders (e.g., diagnosed patients who are unaware of the clinical trial, referral network HCPs): Engaging “passive” stakeholders in clinical trials is essential but often overlooked and can be a highly complex strategy. The primary objective is to activate and involve these stakeholders in the trial process by raising awareness and motivating participation. It often involves targeted education initiatives led by pharmaceutical field teams and outreach from trusted community organizations and patient advocates.
Supporting “Invested” Stakeholders (e.g., principal investigators and clinical trial care delivery team): For stakeholders who are already involved, the focus is on streamlining their responsibilities, identifying and alleviating their pain points, and providing continued and robust support. At Petauri Kinect, we employ strategies and tactics to optimize workflows, reduce administrative burdens, develop resources, and train the life science customer-facing team.
Facilitating Communication and Collaboration (between all stakeholders): Maintaining open and effective lines of communication across all identified stakeholders is essential for the success of clinical trials.
Implementing health-system-focused and targeted strategies to engage relevant stakeholders at any stage is essential for the success of clinical trials. These approaches address challenges in patient recruitment, provider satisfaction, and community trust, ultimately enhancing trial efficiency and healthcare delivery. In the future, Petauri Kinect will continue to explore other factors influencing clinical trial excellence. We encourage you to stay tuned for valuable insights!
At Petauri Kinect, we empower life organizations to navigate the complexities of today’s evolving healthcare landscape. With over 20 years of experience combining deep industry insight with diverse advisory expertise, we drive innovative strategies that lead to success.
Petauri Kinect enables biopharmaceutical clients to forge strong partnerships with key customers and help position clients for short-term and long-term success. Contact us at inquiries@petauri.com or here.
References
- Fox B, Paley A, Prevost M, Subramanian N. Closing the Digital Gap in Pharma. McKinsey & Company. November 23, 2016. https://www.mckinsey.com/industries/life-sciences/our-insights/closing-the-digital-gap-in-pharma.
- 2023 National Survey on Clinical Trials. Research!America Group. October 2023. https://www.researchamerica.org/wp-content/uploads/2023/12/2023-National-Survey-on-Clinical-Trials.pdf.
- Jiang S, Hong YA. Clinical trial participation in America: The roles of eHealth Engagement and patient-provider communication. Digital health. December 14, 2021. https://pmc.ncbi.nlm.nih.gov/articles/PMC8679028/.
- Singh R, Volner K, Marlowe D. Provider burnout. StatPearls [Internet]. June 12, 2023. https://www.ncbi.nlm.nih.gov/books/NBK538330/.