November 2022 • PharmaTimes Magazine • 20
// THOUGHT LEADERSHIP //
Pharma chameleon
Positive change in industry can be the catalyst for success on the
journey to optimal patient access
The nzyme proposition to optimise patient access was developed with deep, forensic research and co-created with key NHS stakeholders, on the understanding that in a post-COVID world the need for traditional pharma models to change and at pace, is not an aspiration but an imperative.
Our Mind the Gap white paper was an output of the questions we posed to our NHS contacts and while there is a lot that pharma is doing right, there is still a lot of disconnect between what HCPs desire and what the industry is delivering.
The ability to delve quickly into the minds of NHS leaders and gather insights in almost real time around any number of prescient challenges became such an attractive and powerful proposition that it necessitated the formation of the nzyme Brains Trust.
Our Brains Trust is an expert panel comprising over twenty KOLs and senior NHS stakeholders across a range of disease areas and specialties.
Not as proscribed as a traditional Advisory Board, more a collective intelligence and anathema to the echo chambers that have informed conventional thinking for too long.
They work closely with the nzyme group because of a shared belief system that pharma still has a huge role to play in NHS and industry engagement, but on the understanding that without value underpinning every HCP interaction there is only a finite number of opportunities to engage.
They have helped us co-create our own value proposition that we share with clients to help optimise NHS interactions and patient access, and key to this is our success catalysts – five embedded principles that are the lifeblood of our organisation.
High five
- Outside-in thinking – a new approach to customer and partner engagement that focuses on designing business models, processes, and services according to the customer’s wants and needs. In this approach, the customer’s perspective and context comes first
- Value-led narratives – Research shows people are more likely to remember a story than a statistic. We put stories at the heart of all our programmes and develop them with the needs of patients and clinicians at the centre
- Digitally enabled and powered by AI – We create resilience and agility through applying learning. We design with metrics to understand, learn and optimise and use technology to make it easier
- Innovative hybrid engagement – Designed to deliver the right message at the right time in the right channel: On demand, remote, in –person or hybrid
- Test, Learn & Iterate – We hack the usual programme approach and implement programmes step by step so build in ways to learn as you go, iterate and optimise.
In this disrupted, uncertain post-COVID era, organisations live and die by their ability to adapt, embrace and manage change.
nzyme believes that there is an imperative for change and that the future of healthcare will be fundamentally different. Our company mantra is that we are customer-centric, insight driven, digitally resilient and value-obsessed.
Distilled down, we are the perfect partner and collaborator to help pharma navigate the potentially treacherous waters ahead. “The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday’s logic”– Peter Drucker.
Dom Knights is Director of Customer Engagement at nzyme.
Go to nzyme.group
PharmaTimes
PharmaTimes is the UK’s leading pharmaceutical magazine, tracking the trends and issues that affect the industry here in the UK, in Europe and across the world. We deliver independent, authoritative and trustworthy content through impartial, balanced and informed opinion and analysis.