{"id":1082248,"date":"2023-07-20T12:31:36","date_gmt":"2023-07-20T10:31:36","guid":{"rendered":"https:\/\/www.capgemini.com\/?p=937042"},"modified":"2025-03-21T12:24:02","modified_gmt":"2025-03-21T12:24:02","slug":"write-a-prescription-for-improved-patient-journeys","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/in-en\/insights\/expert-perspectives\/write-a-prescription-for-improved-patient-journeys\/","title":{"rendered":"Write a prescription for improved patient journeys"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Write a prescription for improved patient journeys<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/07\/Thorsten-Rall.jpg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Thorsten Rall<\/h5><h5 class=\"blog-date\">20 July 2023<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/how-to-safeguard-and-protect-our-global-forest-ecosystems\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/how-to-safeguard-and-protect-our-global-forest-ecosystems\/&amp;text=How%20to%20safeguard%20and%20protect%20our%20global%20forest%20ecosystems%3F%C2%A0\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/how-to-safeguard-and-protect-our-global-forest-ecosystems\/&amp;text=How%20to%20safeguard%20and%20protect%20our%20global%20forest%20ecosystems%3F%C2%A0\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-capgemini-s-data-driven-cx-provides-life-sciences-companies-with-better-understanding-of-how-their-customers-use-their-products\">Capgemini&#8217;s Data-driven CX provides life sciences companies with better understanding of how their customers use their products.<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>When talking about excellent customer experiences, likely the first thing to come to mind is shopping at a store or online for a consumer product \u2013 perhaps a shirt, a book, or a new phone. But every organization, in every sector, has customers \u2013 and can benefit from providing them with the best possible experiences.<\/p>\n\n\n\n<p>For companies in the life sciences sector, the customers are primarily patients and healthcare professionals. And those customers form opinions about products and about the companies which create them.<\/p>\n\n\n\n<p>Capgemini\u2019s Thorsten Rall, Global Industry Lead Life Sciences, and Naresh Khanduri, Vice President, Digital Customer Experience, help clients leverage data to provide patients, healthcare professionals, and others in the sector with excellent customer experiences. Here, they discuss some of the unique experience challenges faced by life sciences companies, and how manufacturers benefit from using data and insights to gain a better understanding of customer journeys.<\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-color has-text-color has-medium-font-size\"><strong>Why is it important for companies in the life sciences sector to create excellent customer experiences?<\/strong><\/p>\n\n\n\n<p><strong>Naresh Khanduri: <\/strong>The key to improving patient outcomes is to understand the patient journey. For example, a pharmaceutical manufacturer wants to understand how a patient is using a drug it produces. Is the patient getting the information they need in order to take this drug correctly? Are they aware of potential side effects or conflicts with other drugs? Is the patient actually following those directions? Answering those types of questions is important if the company wants to improve the patient\u2019s health outcomes.<\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-color has-text-color has-medium-font-size\"><strong>How does creating excellent customer experiences help with that?<\/strong><\/p>\n\n\n\n<p><strong>Thorsten Rall: <\/strong>As Naresh noted, patients don\u2019t always follow the directions. When a life sciences company creates a new product, it typically conducts clinical trials. Patients in the trials are closely monitored to ensure they\u2019re participating in the trial correctly. But there\u2019s a huge difference between the experience a patient has in a trial and how they actually interact with a company\u2019s product in real life. This is one of the fundamental challenges in the sector because there\u2019s this notion that somehow a patient\u2019s life has to circle around their health but the reality is, most people actually don\u2019t want their life to circle around their health: they just want to live their life. Imagine a person who has to take a drug twice a day, but this person isn\u2019t a morning person and frequently forgets to take their medicine before they leave the house. So, some days they take it as prescribed, and other days they take it only in the evening. That\u2019s not ideal. By understanding their journey with the drug, the manufacturer can determine whether, for example, a different dose, delivery mechanism, or activation trigger would improve that person\u2019s health outcomes.<\/p>\n\n\n\n<p><strong>Naresh Khanduri: <\/strong>For that reason, many life sciences companies would like to offer individuals a curated experience \u2013 one that understands the patient\u2019s experience and then uses that information to better serve them. To expand on Thorsten\u2019s example, the manufacturer might offer that patient who is not a morning person an app to remind them to take the drug. They might also offer other useful content, such as dietary advice to prevent possible negative interactions. It\u2019s about more than the pill. It\u2019s providing the pill plus personalized information, at the right time and in the right context, to improve the patient\u2019s life. This creates trust, which is extremely important in healthcare. For one thing, building that trust can encourage the patient to share their experiences with taking the drug, which in turn can help the manufacturer improve it.<\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-color has-text-color has-medium-font-size\"><strong>Most patients aren\u2019t medical professionals, so what sort of useful feedback could they provide?<\/strong><\/p>\n\n\n\n<p><strong>Thorsten Rall:<\/strong> There are many examples. And some of them can be simple. A good example for this relates to the leaflet that must be included inside every medicine package. This provides important information about the drug, its use, precautions and warnings, dietary restrictions, possible reactions with other medicines, and so on. But for space reasons, these are usually printed in extremely small fonts \u2013 and that can present problems. For example, elderly patients may not be able to read the leaflet or may have difficulty remembering the information. If they\u2019ve had positive customer experiences with the manufacturer in the past, they\u2019re more likely to share this feedback \u2013 which gives the manufacturer an opportunity to improve how this important information is presented for this group of patients. Moreover, a positive customer experience related to the leaflet may encourage the patient to share other, more personal information \u2013 such as symptoms related to the therapy \u2013 which can be vital data for the drug manufacturer.<\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-color has-text-color has-medium-font-size\"><strong>So far, we\u2019ve discussed examples of life sciences companies dealing directly with the patient. But most health matters are mediated through a healthcare system. What role do healthcare professionals play in this?<\/strong><\/p>\n\n\n\n<p><strong>Thorsten Rall: <\/strong>In addition to understanding the patient journey, life sciences companies must also understand the experience of healthcare professionals. On the one hand, these professionals are under increasing pressure to treat more patients, so their time to learn about new products is severely limited. Meanwhile, the amount of information and innovation in the sector is accelerating. Doctors and other decision-makers are bombarded with information \u2013 new discoveries, therapies, insights into real-world outcomes, etc. \u2013 and they are expected to absorb this and make potentially life-changing decisions for their patients. But how do they get this information? Currently, they have to go to conferences, or have meetings with representatives from life sciences companies, or read through thick journals, or endure massive slide presentations. It\u2019s generally not very user friendly, and definitely not something that\u2019s easy to work into an already fully packed day. So there\u2019s a huge need for a better customer experience for healthcare professionals. And that starts with understanding their journeys, too. For example, how frequently and via what channels do they want to receive this type of information? How does that vary by product and by context? And how do their needs evolve over time?<\/p>\n\n\n\n<p><strong>Naresh Khanduri:<\/strong> In addition, the customer experience for patients will be different than that for healthcare professionals, and life sciences companies need to accommodate that. For example, as a patient, my first engagement with the manufacturer may be in search of information about a drug I\u2019m taking. The next time I interact with the manufacturer, I may be looking for recommendations on diet or other lifestyle changes that may improve my outcomes with this drug. To gain accurate information, I may have to share very personal, very identifiable information related to me, my health, and my lifestyle. Obviously, that information must be protected \u2013 for example, it must comply with privacy legislation and laws governing healthcare administration in the jurisdiction in which I live. But that data is also valuable to healthcare providers. For example, a pharmaceutical company could share useful data about a cohort \u2013 a group of patients with common characteristics such as age, gender, diet, lifestyle, and so on \u2013 to help doctors determine when and how to prescribe a particular drug.<\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-color has-text-color has-medium-font-size\"><strong>Doing this correctly and gaining the greatest benefit requires the ability to collect and manage huge amounts of sensitive data and draw insights from it. How ready are life sciences companies to face this challenge?<\/strong><\/p>\n\n\n\n<p><strong>Thorsten Rall: <\/strong>Almost every company in this sector has made this a priority and most of them have identified use cases or launched a project. Where they often struggle is in coping with vast amounts of information dispersed across many discrete sources. As noted in the 2022 <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/health-ai-now-and-next-2022-study\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Health &amp; AI: Now and Next<\/em><\/a> report from Capgemini Invent and AI for Health, life sciences organizations are still working on more robust data foundations, including improvements to data quality and data availability across their ecosystems. These challenges are not only complex but must be dealt with while complying with the stringent regulatory and legal frameworks that govern healthcare. For this reason, I\u2019d argue a proper audit trail framework is far more important in life sciences than in most other sectors.<\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-color has-text-color has-medium-font-size\"><strong>How does Capgemini address these challenges?<\/strong><\/p>\n\n\n\n<p><strong>Naresh Khanduri:<\/strong> Capgemini created our <a href=\"https:\/\/www.capgemini.com\/services\/customer-first\/customer-experience\/data-driven-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">Data-driven CX<\/a> solution expressly to help enterprises take full advantage of insights from their data to build trust, transparency, and long-term customer relationships. Data-driven CX uses a unique framework to help Capgemini clients stitch together customer identities from across domains to provide a personalized, contextualized experience. It then uses AI to provide insights into how to customize engagements based on the customer\u2019s historical actions and how they\u2019re currently interacting with the enterprise. The result is better customer experiences \u2013 for example, by using Data-driven CX to predict what the customer\u2019s next need will be, based on where they are on their journey. We have also developed several accelerators that reduce the time required for our clients to start seeing results.<\/p>\n\n\n\n<p><strong>Thorsten Rall:<\/strong> Hand in hand with this, we work with our clients to develop their customer-experience strategy so we can improve their business outcomes \u2013 so they don\u2019t spend a lot of time and money on solving problems that don\u2019t have a significant impact. What\u2019s quite interesting about the sector is that even though life sciences is by its nature a very people-centric business \u2013 after all, it\u2019s about treating and helping patients \u2013 historically the industry has been more product-centric than experience-focused. So, helping our clients identify and address the main pain points in their customers\u2019 journeys is key. That will lead to not only improved business outcomes, but better relationships with healthcare professionals \u2013 and improved health and quality of life for patients.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h3 data-maxlength=\"34\"><\/h3><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/in-en\/wp-content\/uploads\/sites\/18\/2022\/12\/Thorsten-Rall-002-1.jpg\" alt=\"Thorsten Rall\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/thorsten-alexander-rall-b232185\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Thorsten Rall<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Global Industry Lead Life Sciences, EVP<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/thorsten-alexander-rall-b232185\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Since January 2023, Thorsten has been the Executive Vice President and Global Industry Lead for Life Sciences at Capgemini. Previously, he worked at Novartis in various senior roles. As Senior Vice President of Digital Transformation &#038; Innovation, he led the digital function, developed and implemented high-risk, high-return strategic innovation initiatives, and was responsible for Business Development and partnerships in the digital space. <\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/in-en\/wp-content\/uploads\/sites\/18\/2023\/08\/Naresh-Khanduri-2.jpg\" alt=\"Naresh Khanduri\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/nareshkhanduri\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Naresh Khanduri<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Global Generative AI for CX Lead, Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/nareshkhanduri\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Naresh has been with group for more than 6 years now and has played multiple roles. In his current role as \u201cStrategic Initiatives &#038; Growth Lead \u2013 DCX\u201d he is responsible for envisioning, designing and building strategic initiatives to help Capgemini differentiate and win in market place.\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider 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This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Write a prescription for improved patient journeys - Capgemini India<\/title>\n<meta name=\"description\" content=\"Write a prescription for improved patient journeysThorsten Rall20 July 2023 FacebookTwitterLinkedin Capgemini&#039;s Data-driven CX provides life sciences\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/in-en\/insights\/expert-perspectives\/write-a-prescription-for-improved-patient-journeys\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Write a prescription for improved patient journeys\" \/>\n<meta property=\"og:description\" content=\"Write a prescription for improved patient journeysThorsten 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