A conversation with Dyan Bryson, VP, Patient Enablement Services at Indegene Lifesystems Pvt. Ltd. and Managing Director, Inspired Health Strategies, LLC (see Bios), about what it will take for the pharmaceutical industry to become more "patient-centric" and the benefits for pharma and patients.
"Over the last few years I have been evangelizing about the life sciences industry becoming patient-centric," says Dyan Bryson. "There have been times when I simply thought no one was listening and that maybe the simple solutions we proposed were just that.. too simple. Innovation seems to mean just doing digital stuff. As innovative as this is digital is only a channel and does not address the entire continuum of possibilities."
"The real innovation is in our own thinking; that our customer, not our brand, guides solid business decision-making. That is the leap for our industry but most other industries already know this and work with their end-user in mind."
"To me, this is simple. So simple that frustration sets in as I continue to see people looking for the holy grail in yet another tactic. I thoroughly understand the need to produce ROI, I just see another longer-term path to ROI through patient-centered, user-guided means -- not brand-led or brand-guided. I know, this takes courage as people try to hold on to their jobs, as companies try to placate shareholders. But, as a shareholder myself, I would have more faith in C-suite leadership taking the long view and moving to user-centered business strategies, let alone a user-centered business model. After all, don't I want that company to continue to pay out dividends over the long haul? Well, being user-centered is the strategy that will support the business over the long haul. in the fight against cancer -- cheered players on and shared their personal stories."
Dyan Bryson is a 25+ veteran of the pharmaceutical/life sciences industry. Dyan has had experience on both sides of the industry -- as client and supplier. On the client side of the business Dyan has been in sales, sales leadership, led the ex-US global launch of VIOXX. As a supplier Dyan has worked in medical education, marketing strategy identifying opportunities to support clients and, ultimately, serving patients.
Dyan works with industry veterans in the areas of training, behavioral science, and managed care to develop and implement customized initiatives that exceed the needs of our clients.