Transforming CGT Patient Engagement: A Strategic Imperative For Pharma

By: Pranav Srivastava, Sharon Suchotliff, and Surbhi Puri

Cell and Gene Therapies (CGT) are manifestations of some of the most innovative medical research and scientific prowess in our world today. These therapies provide hope and the possibility of a healthier life for thousands of patients who struggle with debilitating conditions like Multiple Myeloma and Spinal Muscular Atrophy (SMA). And yet, for the few that have gone through CGT, the experience is akin to an obstacle course, often a race against time, with significant gaps in information and understanding.

Over the course of 2022, we set out to map the experiences and perceptions of patients who received a CGT or may receive a CGT in the near future. We also spoke to their caregivers and patient advocacy groups (PAGs). Through 100+ incredibly eye-opening and candid conversations in 20 markets across North America, EMEA, and APAC, our team captured the functional and emotive journey. We understood the unsaid and intangibles of the experience, and influential psychosocial drivers that contribute to a person’s ability to understand, process, and receive CGTs. We got a better understanding of the moments where pharma can intervene and brainstormed on ways to better engage to change the paradigm for patients and stakeholders in the ecosystem.

As CGTs expand into new and competitive therapy areas, the patient voice will play an increasingly important role in treatment decisions and patient engagement will emerge as the “last mile” critical to helping patients realize the full benefit of treatment. So, if we strategically embed a patient-first focus into CGT launch planning today, it could prove to be valuable investment in a CGT asset’s future. Continue reading to learn how the following key learnings from the ZS CGT patient experience study will help the industry start to think in a new way.