从数字采用到患者影响：是什么阻碍了患者支持——什么有效

From Digital Adoption to Patient Impact:What’s Holding Patient Support Back — and Insights from decision-makers at 75 global Table of contents Introduction1About this research2Where digital patient support is evolving and why it matters3Insight 1: Digital is widespread, but engagement challenges remain4Insight 2: Adherence leads the metrics conversation, but it’s not the only measure6Insight 3: Global scale only works when patient support is locally relevant9Insight 4: Digital patient support is an evidence engine11Insight 5: Human connection remains essential in a digital patient journey14Partnering for success:Why operating model and governance now determine scale16Turning insight into impact19Key definitions20References21About the authors21 Introduction The patient’s journey has become more complex, and the consequences of friction are higher. More steps betweenprescription and initiation, more ongoing management, and more reasons to disengage mean support must Digital Patient Support Programs (PSPs) are now the primary way organizations extend access guidance,education, and adherence reinforcement across the treatment journey. In our research, 92% of respondentsreported offering digital support for treatment and adherence, alongside widespread programs focused on As investment in digital patient support accelerates, this gap between availability and uptake is no longer viewedas an adoption issue — it is increasingly treated as a performance and accountability challenge. Senior leaders To bring clarity, IQVIA conducted global quantitative and qualitative research with 75 senior patient supportdecision-makers to understand adoption, barriers, success measures, and where data and AI are expected tochange how programs perform. This paper translates those findings into five practical insights and actions All data and insights are from an IQVIA commissioned global quantitative and qualitative research studyconducted in October 2025 on barriers, needs, and value drivers for digital Patient Support Programs (PSPs), unless About this research IQVIA conducted global quantitative and qualitativeresearch with senior leaders responsible for patient The research explored how biopharmaceuticalcompanies are designing, deploying, and measuringdigital PSPs, as well as the barriers limiting adoption •Participants:75 senior decision makers at mid- •Regions:North America (53%), Europe (33%), •Roles:C-suite, Vice President, Senior Director/Director •Focus areas:Digital PSP adoption, investment drivers, success metrics, barriers, Real-World Data (RWD), AI, and The findings reflect a broad, cross-regional perspective on how patient support is evolving and where meaningful Where digital patient support is evolving and why it matters The gap between digital availability and patient impact is now a strategic priority, driven not by a lack of tools orinvestment, but by how patient support programs are designed, integrated into care workflows, and measured.Many digital PSPs remain disconnected from core healthcare processes, limiting relevance at key moments and The barriers are not theoretical. As shown in Figure 1, respondents cited data privacy or cybersecurity concerns(68%), cost constraints (64%), and integration challenges with healthcare systems or EHRs (63%) as the topobstacles to greater digitization. Patient-related factors also remain material, including age group (55%), physical Scale adds another layer of complexity. Patient support strategies are increasingly global, yet patient needs,regulatory requirements, digital literacy, and healthcare system structures vary widely by market. Programs that Against this backdrop, the research surfaced five insights that highlight how digital patient support is evolvingand where biopharmaceutical companies can focus to translate digital access into meaningful patient and Collectively, patient-related factors pose the greatest obstacle to more widespread digitization of PSPs Insight 1: Digital is widespread, butengagement challenges remain Despite widely available, only about 40% of eligiblepatients actively use the digital support associated with The uptake challenge is consistent across PSP types —even where offerings are widespread, and digitizationis advancing. In the research, treatment support andadherence solutions are most offered (92%) but are offered, 46% digitized, 41% used), and patient access and reimbursement (71% offered, 50% digitized, 41% used).Together, these data reinforce that the primary gap is not availability — it is activation and sustained utilization In this context, onboarding emerges as the critical inflection point, with healthcare professional referrals ratedeffective by 89% of respondents — far outperforming more passive channels such as call centres, printed This is followed by direct-to-patient digital marketing (80%), while email or SMS enrolment post-consent (77%) and The research also points to a clear execution gap: