The life sciences industry has undergone a profound transformation over the past decade, evolving from a product-centric model to one that places patients at the center of its business strategy. This shift toward patient-centricity coincides with the rise of multi-indication therapies — treatments approved to address multiple conditions — to create a dynamic landscape that benefits both patients and life sciences companies alike.
The advent of patient-centricity
Patient-centricity requires stakeholders to look at all they do through the eyes of the patient. By doing so, they can customize solutions to best help patients achieve improved outcomes and quality of life.
This paradigm shift didn’t happen overnight. Several key factors have accelerated the industry’s transformation. Digital health technologies have enabled patients to become more informed and engaged in their healthcare decisions. Clinical trials have become decentralized, making participation more accessible. Additionally, personalized medicine — by its very definition — tailors treatments according to the individual’s genetic profile.
Life sciences companies have begun to reframe their metrics for success, pivoting from purely sales-driven goals toward patient-centered outcomes. This change is seen in both internal corporate strategies and in how treatments are promoted. Many companies are putting emphasis on considering patients’ needs as part of their commercial strategies.
Multi-indication drugs: Expanding patient reach
The multi-indication model flourishes particularly in therapeutic areas like oncology and immunology. For example, during its first five years on the market, Humira® launched five distinct indications to expand patient reach. Similarly, leading immunotherapies Keytruda® and Opdivo® have launched an average of 3.3 and 2.1 indications per year, respectively.1
The continued momentum in multi-indication drug development is reflected in broader industry trends. The U.S. Food and Drug Administration (FDA) approved 50 new drugs in 2024, closely matching the previous year’s 55 approvals, with the 10-year rolling average reaching an all-time high of 46.5 novel approvals annually.2 This sustained innovation provides opportunities for developing more therapies capable of addressing multiple conditions.
The multi-indication model delivers significant patient benefits. A single drug that can effectively treat multiple diseases allows more patients to access therapies with well-established safety profiles. This approach enables pharmaceutical companies to serve those with both common and rare conditions, translating to expanded treatment options across various disease states.
Benefits of patient-centricity
Many companies now integrate traditional sales and volume data with patient-centric market intelligence. Shifting from sales-focused to patient-centered metrics — looking at which patient populations access their therapies rather than simply monitoring revenue — can unlock significant advantages for organizations. Companies leveraging these insights can make data-informed decisions about future indication expansion, resulting in better patient and brand outcomes.
Research shows that multi-indication brands can achieve promotional investment synergies of 21% to 29% for each new indication added. When a second indication is launched targeting the same healthcare providers as the initial indication, companies can realize an average savings of 37%, with incremental savings of 62% for a third indication. Even when targeting different specialists, a “halo effect” of 5% to 12% can be observed, as the overall brand equity benefits all indications.1
Portfolio optimization is another significant opportunity. By analyzing real-world patient treatment patterns across multiple indications, companies can develop more sophisticated market access strategies. This patient-driven intelligence enables better positioning against competitors and more effective resource allocation throughout a product’s life cycle.
Future trends in patient-centricity
Research shows that successful patient engagement requires starting early in the drug development process.3 Industry leaders now recognize that incorporating patient perspectives during the research and development phase results in greater success developing products that meet genuine patient needs. By defining meaningful outcomes from the patient perspective at the outset, companies create more effective multi-indication development strategies.
As patient-centricity evolves, pharmaceutical companies should prepare for emerging trends that will shape the industry’s future. Advanced analytics, artificial intelligence (AI) and machine learning will become increasingly vital for managing complex patient-centric studies. Companies need data and implementation strategies to leverage AI to navigate the complexities of patient-centric brand management.
As patient-centricity evolves, so does the organizational structure supporting it. Recent research shows pharmaceutical companies increasingly value authentic patient voices at leadership levels. A 2024 Russell Reynolds Associates study found that 30% of patient engagement leaders in large pharmaceutical companies and 40% in orphan drug development organizations previously worked in patient advocacy organizations, demonstrating the industry’s commitment to incorporating genuine patient perspectives.4
In the multi-indication era, treatment paradigms must be customized based on patient demographics and needs to drive adherence and improve outcomes. This personalized methodology grows particularly important as chronic diseases rise, leading to more patients receiving long-term care.
The path forward
The evolution of patient-centricity represents more than a shift in focus — it’s a fundamental transformation in how the pharmaceutical industry defines its purpose and measures success. By aligning business objectives to patient outcomes, the industry creates a future in which more patients receive the treatments they need when they need them. Multi-indication therapies exemplify this mentality, efficiently expanding access to effective treatments across disease states while capturing economic value.
As the life sciences industry continues to evolve, the companies that thrive will be those that place patients at the center of their innovation models, develop meaningful patient-centered metrics and embrace the complexity of the multi-indication era — ultimately fulfilling the industry’s core mission of improving and extending human lives.
References:
- Gores M, Scott K. Success Multiplied: Launch Excellence for Multi-Indication Assets. IQVIA White Paper; 2023. Available from: Success Multiplied: Launch Excellence for Multi-Indication Assets – IQVIA
- Nature Reviews Drug Discovery. 2024 FDA approvals. January 2025.
- Myers M, Anderson M, Korba C. Striving to become more patient-centric in life sciences. 2024. Available from: DI_Striving-to-become-more-patient-centric-in-LS.pdf
- Russell Reynolds Associates. BioPharma leaders: Are you prepared for the next patient engagement (r) evolution? Available from: BioPharma leaders: Are you prepared for the next patient engagement (r)evolution? March 27, 2024.
About Vipasha Paul, MIDAS Project Lead, IQVIA
Vipasha Paul is a Project Lead in the MIDAS Offering team at IQVIA with over 13 years of experience in managing healthcare clients. She is responsible for driving innovation and developing go-to-market strategies for new product launches. Her areas of expertise include Product Management and Strategic Pricing & Market Access. Vipasha holds a master’s degree in Microbiology.
About Sarah Bickley, MIDAS Offering Director, IQVIA
Sarah Bickley is a Director in the MIDAS Offering team at IQVIA with over 20 years’ experience in the life sciences industry. She has a strong background in client account and product management and, in her current role, oversees both the day-to-day running and innovation of MIDAS as a product. Sarah holds a Modern Languages degree.
