Customer perspectives play a key role in the ongoing development of the Patient Dynamics tool.
Petri Määttä, Senior Consultant at Medaffcon, contributes his experience and understanding of customer needs to ensure the tool continues to evolve in a meaningful way. Medaffcon develops Patient Dynamics based on customer feedback and user experience. The aim is to ensure that the tool supports customers’ work as effectively as possible and that their needs are reflected in future updates.
Before joining Medaffcon, Määttä worked in the pharmaceutical industry, where he gained extensive experience in using Kela data. This background provides him with a practical understanding of how such data can be used in everyday work.
When Market Access Manager Timo Karvinen introduced the Patient Dynamics tool at Medaffcon, he and Määttä began to improve its usability together.
“I thought about what I would have wanted to receive in my previous role as a customer, and how the data should be presented. Timo then took those ideas forward,” Määttä explains.
According to Määttä, data alone is not sufficient – it must also be available in a clear and functional format. Therefore, the tool has been further refined to make it more intuitive to use.
“Visualisation is important. Data needs to be presented simply enough, as it easily becomes too complex,” he notes.
Määttä regularly discusses development needs with customers and brings their feedback into the development process.
Patient Dynamics is particularly useful in the launch of new medicines or indications, but it is also widely used in monitoring established products. The tool complements sales data by providing insights into, for example, patient numbers and the use of competitors’ products.
“If I were working in sales and marketing for outpatient products, I would find this tool valuable. It’s a key product. Most customers know that data is available, but it’s equally important to understand its meaning,” Määttä says.
While the majority of Medaffcon’s revenue comes from the pharmaceutical industry, the company’s activities are not limited only to commercial projects. At any given time, several academic projects may be ongoing.
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Market Access Manager
MSc (Food Science)
Timo started at Medaffcon in May 2023, bringing his experience and know-how e.g. about developing and utilizing analyses. Timo’s long experience in pharma industry in analytics, marketing and sales gives him a good understanding of the operation of pharmaceutical companies. Timo holds a MSc in Food Economics and Marketing. Market Access and Health economic analyses are new development areas for Timo. In his previous role Timo developed analytical services for pharmaceutical companies.
Timo is inspired about supporting and helping decision making with data. “Data provides a solid foundation for decisions. Data acquired and analyses carried out should be grounded on the decisions made based on them.” Developing new things and overcoming challenges gives Timo energy at work.
Timo believes, that in the future data will be collected and combined from more sources than before. Evaluating effectiveness will be important in decision making in health care and more comprehensive health economic analyses will be needed.