By now you’ve heard that Genzyme is in the midst of heated discussions with several pharmaceutical heavyweights to be acquired—a list that is headed by sanofi-aventis.  While perhaps a popular decision amongst investors, this looming acquisition is not welcome news to everyone.  This past Sunday, the Boston Globe ran a piece that highlights patient uneasiness with an acquisition of Genzyme.

In many cases, patients are oblivious to what company supplies their prescription.  What makes Genzyme so different that the mere thought of an acquisition has patients expressing concern?  Is it the drugs the company manufacturers for rare disorders? Partly.  But this alone is not enough to stir up fears in the minds of patients.  If and when an acquisition does happen, the medication will still be offered.  The real reason patients taking Genzyme drugs are concerned is summed up in one word—relationships.

The Globe story is peppered with personal anecdotes of patients that have formed long-lasting relationships with the company.  This type of commitment ranged from personal phone calls from the CEO, Henri Termeer, to personal case managers for each patient to the ability of the company to connect patients with other patients suffering from the same ailment.  With competitive products just now entering the market from the likes of Shire Pharmaceuticals, this is what keeps patients loyal to Genzyme.

There is little doubt that this patient loyalty adds to the attractiveness of Genzyme as an acquisition target.  So what should companies like sanofi make of the jitters being expressed by patients?

For starters, this developing storyline highlights the importance of relationship building.  Patients no longer hope for a relationship with the pharmaceutical company—they expect it.  Pharmaceutical companies need to be evaluating all facets of their business to determine how they interact with the patient.  Transactional relationships are fleeting—relationships built on trust and commitment are not.  Pharma companies need to stop thinking about their customers as “consumers” and start thinking about them as patients.

Before any company moves forward with an acquisition of Genzyme, they better have a clear plan outlined on how to maintain the relationships that are the core of Genzyme’s business.  Some patients have already expressed a willingness to move to competitive products if that relationship is damaged.  This would take a huge chunk out of the benefits of acquiring Genzyme.  Consider that for a second.  We’ve talked a lot about patients driving health decisions, but what about them driving acquisition decisions.

Is that a bit of hyperbole?  Maybe, but just a little.  Patients demand relationships with pharmaceutical companies—online through social media and offline.  The companies that excel at forming those relationships will attract more loyal customers, create better health outcomes and ultimately add to the bottom line.  This is where the pharmaceutical business is headed.

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