The statistics for lack of patient Rx adherence are mind-boggling:
- An overwhelming majority of patients who begin a pharmaceutical therapy discontinue it within 1 year
- An alarming amount (one-third) of all prescribed medications go unfilled
- It costs more to attract new patients than to retain current patients
Certainly lack of adherence can be harmful to a patient's health, but it may also be harming the health of your brand. The key to a successful adherence plan is keeping the patient in patient adherence.
At Purohit Navigation, we've developed some best practices for getting the most of your adherence plan:
- Expand the view of treatment
Extend treatment beyond the time in the office by considering the entire continuum of care. It begins with diagnosis, moves through Rx selection and fulfillment, and continues to follow-up visits. There is research that indicates in-office treatment time is often the least effective place to support patients. Approaches that allow touchpoints with patients throughout the continuum ensure that their needs are met on a more consistent basis. - Start with a multichannel approach
Not all patients respond to the same stimuli. Patient programs that utilize multiple channels are more successful. Consider a variety of routes such as educational information, targeted mailings, pharmacy letters, an experience program and/or financial assistance/rebates. - Look at providing behavioral-specific content
Past models have been built around generating medical content for patients, which is now highly regulated. Creating content specific to modifying patient behavior can be more motivating. Tailor pieces to the desired behavioral outcome based on different points in the care continuum. Be sure to offer a balanced mix of information for education and engagement; it's a good idea to utilize both branded and nonbranded options. - Keep your efforts unified
Don't confuse patients. Adherence programs suffer when initiatives are not tied together. The "silo" approach will dilute your efforts, so plan an integrated approach. Working with an agency that offers multiple services can also help logistically and strategically.
Following these patient-centric guidelines will help prevent patients from being lost in the complicated spectrum of the care continuum. Keep your patients in better health—as well as your brand.
For more information about how Purohit Navigation’s unified services can help chart your brand’s patient adherence success, click here or contact Anshal Purohit at purohit@purohitnavigation.com or 312.341.8100.