This week Chase Hensel (Welkin Health CEO and co-founder) joined Laura Chavaree (Head of Pharmacy Access, Actelion Pharmaceuticals) to “Discuss Solutions to Streamline Patient Outreach Communication” as part of CBI’s 9th Annual Hub and SPP Model Optimization conference. The conference unifies key stakeholders across the industry to explore and strategize around hub and specialty pharma provider models.
Hensel and Chavaree narrowed their focus to improving patient communication based on automating best practices. To make process improvements, companies must first understand their patients. They spoke on identifying the distinctive needs of users- both patients and providers- to “meaningfully differentiate service based on each segment.” By structuring programs around those patient specifications, companies can optimize the patient experience.
Chavaree explained how social determinants must be addressed as part of the holistic challenge of patient case management. By designing communication programs which cover the “extremes”- the pendulum swing of patient needs- services will meet the needs of all patients.
Hensel echoed Chavaree, saying that companies should work to “understand the most critical elements of the patient experience and the most significant drivers of their engagement.” By doing so, they can then narrow their focus on the operational metrics which align with those drivers.
“Personalization’ sounds magical, but it shouldn’t”
Hensel spoke more on the importance of a patient-centric approach when strategizing around communication. For greatest user engagement, companies should offer multiple communication channels and try to understand patients’ preferences. They can then use that knowledge to identify, provide, and connect to users with the best fit for their need.
Once communication needs have been established and patient engagement drivers understood, companies are better empowered for issue resolution. Chavaree mentioned companies who arm their customer-facing team members with the means to communicate with their consumers in a more personalized way- for example with cards, anecdotes, etc. Companies employing a hub or SPP model can also reward patient services staff who personalize their approach, and support patients with unique solutions tailored to them.
Choosing the right patient management software is key to strengthening communication. For hub and SPP models, this means the best product to increase speed to therapy. To quickly get patients access to therapy, companies should use consistent, streamlined patient communication to circumvent obstacles. Optimum communication continues to be paramount after therapy is dispensed. It’s imperative for best case therapy adherence, and achieved by patient education and ongoing support. Automated workflows which eliminate ambiguity and reduce human error ensure patient needs are being met in a timely manner.
The cost of integrating the right patient services software is offset by improved outcomes and reimbursement success. In a value-based market, life sciences companies need to demonstrate product efficacy. Wielding the data which supports their value propositions, software supplies companies with the evidence to support their claims.
“People aren’t tickets”
There are common pitfalls when choosing to integrate patient software. The cost of ongoing ownership is immense. It’s slow and expensive to develop. But off the shelf software is almost as burdensome. Multiple tools are pricey and time-inefficient, as are systems integrators. When juggling these systems, patient relationships can suffer if communication is interrupted. Additionally, ownership software and a cobbled together solution put your organization at the mercy of system updates and maintenance.
Software which isn’t designed for healthcare does not intuitively meet the needs of patient services. It treats people like tickets, limits complete understanding of patients and their determinants and drivers, and may not capture all the interactions for best case coordination. If “the tool wasn’t designed for the right thing”, your results will reflect that. Software built for patient programs, paired with a customer success staff with experience in the world of healthcare, ensure patients are getting the streamlined support they need.