18. recap: a familiar process supports an adherence system INSIGHTS OBJECTIVES AUDIT ALIGN GAPS FILL MEASURE IMPROVE Source : Me, last week.
1. Gain insights into Adherence barriers & motivators 2. Set measurable objectives 3. Audit existing programs 4. Match existing interventions with Insights & objectives 5. ID gaps & opportunities 6. Develop “gap-fillers” 7. Consistently measure 8. Continuous improvement
Insightful Programs must be grounded in HCP and patient research on barriers and motivators to adherence. Design solutions to overcome the specific barriers for your treatment (such as cost, administration, forgetfulness, side effects) and enable the motivators (such as tracking progress, re-engaging in favorite activities, future wellness, family). Not all patients will respond to a single tactic if it does not address their particular issue. Co-pay and refill data can also provide insights about behavior, and help to trigger communications at the point when they are most relevant to a particular patient.
Systematic We have systematic ways to drive traffic to a website, generate leads, and convert prospects to patients. Adherence requires the same mindset and discipline, managing your investment in a portfolio of tactics and optimizing through consistent measurement. Programs must also be designed with an understanding of how the healthcare system actually works — referrals, co-pays, co-insurance, retail pharmacy reversals, specialty pharmacy interventions, and other important levers affecting HCP and patient behavior.
Multichannel Being systematic also requires an adherence “media plan” to ensure that you are reaching patients where they live, work and play. Are you covering the most important channels, knowing that not every patient will sign up for a pharma company’s relationship marketing (support) program? Are the retail and specialty pharmacy channels optimized? Does your product website support existing patients?
Scalable Every program requires effort and investment, so one needs to ensure that key elements of the program can scale nationally, using large networks of retail pharmacies, for example.
Adherence in most cases benefits from being “social”—look at Weight Watchers.
![setup: 3 simple questions ,[object Object],[object Object],[object Object], ](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)