Originally published on Pharmaceutical Commerce as a guest blog authored by Chris Dowd (SVP, Market Development) and Kristine McGaughey (VP, Implementation).
Let's start with an alarming pair of statistics that impact speed to therapy. First, only about 40% of specialty product prescriptions actually get filled, and second, when a patient’s copay or out-of-pocket cost exceeds $250, the abandonment rate is nearly 70%.
Pharmaceutical manufacturers are focused on making massive investments in product launches, field force training, marketing, and healthcare provider (HCP) education, but what happens to that momentum once the prescription is written and it is in the hands of the patient to fill? The disconnect in the level of pre- and post-prescription focus is easy to understand because the complexities of each require wildly different solution thinking. Across the specialty medicine market, we are seeing that unaddressed post-prescription issues have a serious impact on patients, prescribers, and the pharmaceutical manufacturers that serve them.
When a patient’s copay or out-of-pocket cost exceeds $250, the abandonment rate is nearly 70%.
Unlocking Speed to Therapy with "the 4 Es" Approach
Once a specialty prescription is written, fulfillment can become derailed at any number of points in the process, hindering speed to therapy. It can be helpful to look at these roadblocks and the key strategies for reducing or eliminating prescription abandonment under the framework of “the 4 Es”:
- Enrollment
- Engagement
- Entry point (or access)
- And, Execution (or delivery)
1. Enrollment Strategy
Reducing friction in the hub enrollment process is the first step in helping patients get and stay on their therapy. Meeting HCPs in the electronic health record (EHR), where they spend a large percentage of their day, can vastly improve speed to therapy. Allowing HCPs to access key features and data without leaving their familiar in-EHR clinical workflow means they don’t have to switch between different applications, reducing the time to enrollment and the risk of data entry errors since the patient information is already there.
As non-commercial pharmacies (NCPs) are increasingly integrated into hub enrollment strategies, the EHR as a mechanism for enrollment is more common. For self-administered products covered under pharmacy benefits, including treatments such as oral therapies, self-injectables, and self-administered drugs, the NCP can serve as a valuable enrollment channel.
In these situations, HCPs don’t need to enter the patient data because it is already in the EHR, and the relevant information (i.e., diagnosis codes, demographic data, etc.) is automatically transferred to the prescription. In-workflow EHR prescribing can give patients access to the medication days or even weeks faster. The time HCPs would normally have spent dealing with enrollment can now be used where it belongs, with their patients.
In addition, digital portals can streamline documentation submission by providing a centralized platform where HCPs can upload, access, and manage patient information. This eliminates the need for paper forms, manual data entry, and faxing—and ultimately leads to improved accuracy and communication.
2. Engagement Strategy
Technological advances are helping put patients at the center of their care more than ever before, enabling them to become more actively involved in making decisions about their treatment instead of passively receiving care.
Among the tools that are available to patients are mobile-first solutions that can help boost adherence while giving pharmaceutical manufacturers more information about the types of support patients want most. Best-in-class offerings include:
- Text-to-enroll capabilities
- Digital communication channels for updates & reminders
- And, patient self-service options through mobile platforms
Leveraging patients’ reliance on their phones as a first stop for information, mobile care platforms can connect in a single place the individual silos that are supporting them. Funneling everything through one service to keep patients well informed benefits not just them and HCPs, it also gives brands more leverage to incorporate the best option for each of those silos.
Engaging different generations of patients, including both digital natives, such as Gen Z and Millennials, and older generations, who are not as familiar with digital platforms, is an important aspect of a pharmaceutical manufacturer’s engagement strategy for their brands. To address the widest range of patient needs and preferences, an effective engagement strategy should incorporate both traditional and digital channels.
3. Entry Point (or Access) Strategy
With prescription drug pricing as volatile as it is today, never has an Access Strategy been more important in helping patients start and stay on their medication. If they haven’t already, pharmaceutical manufacturers should develop comprehensive programs that make their brands available, affordable, and easily obtainable.
An effective Access Strategy should include a number of key elements, including:
- Effectively addressing prior authorizations (PA) denials. Pharmaceutical organizations should leverage technology, including electronic PA and real-time benefit verification systems to streamline processes, build strong relationships with payers, educate HCPs about specific PA requirements, and monitor denial trends—with the ultimate goal of minimizing the strain on HCPs and reducing speed to therapy for patients.
- Bridge programs. These programs often provide a lifeline for patients who otherwise cannot afford their prescribed medications. They deliver a temporary free supply of medication to the patients while hub services case managers work through coverage restrictions and then seamlessly transition the patient from bridge to commercial product once coverage is obtained.
- Copay support integration. Seamlessly connecting a copay support program with a patient’s insurance plan allows the dispensing pharmacy to automatically calculate the patient’s out-of-pocket cost and apply the discounted price.
4. Execution (or Delivery) Strategy
Developing a smart Execution Strategy that ensures patients receive and start therapy is critical to improving adherence. Providing patients with tools that allow them to track the progress of their prescription, including patient engagement platforms that feature “pizza tracker” style visibility, offers ways to further engage patients in their own treatment. Offering visibility into the fulfillment process, not just for patients but for all stakeholders, can increase engagement, loyalty, and, ultimately, adherence.
Leveraging Data Analytics to Improve Speed to Therapy
If "the 4 Es"are building blocks to a faster time to fill, then data analytics are the foundation these pillars stand on. Data offers a powerful lens through which to understand and improve the patient journey. By analyzing trends related to prior authorization denials, adherence patterns, and points of prescription abandonment, manufacturers can pinpoint the exact bottlenecks that hinder speed to therapy. This information moves organizations from a reactive to a proactive stance.
Predictive analytics, for example, can enable a hub to anticipate payer requirements for a specific specialty medication, allowing agents to address potential issues before they even arise. This data-driven foresight minimizes delays, reduces administrative burdens on healthcare providers, and creates a more positive patient experience. Investing in these analytical capabilities is a key strategy for optimizing the entire post-prescription pathway.
Why Speed to Therapy Is a Competitive Advantage for Pharma Brands
In the highly competitive pharmaceutical market, speed to therapy is more than a metric of patient care—it is a powerful brand differentiator. Manufacturers that place as much focus on their patients’ post-prescription journey as they do on pre-prescription marketing and sales efforts are likely to be rewarded with more engaged patients, faster time to fill, and increased adherence. Using "the 4 Es" as a framework for combating prescription abandonment, companies can evaluate their current approach and determine if changes need to be made. Connect with our team now and see how we can create a seamless path to therapy that becomes a core part of your brand's value proposition.