By Amisha Govan, Director of Media Strategy, SOLVE(D)
Digital Pharma East continues to be the leading conference for healthcare marketers bringing a wealth of topics, speakers and partners together to highlight the changing healthcare landscape – from Point-of-Care (POC) to Over-the-Top (OTT), from personalization to mass reach and of course, the conference would not be complete without a few nods to omnichannel and generative AI.
A standout theme at this year's conference was the growing concern over patient adherence and prescription abandonment. By 2030, prescription abandonment is expected to become one of the leading causes of death, surpassing even chronic conditions like diabetes. The statistic is staggering and a call to action for healthcare marketers who play a crucial role in shaping patient engagement strategies. Addressing the complex and often convoluted patient journey—from the moment a prescription is written to the point when treatment begins—is becoming a priority for marketers and healthcare providers alike.
Several factors contribute to the growing issue of prescription abandonment. One major driver is the rising out-of-pocket costs that patients are facing. As healthcare insurance becomes increasingly complex, changes in prescription coverage plans, formularies and out-of-pocket costs are making it difficult for patients to afford their medications.
Additionally, the growing requirement for prior authorizations from insurance companies adds another layer of frustration. Patients often find themselves trapped in a bureaucratic process that delays access to the medications they need. Healthcare providers (HCPs) are equally frustrated by this, as it leads to unnecessary administrative burdens and can result in delays in patient care. Many HCPs are often even unaware that patients are facing difficulties filling their prescriptions, as much of the communication between insurance companies and patients happens behind the scenes.
HCP burnout is another significant issue, and it has been exacerbated in recent years. With increasing administrative responsibilities, HCPs are being required to fill out more paperwork, both pre- and post-appointment, all while maintaining their usual caseloads. The time and resources required to complete these tasks can dissuade HCPs from prescribing newer treatments, which may involve even more administrative hurdles.
Given these challenges, the process of encouraging patients to fill their prescriptions becomes even more difficult, leaving both HCPs and patients feeling stuck.
For healthcare marketers, this means leveraging partnerships that can streamline the process for both HCPs and patients:
- Keep HCPs informed of the latest developments/studies, formulary coverage and assistance options to have an informed dialogue with their patients.
- Provide samples and where possible allow for options to administer treatment on-site to get patients on therapy immediately.
- Integrate within HCP workflows through electronic health records (EHRs) to provide easy access to reliable, up-to-date information, helping HCPs make better-informed decisions and reduce the administrative burden on their practices.
- For patients, use compliant text messaging systems that send patients reminders about upcoming appointments or prescription refills.
- Empower patients by providing them with the tools and resources that help them understand their healthcare coverage, as well as savings cards, copay cards and other forms of assistance.
- And of course, use AI to provide real-time, accurate information about medications, treatments and insurance coverage, that helps HCPs provide better care for their patients.
In closing, by leveraging cutting-edge technologies like generative AI, working closely with healthcare providers, and empowering patients with the tools they need, marketers can make a meaningful impact on patient outcomes.
