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Think Tank New Patient Starts
David Ormesher
CEO
closerlook DOrmesher@closerlook.com
COVID-19 has been an accelerant of changes in the patient experience that have been underway for several years. Medicare claims for telemedicine jumped from 10,000 a week in March to well over a million a week in April. What is new, however, is how patients are reacting, revealing a new segmentation overlay of preferences, needs, and expectations.
Even with doctor’s offices reopening in most states, the typical physician’s day is still a patchwork of in-office exams and telehealth calls. Many patients have discovered the ease and convenience of telehealth and for them there is no going back.
Adjusting to New Drug Starts Virtually
The biggest short-term challenge for patients is the virtual start on a new drug. It might start with an in-office physician conversation, but COVID-19 related downsizing has reduced the number of office staff available for patient education, onboarding, or supporting the emotional transition to an infusion center.
Patients receiving new therapy onboarding via telehealth will expect digital patient education, information on services, and sample coupons. Short disease and MOA explainer videos, how-to videos, and links to online patient support groups will become essential elements for supporting the patient journey.
A growing number of startup health tech companies are introducing innovations such as remote monitoring and digital therapeutics to enhance physician and patient connections. Those in pharma who are collaborating with these companies are able to create new and more engaging patient experiences.
The biggest short-term challenge for patients is the virtual start on a new drug.
Rob Heller
President
Heller, Inc rob.heller@helleragency.com
When it comes to starter kits, it can be extremely difficult to control the patient experience. Companies are at the mercy of each clinic to properly store, provide, and introduce each kit, which is often the first thing companies fail to work into their design. Practices that don’t endorse the importance of kit components put the onus on the patient to explore and place value on all your expensive, regulatory-intensive efforts designed to help guide their journey.
We suggest adding a critical step to kit planning that educates HCP and staff on how to deliver each kit to ensure maximum adoption—consistently priming each patient to have an optimal experience when beginning their treatment. This may include a support rep working directly with staff to decide the best location to store them as well as when and how they’re provided. Honest, professional endorsement goes a long way with patients.
The Value of Apps
Beyond starter kits, we believe investing proper time, resources, and development into a clean, modern, adherence-based mobile app is often the best way to fast-track proper usage and long-term benefit to patient, physician, and company. Apps are often challenging and expensive to create and unfortunately cutting cost often means being less critical during (or omitting entirely) user- experience planning.
A delightful user experience makes all the difference from rapid adoption to lasting integration of treatment into users’ lives—not to mention the ability to track usage and improve your metrics in later phases based on that data. It leaves all the answers in the patients’ pocket at all times, as well as provides a way to gently remind and build loyalty throughout their journey...all while supporting our ultimate goal: Better outcomes.
54 pm360 magazine / September 2020