Life sciences companies have always been in the business of helping patients, but now they have become responsible for catering to patients' needs in more ways than just providing treatment options.
The ACA's emphasis on improving outcomes has made it more important for life sciences companies to provide new solutions to help drive positive behavior change that leads to an overall healthy life.
Additionally, the rise of empowered patients has forced life sciences companies to provide better customer experiences for patients who are proactively searching for healthcare solutions. To help today’s pharma marketers excel at both of these endeavors, PM360 asked 10 experts:
- How can marketers step up and meet patients’ higher expectations for customer experiences more akin to what they find from other industries?
- What can marketers do to show their brand will add to the overall customer experience and help achieve better outcomes?
- How can pharma use data to deliver a more optimal customer experience? What metrics or measures should pharma specifically focus on?
- How can pharma best use emerging channels and/or technology to help enhance the customer experience and/or motivate behavior change?
- How do you determine the right time to reach patients along their healthcare journey and what channels are the best for reaching them in order to make the most impact?
- How can pharma better incorporate what patients actually want in their healthcare experience?
Jaron Dawson, Executive Account Director for Triplefin, comments below:
One aspect involved with helping to improve the overall customer experience is making it as easy as possible to obtain the manufacturer’s specific therapy. Oftentimes, that means having a “HUB” program that serves as a single point of contact for the patient as well as the physician’s office. Personally, I feel that one of the greatest reasons patients stop their therapy has to do with the ease of use for the product. It is the same for the physician’s office. If obtaining the therapy is too much work (for the patient and/or the physician) then they will likely use another product.
Using a HUB Approach
However, when a manufacturer has a HUB Reimbursement program, it makes the process much easier for everyone involved as these kind of programs often will verify the benefits for the patient, help with the prior authorization process, help with the claim denial and appeal assistance, and offer co-pay support as well as offering a patient assistance program. Another great aspect of these programs are Field Reimbursement Managers (FRMs) who are able to help remove barriers to patient access by educating providers on local and regional payer issues, coding changes, and appropriate claim submission. FRMs can also help with the appeal process if there is a denied claim. Additionally, they are able to spend time in the office—really serving as an extension of the physician’s office. With all of these services, HUB Reimbursement programs and FRMs are able to add to the customer experience and help achieve better outcomes.
Published August 2016 | Reproduced with permission by PM360