Amplifying the High-Touch of Specialty Pharmacy through Mobile and Web-Based Tools
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Amplifying the High-Touch of Specialty Pharmacy through Mobile and Web-Based Tools. Learn more about medication adherence and mobile health tools from Avella Specialty Pharmacy: http://www.avella.com/medication-adherence
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Amplifying the High-Touch of Specialty Pharmacy through Mobile and Web-Based Tools
- 1. Amplifying the High-Touch of Specialty Pharmacy through Mobile and Web-Based Tools Rebecca M. Shanahan, Esq. CEO of Avella Specialty Pharmacy July 29, 2014
- 2. 2 | Confidential and proprietary Agenda • Examine the shift toward digital — evolving customer demands and engagement opportunities • Delve into an Avella Specialty Pharmacy case study highlighting mobile and web-based tools • Identify industry best practices and early adopter examples
- 4. Does Mobile Technology Matter? That mHealth Data Trends 71% 62% 59% 71% of nurses are using smartphones at work 62% of physicians are now using tablets, with over half of them using one at point-of-care 59% of patients in emerging markets use at least one mobile health app or service (compared with only 35% in the developed world). Source: electronichealthreporter.com/mhealth-stats-mobile-apps-devices-and-solutions/
- 5. Does Mobile Technology Matter? Data Points Source: www.greatcall.com/lp/is-mobile-healthcare-the-future-infographic.aspx
- 6. 6 | Confidential and proprietary Emerging Technologies How to investigate and assess opportunities • Cross-functional team assessment • Clinical, Operations, IT, Marketing, etc. • No technology “one-trick ponies” • Customer-centric NOT Business-centric • Strong user-interface / experience • Vendor/partner trajectory (not just current state) • Technology adoption (fad or future) • Beyond “proof of concept” • Plenty of interesting technologies, but what actually works?
- 7. 7 | Confidential and proprietary “Responsive” Website Addressing the Mobile Visitor • Over 20% of Google searches are being performed on a mobile device. • 61% of people have a better opinion of brands when they offer a good mobile experience on your website. • 48% of users stated that when a site doesn't function on their mobile device it makes them feel that the company does not care for their business. Source: Google's Think Insights on Mobile Report
- 10. 10 | Confidential and proprietary Why an Avella App? Driving reasons to develop and promote mobile app • Every prescription counts / every day delayed counts • Lowered operational costs • Measureable ROI • Meet the expectations of traditional Rx customers • Engage / empower / educate our patients • DELIGHT customers • Differentiation vs. competition
- 11. 11 | Confidential and proprietary
- 12. 12 | Confidential and proprietary App Functionality Key features available on the Avella app • Prescription lookup • Prescription refill • Prescription status • Transfer prescription • Pharmacy lookup • Contact Avella locations • Store physician information • Connect with Avella / provide feedback
- 13. 13 | Confidential and proprietary What Success Would Look Like • Delighted customers (internal and external) • Improved metrics for cohort of app users • Higher customer satisfaction • Increased refill rate • Improved health outcomes • Doesn’t make a consultative process a transactional one. • Doesn’t set false customer expectations
- 14. Digital Promotion Tactics Mobile Locations Page | Email Campaigns
- 15. Offline Promotion Tactics In-store Video Signage | Rack Cards | Patient Fax Notifications
- 16. 16 | Confidential and proprietary Dashboard
- 17. 17 | Confidential and proprietary Dashboard 0 20 40 60 80 100 120 140 160 180 Rx by typing Rx by on phone Rx by SMS Total for the day
- 18. Text Message Program Case Study
- 19. 19 | Confidential and proprietary Text Messaging Program Case Study Objective: • To assess the impact of bi-directional SMS technology on patient adherence through measurement of refill rates in specialty population. Hypothesis: • Bi-directional SMS technology will improve patient and clinician engagement resulting in increased medication adherence.
- 20. 20 | Confidential and proprietary • Text messaging program • Daily reminders to take medication • Reminders for lab work • Educational tips, e.g. blood pressure monitoring • Motivational messaging • Patient surveys • Gather lab values • Pharmacist intervention for any indication of non-compliance • Clinician notified • Weekly emails to clinical staff • Refill Reminders Bi-Directional Text Messaging Program
- 21. 21 | Confidential and proprietary Text Messaging Program Case Study • 29% increase in adherence for low compliant cohort Group 1: Low compliant patients Group 2: High compliant patients Group 3: Treatment naïve patients Significant impact on refill rates
- 23. 23 | Confidential and proprietary GlowCaps® Case Study Objective: • Determine if cost savings and positive health outcomes result from patient adoption of GlowCap® adherence tools. Hypothesis: • Adoption of GlowCaps will increase patient adherence, resulting in positive health incomes and reduced hospitalization and medical care costs.
- 24. 24 | Confidential and proprietary “A quick reminder from your friends at Avella: Don't forget to take your <time of day> pill in your GlowCap®.” How Do GlowCaps® Remind Patients? 1. GlowCap® flashes orange at reminder time for the 1st hour 2. GlowCap® flashes orange and plays ringtone for the 2nd hour 3. Patient receives an automated phone call
- 25. 25 | Confidential and proprietary Our pilot program demonstrated a 50% increase in medication adherence at month 4 of therapy for Tasigna® patients using GlowCap (vs. control group).
- 26. 26 | Confidential and proprietary GlowCaps® Case Study 100.0% 82.6% 89.5% 90.0% 100.0% 92.2% 80.4% 60.0% Oct. 11 Nov. 11 Dec. 11 Jan. 12 Avella Tasigna Patient Adherence by GlowCap Use (Oct'11-Jan'12) GlowCap (n=23) No GlowCap (n=51)
- 27. 27 | Confidential and proprietary GlowCaps™ Case Study Results Gleevec treated GIST Patients: • Patients with > 90% adherence had fewer hospitalizations, reduced inpatient length of stays and lower medical costs compared with patients with < 70% adherence.* Length of stays: • 3.4 vs. 29.9 days Mean total medical care costs*: • $15,088 vs. $39,743 (during 1st year follow-up) • $38,062 vs. $71,126 (throughout follow-up) • GlowCap users demonstrated an increase in medication adherence vs. the control group. *Halpern, R., Barghout, V., Zarotsky, V., Williams, D. (2009). Costs and utilization associated with imatinib adherence in patients with chronic myeloid leukemia or gastrointestinal stromal tumors. Journal of Clinical Outcomes Management, 16(5); 215-223.
- 28. 28 | Confidential and proprietary
- 30. Does Mobile Technology Matter? Data Points Accredo “Plus C” Mobile App
- 34. 34 | Confidential and proprietary Visual IVR Turns This Into This: Source: http://www.visual-ivr.com/
- 35. Apple – Health Kit Pulling Disparate mHealth Data Together
- 36. Walgreens Balance Rewards for Healthy Choices
- 37. 37 | Confidential and proprietary What this Means to Specialty Pharmacy • Focus on a tool that solves multiple challenges for your patients. • Start with tools that help long-term patients (i.e. hemophilia, HIV) • Invest in mobile solutions that improve: • Brand differentiation • Patient satisfaction • Communication / collaboration across healthcare continuum • Patient adherence • Health outcomes • Healthcare costs
- 38. 38 | Confidential and proprietary Stay Connected Rebecca M. Shanahan, Esq. CEO of Avella linkedin.com/pub/rebecca-shanahan/7/100/262 rebecca.shanahan@avella.com @AvellaRx
Notes de l'éditeur
- Perhaps the most important consideration was how do we still allow for a consultative process (not transactional), while still giving patients the tools they want (like refill). The answer is that while a refill request may trigger the refill start, this does not bypass all the consultation that still takes place (i.e. outbound call from pharmacy staff to patient).
- The promotion was key and is what has allowed us to have over 4,000 active accounts. Example are on website, through email, digital advertising, etc./ When coming to key pages like “locations” page, visitors receive a pop-up prompt to download the app.
- But we also leveraged the “offline” promotion tactics. One example is the information that goes out to existing patients – including pill bottle caps. In fact, the in-store signup tool at Point of Sale was a MAJOR driver in the registrations.
- We love data that help us measure our efforts, especially near real-time dashboards that show volume of outbound/inbound messaging. This tool also allows us to tailor messaging (ie store relocation prompt when we recently consolidated 2 locations). This also helps us target messaging to disease states / medications.
- Now averaging over 1,000 refills each month across 4,000 users. Easing operational load, increasing adherence and satisfying our customers. These metrics track when and how patients are using the app. Again, highly measureable analytics.
- A year prior to our full mobile app, we embarked on a bi-directional text message program
- The goal of the program was to improve adherence, for especially challenging patients segments (through text reminders)