The U.S. pharmaceutical industry is undergoing an unprecedented shift from being a producer of therapeutic drugs to being a trusted advisor to today’s patients. Key to this transformation is the Patient Support Program (PSP), which will be the focus of this article, as it has changed the face of global pharmaceutical services.
Patient needs and expectations are on the rise. Deloitte’s research shows that as the role of pharmaceutical companies shifts, so do patients’ needs and expectations for support. This means that patients are no longer just recipients of prescriptions, they expect more comprehensive support, from medication information to the practical application of treatments. However, Phreesia’s study has shown that awareness and participation in PSP is relatively low, with only 8% of patients using these support programs, which needs to change.
Adhering to a treatment regimen has always been a challenge. According to IQVIa’s report, a whopping 30 %至61% patients fail to comply with their treatment plan, which has a significant impact on disease management. Particularly in the chronic treatment area, pharmaceutical companies are actively adopting PSPs to improve patient outcomes and care, which shows that PSPs can help patients better understand and follow treatment plans, thereby improving their quality of life.
Pharmaceutical companies need to consider not only the needs of their patients, but also the needs of healthcare providers (physicians). According to Bain.com’s survey, 53% of physicians believe that pharmaceutical companies need to offer more targeted patient support programs to increase the value of their interactions with pharmaceutical companies. Particularly in the field of specialty drug treatments, the integration of relay services has become a major challenge, requiring pharmaceutical companies to provide specific support services to meet the different needs of different drugs and clinical contexts.
First and foremost, it requires having a team full of empathy. This team needs to understand not only the expertise, but also the needs and feelings of the patients. Their role is to go beyond traditional support and become partners that patients can rely on.
Second, it’s critical to streamline processes efficiently. This includes aspects such as patient plan login, information verification, and prior authorization. Processes must be validated for efficient compliance, ensure quality, and provide seamless support to ensure that patient needs are met quickly.
Finally, technology that improves correctness and compliance is indispensable. This requires the support of digital services, including the integration of healthcare providers and caregivers, as well as the provision of documentation and authorization. Digital authentication tools and automated systems can speed up administrative processes and provide more convenient services.
However, the key to success is more than just building and maintaining the brand, building a trusting relationship between patients and providers. This includes creative problem-solving skills and diverse communication skills. The interactive service experience of the patient, physician, caregiver, or PSP manager must be able to provide a valuable experience to the patient, while having empathetic listening skills to achieve individualized interaction and increase satisfaction.
One of the keys is to have an integrated database that captures information from the patient’s perspective and avoids errors and duplication of information. These databases not only provide the basis for reliable reporting, but also enable more in-depth statistics and analysis. Through a multi-dimensional, integrated analytics perspective, we can better leverage data to accelerate business decisions for informed management of personal data, directly impacting patient and healthcare provider outcomes.
Patient support programs (PSPs) in the specialty medicine space are constantly evolving to meet complex treatment needs. A successful PSP integrated service program must have an empathetic team, streamlined processes, efficient technology and innovative communication, and a reliable database to achieve better patient outcomes. This is not only a challenge, but also an opportunity for pharmaceutical companies to better support the health and well-being of patients.
Zhang Xiangxin, general manager of Caihong Health Integration Group
[email protected]
References
- https://www2.deloitte.com/us/en/pages/life-sciences-and-health-care/articles/improving-patient-support-programs-in-healthcare.html
- https://www.iqvia.com/locations/belgium/newsroom/2021/03/measuring-the-impact-of-a-patient-support-program
- https://www.bain.com/insights/a-prescription-for-the-customer-centric-commercial-model-in-pharma/
