Blog - Author: Yishai Knobel

How Mobile Copay Cards Help Activate and Retain Specialty Patients

by Yishai Knobel,

Copay cards are a direct way for manufacturers to reduce out-of-pocket costs, supporting patients’ ability to choose their treatments instead of being pushed towards generics by their insurance. Yet the opportunity copay cards offers goes far beyond just an out-of-pocket discount.Copay cards open the door for patients to even approach a new treatment, knowing that their costs may be offset in some way. Any new diagnosis or drug regimen can be highly intimidating – especially in the case of pricey specialty drugs – and copay cards are the way manufacturers support the patient to jump a major hurdle: affordability.

Patients expect more, and so do brands

Just as consumers have gotten used to transferring money and ordering flights on the go, they also expect to order, buy and manage their meds easily through mobile. Distributing copay cards through mobile is a no-brainer from a user experience perspective; but no less of a no-brainer from a business point of view.

With the right mobile data capabilities, a digital copay card can unlock invaluable insights not only on copay activation and utilization, but also on the patient’s journey on therapy. Such data can enable brand teams to personalize the resources and messaging they offer each patient to drive better activation and adherence, all with a personal touch.

Here are some examples of those signals and potential insights that brands can unearth by placing smart copay cards on patients’ smartphones:

Direct copay signals:

Helping patients get started on their treatment is always a challenge – copay card utilization data can help:

  • Copay card unredeemed – Knowing that a card has been activated but not redeemed may signal that the patient ran into a hurdle in their path to therapy, needs some extra support to get going, or often just doesn’t realize that they have a discount in their hands, even after they activated it. Sending an app reminder or making a case manager aware of such patient could be the difference between successful and failed on-boarding.
  • Changes or halt in copay card redemptions – Similar to an unredeemed card, notifying a case manager of a sudden halt or time shift in redemptions can enable an intervention to prevent the ubiquitous patient drop-off.
  • Copay cards “off schedule” – Prescriptions set particular dosages and require on-time refills to maintain therapy schedules. People who lag with refills or take their medication off schedule may have less favorable outcomes on treatment. By detecting these signals, a case manager can be alerted to this patient and reach out to help.

Indirect (passive) copay signals:

Using a smart mobile platform to host and serve the copay card also allows case manager to gather passive activation and adherence signals for analysis and tailoring of their programs:

  • Repeated hospitalizations – Mobile platforms that can detecting frequent hospital visits (ideally without draining the battery with GPS), may indicate potential disruptions to therapy or uncontrolled symptoms, e.g. flare-ups or asthma attacks. After this type of signal, a a check-in phone call from a nurse or case manager may help a patient get through the rough patch or offer a nudge to see their HCP about a dosage update.
  • Patient is traveling – Perhaps there are travel tips that every patient needs when they are away from home and taking a particular medicine: hints at keeping their medicine at temperature, how to administer doses in different time zones, etc. Mobile patient data can detect when people are on the road, and offer appropriate content and support resources to help stay on therapy throughout and after the trip.
  • Patient is missing out on workdays – Identifying that the patient is at home, instead of at work, for several days may indicate a variety of challenges. Mobile patient data can detect this change in day-to-day behavior and notify the case manager that this patient needs special attention.

In summary, digitizing copays cards using mobile patient data enriches patient programs to improve their services and help more patients on-board and adhere to their therapy regimens.

To learn more about helparound’s mobile patient data, visit us at www.helparound.co

Read more

Apple’s Gift for Specialty Brands

by Yishai Knobel,

Apple just announced a new horizon for health apps: a Health Records API. This move is a breakthrough for patient-centered health management, in general; and specifically for people on specialty regimens, this may be a game changer.

What did Apple announce exactly?

At the start of 2018, Apple updated its Health App to centralize patients’ medical data from multiple providers into a single view on their iPhone. Now they have announced a new API that builds on this, allowing patients to share their personal health data with their favorite health apps. Apple hopes developers and researchers will “create an ecosystem of apps that use health record data to better manage medications, nutrition plans, diagnosed diseases and more.”

With the patient’s iPhone as the focal point for integration, an opportunity arises for anyone offering patient services through mobile to provide even more patient-centric services. In a sense, each patient’s iPhone becomes a personal data center and patients can now give apps different levels of access to their EHR (more on the benefits of personal data in pharma here)

Some specialty brands can win big

So what is the opportunity for specialty brands?

Specialty brands almost always accompany their drug launches with patient support programs, often administered by patient hubs, to support patients along their journey. These programs help patients with deal with insurance coverage, on-boarding to the new treatment and adherence to the therapy.

It’s all in the data

But while striving to support patients, brands and hubs are typically flying blind when it comes to tracking each patient along their personal journey. We already see hubs starting to invest in tools to help better harness patient data, yet actionable patient data throughout the patient journey and in real-time is still a major gap.

Leveraging Apple’s new capability, specialty brands can now expect hubs to know when patients reach critical milestones along their journey. How? By deploying existing patient support programs on mobile data platforms that integrate with Apple’s new EHR capability (see below to learn more on Helparound’s mobile patient intelligence).

What patient milestones can hubs identify given access to a patient’s EHR?

  1. Medicine prescribed: Prescription logs are almost always part of the patient’s record.  Thus once a drug is prescribed, data platforms know it and so can the brand’s hub (provided, of course, that the patient agreed to share such data);
  2. Lab tests available: Many specialty drugs, e.g. biologics or those that the FDA requires a REMS protocol involve a qualifying lab test before the doctor can prescribe them. With the EHR now on the iPhone, and with the patient choosing to automatically share such information with the hub, the case manager can now be notified once a patient has conducted the test (which happens to be good timing to send the patient back to the doctor to review the lab test results)
  3. Dosage change: A hub can also adjust it’s engagement pattern with the patient knowing based on change of dosage or therapy regimen per the iPhone data.

Data privacy done right

Not only is this new API great for patients, hubs and brands, but regulators and legal teams should also be delighted with the trend of turning a patient’s personal phone into their patient data hub. Data sharing decisions are put directly in the patient’s hands; all stakeholders benefit from the ease of sharing data while optimally ensuring privacy.

Data integration done right

Say the term “EHR integration” in a team meeting, and half the room cringes… because the fragmentation, complexity and sensitivity of EHR systems is at an all time high.  

Good news IT folks!  A new integration platform has arrived, and it’s slick, simple, and free! (at least for your organization). Please meet: the iPhone. Oh, and every iPhone comes with a built-in decision maker on which integrations are allowed to take place. Please meet: the patient.

Apple did it again. Just like what the iPod did to Music, and Apple Pay did to payments, it introduced simplicity into a sensitive, convoluted challenge, by giving control back to the consumer.

And specialty brands?  They can win here by gaining visibility into the patient journey, by deploying their patient support programs on mobile platforms that empower patients to first own and then share their personal health data with the organizations that help them the most.

 

 

Read more

Specialty Pharma Can Learn From Tinder – Part 2

by Yishai Knobel,

In the previous segment of this article, we shared our excitement over Helparound’s recent patent for its novel matchmaking technology to connect patients through our mobile intelligence platform. Companies like Tinder and LinkedIn brought matchmaking to dating and job seeking – it only makes sense that such technologies would also help people dealing with health issues.

In specialty therapeutics jargon, the steps of getting on new therapies are referred to as: Access, Activation and Adherence. Here in part 2, we dig into how matchmaking technology can support each of these steps.  

Therapy Access

Following the initial shock of a life-changing diagnosis, one of the first questions to arise is: how will I pay for this?  Especially in the U.S., almost regardless of one’s insurance, specialty therapies are costly. Insurance plans have various coverage rules and, quite often for specialty treatments, there are numerous patient assistance programs from manufacturers, non-profits and other sources.

Finding an individual who lives in the same state, is the same gender, age group and even employment status, can help bring order to the mess of coverage options for a particular therapy or treatment. Instead of extensive hours of Internet research, waiting on hold for the Medicare call center or researching a specific plan – instead of reinventing the wheel each time – pose the question to people who have gone through the same experience. Sharing information about access complexities can be both a time saver and a helpful support system to relieve the financial stress of a new diagnosis.

Activation (aka on-boarding)

Hand-in-hand with treatment access issues comes the hurdle of on-boarding the treatment itself. Such a diagnosis is overwhelming enough for the entire family; now the patient and caregiver are expected to begin self-administering injections, IV, or even dialysis.  Further, paying attention to a nurse on a home-visit showing how to administer the treatment, or even just sitting down and carefully reading a patient starter-kit, can be a major hurdle in such emotional state. The starter kit also lacks an interactive aspect for continued engagement as questions arise, which they inevitably will as one gets going with treatment.

Again, this is where patient matching can shine.  For example, take kidney failure patients, who typically dialyze in clinics multiple times a week, but may also be able to do so at home, using home dialysis.  This therapy has many advantages: time, freedom, the ability to dialyze more often without an appointment or over night. However, the responsibility for carrying out this medical procedure lies with the patient and his/her caretaker, an intense commitment for both, often simply because self-insertion of needles without medical supervision can be super overwhelming.

Many resources can help a patient transition from in-clinic to home dialysis: educational content, remote support, videos, etc. But as much evidence has shown, matching patients who are dealing with similar challenges – or better yet have already solved the issue in the past – is “a critical and effective strategy for ongoing health care and sustained behavior change”. Home dialysis is no different: connecting with another patient who went through a similar transition, can make a big a difference.

As we mentioned in part I of this article, matchmaking does not alleviate the challenges or worries that come along with a new diagnosis or treatment, but it can ease the anxieties that accompany it. In this age of technology, peer matching won’t alleviate a condition but it can hopefully connect people to make treatment activation a bit less daunting and relieve some of the lonely and overwhelmed feelings that accompany a diagnosis.

Adherence

Always the trickiest aspect of a complex treatment, especially with specialty therapies, treatment adherence may be the arena where matchmaking technology can have the most impact. While there are a variety of dynamics that lead to nonadherence – ranging from forgetting to take medication and lack of symptoms to cost pressure or insurance paperwork – ~$300B is spent each year dealing with the problem of people not sticking to their treatment regimen.

Sticking with any regimen can be a challenge – if you know it’s going to continue for a long time, even a lifetime in many cases, it can be even more daunting. High-touch therapies are often accompanied by patient support programs executed by specialty hubs or pharmacies, which currently rely mostly on nurse call centers and monthly check-ins. While these connections are important, it is not likely to address some of the most common reasons for drop-off, including forgetting a dose or feeling better due to the medication. Similar to having a workout buddy with whom you share goals, commit to the workout regimen and encourage each other when it gets touch – having a treatment buddy with the same goals can lead to better treatment adherence.

Mobile Patient Intelligence

At helparound, we developed a novel algorithmic method to match patients to each other to provide peer help and support based on similar medical circumstances. Helparound was awarded a patent in 2017 for our unique method of connecting patients to each other. Combined with additional resources offered through our Mobile Patient Intelligence platform, though no technology makes the condition disappear, Helparound is here to transform families’ navigation  a life-changing diagnosis.

Read more

Specialty Pharma Can Learn from Tinder – Part I

by Yishai Knobel,

You’re at the doctor’s office, just after learning that you or your loved one has a disease you’ve never heard of. The doctor says it’s not a death sentence but in the same breath describes an overwhelming regimen of lab tests, weekly injections, nutritional guidelines and pills with scary names. Your mind is flooded: What is this? How will I pay for it? What will happen to my family? What will my friends say? How will we treat it? What will I have to change? Who can possibly understand what I am going through?

Now imagine you can pick up your smartphone, and swipe to find five other people around your age, maybe even from your city or state, who have been living with the same disease for quite some time. They can’t make the disease go away and it still sucks, but they’ve offered to lend a hand – or a shoulder to cry on – that might make dealing with it easier. Meet Jane, her daughter was born with a rare condition and she can offer insights on a helpful exercise routine or diet tips. Or perhaps Anne is a better fit – she was recently diagnosed and has already tried a number of treatments about which she has many opinions.

Companies like Uber, Tinder and LinkedIn have brought “matchmaking” technologies to dating, job hunting, networking and ride-sharing. It is convenient, instantaneous, feels personal and can be so effective that couples get married after “the internet introduced them”. So it only makes sense that such technologies may also benefit in a situation like the above, in the lobby of the doctor’s office, flooded with questions.

In the specialty health sphere, on top of sending shockwaves through the lives of the entire family, and overwhelming the daily routine with notoriously complex specialty , a new diagnosis also may bring extreme loneliness upon the individual, a result of the small size of many patient populations. In such small patient groups, the impact of successful matchmaking can make the difference between desperation and hope.

This is why we are so excited by the patent Helparound was recently granted, for our unique algorithm for matching patients with similar others. Matchmaking can be so important in helping an individual navigate through tricky insurance issues, getting used to a new, complex treatment, accessing new treatments if necessary and, most important, staying motivated. Or in our industry jargon, patient matchmaking technologies may help drive therapy Access, Activation and Adherence.

Read more

In Specialty Pharma, a Sleeping Bear is Waking Up to Digital

by Yishai Knobel,

Pop quiz: who picks up the phone when you call a Pharma’s Patient Support Program? Hint: it’s usually not the Pharma itself.

Here at Helparound, we focus on the challenges a life-changing diagnosis brings upon individuals and their families, when an entire family’s life is turned upside down by the news of a disease to manage, and thrown into a whirlpool of Providers, Payers and Pharmacies to navigate their new reality. Yet one massive stakeholder in the newly diagnosed patient’s world is struggling to reach them: the Patient Hub, the therapy manufacturer’s patient-services proxy.

Because regulation blocks Pharmas from talking directly to patients – but specialty therapies, frequently biologics, require guidance and patient services so treatment regimens are carried out correctly and safely – Patient Hubs are the intrinsic patient communication arm for the Pharma. Hubs are an extremely important piece of the puzzle for people dealing with chronic disease and high burden therapy, yet many people don’t even know they exist or what they can do to help.

Speaking to numerous Hubs, we found that while other patient-facing players, e.g. providers, have been adopting patient engagement technologies , Hubs mainly work through traditional CRM systems and call centers. Hubs offer wonderful “wrap-around” services to patients by staffing their call centers with credentialed nurses and pharmacists, according to the 2017 Hub Services Report (Pharmaceutical Commerce). But there are many ways to support patients beyond their bi-weekly or monthly call from the nurse. (Full disclosure: Helparound fills the gaps between these calls through mobile: http://helparound.co)

Hubs are projected to support a $165B industry of specialty therapies in 2018. Specialty therapies accounted for 28% of the pharmacy industry’s prescription dispensing revenues in 2016 according to Drug Channel. With the current expansion of specialty treatments, this percentage is projected to grow to 42% by 2021. Yet today only 19% of patients are even aware of Hub Services (Accenture). Patients should know there are support channels available to them – and It’s time to bring this indispensable aspect of the patient communication chain to a mobile, patient-friendly platform.

About Helparound: We believe families facing a life changing conditions need more than an online brochure and a monthly phone call from a nurse. Helparound is activating the Hub-revolution: to extend patient Hub services through a highly personalized mobile platform, to deliver the support these families deserve.

Read more

6 Patient Support Rules-of-Thumb for Pharma Marketers

by Yishai Knobel,

Recent Deloitte Review on patient services paints a clear picture on patient services by Pharmas:  70% of surveyed life science executives indicated that their organizations were moderately/somewhat ready to implement effective patient engagement strategies, and more than half (55%) felt they needed to be “extremely ready” in the next two years.

And indeed, some initial efforts by pharma companies have emerged around it:  Biogen’s Above MS, Genzyme’s MS One to One, AstraZeneca’s AZ & Me clinical education and prescription savings programs and Abbvie’s Humira Complete support program for all of Humira’s autoimmune indications.

Such patient services span many different aspects of the patient’s life, but Deloitte highlights the following key needs to address in patient services: Financial, Clinical, Engagement, Therapy, and Education.  That said, in conversations with our pharma partners at HelpAround,  we often see good ideas running into unnecessary user-experience pitfalls.

So we set to summarize these conversations into 6 patient support rules of thumb, regardless of therapeutic area.

And here it goes:

  1. Frequent – securing recurring slots in your patients’ attention is one of the most challenging tasks nowadays.  However, marketing a therapy for a chronic condition has the “benefit” that the patient has already allotted a mental slot to squeeze into.   The more frequent your services are used, the stronger the connection you would build with the patient.  The task for frequent usage medication is easier than for bi-weekly injections for instance, but the latter has a greenfield of opportunity in between.
  2. Timely – just like an effective push notifications on your smartphone, patient services need to be timely.  Does taking your therapy require travel?  call them an Uber;  does it require fasting?  find them a breakfast spot for the morning.
  3. Personalized – consumers have zero tolerance to copy-paste offerings.  The personalization bar is incredibly high and requires an effort to personalize service offerings.  Age, sex, behavioral profile:  all these are available today by companies like HelpAround, Neura, Medisafe, HelloHeart and more;  don’t ignore them.
  4. Actionable – a patient service that is not actionable leaves the patient in passive mode.   Ask the patient to claim the offered service.   They’d appreciate it more if they “worked” for it.
  5. Bold – patient services is where brand teams can go really wild.  Look at the patient journey that you have developed, and find friction points to alleviate.   Is it prescription refills?  a free Uber ride to the clinic?  what else?
  6. Consistent with your message – living life to the fullest,  sense of security, etc. – you have already positioned your therapy in your DtC communication.   If it has worked well, then your patient service offering should be consistent with your message.  If it’s about lifestyle, then offer lifestyle services;  if simplicity – find ways to make their life easier, etc.

 

What are some of the effective (or ineffective) patient support strategies you have seen out there? 

Read more

Alert your family from your Apple Watch

by Yishai Knobel,

When we launched the Alert app back in July, we wanted give our loved ones a way to reach us easily.  Our children, parents and grandparents needed a better way to reach us when in distress.  The existing, antiquated panic buttons we gave our aging family members screamed, ‘I might need help!’.  As a result, many forgot or refused to wear them due to the stigma associated with them, not wanting to come off as dependent and helpless.

Today, we are super excited to introduce Alert for the Apple Watch, offering our aging population a convenient, accessible, and elegant way to reach us in times of need.   Alert for Apple Watch gives them back their independence and allows them to go around freely with peace of mind, and while looking as elegant as ever with a beautiful Apple Watch!

Alert for Apple Watch is available on the App Store, which can be found on the Apple Watch app on iPhone under the Featured tab. The users’ alert contacts don’t need to use a smartphone to receive alerts. The basic app is available for free and includes the text message service and three conference calls. An upgraded subscription is available for $9.95 a month and includes unlimited calls.

Read more