Modeling Change Predictive Measures Sharen Godwin VP, Rx Patient Messaging Solutions VIEW on Biotech April 2006 There is a paradigm shift happening within the industry — a modeling change that embraces innovation to improve wellness and the overall healthcare outlook. By taking a proactive approach, predictive measures can be used to map individualized health plans. The entire life cycle of wellness outcomes can be examined, including the patient, the physician, the pharmacist, the insurance provider, and the manufacturer. By integrating the key healthcare touchpoints, self care can be significantly enhanced. Better self-care means improved outcomes-oriented healthcare. Using Novel Approaches to Existing Problems, Resuscitates Solutions Historically, the industry has focused on a certain point of the healthcare continuum, in the eternal search of the quick ROI (return on investment). Now, through various modalities innovative tactics can be employed with life-cycle awareness. An innovative approach to patient and physician recruitment is using real-time prescription messaging — a direct interaction with treated patients when they call into their pharmacy or at the pharmacy point of sale. Only the patients who meet the program criteria receive the program message. The prescription messaging occurs when either the patient initiates contact with the pharmacy, or the pharmacy initiates contact with the patient and/or physician. The messaging campaigns — HIPAA compliant — may vary in length, language, and content (capturing real-time responses up to five questions). The strategy is based on a set of predefined business rules that might include certain markers such as, the NDC, age, locations and even interactive questions. Patient candidates can be prequalified without exhausting the site and expending needless manhours. The same strategy can be used to alert the physician to an upcoming study opportunity, a product’s brand-transition strategy, a product-awareness campaign, or simply a patient-compliance issue. Adherence to regulatory and responsible program messaging is paramount. Integrating Longitudinal Data The next logical step involves integrating longitudinal data with targeted real-time markers, which poses a new strategic approach: promoting self-care. Self-care includes proper medical treatment, lifestyle plans for eating and exercising, rest and recovery, healthy relationships, and balance. This is an evolving, preventative approach to revive action by integrating the complete health plan within the patient, physician, and pharmacist life cycle — the active participants in everyday wellness. Without intention, key stakeholders are omitted from the health plan, but by including them in the strategic plan the receipt and comprehension of the information delivered is enhanced. Aligning Stakeholders To effectively model change, a few things need to happen: alignment amongst the key stakeholders; development and execution of the strategies; education and promotion; implementation; and dynamic optimization. Any innovative approach will be iterative in nature; changes should be expected and it’s best to formalize best practices and advocate for the patient, physician, and pharmacist. By thinking about better self-care and a higher quality of life through preventative measures and marrying innovation with proven results, sustainable, consistent wellness improvements can be adapted quickly. Mapping for a new tomorrow, means modeling change today. Ateb Inc., Raleigh, N.C., provides Rx Patient Messaging, an innovative approach to finding clinical-research candidates based on the study patient profile by leveraging their national pharmacy footprint. Ateb’s Rx messaging programs draw upon their HIPAA compliant pharmacy-based customer relationship technology suite platform. For more information, visit ateb.com.
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