In Step 3 of our patient support series, we discussed the key ingredients to successfully change behaviour. Today, in Step 4 of the series, we look at the challenges of managing channels and data in isolation, and how to overcome them.
Consider for a moment the many stakeholders and channels involved in communicating with the patient: prescribers, nurses, pharmacists, carers, websites, social media, smart phone apps and patient literature. Each of these interactions and touchpoints generates data. Often it is collected, stored and managed in independent siloes, severely hindering the success of a patient support programme (PSP).
Now consider the added layers of communication with a global patient support plan!
It’s not difficult to understand why there is an inherent problem in managing the data from different sources within a PSP in isolation. The disadvantages include:
- Without a single view of the patient and their needs and preferences, it is extremely difficult to adapt the programme to support each individual best
- The role of the nurse or care coordinator is limited because they can’t see or respond to the full picture of the patient’s care
- For the patient, the experience can feel disjointed e.g. the nurse is unaware that the patient has been tracking their exercise and adherence in a self-support app
- Suboptimal operational efficiency e.g. duplication of efforts through different channels, wasted time and unnecessary repetition
- Difficulty measuring success because it takes longer to pull together and analyse the data from different sources
The key to avoiding these challenges is to use and configure a global CRM that is purpose designed for personalised, multichannel PSPs. Some pharma companies will implement this internally and others will use the platform of their PSP provider. In Ashfield we are using Salesforce Health Cloud.
The integrated platform also provides live data and real world evidence to demonstrate success of the programme and help support the value proposition of the brand. You get:
- Global reporting capability
- Data that can be filtered or drilled down
- Data trends and business intelligence analysis
- Data converted into reports, which can be delivered across multichannel devices
Having all the data generated by different areas of the programme at your fingertips allows an agility that would be unheard of with multiple data management systems.
Centralising all patient information in one place ensures that caregivers and healthcare providers get a complete view of each patient and their unique needs. As a result, all parties will be able to provide more personalised care and a seamless patient experience.
In our next and final installment of this series, we will address how to avoid one of the biggest challenges of patient support programmes: you design the ultimate programme, but no patients enroll!
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You can also contact Nagore to find out how Ashfield can help you.