The physicians, pharmacy benefit managers, suppliers, and care teams are striving to make the healthcare industry more patient-centric to promote improved health outcomes. Patient engagement will lead to greater satisfaction and improved patient experience when driven by key players such as the physicians and managers of the healthcare industry. Patient engagement has been proven to be crucial in preventing and managing chronic disease programs.
Quantzig’s patient engagement analytics offers physicians and care teams analytical tools and access to information to engage patients in their care. With rising healthcare costs, there is a dire need for innovative solutions and intervention of technology to reduce cost and improve healthcare outcomes. The patient engagement solutions offered by our analysts, define a future strategy to further scale the analysis to additional channels such as web, email, and direct mail.
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The Business Challenge and Quantzig’s Approach
To improve medication adherence and improve patent engagement, the client, a leading pharmaceutical company in the United States, approached Quantzig to perform a patient engagement analysis to improve the patient journey, satisfaction, and outcomes. Based on previous studies, the client had identified that the inconvenience of going to a pharmacy and filling prescriptions lowered adherence rates, especially among patients suffering from chronic diseases. Furthermore, the client had also invested substantially in encouraging patients to subscribe to the mail-order delivery service using outbound telemarketing and live calling from designated healthcare professionals but the effort proved to be cost-intensive. With rising healthcare costs in the US, the client needed innovative solutions to reduce cost and improve healthcare outcomes in the area of pharmacy dispensation.
The primary objective of this patient engagement assessment was to increase medication adherence and improve patient engagement, satisfaction, and outcomes by predicting the propensity of patients to receive their medications by mail. Additionally, the client wanted to improve patient engagement with prescription services while reducing costs and improving medication adherence.
To meet the specific needs of the client, our analytics team assessed the patient data and historical sales data to improve patient engagement in a cost-effective manner. Moreover, our strategic insights helped the client effectively target patients to deliver their services efficiently.
Business Benefits and Insights
With an objective of helping the client improve patient engagement, satisfaction, and outcomes, our patient engagement analytics team developed a mail conversion model to identify which patients, out of millions in the database, would be most likely to switch to mail orders based on their propensity. Additionally, the team developed a patient engagement strategy based on conversion likelihood scoring to reach out to patients who would be most likely to respond to the campaign. The patient engagement solutions helped the client improve conversion rates for the selected patients by 35% as compared to the control group.
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The patient engagement analytics team conducted a pilot to test the model results, along with the existing rule-based calling campaign to compare the results of the analytical approach and measure its success. The results of the pilot conclusively proved that around 90% conversion rates could be achieved by calling the top 25% of the leads. Moreover, the team also developed a propensity-based profile and scored patients based on their likelihood of conversion from the patient claims data using 100+ prescription variables such as type of drug, frequency of dosage, and recent order. An interactive dashboard to view patient engagement rates was developed. The dashboard visualized patient profiles based on disease, type of drug, propensity scores, and likelihood scores at a segment and individual level and success rates of different channels pre- and post-implementation of analytical model for easy comparison.
The patient engagement strategies improved the effectiveness and efficacy of patient outreach, patient satisfaction and outcomes, cost savings on campaigns, and overall conversion rates by almost 60%. The patient engagement analytics team designed a propensity model to better predict the propensity of any patient to receive their medications by mail and identified scope for increase reach via additional online channels.