Medication is Just One Part of the Patient Experience

Originally published in PM360 magazine's Expert on Call series with Laura Blair, ConnectiveRx, SVP, Business Development and Sales Operations.

What we in the industry refer to as the patient experience – the range of interactions patients have with the healthcare system throughout their care– is much broader and far less linear in nature than could ever fit in a single infographic or diagram. As someone who’s been diagnosed with a serious illness, I’ve lived through it myself, and it’s important to take a step back and look at the bigger picture.

The things patients need to think about on a near daily basis are seemingly endless, and their medication is just one of many pieces of the puzzle, albeit a critical one. While the pharma industry is focused on the therapeutic aspect of a patient’s journey, there is so much else going on emotionally, medically, and financially that impacts not only the patient but the patient’s loved ones, as well.

From the moment of initial diagnosis, a patient’s psychological and financial worlds are potentially thrown into disarray—impacting them throughout treatment, remission, and life post-illness.

As a former oncology patient, I found myself using all of my professional experience to navigate the system and advocate for my own treatment. I learned so much about the importance of a human-centered approach in making a positive impact on medication access and the patient journey.

While each patient’s experience is unique, the truth is, whether it's oncology, MS, psoriasis, or mental health struggles, patients face many of the same hurdles in gaining access to the medication they need to start therapy. Understanding from a first-person point of view, the trials and tribulations one can expect, has translated into taking new approaches with the brands we work with to provide patients information about, and access to, their therapies.

Overcoming Hurdles to Continue Momentum

While the pharmaceutical industry characterizes the patient experience as linear, I can tell you first-hand that it is not. To liken it to something positive, it’s like putting together a dinner for multiple guests; it’s not as easy as turning out a simple dish. Rather, it’s a complex meal with a number of courses and many sides. Just as a home chef must be careful not to lose their way during the execution of a meal like this, patients risk losing direction and momentum every step of the way during their patient experience.

Pharma brands face a number of hurdles in the prescription journey, including:

1. Gaining the HCP’s attention      
2. Getting the HCP to write the prescription
3. Moving the prescription through insurance companies and PBMs: If the medication is not on formulary, the prior authorization circle begins, and HCPs and patients must follow the path led by the insurance companies and PBMs.
4. Getting the patient to fill/pick up the prescription: Financial hurdles may impact a patient’s ability to fill and adhere to the prescribed medication.

HCPs and their support staff are certainly not immune to the numerous obstacles of the prescription process. Scans, lab tests, and specialist visits that require prior authorizations and other associated insurance barriers often delay, or stand in the way of, an HCP's ability to prescribe the treatment they deem necessary for a patient’s recovery. The process involves far more than simply prescribing a medication, and their ability to successfully navigate these obstacles on behalf of their patients is critical.

Whether it’s a teenager’s acne, a parent’s psoriasis, or one’s own medical diagnosis, our healthcare system touches us all, for better or worse. Evidence shows that patients who have access to financial assistance, educational information, and a team of professionals who empathize and help them navigate the system, can feel a markedly better patient experience. That could easily make the difference between adherence or non-adherence.

At the end of the day, pharma brand teams that understand how to leverage people and processes throughout the patient journey, to help patients and HCPs overcome the barriers that inevitably and frequently pop up, hold a distinct advantage.