Nuvera recently had the opportunity to sponsor and attend CBI’s conference on Patient Journey Mapping held in Philadelphia August 15th & 16th. The general focus of the conference was to discuss key enablement components along the journey from diagnosis to adherence. Several quick highlights we thought worth sharing:
SP Field Force & Data Exchange: Manufacturer coordination with Specialty Pharmacies (SP) and their sales teams was discussed as a key issue to focus on and resolve. Oftentimes the SP sales reps are communicating different messages than brand sales or field support coordinators, creating misaligned customer interactions. Also, communications/data between brand programs and SPs are not always seamless, leading to experience disconnects for patients & HCPs. Manufacturers are encouraged to develop a solid understanding of SP activities and proactively engage with them (even outside contract situations) to ensure understanding and/or alignment on respective efforts and focus on the end customer.
Revolution of eBI and ePA: As progress in technology and efficiency is changing the society and the way we live, it is also making inroads into the pharmaceutical industry. Two areas that are specifically impacting the speed to therapy for patients are eBI (electronic Benefits Investigation) and ePA (electronic prior authorization). Traditionally, both of these activities have been done manually by expert hub personnel, with turnaround times usually around 48 hours for a BI and several days to coordinate support for a PA. Today, with eBI/ePA, that time can be drastically shortened to a matter of minutes for BIs and a day to effectively coordinate a PA with the use of automated electronic formats. However, the overall adoption rate of this technology continues to be slow as integration of these tools within existing EHR platforms has been difficult to accomplish due to ongoing EHR fragmentation.
Patient Journey Concept & Alignment: It quickly became clear that there isn’t one universal interpretation of what a ‘patient journey’ is. The focus and the depth of the patient journey concept differed greatly between conference participants with some equating the patient journey with only the emotional aspects of diagnosis/treatment while others focused simply on the clinical pathway. In the end, Nuvera feels strongly that the patient journey is much broader than just emotions or clinical steps – it incorporates all the aspects (emotional, functional, clinical, etc.) of understanding of what happens to a patient, their caregiver, and their providers along each step of the diagnosis, onboarding, and adherence to a therapy. Without this holistic view and focus, most patient journey work becomes simply one strategic input of many, vs. the very foundation from which brand teams and organizations should be building their overall strategy and support interactions.
How is your company using the patient journey? Is the patient journey helping you in aligning the internal stakeholders within your organization and improving the customer experience?
Please read Nuvera’s post: Make Your Patient’s Journey the Foundation of the Brand Experience, Not Just Another Strategic Input
Nuvera dedicates itself to helping specialty pharmaceutical, biotech and rare disease companies to design and deliver a seamless patient and HCP experience for specialty therapies. Over the last 8 years, Nuvera has helped over 15 pharmaceutical companies to create and implement leading Patient-Centric solutions across 24 specialty therapeutic areas that received over 10 U.S. and Global excellence awards.
Nuvera services include the following:
• Uncover and crystalize patient and healthcare provider (HCP) needs
• Design impactful patient/HCP support experiences
• Build patient support programs and capabilities
• Optimize program performance
To learn more, please visit www.nuveracg.com