Patient engagement and medication adherence remain critical challenges, influencing patient health education and ultimately outcomes. Point of Care Marketing is an intimate channel that surrounds patients, healthcare providers (HCP) and everyone in the care journey. Yet the conversations that underlie healthcare journeys are still difficult and rely on information and behaviors that aren’t always easy on patients and their caregivers. Tackling these challenges, Point of Care Marketing Association (POCMA) members submitted their innovative solutions for the 2024 POC NOW Summit to showcase how they are reshaping patient education, care support, and treatment adherence. This article explores three approaches that are putting patients at the center of their healthcare journey, ultimately driving better outcomes through enhanced engagement and improved adherence strategies.
We also love that leveraging alternative or non-traditional content delivery, as some POCMA members have, helps widen accessibility for patients and caregivers with varying levels of health literacy, condition-specific or permanent disability, accessibility barriers, or other factors impacting their ability to engage with live, digital, or written content!
1. Podcasts Update Patient Education for Newly Diagnosed Cancer Patients (Health Monitor Network®)
Today’s healthcare consumers want first-hand, relatable information in convenient ways that are storied and easy to digest. And, they do not want it to feel like advertising when it should feel like help. The healthcare system is already complicated enough. In response to patient demand, Health Monitor Network® has developed an innovative podcast series, Recently Diagnosed? What to Expect, designed to engage, motivate and educate patients with condition-specific audio content featuring expert perspectives from HM editors and notable medical experts.
Key features of the Health Monitor Network® podcast include:
- Expert-led content: Features insights from Health Monitor editors and notable medical experts.
- Multi-platform distribution: Available on popular platforms including Spotify, Google, Apple, Audible, and I-Heart.
- Targeted outreach: Distributed to condition sufferers via email and amplified by influencers across social communities
- Exclusivity: exclusive category sponsorship and thematic alignment
- Comprehensive coverage: Five-episode series covering various aspects of diagnosis and treatment targeted to patients. Their Clinician Update Podcast Series offers a three episodes series
- Authentic and non-commercial feel: Balances educational content with subtle resource promotion.
- Accessible format: Delivers complex medical information in an easily digestible and relatable manner.
Helping patients navigate complex medical information at their own pace enables the podcast series to extend physician support beyond limited face-to-face time when patients may have divided attention and limited focus as they grapple with diagnosis. This is a valuable resource for the 75% of patients who leave a standard exam room totally confused and struggle to manage chronic diseases. Empowering patients at this vulnerable stage is important in bolstering not only adherence, but personal resilience and fortitude. For patients facing a life-changing diagnosis like HER2+ breast cancer, this innovation provides targeted information delivery, addressing a niche but critical need. It offers emotional support, guidance, and reassurance during a challenging time, while also increasing visibility of available support resources and platforms.
Moreover, this scalable education model demonstrates the potential of audio content in healthcare education, applicable to various conditions. By leveraging the accessibility and intimacy of the podcast format, Health Monitor Network® has created a new channel for delivering crucial information and support to patients when they need it most.
While pre-recorded audio content ideally suits some on-the-go audiences, other initiatives focus on creating culturally specific content in community settings.
2. Culturally Tailored Health Content and Community Distribution (WebMD)
Recognizing the diverse needs of different communities, WebMD launched a new condition guide series, Through Our lens and Through Our Lens en Espanol which puts a spotlight on achieving health equity and breaking barriers.
Key features of WebMD’s diversity-centered approach include:
- Culturally tailored content: dedicated content for African-American, Asian-American, and Hispanic patients, providing trusted education and emotive storytelling that speak to the specific nuances and challenges within these communities.
- Expanded distribution network: Utilizes an “Always On” distribution strategy to reach communities beyond traditional healthcare settings, including beauty salons, faith-based programs, and community centers.
- Diverse health topics: Covers a range of issues including women’s health, healthy aging, and specific conditions like high cholesterol and multiple sclerosis.
- Visual representation: Ensures diverse representation in imagery to enhance relatability and engagement.
WebMD’s multi-faceted approach to health education, providing accessible and culturally relevant information to underserved communities, has the potential to significantly improve health literacy. Increased awareness and knowledge can empower patients to have more informed discussions with healthcare providers, leading to better health outcomes. By bringing health education directly into community spaces, WebMD’s approach could increase its reach and impact, addressing specific health concerns prevalent in different communities and potentially narrowing health outcome gaps among underserved populations.
This comprehensive strategy promotes a more inclusive approach to health education and patient engagement among healthcare marketers. By raising visibility of health issues specific to certain demographics, it may lead to earlier interventions and improved health outcomes.
3. Post-Script Engagement Solution Enhances Medication Adherence (Phreesia)
Addressing the critical challenge of medication adherence, Phreesia has developed an innovative post-script engagement solution designed to provide tailored support to patients immediately after their prescription is written.
Key features of the Post-script engagement solution include:
- Timely intervention: Engages patients at a crucial point of care moment, immediately after prescription, whether it’s a first-time prescription or a refill.
- Intent-to-fill surveys: Measures patients’ likelihood of filling prescriptions and identifies individual adherence barriers.
- Personalized content: Delivers curated, privacy-safe content based on identified adherence challenges and individual patient needs.
- Reminders and education: Provides ongoing support to close the intent gap between prescription and medication use.
- Provider insights: Helps healthcare providers understand and address specific barriers to treatment adherence.
- Brand resource connection: Links patients with personalized support resources from pharmaceutical brands.
- Integration with existing technology: Leveraging Phreesia’s PatientConnect platform, the engagement delivers curated content to patients in a secure manner when their consent is on file, after an appointment.
The potential impact of this post-script engagement solution on medication adherence and patient care is significant. It addresses the widespread issue of non-adherence, with Phreesia data showing that 1 in 5 patients have not filled a prescription in the past. Moreover, it targets the 1 in 4 patients who report poor understanding of next steps after receiving a prescription.
By offering personalized adherence support based on individual patient barriers, the solution enables tailored interventions. The immediate support at the critical moment when a prescription is written supports long-term adherence.
For healthcare providers and pharmaceutical companies, the solution provides valuable data-driven insights to improve adherence strategies. It also creates a new touchpoint for pharmaceutical brands to connect patients with support resources, potentially leading to better health outcomes and reduced healthcare costs.
The Final Points
These patient-centered innovations from POCMA members represent a significant advancement in how we approach patient engagement, education, and medication adherence. From culturally tailored content and community-based distribution to adherence solutions and immersive educational experiences, these innovations are addressing critical gaps in patient care and support. As these strategies continue to evolve and integrate, we can expect to see more personalized, accessible, and effective patient engagement initiatives. The future of healthcare lies in empowering patients with knowledge, support, and tools to actively participate in their health management.
These innovations not only promise to improve patient outcomes and provider efficiency but also offer new opportunities for pharmaceutical and healthcare companies to connect with patients in more meaningful and impactful ways. As we move towards this patient-centered future of healthcare, engagement and adherence will continue to be critical focus areas for innovation, ultimately leading to better health outcomes and a more empowered patient population.
