Navigating the Medication Journey: How Digital Patient Engagement Tools Help
Imagine being told you have to start taking specialty drug medications for your condition and you have no idea where to begin because the process is so regimented. For many patients, this is their reality.
The whole medication journey process can easily become overwhelming, even if the patient is diligent about their health goals. But for patients who fall into the least proactive category, the psychographic segment known as Willful Endurers, this is even more difficult. It’s important for providers to understand the needs and motivations of all types of healthcare consumers, no matter how they navigate their health so that they can handle the complexity of the specialty pharmacy drug therapy journey.
Psychographic Segmentation in Healthcare
Many providers choose the approach of using the same educational or marketing message for all of their patients and hope that something sticks.
The problem is that this approach isn’t effective and doesn’t lead to stellar results. The goal is to get as many patients as possible to continually engage with your messaging so that they improve their health outcomes and return to your center for other care options. So for any patient, let alone one on medication therapy treatment, you need to interact with them in a way so that they want to keep the conversation going.
To improve your patient engagement strategy, digital healthcare consumer engagement platforms like PatientBond use psychographic segmentation to interact with consumers. The concept, which has been utilized for years by retail and consumer product industries, focuses on the values, beliefs and ideals of each consumer. These companies determine what segment consumers are in and create messaging to reflect these core motivations so that they are more likely to take action. In terms of healthcare, that means patients are driven to eat better, visit their provider, and in this specific case, follow their medication journey.
Digital Patient Engagement Tools
Psychographic segmentation works best when it’s applied to every portion of the patient journey and PatientBond offers several patient engagement tools to do this. With the digital health platform, the entire patient journey can be housed all in one place including patient payments, digital communications and the care automation experience. Instead of moving back and forth between everything, providers can keep this all in one place.
PatientBond also goes a step further with garnering patient insights with the help of the PatientBond Insights Accelerator™. It helps providers make tweaks in the patient engagement journey data based on patient data and insights like what information they want on medications, where they buy them, how often they want reminders to take medications, how they feel about prescriptions and more.
For example, among patients taking specialty medications, the psychographic segment known as Direction Takers are the most likely to want to learn more about their prescription via a live phone call with their doctor, while the segment known as Balance Seekers is most likely to prefer being directed to a website to learn on their own.
Providers can use this data to personalize messaging, message frequency and communication channels to cater specifically to the patient’s preference so that they are more likely to stick to their health goals. They can also use this information to develop complex workflows so that when a patient hits a certain touchpoint, like forgetting to take medication, the clinician can be alerted to reach out to the patient. As capabilities grow, this approach can integrate with most patient monitoring technologies too.
By using psychographics and multi-channel communications, we can help patients get on and stay on therapy. Need more convincing? Check out this case study on improving medication and therapy adherence.