Understanding how data and technology intersect with patient support services is essential for teams striving to improve patient outcomes. At the recent Access Patient Support Services Congress, a panel discussion titled “Optimizing Patient Services — Leveraging Data and Technology to Improve Patient Programs” gathered experienced leaders in patient services to share their valuable insights on this critical topic.
Moderated by Stuart Kamin from Claritas Rx, the panel featured industry experts Wendy Interiano from Genmab, Diana Villanova from Catalyst Pharmaceuticals, and Colette Flack from Day One Biopharmaceuticals. Together, they explored innovative ways to harness data and technology to enhance patient support programs, addressing real-world challenges and opportunities.
In this post, we highlight the key takeaways from the discussion, offering a detailed look into how these industry leaders approach the patient journey, as well as their strategies for leveraging advanced tools and designing impactful programs. These insights are indispensable for patient service teams aiming to elevate their programs and deliver better outcomes.
Why Understanding the Patient Journey is Essential
The patient journey is rarely a straightforward path. Each stage, from receiving a prescription to maintaining long-term adherence, brings its own set of challenges and opportunities for improvement. Colette Flack emphasized that while the patient journey may appear simple on the surface, a closer look uncovers a deep and intricate web of complexities.
“At each level of the patient journey, there are opportunities to help support our patients and our providers,” said Colette. Identifying potential roadblocks within each stage and recognizing areas for proactive support are crucial for ensuring patients receive the care they need.
Whether it’s managing prior authorizations, addressing affordability concerns, or ensuring a seamless transition from prescription to treatment, breaking the process into key milestones allows patient services teams to design support programs tailored to each challenge.
Enhancing Care Through Provider Support
For complex treatment plans, such as those involving provider-administered medical benefit drugs, supporting healthcare providers (HCPs) is just as important as aiding patients. Wendy Interiano stressed the importance of offering “white glove services” to HCP practices.
“We need to ensure as a company that we’re actively supporting HCPs because, at the end of the day, there’s a patient waiting to receive treatment,” she noted.
Wendy’s sentiment reinforces the idea that a collaborative approach—one where patients, providers, and caregivers all feel supported—is essential to an optimized patient experience.
Leveraging Data to Set Realistic Expectations
Setting internal benchmarks and managing expectations around program performance are critical for patient support teams. Using data to understand delays and identify inefficiencies gives organizations a clear foundation for improvement.
Colette Flack added an important perspective on this topic by explaining how internal discussions benefit from data-driven benchmarks. For instance, metrics like “Time to First Fill” can help isolate delays caused by prior authorizations or identify whether issues stem from providers or payers.
“Is the delay due to incomplete submissions? Or are there payer-centric challenges that are slowing down the process? Answers to these questions drive better decisions,” Colette explained.
Taking a granular approach by analyzing data at a therapeutic level, as suggested by the panel, enables patient services teams to design more focused interventions for specific disease areas. This ultimately helps improve efficiency and accelerates time-to-therapy for patients.
The Role of Technology in Removing Barriers
Technology continues to revolutionize the way patient services address barriers to care. From automation to AI-driven insights, innovative solutions can streamline processes and improve outcomes. However, not all technologies are created equal, and their implementation should be guided by patient needs and therapeutic context.
E-Enrollment and Workflow Integration
Diana Villanova highlighted advancements in e-enrollment as a significant opportunity to boost efficiency. “Everyone’s talking about meeting prescribers in their workflow, ensuring e-prescribe systems are fully integrated to reduce friction in the enrollment process,” she explained. However, she stressed that having an e-prescribing system alone doesn’t guarantee successful enrollment into patient services programs, especially for rare diseases. To address this, organizations must leverage digital patient engagement tools—like text-based consent—to streamline enrollment and provide robust support for patients from the very beginning.
AI and Automation
While artificial intelligence (AI) feels like a buzzword everywhere we turn, its potential within patient services programs is undeniable. Wendy Interiano emphasized the potential of harnessing data, technology, and AI to enhance patient communication, anticipate adherence challenges, and tailor personalized support plans.
From automized enrollment processes to predictive models that flag high-risk patients for non-adherence, the possibilities are far-reaching. These tools not only save time but also ensure that no patient feels unsupported in their healthcare journey.
Program Design Is Far from “One Size Fits All”
Another critical takeaway from the discussion was the need for tailored approaches when designing patient support programs. Diana Villanova explained, “For those of us managing multiple assets, the levers we push and pull may differ for each drug. As we design these programs, we have to take into account the specifics for each of these diseases.”
Flexibility and customization are key. Rather than applying a rigid template, successful programs adapt to the unique characteristics of the disease, the patient population, and the healthcare environment.
By treating each therapy as distinct, patient support teams can ensure their strategies address the specific hurdles that patients and providers face.
Enhancing Collaboration Between Stakeholders
At multiple points throughout the panel, collaboration emerged as a recurring theme. Whether it’s between patient services teams and HCPs, manufacturers and payers, or directly with patients themselves, communication and shared accountability are the backbones of successful support programs.
Analyzing the root cause of challenges often leads organizations to surprising answers. For example, is the bottleneck at the payer level, where appeals slow down prior authorizations? Or do care teams need more education on completing the necessary steps efficiently? Robust programs deliver solutions, not just for patients but also for the stakeholders enabling access to care.
The Road Ahead for Patient Support Services
The future of patient support services is exciting—a space where companies will increasingly use customized solutions, data insights, and innovative technologies to improve access and adherence.
Although much of the work happens behind the scenes, its impact on patients is profound. By ensuring patients receive the right treatment at the right time, supported by comprehensive care programs, patient service teams play a vital role in improving outcomes. This is the ultimate mission that drives patient service teams forward.
For those looking to take their patient support services to the next level, start by analyzing your own programs’ data and workflows. Where are the inefficiencies? Which technologies might simplify intervention? And how can your program better align with patient milestones?
Optimizing Patient Services — Leveraging Data and Technology to Improve Patient Programs
Watch the full panel discussion from the Access Patient Support Services Congress below.
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