Thinking Beyond “Beyond the Pill”

09/05/2017

by Brian Carter

At a time when most pharma companies are taking treatments “beyond the pill”, we dig even deeper. Find out how the next generation patient support programs incorporate technology and design and adapt to human behavior.

As a registered pharmacist, I often hear the word “pill” used to describe an oral medication dosage form. Now that dosage forms have become more advanced, the word “pill” is like a metaphor for something from the past. And soon a new generation of patient support programs will surpass even “beyond the pill” strategies.

Drug manufacturers have had wide-ranging successes with their “beyond the pill” marketing strategies. These offer support and education to healthcare consumers, to enhance medication compliance, and navigate reimbursement and discount coupons. Although useful, many of these efforts have fallen short as patients failed to realize the added benefits. Moreover, payers were reluctant to consider them in place of price-volume considerations. Now with the help of technology, companies are imagining “around the person” solutions that improve health outcomes and patient experiences.

These novel approaches focus on the person and consider the things that are most relevant to that person in everyday life.

Evolving Patient Support Programs: “Beyond the Pill” becomes “Around the Person”

The new generation of digital health solutions incorporates deeper insights into human behavior and circumstances. “Around the person” thinking challenges innovative companies to consider the person’s entire health journey from the perspective of that person and in the context of his or her own life.

Around the person can extend into predictive monitoring, before people become patients, then throughout their diagnosis, treatment and care, and then as they get on with life. Value is realized through prevention, personalized treatment, and successful management.

Human-focused digital tools are emerging that bring together data analytics and machine learning, so that patients can receive personalized advice as they navigate health experiences, set goals and become more confident managing their health. The next generation of Patient Support Programs will include tools that adapt to each person by responding to that person’s activities and motivations in real-life contexts. These engage at precise moments when the person is most receptive. They even anticipate people’s behaviors to nudge them in a healthier direction.

At Ayogo, we continue to build upon our strengths in behavioral economics and world-class user design to ensure our solutions have desirable human-centered interfaces. After all, a tool is only useful when it is used. To be so, it must be simple, intuitive, non-intrusive, friendly and familiar. The new Patient Support Programs learn and adapt. They provide a more personal experience, activating and engaging people, and providing real value that keeps them coming back.

Now is the time to shift your thinking from beyond the pill to around the person digital health solutions. This puts the emphasis squarely on strategies that improve human experiences and lead to more favorable health outcomes. After all, this is about helping people lead healthier, longer and more productive lives. Isn’t it?