Specialty therapy manufacturers recognize the critical role healthcare providers (HCPs) play in the success of their drug programs. However, many of today’s providers don’t engage with the support programs offered by manufacturer hubs. Unfortunately, this lack of engagement can hinder therapy initiation and adherence, which can undermine the potential benefits of a therapy.
For manufacturers, encountering low hub engagement of this nature should be concerning. It's important to explore the underlying causes of low participation, and to embrace industry-leading strategies that can boost provider involvement. By identifying and tackling these obstacles, you can significantly improve your drug program's performance and impact.
Provider Misperceptions Can Stand in the Way
Providers are integral to the success of a manufacturer’s drug program for a variety of reasons—including their ability to instill patient confidence in new therapies. As more drug programs leverage hubs to provide support for patients and drive therapy initiation and adherence, it’s vital to get HCPs engaged with these offerings.
Some providers may perceive a hub will create a burden by adding extra steps and more work. As they grapple with busy schedules, HCPs can’t afford to spend more time than necessary getting a patient on therapy. Other times, they simply aren’t aware of the tangible benefits the hub offers, especially for patients on complex specialty therapeutics.
Traditional Hubs Often Fail Providers
In addition to these provider misperceptions, a hub itself can create stumbling blocks that deter HCPs from using it, through problems like the following.
- Lack of integration. When a hub fails to integrate with the provider’s established workflow or the various systems the HCP uses—such as electronic health record (EHR), electronic medical record (EMR), and patient management systems—it can create administrative burdens, introduce complexities, and add unnecessary steps.
- Inefficient processes. Providers expect a manufacturer's hub to facilitate critical therapy initiation steps, including enrollment, consent, benefit verification, and prior authorization. Yet, some hubs don’t leverage technology to streamline these steps—resulting in an initiation process that is cumbersome, inefficient, and can delay treatment.
- Accuracy concerns. Providers must have 100% confidence in the accuracy and reliability of the benefit verification and prior authorization results the hub returns. Otherwise, they’ll be reluctant to use the hub and will revert to manual processes.
- Data access issues. Providers need full visibility into a prescription’s status so they can manage the treatment plan and the patient’s expectations. When the Rx fulfillment timeline is unclear, providers can lose confidence in the hub.
- Limitations of traditional hubs. If the HCP must work with a hub that isn’t a HIPAA-covered entity, interruptions in the chain of custody create more administrative work for the office staff. Hubs that don’t have covered-entity status are also limited in the support they can provide, requiring more time and effort from the HCP’s staff.
- Failure to onboard the provider. Some hubs don’t initiate HCPs and their office staff at the start of a drug program. Without the proper resources and information, the provider might be unaware of the value of the drug program and uncertain about the processes involved.
- Lack of clarity about available services. If the provider has multiple therapies to choose from for a given condition and the efficacy appears similar, the patient support services available might sway the HCP toward a particular drug. However, some hubs don’t make it clear how they will support the patient in this way.
A Better Hub Model Encourages Better Engagement
When providers are skeptical about or unwilling to use a manufacturer’s hub, it could impact their prescribing choices. That’s why it’s critical to employ a hub model that leverages best-in-class solutions and industry best practices proven to boost engagement, ensuring an experience that’s streamlined, is respectful of providers’ time, and delivers value to their patients.
In CareMetx’s experience working with leading specialty pharmaceutical manufacturers, an effective hub model employs features and best practices like the following to encourage provider engagement and improve the drug program’s success.
- A full suite of e-Services that increase efficiency by automating critical processes like benefit verification, prior authorization, and program enrollment.
- System integrations that enable electronic prescribing (eRx) directly from the EMR or EHR system, streamlining the process.
- The option to send and receive faxes electronically and upload documents securely, both for speed and efficiency.
- The ability to refer patients to various hub services without requiring patient consent, speeding therapy initiation and eliminating extra steps.
- The use of AI, machine learning, and digital technology to ensure fast, accurate benefits information that providers can trust.
- Services that support patients applying for copay programs and other assistance, reducing financial obstacles.
- Embedded technology that integrates hub services directly into the provider’s existing workflow and aligns with their daily operations.
- An omnichannel experience that enables providers and patients to interact with the hub using their preferred method, both digital and live.
- Use of a non-dispensing pharmacy (NDP) as the prescription gateway, ensuring a smooth, timely transition from prescription to treatment initiation.
- A customized patient experience that allows for easy onboarding, complements the provider’s support, and improves adherence and persistence rates.
- Full visibility into every aspect of the drug access process, from prescription through fulfillment, to keep patients informed at each step.
Though various provider perceptions and the shortcomings of some traditional hubs have the potential to inhibit HCP engagement, partnering with the right hub can make all the difference. CareMetx has built a Digital Hub based on the optimal balance of technology and high-touch support, employing best practices that enhance provider engagement, streamline therapy initiation, and improve patient outcomes.
To learn how our Digital Hub can drive better engagement and better outcomes, contact CareMetx to request a demo or more information.