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Opportunists vs. Solidarity

With the Walgreens and Express Scripts dispute unresolved, you are certainly seeing more of an opportunistic attitude in pharmacies than one of solidarity.  Maybe this shouldn’t be a surprise, but early on, I thought that the pharmacy groups would see Walgreens as their “leader” standing up to the large PBM.  If the largest retailer can’t get negotiating leverage over the PBM, can anyone?

Now, if you go into my local grocery store (Dierbergs), you see signs about moving your prescriptions to them from Walgreens before it’s too late.  You see and hear videos playing throughout the store talking about how to move your prescriptions and how easy it is.

CVS Caremark is predicting that it could see as many as 23M prescriptions move from Walgreens to CVS stores.

I’m certainly a fan of preferred or limited networks although I’m not sure I ever imagined a scenario where one PBM would totally exclude one of the big two retailers.  I always imagined a scenario where you were playing them off each other and letting the client choose which one(s) to exclude.

You can see in the new whitepaper by Walgreens that they point out several things:

  • The savings  being offered / created is likely not enough for clients to want to exclude Walgreens and create the disruption.
  • Clients who can include Walgreens are doing so and others would like to or believe they can.
  • If Walgreens is excluded long-term, self-funded clients will be more likely to consider other PBMs.
  • Many people still think this will get resolved in 2011 or by early 2012.

This brings up two other discussion topics:

  1. Will they come back?  If the disruption happens (or has already happened), will consumers come back to Walgreens once they are back in the network?  This will be a true test of satisfaction, branding, and many other efforts.  On the flipside, the other retailers should be spending real effort welcoming and trying to retain the new consumers so they don’t boomerang back.
  2. Has the pressure shifted from Walgreens to Express Scripts?  Depending on the timing, Walgreens will have felt most of their pain by mid-January.  At that point, the pressure (IMHO) shifts to Express Scripts.  Will they want to go through their 2012 selling season without Walgreens in their network, a major acquisition in the works, and any other potential distractions?  I wouldn’t.

RWJF Guest Post: Interprofessional Collaborative Care Will Be Key to Meeting Tomorrow’s Health Care Needs

Guest Post by Maryjoan Ladden, Ph.D., R.N., F.A.A.N., Robert Wood Johnson Foundation Senior Program Officer

Maryjoan Ladden, PhD, RN, FAAN, is a senior program officer at the Robert Wood Johnson Foundation.  A nurse practitioner whose work has focused on improving health care quality and safety through health professional collaboration, her work at the Foundation addresses: faculty recruitment and education to increase the capacity of nursing programs; developing collaborative partnerships to address local nursing issues; creating the next generation of academic nurse leaders; and building senior executive leaders in nursing. She also is senior editor for the Foundation’s quarterly publication, Charting Nursing’s Future.  (full bio here)

A little over a year ago, the Institute of Medicine’s landmark Future of Nursing: Leading Change, Advancing Health report put forward a series of recommendations for transforming the nation’s health care system. Among them was a call for a system in which “interprofessional collaboration and coordination are the norm.” That’s no simple assignment in a system that often operates in silos, from schooling through practice. But a number of innovators around the nation are already making headway.

Their work is the subject of a new policy brief from the Robert Wood Johnson Foundation, part of its Charting Nursing’s Future (CNF) series. The brief delves into what the IOM recommendation means for health care systems, offers case studies of several collaborative care models already in place, and examines the implications of the recommendation for how we train nurses and other health care professionals.

According to the brief, Implementing the IOM Future of Nursing Report–Part II: The Potential of Interprofessional Collaborative Care to Improve Safety and Quality, the “silo” approach must soon give way if we are to meet coming health care challenges. For example, chronic conditions are increasingly common—not surprising given an aging population. But the health care system is poorly structured to provide the sort of coordinated care and preventive services needed to give these patients quality care while reducing costs.

Some health care institutions are gearing up for the challenge.

  • In Boston, where Harvard Vanguard Medical Associates developed its Complex Chronic Care (CCC) program, primary care has become interprofessional, collaborative and noticeably more efficient. Each CCC patient is assigned a nurse practitioner (NP), a registered nurse with advanced education and clinical training. The NP consults with all the patient’s subspecialists and incorporates their guidance in a single plan of care. The NP then manages and coordinates that care, connecting patients to nutritionists, social workers, and other professionals as needed. The model is dynamic, allowing patients to meet more or less frequently with the NPs and their primary care physicians, who remain responsible for the patients’ overall care.
  • In New Jersey, the Camden Coalition of Health Care Providers is “revolutionizing health care delivery for Camden’s costliest patients,” according to the brief. These individuals, sometimes called super utilizers, typically rely on hospital emergency rooms for care. Not surprisingly, such patients account for an outsized share of local hospital costs, often with diagnoses that would have been more properly handled in a primary care setting. The Coalition developed its Care Management Project to reduce these unnecessary emergency room visits by treating patients where they reside, even when that means treating them on the street. A social worker, NP and bilingual medical assistant work as a team to help patients apply for government assistance, find temporary shelter, enroll in medical day programs and coordinate their primary and specialty care.

Training the Next Generation to Collaborate

Of course, the silo effect usually begins in school. In May 2011, six national education associations representing various health care professions formed the Interprofessional Education Collaborative (IPEC) and released a set of core competencies to help professional schools in crafting curricula that will prepare future clinicians to provide more collaborative, team-based care.

Such efforts are already under way at a number of institutions.

  • Maine’s University of New England has developed a common undergraduate curriculum for its health professions programs in nursing, dental hygiene, athletic training, applied exercise and science, and health, wellness and occupational studies. The curriculum includes shared learning in basic science prerequisites and four new courses aimed specifically at teaching interprofessional competencies.
  • In Nashville, Vanderbilt University is also pursuing an interprofessional education initiative that unites students from the medical and nursing schools with graduate students pursuing degrees in pharmacy and social work at nearby institutions. Students are assigned to interprofessional working-learning teams at ambulatory care facilities in the area.
     
  • The Veterans Health Administration (VHA) is piloting an interprofessional initiative, as well, focused on preparing medical residents and nursing graduate students for collaborative practice. As part of the initiative, five VHA facilities have been designated Centers of Excellence and received five-year grants from the U.S. Department of Veterans Affairs. Each VHA Center of Excellence is developing its own approach to preparing health professionals for patient-centered, team-based primary care.
     
  • In Aurora, Colorado, the University of Colorado built its new Anschutz Medical Campus with the explicit objective of creating an environment that promotes collaboration among its medical, nursing, pharmacy, dentistry and public health students. It features shared auditoriums and simulation labs, as well as student lounges and other dedicated spaces in which students from different professions can pursue common interests such as geriatrics in a collaborative fashion.

Such initiatives are clearly the wave of the future, if only because the pressures of caring for a larger, older and sicker population of patients in the years to come will drive efforts to identify efficiencies. In the words of Mary Wakefield, PhD, RN, head of the Health Resources and Services Administration, “As the health care community is looking for new strategies and new ways of organizing to optimize our efforts—teamwork is fundamental to the conversation.”

Sign up to receive future Charting Nursing’s Future policy briefs by email at www.rwjf.org/goto/cnf.

 

 

Live Longer By Being Optimistic!

While occasionally optimism can get you in trouble by being too trusting, I think it’s generally a better way to live. But, I still wonder why so many people can be overly optimistic about things like the lottery. Why do we all believe we can win when we’re more likely to get struck by lightning?

In healthcare, this means that we might overestimate our likelihood of getting better, not getting sick, or minimizing the risks of a surgery or medicine. “That will never happen to me.” According to an article about The Optimism Bias by Tali Sharot, people may get pessimistic about the broad economy but their private optimism stays very high.

For example, one study he mentions showed that cancer patients who were pessimistic were more likely to die within 8 months than optimistic patients. There was another article earlier this year about the impact of optimism on outcomes.

Another study talks about priming participants with key words such as smart and clever versus stupid and ignorant and comparing how they perform on a test. Guess what, the positive reinforcement led to better scores. (Why to pump your kids and co-workers up with positive self-esteem.) Perhaps, most importantly, the brains that expected to do poorly didn’t trigger responses to learn from their mistakes while the other participants did.

A few data points from the article:

  • 10% of Americans expect to live to be 100…while only 0.02% do
  • 0% of people getting married expect to divorce…but we know the numbers here
  • 93% of people believed they were in the top 50th percentile for their driving ability
  • www.bestautolenders.com

Why You Need Some Anxiety In Your Life

While 18% of the US adults have some type of anxiety disorder – generalized anxiety, OCD, phobias, panic disorder, social anxiety, or PSTD, Time magazine recently had an article on whether anxiety could be good for the rest of us. (12/5/11)

As most of us know, anxiety causes stress which constricts our blood vessels and causes our blood pressure to rise. But, it can also impact our metabolism and the way we burn calories. And, it can also impact digestion which can lead to heartburn, bloating, and diarrhea. (It doesn’t sound so good so far.)

But, the article goes on to point out that the hormones that drive anxiety can be powerful stimulants helping our senses to work at their best. It’s the difference between a “challenge stress” and a “threat stress”. Finding that right point on the curve where anxiety increases performance is critical. The article talks about a “metabolic jujitsu” of turning anxiety back on itself. That’s an interesting way of thinking about harnessing stress to better perform. I certainly need some stress in my life to feel the need to push harder in what I’m working on.

(Graphic from http://spinalstenosis.org/blog/back-pain-stress/)

Using the Local Pharmacist to Moderate the P2P Discussion

P2P or Peer-to-Peer healthcare is a common discussion topic these days. Patients want to go online and learn from others with their condition on sites like Inspire.com or PatientsLikeMe.com. The government has been one of the early adopters.

“The social media sites we have created show that the government can interact in a meaningful way with the public. We don’t just push information out; we strive to make the content relevant so people can act on it, share it with family or friends and ultimately change their behavior.” Amy Burnett, CDC (Tapping Into The Power By Getting Personal, Robin Robinson, PharmaVOICE, May 2011)

The question is how can traditional companies – pharmaceutical manufacturers, disease management companies, providers, managed care companies, pharmacies, and PBMs – interact in these discussions. On the one hand, they have a broad depth of experience and data to share. On the other hand, they can’t just jump in and drive their agenda. They have to add value to the conversation, demonstrate that they care, and add value.

Much like the idea that you can purchase things online and return them to the physical store, I think these virtual discussions need to eventually be tied to a physical experience for many patients. One group that I think could play significantly in this is local pharmacists. Imagine that a chain or an association created a social media team. That team could monitor and interact with patients especially in key conditions such as some of the specialty drug areas. As relevant, this could be linked back to a local store where a pharmacist could spend time consulting with the patient. I think this would be a great way to drive the retail specialty business and increase consumer brand awareness.

“The potential use of social media as a bellwether for identifying trends, informational gaps, support tools, even improved communications between providers, allied health professionals, and others could pave the way for a more collaborative approach to population mapping and patient care.” Michael Parks, Vox Media (Social Media: Paving The Way, Robin Robinson, PharmaVOICE, May 2011)

The CDC has even created a toolkit for people to use.

A Computer For The Baby?

I found an article in USA Today about computers for toddlers very interesting. (Image is The Vinci from this article.)

While I think anyone with kids has noticed their affinity to towards the Apple products (iTouch, iPhone, iPad), this article questions the wisdom of getting babies computers to play with. There are a few key questions here:

  • Is it necessary?
  • Does it accelerate their learning?
  • Will it negatively impact them?

According to the article, 10% of kids below 1 and 39% of kids age 2-4 have used a mobile device. I guess the question I would have is whether this is simply for watching a video or for some actual educational purpose. The article quotes an expert saying that there is no evidence that educational toys are building brainier babies and the companies are simply preying on us parents that want to give our kids a headstart. Is it true?

I think technology has a role in our kid’s lives, but you have to think about it like TV and other things. Use it in moderation. Kids still need to learn by experiencing things. Kids still need to build with Legos. They need to get out and play. They need to read books. They need to draw and create things.

This is just a good reminder about the Kaiser study on the amount of screen time our kids have today.

The article also reminds you that the American Academy of Pediatrics recommends no screen time for kids under 2 and no more than 2 hours a day after that.

Cost and Outcomes Drive Better Use of Data

Overall, I would describe healthcare companies as trying to figure out how to drive the best outcomes at the lowest cost while maintaining a positive consumer experience.  This isn’t easy.  One area of opportunity that companies increasingly look at is how to use data to become smarter. 

  • Can I build a predictive model of response curves?  Who’s likely to respond?  Who’s likely to take action?
  • Can I develop a segmentation model that works?  How will I customize my communications after the segmentation?
  • Can I rank and prioritize my outreaches?  Should I do that based on risk or based on potential value? 

Ultimately, I think this is driving companies to be a lot smarter and to look at how they use both medical and pharmacy data.  For example, I’ll point to both CVS Caremark and Prime Therapeutics in press releases from earlier this year. 

“The ActiveHealth CareEngine offers evidence-based information that can be used to improve the health care of our members and enables us to take our programs to the next level by seamlessly incorporating medical data,” stated Troyen Brennan, EVP and chief medical officer of CVS Caremark. “This agreement will enhance our existing programs to identify issues related to gaps in care, potential drug-to-drug interactions and duplicative care — information that is important to bring to the attention of the member’s physician.”  (article that this is sourced from)

Smart use of medical and pharmacy data is one of the most powerful tools we have to improve outcomes and increase value for our members and clients,” said David Lassen, PharmD, Chief Clinical Officer at Prime. “Through ongoing partnership with health plan clients, Prime is uniquely positioned to view the entire spectrum of patient care, and we can leverage that information to help manage cost and to improve outcomes. We are very excited to collaborate with Corticon on the development of this clinical platform.” (press release)

The next step will be to integrate PRO (patient reported outcomes) from sources like connected devices and PHR (personal health records) that might show blood pressure, workouts, calories, or other data points that could help companies determine when to intervene and how to add value to drive an outcome.

Additionally, another key is continued work in the outcomes-based contracting world and bonus areas such as Star Ratings where the financial value is tied in the short-term to outcomes.  This creates a burning platform for smarter use of data and use of a broader set of data to understand and impact care.

State By State Rankings – Key Healthcare Metrics

United Health Foundation published their Health Rankings today which offers some great statistics and interactive graphics to see how states compare on things like high cholesterol and diabetes. I pulled a few examples here, but it’s definitely worth checking out.

Medicare Patients Save $1.5B on Rxs!!

Now, here’s a great story.  This may be one of the best government success that I’ve heard about in what I think of as a collaboration of the government with multiple businesses.  (Although I think this is a lot more of what HHS is doing these days under Todd Park’s guidance.)

According to USA Today this morning, more than 2.65M Medicare recipients have saved an average of $569 per person this year based on addressing the donut hole with a 50% discount on the brand drugs filled during this time.  And, the average premium for 2012 is actually LOWER than the premium in 2011 (by $0.76 per month). 

The other part of the article is about the potential value of preventative care and leveraging this as part of the Medicare benefit.  The key here is engagement of the participants to help them understand and take action on their healthcare.  The power of the consumer in driving healthcare costs and outcomes is significant which is a topic that I know was discussed by several people today at the mHealth event in DC.

Is “Gluten Free” A Diet?

We’ve all seen it over the past few years. More and more foods have the label “gluten free” on them. For the 1% of the population with celiac disease and others with some gluten sensitivity, this is great. But, since only 8-12% of the purchases of these products are made by people with gluten intolerance, what’s the reason for the purchase?

46% of people bought them because they thought they were healthier and 30% bought them to help them manage their weight. And, with this being a $2.6B market, everyone is jumping on the bandwagon.

The key question is whether this lives up to expectations. It seems the short answer is no.

“If you avoid only gluten, you will likely be getting more calories with few nutrients.” Dr. Stefano Guandalini, founder and director of the Celiac Disease Center (Time Magazine article)

You can see more about the FDA’s proposed labeling on gluten free here.

Managed Care Digest Sample Diabetes Reports

Sanofi sponsors the Managed Care Digest Series.  I was looking at some of their data last night, and I thought I’d share two sample reports looking at diabetes retail pharmacy claims.  A few things that this quick use of the tool shows you are:

Looking at the Brand and Generic mix of diabetes drugs based on payer, I notice 3 things:

  • No significant geographic variance based on looking at a few regions
  • People who pay cash are much more likely to choose generics while those with limited difference in copays (Medicaid) are more likely to choose brands
  • Not a significant difference between Medicare and Commercial

In another view of the data, I looked at the brand and generic mix by age.  Interestingly, it shows differences by geography especially in the younger ages.  It also shows a clear correlation of age and generic utilization.

Text4Baby Learnings About Flu Shots And More

Here’s a slide presentation from the Text4Baby team that they presented yesterday.  This has been one of the biggest SMS programs in the country and has gotten a lot of press.  They did a survey of people about their plans to get flu shots and also share some other data and plans.

IDC On Personalized Medicine

I was reading the IDC Health Insights newsletter this morning where they had an article by Dr. Alan S. Louie on personalized medicine.  While this was a hot topic in the PBM world 12-18 months ago, I’ve heard much less about it lately.  I thought it made sense to share one paragraph from his article here.  I hope that his predictions for delivery of this evidence-based approach to care come true and can be delivered in a cost-effective way to consumers with physician buy-in and understanding about how and when to use this information.

“I believe that the FDA is likely to be significantly marginalized as a major player in the transformation to a more personalized care scenario. While still rigorous in their role as gatekeeper to ensure that drugs are safe and effective, the ability to apply growing genomics, EMR, and CDSS data and knowledge to routine medical treatment is likely to be executed outside of FDA purview. If the FDA decides to lay down the heavy hand and demand that all testing be FDA approved, then all bets are off and medical innovation will be delayed by at least 10 years or more. With payers, clinical laboratories, and others (e.g., PBMs) all buying genomics testing capabilities, it becomes increasingly possible to deliver the latest genomics insights to the point of care and amortized over large patient populations, recognizing that what are probabilities for the individual become real outcomes for portions of patient populations. Net improvements in patient outcomes become real and avoidances of treatment with little or no likelihood of success reduce both wasted efforts and unnecessary adverse drug exposure.”

Utilizing The Same PBM For WC and Health Insurance?

While on the surface this seems like a natural opportunity for synergies, I’m not sure I really see this happening or simply wishful thinking by those in both businesses (see article about this).  Since it’s not possible to track the same consumer as they move from one group to another within a PBM for historical data (i.e., when I change employers but stay with the same PBM), I can’t imagine aligning consumer profiles across divisions like Worker’s Compensation and Health Insurance.

And, while the market may be changing, there are real differences such as:

  • Management objectives (get back to work and off the drug)
  • Plan design (no copays, different formulary)
  • Processing (different BIN at POS)
  • Eligibility (there is no “eligibility” file until an incident happens to create a claimant)

In Worker’s Compensation, you also have an adjuster to deal with who is in the middle of the process and different legal frameworks to operate.

On the flipside, I agree that applying some of the processes that have worked in the traditional PBM business to WC has value it’s going to be very different.  As the consumer, why do I want to use the generic when I don’t pay anything?  There should also be some clinical value in coordinating the data, but the question exists of whether the consumer can be viewed with the same member ID in the adjudication platforms.

Visiting With My Relative With Alzheimer’s & Some Disease Facts

I remember when my relative first started to show signs of having Alzheimer’s.  It was 1996, and I was visiting them while I was interviewing for a job.  I hadn’t been around a lot of people with Alzheimer’s at the time, and I remember calling my parents to discuss what I thought was strange behavior for someone who was relatively young (late 50’s).

Since then, I’ve known several other people with Alzheimer’s.  This year, I drove my relative home from Thanksgiving dinner, and it was the first time that I’d heard her discuss Alzheimer’s with me.  I know there are a lot of caregivers out there who deal with this everyday, but it gave me a brief appreciation for the challenge.

She’s on a pretty short loop where she would ask me about where she was (my parent’s house), where they live, where I live, and whether I have any kids (who are in the car).  This cycle repeats every three minutes for about 40 minutes.  On the one hand, I’m amazed that she hasn’t gotten too bad after 16 years with the disease.  I’m also amazed that she always recognizes me.  I was initially afraid that she would panic halfway through the ride and not know who I was.

On the flipside, while you can have a brief conversation, you know that it will repeat itself shortly.  I guess I always hoped that as the disease progressed that the patient would be oblivious to it.  Then, she started talking about her disease and how she’s prayed to God for years to take her before the condition got any worse.  That was hard to hear.  It’s sad to hear someone talk like that, but I know her quality of life has to be much different than it once was.

It made me appreciate the day-to-day challenges of caring fulltime for someone with Alzeimer’s and the need for us to find a cure or even a way to prevent or slow the disease.

Additionally, after visiting the Alzheimer’s Association website, I thought I’d share a few of their facts:

  • Today, 5.4 million Americans are living with Alzheimer’s disease – 5.2 million aged 65 and over; 200,000 with younger-onset Alzheimer’s. By 2050, as many as 16 million Americans will have the disease.
  • Two-thirds of those with the disease – 3.4 million – are women.
  • Of Americans aged 65 and over, 1 in 8 has Alzheimer’s, and nearly half of people aged 85 and older have the disease.
  • Another American develops Alzheimer’s disease every 69 seconds. In 2050, an American will develop the disease every 33 seconds.
  • Most people survive an average of four to eight years after an Alzheimer’s diagnosis, but some live as long as 20 years with the disease.

What’s A PAM Score?

PAMTM is the Patient Activation Measure which was developed by Dr. Hibbard, Dr. Bill Mahoney, and colleagues. It helps you gauge how much people feel in charge of their healthcare. To find out more, you can go to InsigniaHealth’s website.

Given the focus on health engagement across the industry these days, I think this is an important tool to consider. It’s been used broadly and has been validated in a lot of published studies. The questions lead people to be assigned to one of four different activation levels.


You can collect and use the PAM score for segmentation, developing customized messaging, measuring program success, and/or identifying at risk populations.

A few other interesting points from one of their FAQ documents were:

  • Patients who are more activated are more likely to adopt positive behaviors regardless of plan design.
  • People with higher activation levels are more likely to choose consumer directed plans.
  • People with low activation often feel overwhelmed with the task of taking care of themselves.
  • You increase the level of success in by breaking down change into smaller steps where the consumer has a greater likelihood of success.

Which PBMs Have The Highest Mail Order Penetration?

I was looking at some data from earlier this year (Q1 – 2011) from the AIS quarterly survey of PBMs. I thought this was a nice summary of mail order penetration by PBM. As you can see, it identifies some areas of opportunity:

  • Will Express Scripts’ mail penetration go up with the potential acquisition of Medco? Or, will Medco’s go down?
  • Will anyone be able to match the Medco mail penetration?
  • Will Aetna’s mail penetration go up to the CVS Caremark penetration rate?
  • How will Prime Therapeutics, SXC, and CatalystRx increase their mail penetration?

Overall, the mail penetration of the industry has dropped to 16.3% which is the lowest it’s been since 2004 when it was 12.9% (according to AIS). [Note: These are based on adjusted Rxs.]

Reprint: Getting Aligned For Consumer Engagement

(This just appeared in the publication by Frost  & Sullivan and McKesson called “Mastering the Art and Science of Patient Adherence“.  It was written by me so I’m sharing it here also for those of you that don’t get that publication.)

According to the 15th Annual NBGH/Towers Watson Health Survey, employees’ poor health habits are the number one issue for maintaining affordable benefits. Since studies have shown that 50-to-70 percent of healthcare costs are attributed to consumer choices and adherence is one of those issues, the topic of how to engage consumers isn’t going away.

The challenge is getting the healthcare industry to use analytics and technology tools when engaging the consumer in a way that works for each individual and builds on their proven success in other industries. Healthcare has an enormous amount of consumer data ranging from demographics to claims and behavior data. Consequently, there is great opportunity to use this data to engage consumers in their health to improve clinical outcomes. While on the one hand, it’s like motivating consumers to buy a good, the reality is that healthcare is both personal and local which complicates the standard segmentation models.

This is a dynamic time where people are experimenting with different strategies for engagement. For instance, in medication adherence, people are trying everything from teaming those who have chronic conditions with community pharmacists to make sure they are taking their medications correctly to technology that monitors when the pill actually enters your body. But, there are still fundamental gaps in the process which can be addressed using interactive technology to complement the pharmacist interventions.

Consumer engagement in healthcare is increasingly moving to new channels with 59 percent of adults in the U.S. looking for health information online and 9 percent using mobile health applications according to Pew Research Center. Additionally, there is more and more participation in social media or peer-to-peer healthcare applications. Modes like SMS, which companies are starting to leverage in programs like Text4Baby or the diabetes reminder program recently launched by Aetna, are gaining popularity. Companies like Walgreens have also begun exploring the use of SMS and Quick Response (QR) codes for medication refills.

At the end of the day, consumers want preference-based marketing where they can elect how to best engage them, but that doesn’t mean that’s the most likely channel to get them to take action.They want you to learn from their past responses to improve your future outreach, but they are also skeptic about how their data is used. You have to put yourself in their shoes to create the optimal consumer experience. You have to deliver the right message to the right consumer at the right time using the right sequence and combination of channels.This is not easy.

So, if you’re going to optimize your resources and build the best consumer experience, you need an approach which is dynamic and personalizes each experience. For example, we found that creating the right sequence and timing around direct mail and automated calls improved results by as much as 100 percent in a pharmacy program. Or, in another case, at Silverlink Communications, we found that using a male voice in an automated call to Latinos got an 89 percent better engagement rate around colonoscopies. We also know that using a peer pressure message does not work in motivating seniors to take action in both a retail-to-mail program and a cancer screening program, but does work for those younger than 55-years-old?

You have to make simple messaging relevant to them—why should I get a vaccination, why is medication adherence important, how can you address my barriers? Only an ongoing test and learn approach to consumer insights will suffice, and those that figure this out will become critical in the ongoing fight for mindshare and trust. But, this isn’t a stand-alone opportunity. We have to partner with providers to improve engagement, adherence, and ultimately outcomes in different forms. We have to offer them a platform for engagement that is built upon consumer insights and provides a unique consumer experience to them based on their disease, their demographic attributes, and their plan design. All of these factor into their behavior and are important in “nudging” them towards healthcare engagement and ultimately, better health.

“Code Lavender” – Focusing On The Patient Experience

If you don’t know it yet, the consumer “experience” is rapidly becoming the hot topic. I’ve talked about it a lot beginning with companies like Cigna that have hired and staffed a consumer experience team and Chief Experience Officer. But, as the WSJ pointed out earlier this week in their article “A Financial Incentive For A Better Bedside Manner“, this is getting quantified in the provider world. One might argue that experience has always mattered more in the provider world since it’s easier to switch hospitals or physicians than insurance companies, but that is likely to continue to change as the individual insurance world and Medicare continue to create competition for the individual.

For payers, you can already see this individual market playing out with the growth of retail stores which is where the experience begins. In other cases, the PBMs and payers have to rely on many cases on their call centers as the front-end of the consumer experience. Additionally, with pharmacy being the most used benefit, this is another critical area. And, we know that pharmacy satisfaction is highly correlated with overall payer satisfaction.

But, let me pull a few things that caught my attention in the WSJ article:

  • CMS will begin withholding 1% of their payments and tying payment to quality standards for medical care AND patient satisfaction surveys known as HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Services). This will go up to 2% in 2017.
  • The survey is a 27-question survey sent to a random sample of discharged patients (about 25% of the 36M patients admitted in 2010 with a pretty low response rate of 7%). It asks about cleanliness, quiet, communications, and an overall satisfaction based on something similar to the Net Promoter Score (i.e., would you recommend the hospital to friends and family).
  • 67% of patients give their hospitals the top two ratings on a scale of 1-10 (which I actually think is pretty good).
  • Only 60% say that doctors and nurses always communicated well about medications (which was higher than I expected).

Cleveland Clinic Chief Executive Delos “Toby” Cosgrove, a heart surgeon by training, says he had an epiphany several years ago at a Harvard Business School seminar, where a young woman raised her hand and told him that despite the clinic’s stellar medical reputation, her grandfather had chosen to go elsewhere for surgery because “we heard you don’t have empathy.”

  • The Cleveland Clinic calls their program HEART—for hear the concern, empathize, apologize, respond and thank. They also use the term “Code Lavender” for patients or family members who need immediate comfort.

I look forward to watching how this transforms over time. I know I’ve seen this play out in the dentist’s offices for my kids. The waiting rooms have video games and other things to keep them and their siblings busy, but I do agree with the article that this may unfairly bias the wealthier hospitals.

Sustained Patient Engagement Around Hypertension: Silverlink and Aetna

At Silverlink, we had a great opportunity to work with one of our clients and publicize it. This morning, Aetna released a joint press release with us about our hypertension program.

As companies continue to look at new ways to use technology to engage patients around chronic diseases, solutions like this offer companies a unique way to blend multiple channels into an overall consumer experience that improves engagement and outcomes.

From the press release:

The program also achieved high levels of engagement, with nearly 60 percent of participants continuing to actively monitor their blood pressure by using a free blood pressure monitor and submitting readings on a monthly basis. The frequency of participants’ cholesterol (low-density lipoprotein (LDL) cholesterol) screening also improved 5 percent.

“By helping our Medicare members manage their high blood pressure, we are hoping to help prevent heart disease, strokes and even deaths,” says Randall Krakauer, MD, FACP, FACR, Aetna’s national Medicare medical director. “Our nurse case managers work closely with our members and do a tremendous job providing them with the information, tools and support they need to help them control and improve various chronic conditions, including hypertension. The results of our program with Silverlink demonstrate that an automated program can further support and engage members in managing their own health conditions.”

Highlights From the Takeda / PBMI 2011-2012 Prescription Drug Report

PBMI puts this out each year with funding support from Takeda. It is another one of those great annual reports full of lots of trend data for you to digest. Let me pull out a few of the things that stood out to me, but I recommend you read the entire thing yourself:

  • Use of 4-tier plans grew by 25% in 2011.
  • Specialty copays increased by 37% (to $84).
  • Plans continue to offer 90-day mail at a lower copay multiple than 90-day retail.

  • Nearly 60% of plans allow 90-day retail prescriptions. [Wow! This was a shocker to me.]
  • 30% of respondents require specialty medications to be filled by their PBM. [Which seemed low to me.]

 

  • Only 5% of respondents said they give their PBM responsibility for plan design.
  • 18% of plans have mandatory mail (although the statistic is 26% for respondents who have pharmacy provided as a carve-out).
  • 21% of plans have a limited retail network.
  • 36% of plans have copay waivers.
  • 7% of plans cover some form of genetic testing.
  • In general, there was an equal view of all the forces impacting benefit plans.

 

  • 64% of plans are focusing on member education to help them control costs. [exactly what we do at Silverlink everyday!]

Here’s a key chart on average copays for 3-tier plan designs.

 

Another summary they show from some external research is below:

 

Adam Fein recently pointed this out, but the use of MAC pricing at mail is pitifully low at 18% versus 42% for 30-day retail.  (More from Adam on the report.)

I’m always interested in the overall use of programs by plans which is summarized here. Interestingly, there were three areas which carve-in did much less than carve-out – outbound phone calls, retro DUR, and therapeutic substitution.

 

They also include a summary of several research studies on adherence with a quote from me:

“In working with healthcare companies around adherence, our focus is always on how to best use data and technology to personalize interventions in a scalable way,” said George Van Antwerp, 2011-2012 Prescription Drug Benefit Cost and Plan Design Report Advisory Board member. “Medication adherence is a multi-faceted issue. While there is no silver bullet, technology can help deliver different messages to consumers based on the complexity of their condition, specific medications, and their plan design (for example). But, while technology can provide the initial nudge, the care team has to work together to address health literacy and build an understanding of the condition, the medication, and value of adherence.”

Another data point that I often use from here is the average number of Rxs PMPM:

 

One Challenge Of Medicare OEP – Satisfaction

We’re in the Medicare open enrollment period right now.  This is a highly competitive time for MA and PDP plans to compete for new members and to get members to switch to their plans.  I’ve talked about the Star Ratings process before.  I’ve talked a little about the limited network offerings before.

This time, I wanted to focus on a recent study by Medicare Today that was put out on satisfaction.  It shows:

  • 95% say their current Part D plan works well, with 94% saying it is easy to use.
  • 82% say their Part D plan offers good value.
  • 67% say they have lowered their prescription drug spending.
  • 34% say they used to skip or reduce their prescription medicine doses to save money, but now no longer have to do so.
  • Two of every three seniors said they are unlikely to shop around.
Those are impressive statistics.  They certain point to the battlegrounds being around new Medicare eligible participants and retention (not acquisition) for existing PDP or MAPD members.

Three Pillars of Adherence (NEHI)

I was digging through some adherence materials, and I stopped on the NEHI graphic from their report “Thinking Outside The Pillbox” which first quantified the impact of non-adherence at $290B (a number which everyone uses now).

I don’t remember every posting it on the blog so I’m sharing it now.  I think it hits on the key topics that we all talk about:

  1. We have to get it right from the beginning with the drug regiment.
  2. Cost can be an issue so if possible address it.
  3. But, the biggest issues are with understanding (literacy), side effects, creating a habit, and many other things that require education and ongoing intervention and support for the patient.

[Note: NEHI has now releasesdd their roadmap on Medication Adherence which I’ll review in a subsequent post.]

Why Don’t Physicians Use More Information Therapy

My PCP is very good about giving me information to read every time I visit him.  (Never mind that it sits in a pile on my desk.)  But, I believe this is under-utilized in today’s information rich society.

I was reading an article this morning from PharmaVOICE about physicians not using certain medications or treatments because they didn’t have the time to spend with patients explaining them.  Therefore, they default to the “easier” solution which requires less explaining.  Is this prevalent?  I don’t know.

The article talked about a survey from Sermo and Aetna Health which revealed that almost 2/3rds of the 1,000 MDs surveyed felt that “the current health care environment is detrimental to the delivery of care”.  And, less than 1/5th felt that “they could make clinical decisions based on the what was best for the patient, rather than on what the payers are willing to cover”.  Pretty scary and sad.

Imagine if the physician was using an electronic interface during the encounter.  They could pre-create several information packets around certain diseases, drugs, and/or treatments.  When the patient was diagnosed and a treatment plan agreed to, they could e-mail the package to the patient.  It might include written information, links to websites, YouTube videos, or other assets.  I would imagine this could be very powerful and address the common gaps that exist between what the physician says and the patient hears.

[The article was “Is the Business of Health Care Getting in the Way of Providing Good Health Care? by Ken Ribotsky in PharmaVOICE from October 2011.]

Hospital Social Media Stats

Here’s some interesting stats from Ed Bennett that were shared in PharmaVOICE (Oct 2011) based on 1,188 hospitals that are using social media.

  • 548 YouTube channels
  • 1,018 Facebook pages
  • 788 Twitter accounts
  • 458 LinkedIn accounts
  • 913 Foursquare
  • 137 Blogs
  • 3,952 hospital social networking sites

My one pet peeve is the “emergency room” locations that publish their wait time via Twitter.  If it’s really an emergency, shouldn’t I be going in to get care not focusing on wait times?  And, aren’t the wait times variable based on how urgent my need?

CMS Quote On Customer Experience

I really liked this AIS Quote of the Day and thought I would share it.  It makes the point that we should strive to create a world-class experience not simply be good for our market niche.

“Our goal [with exchanges] is not to say, ‘It’s better than it was before.’ Our goal is not to say, ‘It’s pretty good for government work.’ Our goal is not to say, ‘It’s pretty good for Medicaid.’ We set a goal for ourselves that we really wanted a 21st Century customer experience…an experience that people feel good about.”— Penny Thompson, deputy director for the CMS Center for Medicaid, CHIP and Survey and Certifications, speaking at a recent AHIP meeting, “Preparing for Exchanges.”

Predicting Medication Adherence

Is there a secret sauce?  (Hint: past behavior)

It always important to be skeptical, but there are certainly attributes like the number of Rxs, gender, condition, copay amount, and other factors that contribute to the likelihood of a consumer being adherent.

But, one of the big discussions is around how to use other variables.  FICO, the company that creates credit scores, has created an adherence score.  In today’s WSJ, they shared this image about predicting adherence.  Interesting…