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Blog
Evolving Patient Support Programs to Include Factors Related to COVID-19
Three lessons from the pandemic
Aug 24, 2020
Before COVID-19, myriad factors influenced patient adherence. Some factors – including anxiety, motivation to seek and stay on treatment, and treatment empowerment – were internal. Others, such as affordability and access to healthcare, were outside the patient’s control.
During COVID-19, all of these factors have been disrupted and amplified.
Social distancing drove a decline of 70% to 80% in the number of patient visits to healthcare provider offices. Lab work initiated by office and ER visits declined by 90%. Additionally, there was a 75% to 80% decrease in diagnostic texts initiated by office visits or urgent care1. In other words, the pandemic made the patient journey even more nuanced – with new factors outside the control of both patients and their providers.
Although the care gap has started to close, the path ahead still looks bumpy for the next 12 months. Patient support programs need to evolve to keep pace with the changes.
Here are three lessons learned from the COVID-19 crisis and what they may mean to patient support programs going forward:
- Consumer – and patient – behaviors are changing. The pandemic has accelerated the adoption of digital technologies for day-to-day interactions. Whether ordering groceries for delivery or meeting with coworkers via video conferencing, millions of people have become more active users of innovative technologies.
Healthcare is no exception given the surge in remote visits conducted via telehealth technologies. Many patients are enamored with the comfort and convenience of remote visits so it is likely some will want to make virtual care their new normal. What’s more, patients’ growing openness to multiple channels presents exciting opportunities for support programs to engage in more flexible and personalized ways. - Empathy matters more than ever. The emotional aspects of the patient journey have always been important considerations in any support program. The COVID-19 crisis has fueled complex fears, which can have a direct impact on adherence. Growing uncertainty led to a dramatic increase in the number of patients seeking treatment for depression and anxiety. These emotions can also affect patient adherence to a healthy lifestyle. For instance, studies in recent months have shown a significant drop in overall adherence among diabetes patients. There’s an opportunity for patient support programs to proactively address the emotional factors to help keep patients on track with all aspects of their health and wellness.
- Patients may present with more advanced disease. As healthcare provider offices reopen, many are facing a significant backlog that is creating capacity challenges. Yet, deferred checkups, diagnoses, and treatments are creating another, arguably larger challenge: more advanced disease. As providers continue to support more advanced cases, patient support programs need to adjust accordingly. It’s never been so critical to stay in touch and in tune with the day-to-day reality of patient journeys.
The patient journey has always been complex and is ever evolving, however, a clear disruption exists due to the COVID-19 clinical, emotional, and financial impacts. The complexities have become more amplified and the evolution more profound. To address the needs of the patient today, a patient support program must be thoughtful and nimble. To continue to improve outcomes and provide the much-needed ongoing support now and in the future, patient support programs should evolve. Patients engage in their own healthcare differently through alternate channels, therefore support mechanisms and a patient support program should combine those components.
Meaningful program design is possible and essential during this uncertain time. Leveraging insights and an understanding of the current ecosystem will result in the right message at the right time for the patient. For example, the Nurse Educator can help the patient navigate their journey, whether it be clinical, emotional, or financial. It’s critical that Nurse Educators are aware of possible risks to adherence and have the tools to create intervention communication points for the patient.
Finally, patient support programs should be prepared to address those patients with more advanced disease upon their entry in the program, particularly given that medical care and diagnosis may previously have been deferred while complying with COVID-19-related social distancing measures.
If these are the three lessons learned, what’s next for patient support programs? Our next blog will explore strategies for designing patient support programs. IQVIA is using human data science - our robust data and patient insights, behavioral health expertise, and operational excellence - to develop patient support programs that address current needs. Contact us to learn more.
1Aitken, M., & Kleinrock, M. (2020). Shifts in Healthcare Demand, Delivery and Care During the COVID-19 Era [White Paper]. IQVIA Institute
Now and Next: Patient Support Strategies During and After COVID-19
In this webinar, we will be discussing behavioral aspects of helping patients and caregivers when there are potential challenges to care continuity.