Digital patient engagement is an anchor for medication adherence

Engaging patients is now a digital world

Medication nonadherence costs upwards of $100 billion in preventable medical costs each year and affects 40-50% of patients with chronic conditions. Accessible medication information is one of the keys to adherence. A study of 81 patients receiving 111 newly prescribed medications showed patients were able to correctly identify 70% of the prescription information (frequency, dose, number of pills, and duration of use) but in cases where the term “side effect” wasn’t overtly mentioned during the physician consultation, the patient assumed the medication had no side effects.

Medication leaflets are crucial to keeping patients informed about their prescriptions. Traditionally, these have been provided as paper leaflets, but now opportunities exist to engage in multiple digital formats, like text messages, digital apps, and QR codes. The digital transformation of pharmacy was well underway, but COVID accelerated technology adoption and now organizations are working to keep up with consumer expectations.

With digital engagement solutions, pharmacies can meet their patients where they are in the format they prefer. These tools can:

• Provide digital links to medication information that is updated as new evidence emerges
• Engage patients at home with automated medication reminders
• Help patients access medication information in their preferred manner
• Embed within current workflows for easy, turnkey access

Information consistency with providers

Misinformation is rampant on the internet and elsewhere, and patients tend to search for answers. An IQVIA study found 57% of patients first searched online about a health condition and a Wolters Kluwer survey showed 80% of patients had follow-up questions when they left a health visit.

Health and medication information for patients should always be evidence-based and, ideally, aligned with the same information the clinicians and pharmacists themselves use. When this content is digital, patients can always have access to the latest, updated information, whereas a printout will eventually become outdated and need to be replaced.

Empowering pharmacists and reducing burnout

The role of the pharmacist continues to evolve and expand, leading to increased burnout among clinicians. Staff shortages, increased workloads, and rising costs are driving burnout, and pharmacists are voicing the need for change and relief.

Additionally, the relationship between pharmacists and patients is crucial for long-term loyalty and success. A Wolters Kluwer survey indicated 97% of consumers feel a pharmacist should have responsibility for informing them about the safety and effectiveness of medications—staff can’t meet these expectations if they’re saddled with administrative tasks.

Digital tools can help by alleviating repeatable tasks pharmacists have to manage daily. These can include ensuring patients have updated information or manually printing out paper copies of medication information. Easily integrating this information into their daily workflow and current tools makes it easy and helps avoid needing to search for information. With digital links, patients can also self-service at home and learn more about their medication on their own time without needing to revisit a pharmacy with questions.

Taking a few items off pharmacists’ plates can remove some burden and free them up to answer questions or use the advanced skills and knowledge they possess.

A multi-channel approach can improve adherence, ROI, and loyalty

The time is ripe for companies to offer flexible tools as a competitive advantage. At some point, patients expect options for engagement, and organizations that don’t offer multi-channel adherence support will be left behind.

Reducing paper printouts can also contribute to less paper waste and costs, and are an easy way to support larger ESG initiatives. Paper options for medication leaflets may—and arguably should—continue to exist for patients. Plenty of patients, especially among older generations, may prefer a more tactile format; something they can put on their refrigerator for easy access. But patients are increasingly expecting content to be provided digitally, and pharmacies need to step up to meet these expectations.

Removing barriers to accessing information and meeting patients in the format they prefer is key to better medication adherence, brand loyalty, and long-term outcomes.

Learn more about how UpToDate solutions are providing pharmacies with the latest integrated digital medication content for patients and download the whitepaper “Creating a future-ready retail pharmacy.”