In 2016, patient non-adherence was estimated to cost U.S. pharmaceutical companies a staggering $250 billion in potential annual sales. Why does this issue still persist nearly a decade later?
For starters, medication non-adherence rarely stems from a single challenge. Diverse factors, from socioeconomic status to healthcare system barriers, intersect and contribute to lapses in patient therapy.
Yet, although the root causes of non-adherence are complex, they are not insurmountable. For pharmaceutical companies, the opportunity lies in rethinking how they engage patients at critical points of care.
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As more chain pharmacy locations close their doors, independent pharmacies represent a powerful care setting that healthcare engagement models rarely prioritize. And with advancements in pharmacy technology enabling more personalized, high-touch patient support, these community providers are uniquely positioned to help bridge the medication adherence gap in America — for good.
The missing link between patient awareness and adherence
Pharmaceutical companies are caught in a negative cycle: despite spending billions on prescription drug marketing annually, non-adherence rates remain high. Research shows that up to 31% of patients fail to fill their first prescription, and up to 34% of those who do fill their first prescription then go on to fail to fill the second.
The core disconnect happens between patient awareness and action. While marketing efforts offer valuable information about available therapies, patients require concrete guidance to navigate treatment decision-making and overcome personal or systemic barriers that impact medication adherence.
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Community pharmacies are uniquely positioned to drive adherence because they can offer this type of personalized support. Patients visit community pharmacies nearly twice as often as their primary care providers or other qualified health professionals, making pharmacists among the most accessible healthcare professionals.
That accessibility drives results. Pharmacist counseling has been shown to significantly improve medication adherence for patients managing chronic disease, and independent pharmacies represent perhaps the only opportunity to reach an estimated 15 million U.S. patients who rely exclusively on these care settings.
Today’s technology has the potential to empower independent pharmacies to offer adherence support at a greater scale — and healthcare engagements that overlook this touchpoint miss out.
3 ways tech-enabled independent pharmacies support medication adherence
Independent pharmacies already excel at delivering personalized, patient-centered care. Now, with technology designed to support and streamline key workflows, independent pharmacists are better equipped to guide patients at every stage of their treatment journey.
Here is how that can unfold across a typical day:
1. Morning: Spot adherence risk during patient interactions – Even early in the day, phone calls, prescription verifications, and immunization appointments are already competing for the pharmacist’s attention. Amidst these demands, the pharmacist helps a patient who is picking up a new prescription.
While processing the order, an alert pops up showing that the patient recently failed to refill their blood pressure medication. This insight prompts the pharmacist to inquire about any challenges staying on track with treatment, and the patient mentions they’ve been struggling to manage multiple prescriptions.
In turn, the pharmacist recommends pharmacy support offerings, including delivery services and adherence packaging, which organizes medications by date and time. The patient leaves with a clearer plan in place thanks to the pharmacist’s ability to offer personalized, proactive counseling without missing a beat in their busy morning.
2. Afternoon: Reach patients beyond the pharmacy counter – During a lull in foot traffic, the pharmacist follows up with patients who recently picked up medications or received deliveries.
With technology that supports multi-channel communication, the pharmacist sends a round of refill reminders and medication management tips via text and email. If a patient is running low on their medication, proactive reminders might prompt them to organize transportation to the pharmacy or jot down questions to ask the pharmacist during their next in-person visit.
While brief, these check-ins help patients stay organized and avoid missed doses during periods when they may not return in person for several weeks — a gap that can be especially critical for older patients and those managing chronic conditions.
3. Evening: Reinforce patient education efforts – In the evening, the pharmacist helps a patient who is picking up a newly prescribed medication. While reviewing the total cost, the system alerts the pharmacist and patient that a discount voucher was applied directly at the point of sale, improving affordability.
That interaction is just one example of how partnerships with pharmaceutical companies expand pharmacists’ ability to support patients. Technology that supports in-workflow access to pharmaceutical vouchers and educational materials means pharmacists can proactively address two common reasons patients delay or abandon treatment: cost concerns and lack of information.
A pivotal moment for U.S. medication adherence
Independent pharmacies have long been trusted community touchpoints. It’s time they take center stage in the movement to improve medication adherence in America.
With supportive technology in place, care providers can positively influence patients at key moments throughout their treatment journey and offer targeted support to address frequent barriers to ongoing care.
As chain pharmacy locations dwindle, the need to educate and engage patients through independent pharmacy settings is increasingly urgent — not only for pharmaceutical business interests, but for the resilience of our healthcare system at large.
Photo: Stuart Ritchie, Getty Images
Andrew Maurer is a seasoned Chief Executive Officer with a track record of leadership in spearheading the development and growth of companies in the healthcare and technology sectors. Prior to RedSail, he co-founded and led two groundbreaking businesses, Trellis Rx and Macro Helix. Most recently, Andrew was the Co-Founder and CEO of Trellis Rx, now part of CPS Solutions, a company focused on working with health systems to establish, grow, and optimize integrated specialty pharmacy service lines within the health system.
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