Digital technologies have become part of everyday life for patients and healthcare providers alike. With the ubiquity of these technologies, there are myriad opportunities to employ them to improve patient outcomes. In particular, they have the potential to enhance patient engagement, particularly when used in combination with high-touch interpersonal practices.
Patient engagement has a number of definitions, but can generally be understood as a patient’s attitude, active participation, and involvement in their own care. Positive quality engagement plays a vital role in patient adherence to treatment plans, in addition to supporting retention. For this reason, technologies that support engagement can be invaluable. With the advancement of technology, a variety of digital tools — including electronic health records (EHRs), electronic healthcare technology solutions, and digital assistants — have emerged with the ability to contribute meaningfully to patient engagement.
With EHR data, researchers can customize messages for outreach through EHR patient portals to distinct patient demographics, including race, gender, or age.1 Such tailored messages can make a clinical study feel more relevant to prospective participants, address the needs or concerns of specific patient groups, and build patient trust and engagement from the outset while also streamlining engagement across registries, clinical studies, and patient support services,
Electronic healthcare technology solutions
Many of the burdensome administrative tasks that might deter participation or erode patient motivation can now be managed through electronic healthcare technology solutions. eConsent tools are an excellent example, making it possible for patients to read and sign consent documents digitally. They allow patients to review the details of the clinical study at their own pace, ensuring a better understanding of the terms to which they agree, in addition to creating a smoother process.
Another way electronic healthcare solutions can benefit patient engagement is through tools, such as electronic benefit verifications and prior authorizations, which streamline insurance authorization and requirements. Navigating insurance coverage can be challenging for many patients. Technology designed to help bridge the gap between patients, and insurance providers can help ease some of the stress and confusion for patients
Digital assistants
Dedicated, AI-enabled digital assistants can help patients navigate access to therapy. They can act as guides to help set expectations about upcoming program activities, shipments, provide reminders for appointments and even help to capture patient-reported outcomes. In doing so, they help to lower many of the obstacles that patients face in staying engaged with their therapy.
By providing an easily accessible resource with 24/7 availability, digital assistants allow patients to feel better supported during their treatment journey, resulting in improved contact rates. In one instance, having access to digital assistants as a resource meant patients chose to leave therapy at an average 12% lower rate.2
Balancing technology and humanity
Technology and digital tools have a significant role to play in creating a smoother patient experience and ultimately improving outcomes. Nevertheless, there is no substitute for a human touch. Digital tool implementation should be complemented with personalized human interactions to provide an empathetic point of contact. Finding a balance between these two elements is key to truly maximizing patient engagement.
Learn more about employing technology and interpersonal connections in our white paper, High-Touch, High-Tech Patient Services for Innovative & Novel Therapies.
References
- Sherman et al. Use of patient portals to support recruitment into clinical trials and health research studies: results from studies using MyChart at one academic institution, JAMIA Open, Volume 5, Issue 4, December 2022, ooac092, https://doi.org/10.1093/jamiaopen/ooac092
- Based on UBC program data from May 2020-December 2021, including 18,000 conversations across six programs.
About UBC
United BioSource LLC (UBC) is the leading provider of evidence development solutions with expertise in uniting evidence and access. UBC helps biopharma mitigate risk, address product hurdles, and demonstrate safety, efficacy, and value under real-world conditions. UBC leads the market in providing integrated, comprehensive clinical, safety, and commercialization services and is uniquely positioned to seamlessly integrate best-in-class services throughout the lifecycle of a product.
About the Author
Dana Edwards, Vice President, Patient Access & Strategic Engagement
Dana Edwards serves as the Vice President, Patient Access & Strategic Engagement at UBC. She brings more than 20 years of experience in executing patient service and market access strategies to this role. Ms. Edwards is a strategic advisor to pharmaceutical and biotech leaders on the design and implementation of patient service programs that synchronize the right people, services, and technology for their unique patient population and therapy.
