In today's digital age, the promise of a fully automated patient support program (PSP) often falls short of reality. Many hubs, while marketed as digital, rely heavily on manual processes such as e-faxes and e-forms, creating delays and frustrations for patients and prescribers alike.
Additionally, the idea of insourcing functions of a PSP is again gaining traction, and while the promise of increased control may be alluring, it is essential biopharma companies approach insourcing components of the PSP with care, diligently weighing the pros and the pitfalls while also ensuring the strength of their digital strategy.
There is a solution for the future of patient services: a balanced approach that combines impactful automation with the continued value of human interaction regardless of which model your PSP strategy requires.
To achieve a more purposeful balance of humans and machines, one must consider several key factors.
- System integrations: While APIs and other integrations offer the potential for smoother information exchange between platforms and stakeholders, implementing them can be costly and challenging. For example, prior authorizations (PA) processes often involve e-forms that still require human validation.
- Patient preferences: Despite the undeniable benefits of automation, not all patients prefer fully digital interactions. A significant portion of patients today still prefer phone-based enrollment, underscoring the importance of flexibility in communication channels. A successful patient services hub must strike a delicate balance, offering both self-service options for digitally savvy patients and dedicated human support for those who prefer a more traditional approach.
Evaluate capabilities
When evaluating vendors that can support outsourced hub functions, it's essential to ask the right questions about reliance on manual processes, system integrations and patient communication channels. Expectations for digital hubs must be tempered with the understanding that not every aspect can or should be automated. Human support remains invaluable in creating meaningful interactions with patients.
The reality is that insourcing PSPs demands significant resources too—of both personnel and technology. Establishing and maintaining a fully functional hub requires substantial investments in training, technology platforms and ongoing operational costs, on top of continued innovation and investment. Biopharma executives must carefully weigh these resource-intensive realities when considering insourcing.
Industry implications
Added to the complexity are the implications of the Inflation Reduction Act, and the need to reevaluate where capital should be deployed as resources are squeezed. Executives must ask if, “creating and operating a full suite of patient hub services is central to our mission?” The short-term answer is likely no, at least not at a significant expense when weighing other business criticalities.
Instead of fully insourcing PSPs, the idea of outsourcing certain functions—either back-end or front-end automation—to existing hub vendors is becoming more prevalent. Operating in a more hybrid model is a prudent option in uncertain times, and one that allows biopharma companies to direct already precious resources toward their core mission.
A hybrid hub model, combining in-house capabilities with outsourcing to experienced hub vendors, emerges as a pragmatic solution. This approach allows biopharma companies to retain control over critical functions while leveraging the team expertise and technology resources of external vendors. Moreover, it provides flexibility to adapt to changing needs and strategies over time.
Future forward
Ultimately, the key is to collaborate with a hub that understands the nuances of both digital optimization and hybrid operational models. By prioritizing patient-centricity, companies can navigate the complexities of patient support services while delivering the best possible outcomes for patients and healthcare providers alike.
The smartest path forward is to find a hub expert powered by a more purposeful combination of humans and machines—with the experience, bandwidth and willingness to support your company’s PSP evolution - regardless of which model your strategy currently requires.