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Change is the New NORMAL
Innovate or Be Commoditized

George Van Antwerp
GM, Pharmacy Solutions
Silverlink Communications

May 24, 2011




ENGAGE. EDUCATE. EMPOWER.     © 2011 Silverlink Communications, Inc. All rights reserved.
Using an
                             Developing
                             D     l i
 evidence-                                                           > 90-day
                              integrated
   based
                            solutions that                           > MPR
approach to
                             are patient                             > GFR
 consumer
                                centric
engagement t




                                                                                                      2
ENGAGE. EDUCATE. EMPOWER.                    © 2011 Silverlink Communications, Inc. All rights reserved.
Which Is Better?




   Having 75% of people     Having 15% of people
   READ YOUR MESSAGE        ACT ON YOUR MESSAGE




                                                                                                   3
ENGAGE. EDUCATE. EMPOWER.                 © 2011 Silverlink Communications, Inc. All rights reserved.
Communication As Campaigns
Business Rules, Sequencing, Coordination




                                                                                                    4
ENGAGE. EDUCATE. EMPOWER.                  © 2011 Silverlink Communications, Inc. All rights reserved.
18-29
                                                      70% have access
                                                      30% opt in to
                                                          opt-in
                                                      commercial SMS

                                                      30-39
                                                      63% h
                                                          have access
                                                      30% opt-in to
                                                      commercial SMS

                                                      40-49
                                                      40 49
                                                      49% have access
                                                      25% opt-in to
                                                      commercial SMS

                                                      50-64
                                                      30% have access
                                                      15% opt-in to
                                                           p
                                                      commercial SMS

                                                      65+
                                                      11% have access
                                                      7% opt-in to
Source: Merkle Study, View From Mobile Inbox, 2010    commercial SMS
                                                                                                              5
   ENGAGE. EDUCATE. EMPOWER.                         © 2011 Silverlink Communications, Inc. All rights reserved.
There Are Numerous Break Points for Adherence

                                Do they understand their condition?
                                       y
                                Are they new to therapy? Do they have other MDs,
         New Dx
                                   Rxs, or pharmacies?
                                  Are there any unique aspects of the drug (e.g.,
                                   flushing)?
         New R
         N   Rx
                                  Do they need help making this a habit?
                                  Is this an asymptomatic condition?
                                  How do they prefer to be engaged?
         Refill Reminders
                                  When they fall ff therapy, what are their b i ?
                                   Wh th f ll off th           h t      th i barriers?
                                  How do you engage their prescriber regarding their
         Gaps-in-Care              MPR and their barriers?
                                  Has anything changed regarding their condition or co-
                                   morbidities?
                                  How does their need for support evolve over time?
         Change in Condition
                                  When should you introduce opportunities to save money
                                   using 90-day or therapeutic alternatives?
                                        g       y       p


                                                                                                                         6
ENGAGE. EDUCATE. EMPOWER.                                       © 2011 Silverlink Communications, Inc. All rights reserved.
LOTS OF “DEADLY MYTHS”
                                     DEADLY MYTHS
                               Patients know how adherent they are.
                               Patients understand their medications and disease.
                               Physicians feel like they can impact adherence.
                               Cost is a large driver of non-adherence.

                                                                                                                              7
ENGAGE. EDUCATE. EMPOWER.                                            © 2011 Silverlink Communications, Inc. All rights reserved.
Adherence Challenges Will Vary by Condition and Drug


             Insulin Injection          Glucose Testing           Dietary & Exercise



                              Barriers for Adherence to Care


             Medication                  Behavioral                       Provider
               Lead to Weight             Changes to My Daily           Physician
                Gain                        Routine                        Adherence to
               Cause                                                      Care Guidelines
                Unpleasant Side                                           Patient
                Effects                                                    Satisfaction with
                                                                           Care




                                                                                                                            8
ENGAGE. EDUCATE. EMPOWER.                                          © 2011 Silverlink Communications, Inc. All rights reserved.
At the End Of The Day, You Have Two Sets of
                  Day
Consumers




                                                                                              9
ENGAGE. EDUCATE. EMPOWER.            © 2011 Silverlink Communications, Inc. All rights reserved.
While direct mail immediately after
                             y
 an outbound call had limited effect…
  Direct mail sent months after an outbound call showed
   incremental yield

  Direct mail followed by a call improved yield significantly.

  An e-mail (opt-in) sent as a follow-up to an outbound call
   p
   provided incremental yyield

                                                                                                         10
ENGAGE. EDUCATE. EMPOWER.                         © 2011 Silverlink Communications, Inc. All rights reserved.
And,
And Engagement Is Built On Insights

                            Combining the right
                                      g     g
Social-norm messaging       sequence of mail and
(savvy consumers like       automated calls to      Sending a wellness
you...) is 20% more         seniors improves        message prior to a
effective for people        response rates by 14-   p
                                                    pre-ANOC message  g
under 50 than for           24% on average and      increases satisfaction
seniors.                    as much as 100% in      by 26%.
                            some programs.




                                                                                                             11
ENGAGE. EDUCATE. EMPOWER.                             © 2011 Silverlink Communications, Inc. All rights reserved.
Segments + Insights = Immediate Impact

             Targeted communications through meaningful segmentation increases yield by
             uncovering th most successful message, channel, ti i
                    i the     t        f l           h    l timing, etc. f th specific segments
                                                                     t for the    ifi        t
% Transfer
  T




                                      Tailoring messages can
                                      double yield.




        Matching the segment with the channel can improve yield as much as 92%
             Source: Silverlink Communications Inc.




                                                                                                                                   12
         ENGAGE. EDUCATE. EMPOWER.                                          © 2011 Silverlink Communications, Inc. All rights reserved.
INSIGHTS CONTINUOUS
                    IMPROVEMENT
      PATIENT CENTRIC
      PATIENT-CENTRIC
                 EVIDENCE-BASED
         ENGAGEMENT
                            INTEGRATION
                                                                                         13
ENGAGE. EDUCATE. EMPOWER.         © 2011 Silverlink Communications, Inc. All rights reserved.
ENGAGE. EDUCATE. EMPOWER.   © 2011 Silverlink Communications, Inc. All rights reserved.

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Results2011 kickoff pharmacy abbreviated deck

  • 1. Change is the New NORMAL Innovate or Be Commoditized George Van Antwerp GM, Pharmacy Solutions Silverlink Communications May 24, 2011 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 2. Using an Developing D l i evidence- > 90-day integrated based solutions that > MPR approach to are patient > GFR consumer centric engagement t 2 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 3. Which Is Better? Having 75% of people Having 15% of people READ YOUR MESSAGE ACT ON YOUR MESSAGE 3 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 4. Communication As Campaigns Business Rules, Sequencing, Coordination 4 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 5. 18-29 70% have access 30% opt in to opt-in commercial SMS 30-39 63% h have access 30% opt-in to commercial SMS 40-49 40 49 49% have access 25% opt-in to commercial SMS 50-64 30% have access 15% opt-in to p commercial SMS 65+ 11% have access 7% opt-in to Source: Merkle Study, View From Mobile Inbox, 2010 commercial SMS 5 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 6. There Are Numerous Break Points for Adherence  Do they understand their condition? y  Are they new to therapy? Do they have other MDs, New Dx Rxs, or pharmacies?  Are there any unique aspects of the drug (e.g., flushing)? New R N Rx  Do they need help making this a habit?  Is this an asymptomatic condition?  How do they prefer to be engaged? Refill Reminders  When they fall ff therapy, what are their b i ? Wh th f ll off th h t th i barriers?  How do you engage their prescriber regarding their Gaps-in-Care MPR and their barriers?  Has anything changed regarding their condition or co- morbidities?  How does their need for support evolve over time? Change in Condition  When should you introduce opportunities to save money using 90-day or therapeutic alternatives? g y p 6 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 7. LOTS OF “DEADLY MYTHS” DEADLY MYTHS  Patients know how adherent they are.  Patients understand their medications and disease.  Physicians feel like they can impact adherence.  Cost is a large driver of non-adherence. 7 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 8. Adherence Challenges Will Vary by Condition and Drug Insulin Injection Glucose Testing Dietary & Exercise Barriers for Adherence to Care Medication Behavioral Provider  Lead to Weight  Changes to My Daily  Physician Gain Routine Adherence to  Cause Care Guidelines Unpleasant Side  Patient Effects Satisfaction with Care 8 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 9. At the End Of The Day, You Have Two Sets of Day Consumers 9 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 10. While direct mail immediately after y an outbound call had limited effect…  Direct mail sent months after an outbound call showed incremental yield  Direct mail followed by a call improved yield significantly.  An e-mail (opt-in) sent as a follow-up to an outbound call p provided incremental yyield 10 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 11. And, And Engagement Is Built On Insights Combining the right g g Social-norm messaging sequence of mail and (savvy consumers like automated calls to Sending a wellness you...) is 20% more seniors improves message prior to a effective for people response rates by 14- p pre-ANOC message g under 50 than for 24% on average and increases satisfaction seniors. as much as 100% in by 26%. some programs. 11 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 12. Segments + Insights = Immediate Impact Targeted communications through meaningful segmentation increases yield by uncovering th most successful message, channel, ti i i the t f l h l timing, etc. f th specific segments t for the ifi t % Transfer T Tailoring messages can double yield. Matching the segment with the channel can improve yield as much as 92% Source: Silverlink Communications Inc. 12 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 13. INSIGHTS CONTINUOUS IMPROVEMENT PATIENT CENTRIC PATIENT-CENTRIC EVIDENCE-BASED ENGAGEMENT INTEGRATION 13 ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.
  • 14. ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.