1) The document discusses how change is the new normal and how companies must innovate or risk being commoditized. 2) It presents strategies for using an evidence-based, patient-centric approach to consumer engagement through integrated solutions. 3) Key insights are provided on segmentation, targeting communications, and continuous improvement to increase patient adherence through various engagement methods.

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
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3. Which Is Better?
Having 75% of people Having 15% of people
READ YOUR MESSAGE ACT ON YOUR MESSAGE
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4. Communication As Campaigns
Business Rules, Sequencing, Coordination
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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
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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
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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.
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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
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9. At the End Of The Day, You Have Two Sets of
Day
Consumers
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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
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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.
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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.
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13. INSIGHTS CONTINUOUS
IMPROVEMENT
PATIENT CENTRIC
PATIENT-CENTRIC
EVIDENCE-BASED
ENGAGEMENT
INTEGRATION
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14. ENGAGE. EDUCATE. EMPOWER. © 2011 Silverlink Communications, Inc. All rights reserved.