More than 30 percent of patients fail to fill their prescription medications, which partly results from persona-based marketing and patient support programs (PSPs) often falling short. This issue is particularly alarming given the growing elderly population, escalating chronic illnesses, and the mounting pressure on healthcare resources. Ensuring medication adherence has become a pressing issue owing to its direct impact on health outcomes.
Patients desire a more transparent and tailored approach to their healthcare journey which acknowledges their individuality, rather than considering them as part of a generalized group. Traditional methods of segmentation and personas no longer seem effective, making way for advanced solutions that can target individuals.
The challenges with persona-based engagements largely stem from its inability to recognize patients as unique individuals with distinct health histories and personal situations. It oversimplifies the varied reasons behind non-adherence as it fails to account for the differing barriers faced by patients in adhering to medication regimens.
Creating a connection with the patient can often be hampered due to four primary reasons. Firstly, patients do not wish to be treated as mere numbers. Even if two patients appear similar statistically, their lived experiences and lifestyles may be entirely different and require diversified healthcare approaches.
Secondly, persona-based approaches do not recognize individuality. Though they may fall under the same broader persona, each patient possesses diverse backgrounds, preferences, and health journeys. Such static representations often fail to capture this variability, further complicating efforts to establish a supportive yet empowering healthcare setup for patients.
Thirdly, lack of personalization strips off the individuality of healthcare services. With patients increasingly becoming end consumers navigating a complex PSP environment, pharmaceutical companies need to offer personalization at an individual level to create an impact and stand out from the noise.
Lastly, the persona-based approach may overlook the role of social determinants of health, like socio-economic status and cultural background, in shaping health outcomes. Such oversimplification hinders the development of tailored interventions catering to the specific needs of each patient, curbing the success of engagement strategies.
Artificial intelligence (AI) presents a solution addressing these challenges, enabling truly personalized healthcare experiences. Unlike technologies that merely claim to offer personalized communication by targeting persona groups or segments, AI banks on patient-level data to detect early risks and identify the unique set of behaviors, preferences, and needs of each patient. It optimizes interventions for individual patients by predicting which ones are at risk of non-adherence and likely to respond to interventions. AI customizes support to individual patient needs, thereby enhancing the impact and efficacies of PSPs and patient marketing initiatives.
The AI platform of AllazoHealth uses identified patient data compliantly and securely to determine unique risk factors and optimizes interventions for individual patients. Through this, it can personalize patient support programs and omni-channel marketing, driving patient engagement, transforming health outcomes, and increasing operational efficiency.
