Medication Adherence – How Pharmacies Can Affect Change Through Gamification

Medication Non-Adherence Overview

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Patients with chronic diseases who do not follow their doctor’s initial prescription face unnecessary medical treatment; In the United States, this amounts to approximately $290 billion annually6

By influencing patient’s behaviors, The Client can increase sales,

decrease operating costs, and promote international brand

awareness as the leading pharmacy innovation company.

The Client Opportunity

Contributing Factors

1 of 4 patients prescribed medications for a new illness fail to fill their initial prescription

1 of 2 patients taking medications for a chronic disease, stop

taking their medications within a year of starting therapy

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The Client – Adherence Program Current State

Cost effectivenessIneffective for non-adherent members

Loss of potential revenue

Top Issues with The Client’s current approach:

• High cost high touch

• Costly research which is quickly outdated and program changes are slow to market

• Loss of prescription and retails sales

• Current approach for program expansion is not self perpetuating

• Reactive approach

• One dimensional method for customer engagement

• User experience is not customized to the member

The current Patient / Provider relationship includes inefficiencies which result in long term medication non-adherence

Refill Reminder Calls Off Therapy Letters Counseling with Pharmacist

Patient has already fallen off track and conditions may

have worsened

Methods of Patient/Provider Engagement Result

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The Client – Adherence Research

Off-Therapy

Adherent

3.75% 19.2%Vs.

Impact of The Client Program on Adherence

Current program ineffective for “Off-Therapy” members• The current ADT program is successful in

increasing adherence by 19.2% for those members that already follow their therapy, but only 3.75% for the members that have fallen off therapy.4

High Med Low

Response to Adherence Communications AGE:

35-54

18-34

55+

Control

Pilot 1

Member Centric

Response to Communication Approaches

Over 2/3 of the low-med responders are between the ages of 18-54• Age group 55+ makes up the majority of high-

responders. The majority of Age group 18-34 are low-responders.5

Personalized communications achieve significantly higher results• Compared to the control group and another test pilot

program, the member centric approach performed 2x as well. This approach focuses on personalized service and individual cost savings estimates.6

Gamification Overview

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Commit to the Change

EffortLearn How Adopt Target

Behaviors

Master and Maintain Target

Behaviors

Recognize Performance

Gaps

Apply game mechanics to solve business problems; draw on basic human motivators to effectively and sustainably influence consumer behavior across the behavior change life-cycle

Gam

ing

Mec

hani

sm

Behavior-instrumentation games:

Cause and effect simulation games:

Dynamic system games:

Skill-building games:

Behavior-instrumentation games:

• Measure real-world behaviors, in comparison with peers and norms, giving an objective view

• Illustrate the benefit vividly, and break the change mission down into manageable sub-goals

• Provide a way to demonstrate the processes involved in carrying out the target behaviors

• Allow user to exercise the behaviors with as much fidelity as possible in a fun environment

• Measure progress to date against ideal behavior to promote continued progress and maintenance

Cha

lleng

e

By implementing game mechanics tailored to each challenge stage, a gamified approach will re-engage members that have fallen off of therapy, appeal to the younger less

responsive demographic, and create a member driven user experience

Rewards

Recognition

Feedback

Teamwork

Competition

. 80%

872

Recommended for You:

Recent Accomplishments:

Suggestions to Improve Your Health:

Notifications/ Feedback:

Adherence Allstar

You’ve achieved a level 4 prize!

New message from your buddy

Top 5%

The Client – Gamification OpportunityUtilize Accenture Analytics and Mobility services capabilities to enhance The Client’s online and mobile initiatives; employ game mechanics to encourage healthy member behavior and drive medication adherence

A Message From Your Local The Client Physician:

Personalization Effective engagement of non-adherent members

Cost effectiveness

Accelerated revenue growth

• Proactive approach to promoting adherence• Multiple methods of engagement appeals to

differences in member’s core motivators• Instant customer behavior feedback feeds into

analytics and a personalized experience

• Low cost, high touch medium • Easy to execute A/B testing allows for cost

optimization and adaptability• Can subsidize costly physical communications with

a digital alternative

• Ad revenue opportunities• Growth perpetuated organically by the member

base• Increased sales from medication adherence

Offers

Feed:

Design Build Test Pilot Implement Monitor and Improve

Accenture Execution

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Applying Gamification to the ADT Program through the AMC Way

• The current ADT program is unsuccessful in altering behavior of its non-adherent member base

• Non-adherence negatively affects The Client's sales and the current ADT program is expensive

• The implementation of the gamification platform will improve adherence to The Client’s ADT program.

• Increased adherence will result in increased sales/ ad revenue, and a less expensive ADT program.

Accenture has developed a customizable resource useful to other clients

To OutcomeFrom IssuePace Certainty Strategic

Agility

• Accenture will develop a Roadmap to inform other change and transition plans and associated governance models.

• Our team will work closely with The Client executives Executive Team to ensure that we remain on track and responsive to their needs.

• Development of the a flexible gamification platform to enable updates to address weaknesses in the initial design. 

• Using existing Accenture assets with experience in gamification — Accenture Technology Labs and Accenture Interactive — our team will recommend an approach for developing a strategic plan using functional expertise and industry leading practices. 

• External partnerships with developers like BunchBall or Badgeville can be considered. 7

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Accenture Execution – Measuring SuccessAccenture will assist The Client in monitoring progress and refining the gamification platform as needed

Increased Sales

Improved Adherence of ADT Members

• Has adherence improved since The Client/Caremark adopted gamification?

Adherence of ADT Members

Increased Ad Revenue

• Have the sales of prescription drugs increased?• Have the sales of other The Client products

increased?

• Are ADT members more likely take advantage of The Client advertisements?

Time Spent on ADT Plan

Interaction between The Client and ADT Members

Improved Data on The Client/Caremark Customers

• Do customers with chronic illnesses spend more time as ADT members?

• Do ADT customers spend more time on the ADT platform?

• Are more engaged customers providing The Client/Caremark with additional data so The Client can respond to their needs?