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9/30/2018 1 9/30/2018 Convenience Packaging: How to Market Your Service NCPA 2018 Annual Convention Disclosure Carlie Traylor declares no conflicts of interest or financial interest in any product or service mentioned in this program,

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Convenience Packaging: How to Market Your Service

NCPA 2018 Annual Convention

Disclosure

Carlie Traylor declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Benjamin McNabb declares no conflicts of interest or financial interest in any product

  • r service mentioned in this program, including grants, employment, gifts, stock

holdings, and honoraria. Steve MacNeill RPh is the owner of Winchester Pharmacy, Central Street Pharmacy, Athol Pharmacy and serves on the Advisory Board for Omnicell Technologies. The conflict of interest was resolved by peer review of the content. Jeff Kirchner declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

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Learning Objectives

  • Discuss how to target marketing to patients and

caregivers.

  • Examine the benefits and challenges of common

types of convenience packaging.

  • Discuss best practices for operating a convenience

packaging service in your pharmacy.

Types of Compliance Packaging

  • Hot Seal
  • Cold Seal
  • Robotic Technology
  • Daily Dose Packs
  • Multi-dose Bubbles
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Hot Seal

  • Utilizes heat technology

to create seal

  • Heat sealing machinery

required

  • Daily and monthly

packing available

  • Labeling applied to card

https://www.integralrxsupplies.com/item/605282/Sealer-Autobond/

Cold Seal

  • Minimal machinery required
  • Medication labeling on card front
  • Daily and monthly versions
  • Ideal for quickly packaging
  • Ideal for heat sensitive medications

https://www.pharmacyautomationsupplies.com/30-31-32-day-cork-sealing-tray-w-xl-depth

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Robotic Packaging

  • Often requires programming before

packaging occurs

  • Less manual labor than other

packaging options

  • Often easier and more convenient for

travel

  • Labeling directly on packaging

https://www.wired.com/2014/02/pillpack-uses-design-thinking-become-pharmacy-future/

  • Pills packaged individually
  • One card per medication

Daily

  • Multiple pills in one blister
  • Different blisters for times of day

Multiple

https://www.omnicell.com/MTS/Products_and_Solutions_For_Pharmacy/Medication_Packaging.aspx http://www.healthmark.ca/1-20-49-COLD-SEAL-BLISTER-CARDS_en.html?ProduitID=182

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Introducing adherence packaging to your workflow

1

  • Sync medications to refill the same day

2

  • Organize patients on calendar system

3

  • Call patient to assess medication changes

4

  • Contact physician regarding changes or refills

5

  • Fill medications prior to packaging

Revenue Opportunities

  • Reimbursement for packaging available
  • Improved adherence for patients, lower DIR fees
  • Assess appropriateness of charging for service
  • Free of charge for all patients
  • Free of charge for patients with X number of

prescriptions or more

  • Labor costs for organizing and filling prescriptions
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Nursing Homes Individuals with multiple prescriptions Home Health Care Giver

External Marketing

http://www.ideallife.com/my-ideal-life/professionals-medication-compliance/

Internal Marketing

  • Promote current patients
  • Step 1: Bottles
  • Step 2: Packaging
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Convenience Packaging: How to Market Your Service

NCPA 2018 Annual Convention Benjamin McNabb, PharmD Owner / Pharmacist Love Oak Pharmacy

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What makes you different?

  • Customer service? – consumer reports say chains are

catching up.

  • Home delivery? – some people are fine with mail order &

chains are catching up.

  • Price? – It’s a race to the bottom.
  • Speed? – maybe

Enhanced Dispensing = Extra Value

  • Master of adherence packaging logistics
  • Make complex medication regimens simple
  • Save patients time and hassle
  • Patients have better health outcomes
  • In-home access to patients with trained

pharmacy personnel

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You can’t ask for a better customer!

  • Average 11 Rx per month
  • Desire to remain adherent
  • Many times willing to pay non-preferred pharmacy copays

for the extra value the packaging provides.

  • Patient must get all Rx from one pharmacy
  • Reduced number of 90day supply fills on brand drugs –

avoid poor 90 day fill reimbursement

  • Complex patients need other products and services

How do I get an ROI?

  • Focus on New Customer acquisition
  • Grow geographic reach – lots of new potential customers
  • Our adherence packaging patients average 11 Rxs per month
  • Average Rx = $60
  • Average Rx margin = $13.80
  • Average margin per patient per month = $151
  • Average margin per patient per year = $1,821
  • How many new patients do you need to break even on your investment?
  • Improve EQuIPP PDC measures
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EQuIPP Improvement - Love Oak Pharmacy

10 20 30 40 50 60 70 80 90 100 Cholesterol PDC Diabetes PDC RASA PDC

PDC change over time

2016 2017 2018

The Service Doesn’t Sell Itself!

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We made it on TV after the Cowboys won!

Watch video @ www.loveoak.com/blog

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Patients don’t like change. You need a compelling message!

  • Pills in multi-dose adherence packaging? – NO. That’s boring
  • Simplicity? Easy Meds?
  • Convenience? Time savings? Easy travel / on the move?
  • Keep mom and dad home longer? Independence?
  • Peace of mind? Accuracy? Safety?
  • For FREE?
  • Don’t forget the caregiver!

Learn from you competition!

  • Website design
  • Digital / social media marketing
  • Branding

www.pillpack.com

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www.loveoak.com

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What makes you different from PillPack?

  • Enhanced home delivery
  • Personalized service
  • Local Provider Relationships
  • Direct physical access to the patient
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Targeted Digital Marketing Budget

  • “An ideal LTV:CAC ratio should be 3:1 ($1,821:$607).The value of a

customer should be three times more than the cost of acquiring them. If the ratio is close i.e.1:1, you are spending too much. If it's 5:1 ($1,821:$364), you are spending too little. In fact, you are probably missing out on business.”

  • Controversial but well-known industry benchmark
  • How much are you willing to spend to acquire a NEW customer online?
  • $50? $100? $500? – use Data to help you decide

Convenience Packaging: How to Market Your Service

NCPA 2018 Annual Convention Steven MacNeill RPh Pharmacist/Owner Winchester Pharmacy

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Target Marketing to Patients and Caregivers

  • Evaluate current patient population for potential
  • pportunities
  • Patients showing up on MTMs
  • Early or late refill notices (compliance issues)
  • Patients will home health care or family care
  • Patients taking medications multiple times a day
  • Patients with repeat hospitalizations or ER visits
  • Patients purchasing med planner

Target Marketing to Patients and Caregivers

  • Conduct a local market analysis for health care professionals
  • VNA Groups
  • Home Healthcare Agencies
  • Primary Care Practices
  • Hospitals
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Benefits and Challenges of Common Types

  • f Convenience Packaging
  • Multiple packaging options are available (there is not a

perfect option for everyone!)

  • Determine best fit for your practice-Weekly/Monthly
  • Cost/Software Interface/Staff Training
  • Potential impact to daily workflow

Benefits and Challenges of Common Types

  • f Convenience Packaging
  • Accept the responsibility of “Complete Medication

Management”

  • Establish strong communication with

patients/families/physicians

  • Follow State and Federal Guidelines on multi-dose packaging
  • Follow manufacturers recommendations of storage and

stability

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Best Practice for Operating Convenience Packaging Service

  • Understand patient population
  • Develop strong workflow and training program
  • Set goals early and re-evaluate process
  • Monitor total operational costs and reimbursement rates
  • Document referral sources and renew relationships
  • Don’t grow too fast!!!!

Convenience Packaging is the Future of Retail Pharmacy!

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Convenience Packaging: How to Market Your Service

NCPA 2018 Annual Convention Jeff Kirchner, RPh CEO Streu’s Pharmacy Bay Natural

Target Markets for Packaging Services

Seniors with >7 medications Home health nurses Mental health case managers Adult family care homes Assisted living Children taking meds at school

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Materials and Technology Materials and Technology

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Materials and Technology

Types of Packaging Offered at Streu’s

  • Single dose compliance packs
  • Multi-dose compliance packs
  • Weekly or monthly compliance packs
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Single dose Multi dose

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Marketing Strategies

  • Develop marketing brochure on compliance packaging
  • Make sample packs to display
  • Put information of website
  • Meet with home health organizations
  • Talk to current customers with compliance problems
  • Offer other services
  • Transitions of care
  • Medication reviews
  • Med administration records
  • Falls prevention
  • Immunization clinics

Sample Packaging

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Best Practices

Sync all patients

  • n calendar

Bill 7-10 days prior to start date Check to see if refills needed 20- 30 days before next start Fill medications 5- 7 days prior to start date Deliver 3-5 days prior to start date E-card for filling Change slips to pick-up blister packs for changes

E-card Example

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What Has Worked Well?

  • Following the most efficient process flow
  • Remodeling work areas to gain efficiency
  • Training of staff (key to success!)
  • Organized work stations
  • Documenting internal errors in process (e.g. missing dose, duplicate

dose, drug descriptions, labeling)

  • Organized checking area for pharmacist
  • Work process when changes occur
  • Med sync calendar

What Has Been Challenging?

  • Training all staff on protocol and best practices
  • Efficiency
  • Growth
  • Addition of lean manufacturing principles
  • Remodeling to improve efficiency
  • Adding technology (short-term challenge)
  • Maintaining excellent customer service
  • Staffing of entry level positions
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Carlie Traylor, PharmD Associate Director of Strategic Initiatives National Community Pharmacists Association carlie.traylor@ncpanet.org Benjamin McNabb, PharmD, Owner / Pharmacist Love Oak Pharmacy bmcnabb@loveoak.com Steven MacNeill RPh, Pharmacist/Owner Winchester Pharmacy steve@winchesterrx.com Jeff Kirchner, RPh, CEO Streu’s Pharmacy Bay Natural jkirchner@streuspharmacy.net

Questions?