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How Specialty Pharmacies Can Use Mind Genomics® to Improve Medication Adherence

Author: Roxie Mooney Date: July 20, 2015 Comments (0)
Healthcare Marketing Communications, Healthcare Marketing Tips, Marketing Research, Mind Genomics, Specialty Pharmacy Marketing

Specialty Pharmacy Mind Genomics Medication Adherence blog-01

Ask any healthcare professional and they’ll tell you that medication adherence is a huge issue within the industry. Poor medication adherence contributes to increased hospital admissions and costs an estimated $100 billion per year. The medication adherence challenge is especially true for patients managing chronic conditions. Many medication regimens can have a “make or break” impact on how a patients’ condition and overall health will fare in the long run. Despite the overwhelming importance of medication adherence, statistics show that many patients aren’t following through on their end of the treatment.Legacy DNA Marketing Group Provides Mind Genomics For Medication Adherence

In fact, the Centers for Disease Control (CDC) state that as many as 50% of patients don’t continue their medication regimen as prescribed. Somewhat surprisingly, up to 30% of prescriptions never even get filled. This ongoing and urgent conundrum for healthcare specialists begs the question: why aren’t patients taking their medication, and what can we do to encourage adherence on a wider scale? The reasons for poor medication adherence are numerous and often complex. However, for those specialty pharmacies searching for a scientifically validated and scalable solution to improving medication adherence, Dr. Howard Moskowitz’s Mind Genomics® is the answer.

What Is Mind Genomics?

If you haven’t read our introductory post to Mind Genomics, you can do so here. In a nutshell, Mind Genomics is an empirically based mind science that involves segmenting and micro-targeting the individual mindsets of consumers. This scientific process cuts across traditional demographics, psychographics, and behavioral segmentation.

These Addressable Minds™ are segmented into special clusters that represent main attitudes. Behavioral data from these clusters can be used to predict how individuals will think and feel about certain topics before it even happens. Essentially, Mind Genomics helps us to dissect consumers’ brains to figure out how they’ll behave in future scenarios, which can be used to predict what messages will encourage medication adherence and what messages will discourage medication adherence.

Mind Genomics and Adherence: A Case Study

An exemplary case study of St. Mary’s Hospital in Amsterdam, New York, shows how Mind Genomics can have a positive impact on medication adherence and general compliance with medical instructions after a hospital stay. This same process can be applied to specialty pharmacies. During this study, patients were surveyed before being discharged from the hospital. Based on their answers to the survey, they were placed into separate mind-segments that represented the general mentality regarding their medical treatment.

The segments were as follows:

  • Segment 1: “It’s My Decision” mentality
  • Segment 2: “I Need Support” mentality
  • Segment 3: “Faith in Medicine” mentality

Legacy DNA Marketing Group Provides Mind Genomics For Medication AdherenceStudy Procedure

As opposed to a standardized discharge and support process for all patients, patients from each of the three segments underwent a process with a communication style and support tactics that was tailored to their mindset toward their healthcare. For example, segment 2, the “I Need Support” mindset, received a specialized network that provided a higher level of support from clinicians, family, and friends who encouraged patients to adhere to their prescribed medication regimen.

Here is another example. Thirty-one percent of study participants were part of Segment 1: It’s My Decision.  Based on science, not guesswork, “You believe that not taking your medication can be harmful in the long run” was a message that would encourage medication compliance for this group. However, for this same segment, receiving text messages to help patients remember to take their medication would actually discourage medication compliance. Interesting, right?! Did you ever think that you could be motivating and discouraging patients at the same time with the same message?

Study Results

Before the study was implemented, the hospital saw a rate of about 17 in every 100 patients who were readmitted to the hospital within 30 days of their discharge. When the study’s data was tracked and assessed, the results showed that about three in 100 patients were readmitted within 30 days of discharge.

The St. Mary’s Hospital study is just one example of how taking an empirical approach to how we deliver healthcare can improve medication adherence. Healthcare brands that use Mind Genomics as a foundation for their marketing and patient communications not only enhance their bottom line, but also tap into a more strategic way of breaking through the healthcare haze.

How Can Legacy DNA Marketing Group Assist?

Legacy DNA Marketing Group is an iNovum channel partner and provider of Mind Genomics services. If you are in the process of planning or modernizing your medication adherence program, or looking for more insight into how Mind Genomics can be used to increase patient satisfaction and improve health outcomes in any healthcare setting, reach out to the Legacy DNA Marketing Group.

About the Author
Roxie Mooney
Roxie Mooney is the Founder and President of Legacy DNA Marketing Group, an Aster and FHSPRM award-winning marketing firm that offers the highest level of personal and creative strategic planning and development for healthcare brands, products and services.

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Experienced in business strategy, digital health marketing and communications, and leadership, Roxie has a passion for helping clients drive growth, revenue, and innovation in healthcare.

She has over 15 years of marketing experience and known by many as a trusted advisor. Her insatiable curiosity and deep love for learning has led her to achieve a BA in Organizational Communication, a MS in Organizational Leadership, and she is completing a Doctor of Business Administration (Marketing Specialization). Roxie applies this deep knowledge and understanding of current theory and practice to helping clients solve real business problems, build sustainable businesses, and leave lasting, meaningful legacies.

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