HUB Services in Pharma: Strategies for Success in a Patient-Centric World

Over the past decade, HUB services in pharma have significantly transformed the pharmaceutical landscape. Initially, pharmaceutical companies focused primarily on developing and distributing medications, but the complexities of market entry soon became apparent. Among these complexities were stringent payer restrictions, particularly the cumbersome Prior Authorization (PA) forms required from prescribers. This need for enhanced support paved the way for the rise of pharmaceutical HUB services, which initially focused on reimbursement and prescriber assistance. As the concept evolved, HUB services extended their support to patients, leading to the emergence of third-party providers and a steadily growing industry.

The Pharma Culture and the Rise of HUB Services

Pharmaceutical companies traditionally operate in silos, separating research and development, commercial development, production, and supply chain management from the stakeholder-facing segments dealing with regulators, policymakers, prescribers, and patients. This compartmentalized culture has historically hindered transparency and trust-building. Outsourcing HUB services to third-party providers has seamlessly aligned with this culture, facilitating a more efficient and patient-centric approach.

The Shift Towards Patient-Centricity

The healthcare landscape is undergoing a seismic shift from a provider-centric to a patient-centric model. Several factors drive this transformation, including an aging population with chronic illnesses, policymakers advocating for cost-effective and evidence-based treatments, and advancements in big data analytics and genomics enabling precise diagnoses and treatment plans. Additionally, the boundaries between patients, providers, and other healthcare participants are becoming increasingly blurred, fostering new collaborative relationships.

Today's patients are more connected and empowered than ever before. They demand access to relevant information about their conditions and available treatments, significantly impacting the pharmaceutical industry. Companies now answer to various stakeholders regarding pricing, evidence of value, drug development, return on research investment, patient compliance, and satisfaction.

The Role of Patient HUB Services in Patient-Centric Care

In 2016, Accenture highlighted a critical issue: despite increased investment in patient HUB services by companies in the US and Europe, many patients remained unaware of these services. Accenture suggested leveraging digital channels to raise awareness and enhance the patient experience. They emphasized the importance of online platforms that link patients, HUB providers, and prescribers, ensuring a more cohesive and beneficial interaction.

As the healthcare industry gravitates towards results-based medicine and patient-centricity, the importance of engaging directly with patients has never been more critical. Establishing trust and building relationships with patients, who often mistrust faceless drug manufacturers, is paramount. This is particularly true for the millennial generation, who are more skeptical and less likely to adhere strictly to their doctor’s recommendations.

Bringing Pharmaceutical HUB Services In-House

For pharmaceutical companies to effectively manage HUB services in-house, they must enhance efficiencies and invest in proprietary application programming interfaces (APIs) that allow seamless data transfer within a standalone portal. This technical investment should be complemented by considering the needs of various stakeholders:

1. The Vendor: Managing HUB services internally allows for complete control over the client relationship. However, this also risks compromising product quality by attempting to cater to both patients and providers simultaneously. This challenge initially led to the rise of third-party providers.

2. The Client/Patient: Offering streamlined and user-friendly patient HUB services enhances the patient experience, providing them with necessary support and options.

3. The Prescriber: Regardless of the strategy, ensuring that PAs are managed and financial support services, such as copay assistance, are provided remains crucial.

A Progressive Approach to Pharmaceutical HUB Services

Many prominent third-party HUB providers are affiliated with or owned by other healthcare stakeholders like insurers, pharmacies, and health systems. For instance, CareMetx is linked with Walgreens, Lash Group with AmerisourceBergen, and OptumRx with United Health. While these affiliations provide extensive resources and networks, they may also limit patient data sharing, impeding comprehensive patient engagement.

A progressive strategy that incorporates third-party technology, management, and facilitation could offer the best path forward. Integrating HUB services with various provider-based systems can improve the patient experience while fostering trust and relationships. By viewing pharmaceutical HUB services as an extension of customer relationship management (CRM), pharmaceutical companies can leverage existing SaaS technologies to bring HUBs in-house, effectively managing patient engagement and health outcomes.

Conclusion

HUB services in pharma have evolved from a niche support system to a critical component of the pharmaceutical industry's patient-centric approach. As healthcare continues to transform, the role of patient HUB services in enhancing patient support, building trust, and improving health outcomes will only become more significant. Embracing technology and integrating these services within the broader healthcare ecosystem is key to future success, ensuring that pharmaceutical companies meet the growing demands of empowered and informed patients.

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