Relevate, Flora Add Updated Formulary Coverage Info Into EHR Workflow
The capability aims to enable brands to share coverage details at the point of care.
A new offering jointly developed by Relevate Health and Flora Health is meant to help pharma marketers get up-to-date drug access information in front of clinicians at the treatment decision moment.
Relevate is a developer of AI-powered HCP engagement tools, while Flora’s media services help health and pharma marketers deliver targeted messaging to patients and HCPs at the point of care.
Their co-developed formulary capability combines their expertise by embedding regularly refreshed drug access data directly into electronic health record workflows, with an aim of making it easier for physicians to take patient access into consideration as they select a treatment.
As this week’s launch announcement notes, the feature could potentially influence doctors’ prescribing decisions by providing clear and precise information about brands’ formulary coverage as they make those decisions. It could also streamline patients’ paths to beginning treatment, by eliminating the all-too-common occurrence of learning that their health plan doesn’t include a certain drug only after it’s already been prescribed.
“Pharma brands have invested heavily in understanding which HCPs to reach,” Matt Botkin, group VP of point of care solutions at Relevate Health, said in the release. “The next question is whether the information itself reflects what that HCP needs to know. Formulary coverage is a clear example. If coverage differs across markets and prescribing environments, the information physicians receive should be able to reflect those differences.”
The capability is now available to pharma brands via Relevate Health, according to the announcement.
solli’s Final Thoughts
In pharma media, HCP engagement is the key to driving brand awareness and subsequent prescriptions. But script lift will barely budge if those engagement efforts don’t include actionable, relevant information about treatment access and availability.
Pharma marketers therefore have a major role to play in getting accurate and up-to-date prescribing information in front of HCPs. Even better if that information arrives in the workflows where overworked clinicians are already spending much of their time, at the precise moments when they’re making treatment decisions.
