Active phone prompts spur Rx adherence rates among consumers, CVS reveals
WOONSOCKET, R.I. Consumers are much more likely to adhere to their prescription medication therapy if given “a clear and active choice” in recorded telephone prompts from their pharmacy, new research into patient compliance from CVS Caremark demonstrated.
The company announced Thursday the results of a long-term research project into patient behavior, conducted by its Behavior Change Research Partnership. Those findings, presented at a Pittsburgh Business Group on Health symposium, underline a clear connection between encouraging patients to get their maintenance medications refilled and improved adherence rates.
“Ongoing research into how behavioral economics impacts healthcare choices found that when consumers are presented with a clear and active choice in a voice-recorded message to select automatic prescription refills, rather than a passive default notification, they are twice as likely to choose the automatic option,” CVS said.
CVS established the BCRP in March to study how behavioral economics impacts consumer healthcare decisions. The research group also was created “to help the company better understand why some patients stop taking maintenance medications for chronic illnesses,” the company noted.
The research results were presented by Troyen Brennan, CVS Caremark EVP and chief medical officer. “The preliminary findings show that by making choices clear and by streamlining messages, consumers sign up at twice the rate of those who are passively presented opt-in choices,” Brennan told Pittsburgh business leaders Thursday. “This research will help us develop programs to encourage people to stay on their medications, because nonadherence is costing the healthcare system billions of dollars every year.”
The BCRP research, titled “Active Choice,” is testing options in four communication channels, CVS said. Those channels include interactive Web sign-ins, in-bound customer calls to care centers, automated outbound telephone calls and direct mail.
“The testing shows some options offered to consumers today are overlooked because the choices are not readily transparent,” the company said. “Past industry studies show one-quarter of people receiving prescriptions never fill their first prescriptions, and patients with chronic diseases, such as diabetes and coronary artery disease, adhere to their ongoing medication regimen about half of the time.”
The BCRP panel is led by Punam Anand Keller of the Tuck School of Business at Dartmouth College, George Loewenstein of Carnegie Mellon University and Kevin Volpp of University of Pennsylvania’s Medical School and The Wharton School of Business. The presentation in Pittsburgh continued discussion of BCRP research that was first presented at a Centers for Disease Control and Prevention symposium in Atlanta last month.
Watson gets FDA approval for generic Yasmin
MORRISTOWN, N.J. The Food and Drug Administration has approved a generic oral contraceptive made by Watson Pharmaceuticals, the drug maker said Tuesday.
Watson announced the FDA’s approval of Zarah (drospirenone and ethinyl estradiol tablets) in the 3 mg/0.03 mg strength. The drug is a generic version of Bayer’s Yasmin.
Watson said it has started shipping the drug, though Bayer’s patent litigation suit against the company concerning the drug remains pending in the U.S. District Court for the Southern District of New York.
Yasmin and generic versions had sales of around $97 million during the 12 months ended in June, according to IMS Health.
Periscope thinks pink with new lighted folio
RIDGEWOOD, N.J. A maker of deluxe e-reader covers has released a new version of its lighted folio.
Periscope released its new pink lighted folio in line with National Breast Cancer Awareness Month, the company said. Available for a suggested retail price of $49.95, the Periscope lighted folio is an “all-in-one” item that features a retractable Periscope twin LED reading light, deluxe cover and notebook/pen holder in one fashionably designed pink leatherette unit.
“With today’s debut of the pink lighted folio for both the [Amazon] Kindle 2 and [Barnes & Noble] Nook e-readers, and with National Breast Cancer Awareness Month occurring in October, we decided there was no better time to show our support of those whose lives have been affected by breast cancer,” Periscope president Eric Fisherman said. “The new pink lighted folio makes an ideal gift choice for gift-givers who wish to give a gift that has a greater significance. Now every time a consumer uses their pink lighted folio, they will be reminded of all those whose lives have been touched in any way by breast cancer.