Improving statin adherence through interactive voice technology & barrier breaking communications
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Transcript of Improving statin adherence through interactive voice technology & barrier breaking communications
Improving Statin Adherence through Interactive Voice Response (IVR) Technology
& Barrier Breaking CommunicationsAnanda Nimalasuriya, MDChief of Endocrinology
Kaiser Permanente Riverside California
George Van Antwerp, MBAGeneral Manager of Pharmacy Solutions
Silverlink Communications
Learning Objectives
• Understand the key barriers to statin adherence
• Learn how IVR communications can be leveraged to drive statin adherence and address specific barriers
• Learn how to use continuous quality improvement for better communications effectiveness
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Agenda
• The long‐term impact of controlling blood cholesterol levels– The dangers and prevalence of high cholesterol
– The impact on clinical outcomes and cost
– The importance of statins in lowering and controlling cholesterol
– The challenge of non‐adherence to statins
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Agenda (cont’d)
• Statin Adherence Program– Hypothesis & goals
– Program tactics & details
– Program results & barrier survey
• The Impact of IVR Technology– Using personalized communications
– Collecting barrier information to deliver targeted educational messages
– Leveraging champion / challenger to improve outcomes
• Q&A
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The estimated annual costs of non‐adherence is $290B.
If medication adherence was a disease, it would be an epidemic.
Source: NEHI, 2009
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High Cholesterol & AtherosclerosisCoronary heart disease• Stable angina, acute myocardial infarction, sudden death,
unstable angina
Cerebrovascular disease• Stroke, TIAs
Peripheral arterial disease• Intermittent claudication, increased risk of death from heart
attack and stroke
CHD risk equivalents• Other clinical forms of atherosclerotic disease (abdominal
aortic aneurysm, symptomatic carotid artery disease)• Diabetes• Multiple risk factors that confer a 10‐year risk for CHD >20%
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Major Causes of Death in the U.S.
Source: NCHSDeaths: Final Data for 2007
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Lifetime Risk of CHD Increases with Serum Cholesterol
Source: Framingham Study: Subjects age 40 years
DM Lloyd‐Jones et al Archives Internal Medicine 2003; 1966‐1972
Cholesterol Level
_______________________________________________________________________________
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Population vs. High‐Risk Approach
• Risk factors, such as cholesterol or blood pressure, have a wide bell‐shaped distribution, with a “tail” of high values.
• The “high‐risk approach” involves identification and intensive treatment of those at the high end of the “tail”, often at greatest risk of CVD, reducing levels to “normal”.
• Most cases of CVD do not occur among the highest levels of a given risk factor, and in fact, occur among those in the “average” risk group.
• Significant reduction in the population burden of CVD can occur only from a “population approach”, shifting the entire population distribution to lower levels.
Perc
ent o
f Pop
ulat
ion
Serum Cholesterol Level (mg/DL)
0
2
4
6
8
10
100 200 300 4000
2
4
6
8
10
100 200 300 400
Serum Cholesterol Level (mg/DL)
Perc
ent o
f Pop
ulat
ion
9
25
5
90 170
TNT (atorvastatin 80 mg/d)
LIPID
Even
t (%
)Relationship Between LDL‐C Levels and Event Rates in Statin Trials
Source: NLEC (National Lipid Education CouncilTNT=Treating to New Targets; HPS=Heart Protection StudyCARE=Cholesterol and Recurrent Events TrialLIPID=Long‐term Intervention with Pravastatin in Ischemic Disease4S=Scandanavian Simvastatin Survival Study
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“The degree to which the person’s behavior corresponds with the agreed recommendations from a health care provider.”
– World Health Organization
We Know Statins Work.What’s The Challenge?
Medication Adherence
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12
22% of U.S. patients take less of the medication than is prescribed
American Heart Association: Statistics you need to know. http://www.americanheart.org/presenter.jhtml?identifier=107Accessed November 21, 2007.
Medication Adherence
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Statin Adherence After 2 Years By Condition
Jackevicius CA, Mamdani M, Tu JV. Adherence with statin therapy in elderly patients with and without acute coronary syndromes.
JAMA 2002;288:462‐467
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But Does it Matter? Would AnythingGet Better with More Adherence?
-60% RR
Results of failure to adhere to prescribed medications:
Increased hospitalization
Poor health outcomes
Increased costs
Decreased quality of life
Patient death
Dudl, R.J., Wang, M.C., Wong, M., & Bellows, J. (2009) Preventing Myocardial Infarction and Stroke With a Simplified Bundle of Cardioprotective Medications.
American Journal of Managed Care
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“Increasing the effectiveness of adherence interventions is likely to have a far
greater impact on population health…
than any improvement in medical treatments, including highly promising advances in biomedical technology”.
Impact of Improved Adherence
–World Health Organization (WHO) report,
Adherence to Long‐Term Therapies: Evidence for Action. 2003
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Medication Adherence: Complex Behavior With Many Barriers
Patient
Healthcare SystemProvider
PATIENT CAUSES FOR NON ADHERENCE
Complex therapies
Side effects
Failure to understand the need for the medication
High out‐of‐pocket costs
Benner JS, Glynn RJ, Mogun H, Neumann PJ, Weinstein MC, Avorn J.
Long‐term persistence in use of statin therapy in elderly patients.
JAMA 2002;288:455‐461 Ref: Osterberg, NEJM, 2005
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Evidence‐Based Strategies for Improving Statin Adherence
Effective Interventions
Reminding patients seems the most promising intervention to increase adherence to lipid lowering drugs.
Patient reinforcement
and reminding
Patient information
and education
Simplification of drug regimen
Schedlbauer A, Davies P, Fahey T. Interventions to improve adherence to lipid lowering medication.Cochrane Database of Systematic Reviews 2010, Issue 3. Art. No.: CD004371. DOI:
10.1002/14651858.CD004371.pub3
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Southern California Kaiser Statin Adherence ProgramObjectives• Interactive yet cost effective
– If interaction is needed, it has to be mostly automated
• Sustainable and scalable to all of Kaiser Southern California
• Universally applicable– Computer & reading literacy– Cultural & language sensitive– Individualized communications
• Increase adherence and improve clinical outcomes
Initial Steps• Literature review• Survey target population• Develop IVR messaging in
collaboration with Silverlink:– PDCA cycles to improve the
‘listen’ rate– Address barriers to adherence
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Southern California Kaiser Statin Adherence Program
IVR Reminder
Calls
Personalized
Outreach
Educational Materials
Barrier Survey
Integrated Customer Service
To reinforce the importance of
adherence to statins
To identify causes of non adherence
To easily switch to the convenience of
mail order
To reach & engage the healthcare consumer
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Statin Adherence Program Evolution
Identify Issue
Survey For Barriers
Test
Intervention
Launch Program & Analyze
Scale Integrate Segment …
Phase I Phase II Future
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Statin Adherence Program Details• Target: Patients taking statins
Diabetes or cardiovascular diseaseFilled 100‐day prescription120‐140 days since last fill
• Timeline: December 2007 to November 2008 (program)March 2008 to August 2008 (claims)
• Location: Riverside Medical Center in S. California
• Communications Strategy: Interactive automated phone callsPersonalized and HIPAA‐compliant messagesEducational and barrier‐breaking messaging
• Policies: Calls 10AM‐12PM (Medicare); 7‐8:30PM (Com)3 attempts on 3 different days; answering machine messages left
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An Emphasis on Messaging• Messaging:
– Educational messages on the importance of statin medication as a life‐long medication
– Question about intent to refill
– Options to hear about a convenient way to refill their medications (mail order)
– Questions to determine the personal barriers to adherence for those who reported that they were unsure or did not intend to refill
– Suggestions around how to address personal barriers
• Improvements and Changes Implemented:– Initially offered a transfer to a KP Pharmacist
– Shortened the dialog to improve the engagement rate
– Simplified the educational messaging to address health literacy
– Changed the targeting from new users to focus on gaps‐in‐care
– Added messaging to set expectations – “this will only take a minute or two”
– Added a barrier survey with succinct suggestions to address some of the barriers
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Kaiser Statin Adherence Calls
Education & personalization
Barrier Survey
Mail order option
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01002003004005006007008009001000
Target Population Reachable Population Population That Heard Message
88% Reachable
71% Heard
Statin Adherence Program Analysis & Results
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Note: Analysis was based on claims filled within 3 weeks of final outbound call attempt.
The Impact of Targeted Communications on Adherence
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27% of those who stated they had not intended to refill, did refill their medication after listening to barrier‐breakingmessages
The Power of Barrier Breaking Messaging
COSTDID NOT KNOW
PROVIDER
SIDE EFFECTS
CONVENIENCE
1-2-3
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Did Not Know To Refill37%
Side Effects22%
Convenience15%
Physician Instructions
15%
Cost11%
Key Barriers to Statin Adherence
N=233Source: Kaiser Silverlink
StatinAdherence Barrier Survey
• 13% of those with side effects eventually refilled
• 42% of those with convenience issues eventually refilled
Population Insights
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A Win‐Win: Mail Order Improves Adherence
84.7% of patients who received their medications by mail at least two‐thirds of the time stuck to their physician‐prescribed regimen, versus 76.9% who picked up their medications at “brick and mortar”
Duru, O.K & Schmittdiel, J.A. (2010)
Mail Order Pharmacy Use and Adherence to Diabetes‐Related Medications
American Journal of Managed Care
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IVR Technology Supports Statin Adherence Program
Automated Interactive
Calls
Personalized
Scalable Efficient
Effective
Challenge: How to blend reminders with pharmacy counseling in a predictable way that leveraged research into motivational interviewing and health literacy.
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Data‐Driven Opportunities
Risk Predictors
Behavioral Segments
Preferences
PastBehavior
One campaign with many different experiences:
‐Different channel‐ Different “voice”
‐Different messaging‐Different timing
‐Different sequencing
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• Launch segment‐by‐segment interventions
• Assess and measure success rates and identify segment‘champions’
• Launch ‘challengers’ against segments
– Consistent process
– Rapid experimentation
– Randomized control group
• Integrate learning into database for continual improvement
42%
56%
49%
Adaptive Control: Iterative Process for Optimal Results
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Future
• Continue to incorporate ‘learnings’ around barriers
• Better integration with pharmacy resources
• Scale beyond Statins
• Multi‐channel and multi‐touch strategies
• Auto refill programs
• Segmentation and custom messaging by segment
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