From Challenges to Solutions: Breaking Barriers to Revolutionize Patient Services

Maria Kirsch

Patients today too often find themselves navigating a myriad of challenges that can make accessing quality healthcare a daunting task. Various common obstacles range from financial barriers to long wait times, to geographical and technological limitations and much more.

As someone deeply invested in improving patient health outcomes, I’ve had numerous conversations with patients, healthcare providers (HCPs), and pharmaceutical manufacturers who echo the sentiment that these barriers can significantly impede patient access, affordability, and adherence.

In light of all of these complexities, it’s crucial to understand the specific hurdles patient services programs must overcome. Here are some of the top ones.

1. Lack of information

Over 60% of patients report wanting more information when deciding where to get care. They often feel lost navigating their treatment options and need clearer guidance on therapies available to them. This gap in reliable healthcare information can lead to poor decision-making, and, often, non-adherence to prescribed drugs, which only worsens health outcomes.

2. Long wait times

The average wait time for a new patient appointment in the US is a staggering 26 days. Imagine being in pain or facing a health issue, and having to wait nearly a month to see a provider. This is not just inconvenient; it can lead to delayed treatments and increase reliance on already overburdened emergency services.

3. Rising costs of therapies

Between 2019 and 2022, hospital drug expenses per patient increased by a reported 19.7%. This rise in the cost of therapies can place an incredible financial burden on patients, particularly those with chronic conditions or requiring specialty medications. As a result, many patients are forced to make tough decisions about whether they can afford to continue treatment.

4. Socioeconomic challenges

Factors such as income, education, and location have a significant impact on healthcare access. Patients living in rural areas or low-income households often face additional barriers to receiving care, contributing to growing health disparities.

5. Fragmented care coordination

When care is not well-coordinated, patients often find themselves bouncing between HCPs without clear communication or cohesive treatment plans. This fragmented care leads to miscommunication, duplicated tests, and inconsistent treatments.

6. Access to technology

In an increasingly digital world, access to and basic knowledge of technology is becoming more essential to access care, yet only 58.5% of adults reportedly used the internet to look for health or medical information in 2022. This digital divide means many patients are missing out on the benefits of telehealth, online appointment booking, and digital health management tools, limiting their engagement and access to services.

Turning obstacles into opportunities for success

It’s clear these significant obstacles can prevent patients from receiving timely, affordable care and contribute to a healthcare environment where many patients struggle to navigate their treatment journeys. These barriers not only hinder patient outcomes but also increase the burden on HCPs and patient services programs.

Addressing these issues requires a multifaceted approach. We must focus on advancements such as enhancing patient education and access to reliable information, along with the utilization of digital platforms that empower patients to make informed decisions. Reducing wait times can be achieved through process improvements and leveraging telehealth to expand access to care. By prioritizing these strategies and others, we can begin to create a healthcare system that better serves patients in need.

The impact of direct-to-patient models

In recent years, there has been a notable shift in how manufacturers launch new therapies, acquire patients, and provide ongoing support. The concept of "patients as consumers" is finally becoming a reality as manufacturers seek to meet the evolving expectations of today’s healthcare marketplace. With patients expecting more convenience, information, and engagement, direct-to-patient (DTP) models have emerged as a game-changing approach to meet these demands.

DTP models offer a transformative approach to addressing these challenges, providing numerous benefits for both patients and manufacturers. These models bypass traditional healthcare intermediaries, providing patients with direct access to therapies and services. Not only do DTP models streamline processes, they also enhance the overall patient experience.

By leveraging DTP models, we can address many of the systemic issues that hinder patient care. DTP models help simplify the healthcare journey by ensuring patients receive timely and accurate information, personalized support, and more affordable treatment options. The following are some of the key benefits that DTP models bring to the table:

Improved access to information. By utilizing DTP models, patients are empowered with accurate, timely information about their therapies.

I’ve spoken with physicians who have witnessed this firsthand: When patients are given clear, direct communication about their treatments or interventions, they feel more in control of their healthcare decisions and are more likely to adhere to their prescribed regimens.

Reduced wait times. By streamlining processes, DTP models can reduce the time it takes for patients to receive their medications or therapies, ensuring quicker access to care when it matters most.

Enhanced support. DTP models allow for more personalized care. Patients appreciate having direct access to tailored support services, such as educational resources and adherence programs, which can improve their overall health outcomes and satisfaction with their care.

Increased adherence and engagement. DTP models foster direct communication with patients, encouraging them to stay engaged with their healthcare. Because patients are more informed and supported, they’re more likely to adhere to their prescribed treatments.

Addressing medical deserts. In many parts of the country, physician shortages and geographic isolation prevent patients from accessing the care they need. DTP models help eliminate these “medical deserts” by making therapies accessible, regardless of location. This is especially critical for patients with rare or complex conditions who may not have easy access to specialists.

Data-driven personalization. DTP models leverage data and analytics to provide a more personalized and seamless healthcare experience. By collecting real-time patient data, manufacturers can tailor support services, adjust treatment plans, and deliver proactive care that meets individual patient needs.

Charting a path toward a healthier tomorrow

While the challenges facing patients and patient services programs today are numerous and complex, there are successful pathways to improving health outcomes and creating a more equitable healthcare system. Through collaborative efforts and implementing innovative solutions such as direct-to-patient models, we can tackle obstacles and help ensure patients receive the quality care they deserve. As we continue to address these challenges head-on, I am optimistic we can pave the way for a healthier future.

About the Author

Maria Kirsch is President of Patient Services at EVERSANA.