News

Study: Higher copays mean greater drug compliance

BY Alaric DeArment

PLYMOUTH MEETING, Pa .—Conventional wisdom suggests that people with lower prescription drug copays will be more faithful to their medication regimens, but a study conducted by SDI and Experian Marketing Services indicated the opposite.

The study, “Injectable Rx Consumer Market Profile,” analyzed anonymous data from more than 7,000 patients taking eight commonly used injected drugs for rheumatoid arthritis, multiple sclerosis and hepatitis C during a 12-month period to determine whether compliance differed depending on copay amount.

“The startling thing was that as copay was a little higher, compliance was a little higher,” said Bob Doyle, vice president of consumer insights and marketing effectiveness for SDI.

Digging deeper, Doyle said, the study found that those who had higher copays also tended to have higher levels of education, income and wealth, while the opposite was true among those with lower co-pays. For example, among hepatitis C patients, 53 percent of those with high copays had college or post-graduate education, compared with 22 percent of those with low copays. Those with high copays were more likely than those with low copays to have professional or technical professions; among the hepatitis C patients, those in the low-copay group were more likely to be blue-collar workers, while none of those with high copays fell into that category. The high-copay patients had household incomes about 25 percent higher than the low- copay patients, and their homes were worth almost twice as much.

“You might expect patients with lower copays to be more compliant simply because of the cost factor,” Doyle said. “But through this study, we learned that due to the correlation of many consumer and demographic factors, the opposite is true for patients in this group.”

SDI created the profile by overlaying HIPAA-compliant patient data with such consumer demographic and lifestyle data as income, homeowner status, gender, education level, income, home value and occupation. It measured compliance by average days’ supply and average number of prescriptions received over a 12-month period.

“Whether marketers are using predictive analytics to confirm their assumptions or to gain new intelligence about customers and prospects, combining anonymous patient-level transactional data with a complete view of consumers’ demographic, psycho-graphic and lifestyle data, as well as their brand and media consumption habits, allows them to make highly targeted marketing offers in an industry that has previously relied on mass marketing,” Experian Marketing Information Services senior vice president and general manager Rick Erwin said.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
News

Wegmans begins trial of self-checkout lanes in New York store

BY Michael Johnsen

ROCHESTER, N.Y. Wegmans is testing four self-checkout lanes for the first time near company headquarters at its Penfield, N.Y. store based on consumer demand, according to published reports.

We were never in a rush to introduce self-checkout,” Jo Natale, Wegmans spokeswoman, told the Rochester Democrat & Chronicle. “We had never seen one we liked or offered features for customer convenience.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
News

Wegmans stores close all photography centers

BY Jenna Duncan

ROCHESTER, N.Y. Supermarket chain Wegmans is closing down its photo operations, reports this week said. After more 20 years serving its communities with photo services, the company will no longer offer full-service in-store photo development.

The closures affect 12 stores in Wegmans’ Rochester market. This will affect 18 full-time employees and 52 people who work in photo part-time in Rochester, the company said, as well as 63 full-time photo employees and 173 part-timers companywide. Wegmans has said it will try to make adjustments to keep some of those employees in the company.

So far in the past year, Wegmans has closed 9 of its photo departments. The company has said that the closures are largely due to the growing popularity and accessibility of digital photography.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?