How can I ensure that the HCPs are aware of the copay offset program of my brand?

The process flow, for managing copay or affordability messaging within the Market Access module moves from strategic configuration in the Activate section to performance analysis in the Measure section.

Market Access Dashboard

1. Activation: Creating the Affordability Program

To initiate the messaging, you must first build the program parameters within the Activate tile.

• Program Setup: You define the brand, sub-program name, and the specific NDC codes for the medication.

Create A New Sub-Program Page

• Targeting: You specify geographic locations for inclusion or exclusion and can optionally target specific pharmacies using NCPDP IDs.

Targeting Tab

• Operational Details: This step involves setting the date range and selecting Cost Per Distribution (CPD) as the bid strategy.

Operational Details Tab

• Coupon Logic: You either upload a list of Member IDs via a CSV template or, if IDs are unavailable, provide a Patient Affordability URL and set a budget. You must also enter the technical coupon details: Group, BIN, and PCN.

2. Messaging: Ensuring HCP Awareness

HCP awareness is driven through the Creatives tab, where you define how the copay offset program is presented to the user.

• Creative Formats: You can Upload Rich Media Creatives (web banners in sizes such as 728x90 or 300x250) or Create a Copay Card directly on the platform.

Creatives Tab

• The Offer: You define the Discount Price (as a percentage or flat dollar value) and, for Copay Cards, provide a Summary/Description of the affordability program.
• Publishing: Once you click Publish, the platform serves these financial messages/coupons to the targeted HCPs across web and mobile platforms (such as EHR, Tele-medicine, or E-Prescribing).

3. Measurement: Analyzing Engagement and Success

After the program is live, you transition to the Measure section's Analytics page to track how effectively HCPs are engaging with the affordability message.

Analytics Page

• Executive Summary: This tab provides a Coupon Distribution Trendline and breaks down the HCPs who distributed coupons by their Specialization and geographic Location.

Executive Summary Tab

• Audience Engagement: This tab tracks Unique HCP Reach over time and uses a heat map to show the Time of Day when coupons were most frequently distributed. It also identifies which Platform Categories (e.g., EHR vs. Tele-medicine) were most successful.

Audience Engagement Tab

• Coupon Insights: This tab provides a View Impact graph comparing ad impressions (awareness) against actual distributions. It also identifies which NDC codes, Ad Dimensions, and Devices gave the highest performance.

Coupon Insights Tab

By monitoring these analytics, you can identify actionable copay data to optimize current affordability programs and augment the performance of future initiatives.