Independent community pharmacies today are increasingly concerned with plan networks and whether or not they’re considered in-network for their patients’ insurance plans. But if you are in-network, what’s making patients go to an out-of-network pharmacy?
The American Journal of Managed Care recently published the results of a survey conducted by Kaiser Permanente Colorado that investigated out-of-plan pharmacy use. The study found that several factors motivate patients to go outside of their network to fill their prescriptions.
We’ve compiled the most commonly cited reasons for patients to choose an out-of-network pharmacy, and provided some solutions you can implement to motivate patients to fill their prescriptions with you instead of with your competitors.
Prescription cost
The Kaiser Permanente study found that 58 percent of out-of-plan patients were influenced by prescription cost. In other words, these patients found a pharmacy with a better deal, and didn’t hesitate to switch, even if it meant going out-of-network.
Sometimes, this will lead them to you. Consumer Reports found that independent pharmacies often offer much lower prices than chains or big box store pharmacies. Being willing and able to negotiate with patients or to help them find alternative solutions can motivate patients to use your pharmacy.
Another way to entice patients to your pharmacy is with a prescription discount program. The Kaiser Permanente study noted that within its own plan, the rate of prescriptions issued to out-of-plan pharmacies has risen considerably since the introduction of discount generic prescription drug programs. Ultimately, its investigation found that 57 percent of patients who went out-of-plan to fill their prescriptions were motivated by one of these programs.
While you may not be able to implement the same prescription discount program advertised at big box store or national chain pharmacies, you can find a program that will work for your pharmacy. For example, ScriptCard from PBA Health, a pharmacy services organization specializing in independent pharmacy, offers various options for pharmacies to provide cash-paying patients a discount. Prescription discount programs show patients that you care about helping them afford their medications, and they keep your business competitive.
Pharmacy convenience
Location, location, location. Forty-four percent of out-of-plan patients in Kaiser Permanente’s study went out-of-plan because the other pharmacy’s location was more convenient. Make sure that patients who live in your area know about your pharmacy and its services. You could send a postcard to nearby residents, or post flyers about your pharmacy on community boards across town.
Another way to make sure your pharmacy is convenient for patients is by adding a delivery service. What location is more convenient for your patients than their own home? Prescription delivery services give your patients the convenience of a mail-order pharmacy with the personal touch of an independent community pharmacy.
There are ways besides location to make your pharmacy more convenient for patients, too. If you offer a medication synchronization program, explain to patients the benefits and the added convenience of being able to pick up all their medications at the same time.
Additional factors
While the Kaiser Permanente study was able to glean insight into these important factors, others causes, such as customer service and pharmacy loyalty, remain unexplored. These factors, important to independent community pharmacy, continue to win over patients each day.
