As we approach the end of the calendar year, many in healthcare turn their attention to a critical annual phase of insurance reverification, known colloquially as “blizzard” season. It’s during this Annual Reverification (AR) period that patients’ access to medications may be jeopardized due to the alterations in insurer formularies and the resetting of deductibles and out-of-pocket minimums. For millions of patients, particularly those who have experienced changes in employment, insurance plans or healthcare providers, this season can bring significant uncertainty and disruption.

In this article, we explore the role that electronic health records (EHRs) play in the reverification landscape, what challenges “blizzard” season brings for biopharma marketers and examine opportunities to minimize disruptions with innovative communication channels at the point-of-care.

The Role of EHRs in the Reverification Landscape

Electronic health records (EHRs) are often the first tool to alert healthcare providers (HCPs) that there may be significant changes afoot for their patients’ medication coverage.

Providers accustomed to prescribing certain medications under previously established coverage parameters suddenly find themselves navigating a landscape altered by price fluctuations, newly required prior authorizations and therapeutic alternatives presented. The data reflecting these changes in the healthcare providers’ EHRs not only affects prescribing behaviors but also patients’ access to necessary treatments, emphasizing the need for timely and clear communication.

EHRs contain a significant amount of the real-world data needed to appropriately target changes in formulary coverage to the right provider, at the right time. While EHRs represent the source of the data, they also offer biopharma commercial teams an effective channel in which to deliver the important information HCPs need to provide their patients with the most appropriate and cost-effective therapies.

Challenges for Biopharma Marketers

Biopharma marketers are faced with the task of engaging in millions of critical touchpoints with payers and providers during this compressed timeline. It’s a period that demands not only a high volume of communication but also strategic precision to ensure messages are both received and acted upon.

The successful navigation of this blizzard hinges on the ability to cut through the clutter and deliver supportive messaging that resonates with the current needs of healthcare providers.

The Opportunity for Strategic Communication

The integration of supportive messaging within EHR provider workflows emerges as an impactful solution. On average, today’s physicians spend approximately six hours in their EHRs out of an average 11-hour workday. As an endemic channel, close to the bottom of the marketing funnel, the focused time and attention HCPs spend within the EHR make it an ideal channel to communicate essential formulary updates and cost saving options. What’s more, these types of messages are well-received by HCPs, and they are looking for adherence tools to support their day-to-day practice, including formulary updates and drug affordability programs.

Strategic communications during EHR interactions can inform providers of good tier status medications or the availability of coupons and copay assistance programs. This is not just a convenience — it’s a necessity for maintaining the continuity of patient care during a tumultuous period.

Veradigm’s Role in Minimizing the Impact of “Blizzard” Season

Veradigm Digital Health Media can provide targeted formulary or copay messaging directly to the practices most in need. By leveraging the power of the Veradigm Network and our deep integration with EHRs, we can deliver timely, pertinent information that aligns with providers’ immediate decision-making processes, ultimately aiding in preserving patient care continuity during the AR season.

To learn more about how Veradigm Digital Health Media can revolutionize your communication strategy in the blizzard season, we invite you to contact us. With our expertise and innovative approach, we can turn the challenges of this season into opportunities for enhancing patient care.