Evidence-Based Programs and Patient Impacts
In discussions with industry and nonprofits alike, measurable results—"return on patient impact," "return on reputation,"
or "return on societal impact"—are on the minds of those closest to advocacy, and with good reason. A number of chronic and
deadly diseases account for some of our nation's highest healthcare costs, and these diseases—cancer, diabetes, hypertension,
mental illness, and asthma—are priorities for both industry and nonprofits.
Many programs that have been undertaken in communities across America to deal with these issues have proven they can move
the needle. One example is the "Asheville Project," begun in 1997 to deal with the rising healthcare costs and productivity
losses in the city of Asheville, NC. This project has been a collaborative effort between the public and private sector involving
the APhA Foundation and North Carolina Center for Pharmaceutical Care (NCCPC). The project engaged local pharmacists as health
"coaches" to alleviate rising healthcare costs due to mismanaged diabetes and poor medication compliance; it targeted Asheville
municipal employees suffering from diabetes.
After five years, annual average claims decreased by $2,704 per patient in the first follow-up year, and by $6,502 per patient
in the fifth year. Savings on annual direct medical costs ranged from $1,622 to $3,356 per patient. In addition, the program
led to increased productivity valued at $18,000 per year, according to Triple Solution for a Healthier America, supported
This program has been replicated in other disease areas such as asthma and cardiovascular disease, with good results. Other
programs in mental health, autism, and infectious disease transmission have also shown substantive results in enhancing patient
care. Such programs could be adapted, replicated, expanded by companies and nonprofits in partnership to combat some of our
nation's thorniest health issues. For nonprofits and industry alike, finding ways of partnering that are effective, accountable,
and worthy of public trust is a pressing goal.
Nine Key Takeaways
As nonprofit–industry partnerships move to a more evidence-based focus, here are some practical tips for those who want to
raise the bar for advocacy.
» 1. Learn what has come before. When developing an initiative to reach patients, research existing programs and approaches that have worked, and incorporate
that learning into future programs. When feasible, expand existing programs rather than inventing new ones, so effective programs
can have greater impact.
» 2. Collaborate more. With limited resources coming from pharmaceutical companies, few organizations have the financial wherewithal to go it alone.
Nonprofits need to diversify their funding sources for credibility sake, so finding like-minded companies who can share in
the costs of a nonprofit program increases the impact and decreases any one organization's investment. Companies should encourage
nonprofits to go after complementary funding sources when exploring nonprofit partnerships.
» 3. Study the principles of health motivation. The principles included in this widely studied model are still relevant in forging strategies focused on behavior change.
» 4. Choose strategies with lower cost and highest impact. Social media is allowing for more targeted, cost-effective, and measurable communications approaches. In-market events are
proving too tough to execute cost-effectively for some target audiences who are constantly on the run. Big and expensive doesn't
always mean more successful.
» 5. Develop motivating messages and engage messengers who reflect the values and beliefs of your target audience. When budgets allow, test your messages.
When budgets don't allow, at the very least, conduct informal one-on-ones with a smaller audience of your target.
» 6. Engage grassroots and social media ambassadors. They will help to expand the impact of programs. Give them the tools and techniques to effectively reach their peers.
» 7. Look beyond the PR burst. This can be a focal point of company/nonprofit partnership. Push for programs that have an end patient benefit beyond awareness.
» 8. When establishing relationships, consider the long term. Programs that last only a few brief months or one year don't really make a difference. When feasible, commit to multi-year
campaigns that show more measurable results.
» 9. Define measurable goals. Do this at the beginning and evaluate measurable outcomes at midway points so programs can be course-corrected for greater
impact and greater cost/benefit.
The end goal is better patient care, longer term relationships, and mutually fulfilled objectives. Advocacy can become more
vital if we all take steps to make it more measurable, more strategic, and more sustainable.
Ann Moravick is president of Rx4good. She can be reached at firstname.lastname@example.org
or on Twitter: Rx4good