Issue link: http://osercommunicationsgroup.uberflip.com/i/668578
C h a i n D r u g s t o r e D a i l y 3 7 S u n d a y, A p r i l 1 7 , 2 0 1 6 Optimum MedSync service enjoy a clear advantage for efficiently aligning patients' refill dates and increasing adherence. Optimum MedSync's data mining tools enable subscribing pharma- cies to meet or exceed quality standards. This increased performance enhances a pharmacy's CMS Quality ratings, which can drive higher reimbursements under the pay-for-performance models. Targeted Interventions MarkeTouch Media enables pharmacies to practice more effective population health management by applying targeted interventions to specific patient popula- tions. MarkeTouch Media's ongoing research delivers industry best practices for each patient, based on demographics and inferred disease state. These targeted, patient-specific interventions allow phar- macies to focus their actions based on their particular goals and capabilities. Fully Customizable All pharmacies have similar goals around patient adherence, but each man- ages the process differently. So instead of a cookie-cutter technology platform, Optimum MedSync was created to be fully customizable. MarkeTouch Media works with its clients to align the solu- tion to their clinical and operational goals. The RxTouch sync engine's flexi- bility allows clients to easily manage patient eligibility criteria and provides Mark eTo uch Media (C o nt'd. fro m p. 1 ) multiple total-solution options that seamlessly integrate with current work- flow. MarkeTouch Media specifically designed the automated and customiz- able processes to optimize patient satis- faction, patient results and client opera- tions. In addition, by licensing Walgreens' prescription alignment patents, MarkeTouch Media can offer clients even more configurations. Efficient, Personal Patient Communication According to NCPA, high-touch commu- nication "is the single strongest predictor of individual medication adherence," and studies show that direct pharmacy staff interaction is key to assisting patients take their medication correctly, where the length of therapy directly influences patient's clinical outcomes. MarkeTouch Media's Optimum MedSync bridges the patient-care gap with customizable, proactive high-touch communication tools that facilitate automated and live patient interactions and that document and drive clinical outcomes of various patient populations. Stores, corporate offices and call centers can all easily take advantage of the solution's multifaceted approach; it's simple for pharmacy staff to use, seamless to the patient and it pro- vides meaningful and functional reporting to the chain. For more information, visit www.marke touchmedia.com, email sales@marke touchmedia.com or call 800.840.8111. generic version of Tikosyn ® (Dofetilide capsules, 0.125mg, 0.25mg and 0.5mg). Tikosyn is an antiarrhythmic agent to prevent irregular heartbeats such as atri- al fibrillation and atrial flutter. In another important development, the FDA announced on March 9, 2016, the elimination of the Risk Evaluation and Mitigation Strategy (REMS) for Tikosyn (Dofetilide) and its generic equivalent. Tikosyn was approved on October 1, 1999 for the maintenance of normal sinus rhythm (delay in time to recurrence of atrial fibrillation/atrial flutter) in patients with atrial fibrillation/atrial flutter of greater than one-week duration who have been convert- ed to normal sinus rhythm (NSR). Tikosyn is also indicated for the conversion of atrial fibrillation and atrial flutter to NSR. Under the REMS program, Tikosyn (Dofetilide) could only be prescribed by enrolled prescribers and dispensed by enrolled pharmacies and healthcare facil- ities. In January 2016, the FDA deter- mined that while safety risks for Tikosyn (Dofetilide) still exist, the requirements of the REMS program are no longer nec- essary to ensure that the benefits of the drug outweigh the risks. By eliminating the Tikosyn REMS: health care professionals who prescribe Tikosyn are no longer required to enroll in the Tikosyn and Authorized Generic REMS Program to prescribe or dispense Mayne P harma (C o nt'd. fro m p. 1 ) Tikosyn or its authorized generic; phar- macies and health care facilities may dis- pense Tikosyn or its authorized generic without having to enroll in the Tikosyn and Authorized Generic REMS Program; pharmacies may dispense Tikosyn or its authorized generic without verifying that the prescriber is certified in the Tikosyn and Authorized Generic REMS Program. Mayne Pharma's Chief Executive Officer, Scott Richards, said, "Our expedi- tious resolution of the patent litigation with Pfizer on what we expect is a First-to-File ANDA for Tikosyn is a significant event for our U.S. generics business. This agreement allows Mayne Pharma to bring a generic version of Tikosyn to the U.S. market prior to the October 2018 expiration of Pfizer's patent, without incurring the uncertainty, cost and risk inherent with patent litigation. Furthermore, we expect to be awarded a 180-day exclusivity period upon approval which we anticipate as early as 2016." Mayne Pharma is an ASX-listed spe- cialty pharmaceutical company that develops and manufactures branded and generic products, which it distributes globally, either directly or through distri- bution partners and also provides contract development and manufacturing services. Tikosyn is a registered trademark of Pfizer Inc. For more information, visit www.mayne pharma.com or call 800.344.8661. exception. The rise in consumerism is driving the growing retail-orientation in the healthcare industry with a focus on personalized sales and marketing. CDD: How do you think the industry should adjust to growing consumer desires? DH: I believe industry stakeholders must evolve their traditional business-to-busi- ness models by becoming more con- sumer centric. We must meet the chang- ing market with new and innovative solu- tions, focused on building long-term con- nections through multi-channel engage- ment solutions. CDD: How does MedImpact approach this growing shift? DH: Our business model is unique; we avoid conflicts by not owning fulfillment pharmacies, and we don't compete with retail chains for prescription dispensing. Typically, PBMs that own dispensing work toward shifting marketshare to their owned pharmacies including retail, mail and specialty pharmacies. As a PBM, we must provide options for retail, mail order and specialty, but the way we do it is different. In addition to optimizing patient access via our retail dispensing network, we offer an integrated network solution for specialty and mail. We can also work with our pharmacy network to offer personalized, accessible content through patient-centric, multi-channel engagement. Through proactive, person- alized engagement, our solutions are MedI mpact (C o nt'd. fro m p. 1 ) designed to help patients stay healthy or manage chronic conditions. CDD: How do you balance the patient need for personalization with the increas- ing rise of specialty drugs that require complex dispensing? DH: By 2019, 50 percent of drug spend is forecast to be in specialty. Our goal is to keep things simple for the growing population of patients using specialty medications. MedImpact focuses on con- trolling costs and utilization for specialty medications at the prescription level. This prescription-level utilization man- agement for specialty drugs centers on payer and patient alignment, ensuring these high-cost prescriptions balance plan guidelines and patient requirements. This past year, we've seen a rise in the application of utilization management tools for high-cost medications. As a PBM, our collaboration with retail pharmacies is essential to deploying these tools for better care. We work with our plan sponsors to develop formulary and utilization manage- ment strategies to achieve their unique goals, and we rely on our pharmacy net- work to help manage the dispensing per specified guidelines. We also provide clin- ically focused programs to improve adher- ence and overall medication therapy, including refill reminders, clinical surveil- lance and adherence programs – leading to personalized, patient-focused interven- tions. We work closely with our network to ensure patients have access to the medica- tions and services they need. For more information, go to www.med impact.com or email info@medimpact.com. Everything starts to look the same – the locations, the assortments, the pricing and the promotions. Marketing Werks believes that experience has the poten- tial to be a true, long-term differentiator for the chain drug community. Experiential marketing, in and out of store, can bring shoppers and retailers together in a compelling, differentiating way. A targeted experiential campaign provides a mechanism to actively engage shoppers, delivering opportuni- ties to truly 'sample' the retailer. An insightful experiential program appeals to all five senses. It has potential for social engagement and amplification. Done well, it can increase store traffic as well as enhance satisfaction among cur- rent shoppers. CDD: What is the key to doing experien- tial marketing right? HM: Shopper insights are key to creating engaging, long-running experiences that set the best retailers apart. Quantitative and qualitative resources should be lever- aged up front. The right mix will deliver a series of revealing insights that inspire strategic planning, creative development, and ultimately, effective experiential marketing. Such programs, when designed properly, continue to generate on-going, real-time insights that allow for periodic course corrections and pro- gram enhancements. In today's market- place, we know shoppers are more con- nected than ever before. That is why it's imperative that these insights are also leveraged across a program's digital and social experiences. Mark eting W erk s (C o nt'd. fro m p. 1 ) CDD: What makes Marketing Werks uniquely qualified to deliver on the expe- riential needs of the chain drug commu- nity? HM: Marketing Werks has been deliver- ing unrivaled, insight-driven experiential marketing programs for nearly 30 years. Our powerful family ties with parent com- pany CROSSMARK and sibling company PromoWorks provide us with unmatched access to shopper data, superior analytics and nationwide connectivity to retailers and shoppers. The strength of this network and its resources set us apart. Our pro- grams begin with deeper insights and a commitment to innovation that empower us to develop compelling, forward-think- ing programs that differentiate retailers and participating manufacturers alike. Our most recent innovation is PROGRAM- MATIC EXPERIENTIAL™, a digital component of every campaign that com- bines geofencing, tactical message deliv- ery and high-end analytics for more pre- cise targeting and extended, deeper shop- per contact. PROGRAMMATIC EXPE- RIENTIAL is just one example of our belief that experiential marketing events are not just points in time along a cam- paign. They are delivered most effectively within a long-term continuum of engage- ment that brings a retail brand to life and connects with shoppers in a variety of ways, and over an extended period of time. Therein lies the promise that experi- ential marketing can help today's retailers build traffic and loyalty, and most impor- tantly, break away from the pack. For more information, visit www.market ingwerks.com.