There’s a next generation of digital front doors being created that open up to a patient/member experience that folds in payer, provider, and employer data—plus behavioral data the patient themselves generates when they browse through content in there. Because that’s what it takes for a so-called personalized experience or patient journey to ensue. This is what I’m talking about in this healthcare podcast with Kristin Begley, PharmD.
In an ideal world, you’d have, for example, a member/patient/customer who goes to their doctor and is handed a tablet to fill out an intake form. When they hit submit, they get access to a digital front door that leads to a vast Web portal inhabited by the doctor as well as the patient’s payer and their employer.
This personalized Web portal then knows this patient has asthma and is nonadherent to their maintenance medication and is using their rescue med a lot, because it’s in the payer PBM (pharmacy benefit manager) data.
The portal also knows the patient is searching a lot on content like what to do when you have a terrible asthma attack.
Further, the portal knows that the patient’s current doctor visit, the one where they’re filling out the intake form, is about a respiratory chief complaint, because it’s in the doctor data and also on that intake form, which, by the way, was immediately uploaded with structured insights available to all parties sharing the portal data.
Now, everybody who needs to know knows this patient is at obvious rising risk.
What can happen now? Lots of things. Because the portal knows what’s included in the patient’s benefit plan, there can be a proactive reach-out to get that patient into an available whole longitudinal program before they wind up in the ER. Maybe that’s a point solution. Maybe that’s a high-quality doctor offering a bundle.
Which leads me to the whole value-based care part of this. Front doors are not only for patients to get steered to the best provider—maybe one with a value-based arrangement—but also, in a way, a front door for providers and payers to work together. A portal can be the “hub,” if you will, the shared neutral interoperable space for all the parties who need to share space for their value-based arrangement to work out.
In fact, some of these portals are taking on risk themselves. Like, you guys all use our portal for your value-based arrangements, and we’ll guarantee this level of performance in those arrangements. Portals sharing risk and taking upside becomes even more relevant when the portal comes with its own network of existing provider users, for example—provider users who want to be paid for value and also with EHR (electronic health record) data and direct access and influence over patient care. It’s the old network effect.
But besides helping make sure the patient gets the right care at the right time, digital front doors also have the potential to ease patient administrative burden. While there’s lots of well-placed attention on affordability, patient administrative burden means delayed or foregone care. That’s as per a new study by Michael Anne Kyle, PhD, and Austin Frakt, PhD.
Kristin Begley is chief commercial officer at Wildflower Health right now, but she started out as a pharmacist before she defected to the business world. She has spent time in the pharmacy space with big companies and small companies before transitioning into the value-based, risk-based world. She’s now at Wildflower leading sales and account management, and she knows a whole lot about digital front doors.
You can learn more at wildflowerhealth.com.
Kristin Begley, PharmD, is a proven leader in the healthcare space with 20 years of experience in health information technology and the pharmaceutical supply chain, focusing on innovative solutions and software. She currently serves as the chief commercial officer of Wildflower Health, a modular digital-enablement care company that activates women and their families within the healthcare ecosystem.
Wildflower’s software, hardware, and humanware amplify and personalize available resources to women, breaking down silos of care between payers and clinicians while fueling the shift from fee-for-service to value-based care. Wildflower supports the whole person by helping clinicians address both clinical and social determinants of health needs and empowering women to confidently navigate and access care for the family.
Kristin is a founding member of All Tru Health, a consulting organization dedicated to improving quality and lowering healthcare costs for Americans, with an emphasis on emerging technology and high-value clinical care. She also served as the chief commercial officer at EmpiRx Health, a pharmacy care manager with a model rooted in payer alignment through at-risk management and concierge service.
Prior to that, Kristin was the chief pharmacy officer of Truveris, a healthcare technology company that sheds light on the inner workings of the pharmaceutical supply chain, serving all segments, including consumers. She also led Hewitt’s national pharmacy practice, where she managed Rx benefit strategy for Fortune 500 employers. Kristin holds a doctor of pharmacy degree from Samford University.
04:20 What do we mean by “digital front door” in healthcare?
05:27 “In healthcare, the next generation of digital front door is connecting all those stakeholders that try to help patients stay healthier.”
06:20 “What we’re trying to migrate to is … walk into any front door.”
07:24 Why is engagement the hardest part?
10:24 “Are they digital providers … or are they healthcare providers?”
12:25 “When we live in a capitalistic healthcare system, we all have a price tag on our head.”
14:01 “How will providers and payers ever be successful in value-based care if we don’t have activated, educated, motivated patients?”
16:36 “I don’t know how … we succeed in value-based care without having … personalized content for everyone.”
18:24 “What does a consumer want?”
26:52 How does Wildflower Health achieve their value-based care network effect?
29:54 What do stakeholders want relative to value-based care?