Communication Strategy
- Safety first: Lead with safety — explain that drugs come from licensed pharmacies in countries with comparable safety standards
- Financial benefit: Show members their specific savings — "You will save $X per month on your Humira"
- Simplicity: Explain the process clearly — how to enroll, how to order, how to receive drugs
- Testimonials: Share stories from members who have used the program successfully
- Q&A: Provide a FAQ document and a phone number for member questions
- Ongoing reminders: Send regular reminders to non-enrolled members with eligible drugs
Addressing Safety Concerns
The most common member concern is drug safety — "Are these drugs real? Are they safe?" Address this concern proactively: explain that drugs are sourced from licensed pharmacies in Canada, the UK, or Australia — countries with drug safety standards comparable to the US. Explain the vendor's authentication and quality control processes. Provide the vendor's safety record and any third-party certifications.
Opt-In Rate Benchmarks
IQ Insight
Opt-in rates for international drug programs vary widely — from 20% to 70% depending on the incentive, communication, and member population. Programs with $0 cost-sharing for international drugs and strong communication achieve 50–70% opt-in rates. Programs with modest incentives and weak communication achieve 20–30%. The incentive and communication investment pays off in higher adoption and greater savings.