Key Communication Moments
| Moment | Message | Channel |
|---|---|---|
| Open enrollment | Formulary changes; cost-saving opportunities; mail order benefits | Email; benefits portal; printed materials |
| New prescription | Generic alternatives; mail order option; cost-sharing information | Text; email; pharmacy consultation |
| Refill reminder | Refill reminder; mail order conversion; adherence support | Text; email; automated call |
| Formulary change | Drug moving to higher tier; alternative options; exception process | Letter; email; phone call |
| Non-adherence | Adherence support; cost-sharing assistance; clinical support | Phone call; text; email |
Personalized Communication
Personalized pharmacy communication — tailored to the member's specific medications — is far more effective than generic messaging. A message that says "Your Humira prescription is available as a biosimilar at 50% lower cost" is far more compelling than a generic message about biosimilars. Personalized communication requires claims data integration with the communication platform.
Multi-Channel Approach
IQ Insight
Multi-channel pharmacy communication — reaching members through email, text, app, and phone — significantly improves message reach and response rates. Studies show that multi-channel communication improves medication adherence by 10–15% compared to single-channel communication. Design a multi-channel communication strategy that reaches members through their preferred channels.