Healthcare today is more than curing a patient of a particular illness. It is also involved in educating, communicating, and tracking patients to assure that they stay well. One company that uses cutting edge technologies to achieve these goals is PSKW, a biopharmaceutical marketing company.
Established in 2005 and headquartered in Bedminster, New Jersey, PSKW assists pharmacies with their marketing to patients. The company has offices in Bedminister, New Jersey; Newport Beach, California; Jericho, New York; Doylestown, Pennsylvania; and Louisville, Kentucky.
It uses a number of tools to assure that the patient is devoted to and complies with the wishes of his or her healthcare advisers.
One such tool is a co-pay program. PSKW has created 1,500 co-pay programs for about 200 pharmacy brands. According to the company, 456,000 prescribers and more than 8.3 million people use the programs.
The co-pay programs are very flexible. Patients use vouchers, coupons, or cards as well as virtual ways to help reduce their out-of-pocket medication costs.
PSKW asserts that vouchers are ideal for patients who are in a government insurance program or need a controlled substance. A traditional co-pay card is a good choice for patients who have private insurance. A Visa Debit Card pays the pharmacy instantly as patients pick up their medications, and helps to build loyalty to the sponsoring brand whose name is on the card. A Dual Card delivers offers to two different patient groups; for example, a free trial to government-insured patients and a co-pay offer to privately insured patients. A Portfolio Card incorporates offers for multiple drug brands onto one card.
PSKW uses four methods to get the vouchers, coupons or cards to the patient -- a representative delivers the card to the patient’s doctor who then gives it to the patient; they mail the vouchers/coupons/cards to the patient’s doctor and then the doctor gives it to the patient; the vouchers/coupons/cards are delivered to the patient directly as a part of a print publication; or it is mailed directly to the patient.
PSKW also provides co-pay plans via e-mail, website, mobile device, text, ePrescriptions, or a so called “Universal Pharmacy” offer, which provides pharmacist-activated point-of-sale co-pay support for any patient with a valid Rx but no in-hand offer vehicle.
The technology used to deliver co-pay assistance can also be used to communicate, educate, track, and engage the patient.
Robert Previdi is CEO of PSKW. He gained experience in the pharmaceutical industry as an employee of Bristol-Myers Squibb and Abbott Laboratories. He also owned a number of medical marketing firms including Touchtone Media for Medicine and Touchtone Rx before co-founding PSKW. In 2012 PharmaVoice selected him as one of the 100 Most Inspiring People in the Life Science Industry.
Steve Freeman is President of PSKW. He gained experience in pharmaceuticals and marketing with Knoll Pharmaceuticals, Boots Pharmaceuticals, and McCann Healthcare. He gathered additional marketing knowledge with Centricity Group, McCallan Group, Cardinal Health Healthcare Marketing Services and was with Boron, LePore and Associates, a medical education company.
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