Josh discusses how patient support programs are evolving, including the shift toward outsourcing individualized hub functions. He lists five characteristics pharmaceutical companies should look for when evaluating outsourced support for long-term program success.
To learn more, download Cardinal Health’s latest industry survey on hub model management: A New Era for Patient Support Programs.
Read on for Josh’s insights.
The New Playbook for Patient Support Programs: Flexibility, Focus, and Forward-Thinking
By Josh Marsh, Vice President and General Manager, Sonexus™ Access and Patient Support, Cardinal Health
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The pressure on patient services teams continues to build.
They’re adjusting quickly to regulatory changes. They’re navigating an ongoing shift in digital patient engagement trends. And they’re continuously evaluating new technologies to ease patient access—including solutions that put automated masks on manual tasks.
In response to industry shifts, pharmaceutical leaders are exploring new ideas, like the “hybrid hub” that outsources certain functions and keeps others in-house. In a survey commissioned by Cardinal Health™ Sonexus™ Access and Patient Support, 8 in 10 respondents said they outsource most or some hub functions to a hub vendor. Survey respondents also reported internal constraints—such as bandwidth and resources—that may prompt more leaders to seek external support.
That’s where individualized hub solutions come into play. With this option, if a hybrid program is desired, companies don’t have to build it all at once, or on their own. Individualized solutions offer a steppingstone to evolving hub models, allowing organizations to bolt on technologies at their own pace. Ultimately, it underscores the continued relevance and strength of outsourced hub functions.
Regardless of which model your organization requires, here’s what to look for in outsourced support:
1) The grit to join you in the trenches
A hub vendor with grit faces challenges and solves problems quickly. In fact, we helped one life sciences company launch a new hybrid model on their CRM within six months.2) Transparency creates clear collaboration
While that example is unique, it’s important to note because product launches can be quite complex. An experienced vendor will roll up their sleeves with you—in your platforms, with your teams, and alongside other vendors. They will also adopt a growth mindset to overcome barriers efficiently and effectively.
Most of all, hub vendors invested in your success don’t see insourcing as a threat, but an opportunity to work together in a new way.
Internal patient services teams need open, transparent communication around program metrics and roadblocks ahead—especially in a dynamic environment flush with vendor sprawl. When we asked survey respondents where they planned to buy insourced technology, most (44%) said hub vendors, but other players were also cited, including tech and data companies.3) Consultative support you can count on
The right hub vendor shares insights even when they might conflict with their own interests. For example, our team actively collaborates with third-party vendors recommended by our clients. Additionally, we advise clients on the most effective hub functions to bring in-house, aligning with their strategic goals. With patient-centric transparency, additional layers of oversight become redundant—and the relationship strengthens.
You should also expect deep expertise and insights from your hub—from identifying opportunities to improving the patient experience to data-based guidance around operational efficiency. This involves strategic technology selection just as much as it depends on clinical expertise, and that can only come when hub vendors are an extension of your team. When the hub is immersed in your organization’s broader goals, they can align and contribute more strategically.4) Excellence in execution
This is critical in the evolution of hub models. Hub vendors can advise clients to embrace or modify plans or even push back with evidence when plans are likely to fail. Given that roughly three-quarters of surveyed respondents (73%) expect to outsource hub functions, this consultative support represents a continuing need.
The best hub vendors execute across timely implementations, well-defined workflows, high-quality customer service, and program adaptability. This excellence in execution can guide programs through hub evolutions, like the decision to outsource more individual functions.5) Culture drives program stability
According to our survey, 65.6% of respondents said single-service options would be appealing, with particular interest in opportunities such as reimbursement services, digital patient engagement, nursing and case management. We know this is a growing demand, and we offer individual solutions to support high-need areas.
A hub vendor’s culture indicates their compassion and clinical competence. A strong culture not only fosters employee engagement but also creates growth opportunities within the team. In fact, 97% of promotions in 2024 at Sonexus Access and Patient Support were filled by internal talent.Make confident decisions with a collaborative vendor
We intentionally invest in our culture—and it pays off: operational leader retention rates are over 90%. The learning and development provided to our entire team is especially critical, given that 51% of survey respondents reported lack of expertise as a barrier to in-house hub management.
The right hub vendor is a long-term investment in both success and collaboration. Patient support programs are complex to build and maintain, and with those complexities, it makes sense to collaborate with a hub vendor that can seamlessly integrate at any stage while enhancing current or evolving hub models with unparalleled operational expertise and advanced technology.
Download the latest industry survey on hub model management trends.
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