Advancing Proactive Point-of-Care Support: Strategies for Pharma Teams

Imagine setting up an elaborate race car track with loops, jumps and ramps. Everything looks great – until the cars stall halfway through or go flying off course. What’s your next move? You troubleshoot. You realign the pieces and get things running again. But by the time you fix one issue, another pops up. It’s frustrating, and despite all the effort, it always feels like you’re always catching up. 

Healthcare providers face this challenge every day. They’re navigating a system riddled with roadblocks for their thousands of patients, hitting breakdowns when least expected. And by the time they realize a problem is coming, the momentum is lost. They’re reacting instead of anticipating. 

For years, pharmaceutical support services have tried to ease this burden. But the old model – let’s call it v1 – has its limits. V1 was designed in a simpler time when specialty drugs were fewer, and challenges more predictable. It relied on providers reaching out for help when things went wrong – essentially a “pull” model. But now, the complexity of modern healthcare demands a more proactive, integrated approach. 

This is where V2, or Proactive Point-of-Care Support, comes in. By using data and technology, we can anticipate the obstacles providers will face and offer solutions before they even know they need help. Instead of waiting for problems to disrupt the process, we can proactively integrate support into their daily workflows, ensuring the entire journey from Script-to-Therapy^TM is seamless. 

I’ve talked previously about the need for this transition to happen; now I want to talk about strategies  pharma can use to shift to proactive point-of-care support by addressing the where, when, and how of service delivery:

Where: Meeting Providers Where They Are

The days of a single, brand-specific portal are long gone. Providers are increasingly turning to shared, multi-functional tools that consolidate solutions across multiple manufacturers. Much like retail’s shift from traditional malls to a diverse mix of channels—including e-commerce platforms, social media shopping, and brick-and-mortar locations—pharmaceutical companies must reimagine how patients and providers access therapies. It’s no longer about one access point—it’s about creating a seamless, integrated experience for providers and patients alike.

This shift means manufacturers can’t solely depend on hubs to handle it all. While hubs play a critical role, they aren’t designed to build direct relationships with providers. Pharma must take ownership of assembling the right mix of tools – EMRs, hubs, and third-party platforms- to ensure a seamless experience for providers. The goal isn’t just to streamline access but to meet providers where they already are, with solutions that fit seamlessly into their workflows. 

When: Acting Before Problems Arise 

Timing is everything in healthcare. The right support, delivered at the right moment, can mean the difference between a provider or patient getting frustrated and switching to an alternative, vs. sticking to the original course of treatment. 

Pharma companies must leverage data to identify recurring bottlenecks. For example, if a particular payer consistently denies PAs for a therapy, field teams should have this insight at the ready. By equipping providers with proactive resources, delays can be minimized and frustrations avoided. 

But timing isn’t just about data, it’s about meeting providers at their moment of need. Support must be available precisely when providers encounter roadblocks, such as during BVs or when managing a PA denial. And here’s the catch: timing hinges on where – support must live within the provider’s workflow to ensure it’s accessible in real time. 

How: Redefining the Script-to-Therapy^TM Journey

Pharma must also look beyond isolated events like BVs or PAs. These are just single steps in a much larger process. The real inefficiencies often lie in the “shoulder events” that connect these steps, such as the delay after a practice gets the results of a Benefit Verification and before they’ve started the PA submission. 

Automating transitions between these events, manufacturers can create a streamlined process where one step flows seamlessly into the next. Technology solutions that integrate workflows and trigger the next step automatically can make a difference- not just in speed, but in outcomes. 

Additionally, pharma field teams need to adopt a “teach-to-fish” mindset. They should move from solving problems reactively to instead first focusing on equipping providers with tools and strategies to manage access challenges. This approach builds trust, strengthens partnerships, and enhances provider satisfaction. 

A Call to Action

Shifting from reactive to proactive support isn’t just an operational upgrade—it’s a necessity. By meeting providers where they are, anticipating challenges before they arise, and optimizing the Script-To-Therapy^TM journey, pharma can redefine its role in patient care. 

Much like perfecting a racetrack, proactive support ensures providers and patients don’t lose momentum. It’s not about putting out fires, it’s about preventing them altogether. When the support is there when and where providers need it, they’re no longer stuck troubleshooting in real time – they’re able to keep the momentum going and focus on what matters most: providing the best care to their patients. 

This is the future of pharmaceutical support services. Let’s build it, one seamless connection at a time.