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Digital Health App Increases Adherence by 50%

The app dramatically improved patient adherence using AI-based personalization

This medical adherence app is one of the world’s largest medication management platforms. The free-to-use app manages patients' medication schedules with personalized reminders, vital drug interaction warnings, real-time “missed medication” alerts, drug adherence program reviews, and a prescription discount service.

The platform includes over 5 million users managing over 2 billion doses. The Android and iOS apps have been downloaded over 60 million times.

Challenge

Roughly 50% of all prescribed medications are not taken correctly by patients (the right dose, frequency, and duration), according to the CDC. In the U.S. alone, this leads to at least $100 billion in avoidable healthcare spend, including hospitalizations.

Moreover, this medication adherence app, similar to the health & fitness app category, suffers from low retention—driven by poor engagement and low push notification response rates.

In order to transform medication management and break out of the “pill reminder” app category, the interactions with each patient needed to evolve from “reminders” to medication management support that would become part of their everyday lives.

Taking Action

The app used Neura InsightsTM to gain a real-world understanding of its patient behavior and adherence patterns. Then, a Neura-enabled free-to-use feature was activated—giving each patient the option to enable timely interventions based on their behavior, lifestyle, and availability.


The case study measured adherence as the sole engagement KPI. Over the course of four weeks, the app tested adherence among all patients and compared the effectiveness of standard, time-based engagement attempts to the Neura-enabled feature. During that time, and for the following five months, the app also measured user retention.

Results

Among low-adherent users, use of the Neura-based feature led to much higher engagement and retention rates when compared to low-adherent users that did not use it. Here’s the breakdown of the results:

+38%

Engagement

Adherence among initially low-adherent users:

– The average engagement rate for users receiving time-based push notifications was 36%

– The average engagement rate for users receiving Neura-triggered, personalized push notifications was 50%


+50%

Engagement

Morning medications are especially challenging for adherence. Adherence among initially low-adherent users during these hours (5AM-11AM):

– The average engagement rate for users receiving time-based push notifications was 40%

– The average engagement rate for users receiving Neura-triggered, personalized push notifications was 60%


+18%

Retention

Users who activated the Neura-based feature during the test period showed an 18% higher retention rate after six months.



CEO

Why Work with Neura

"The ability to find moments of availability in the lives of our patients is critical to improve medication adherence for problematic, low-adherent users, and for morning medications. This level of personalization, achieved with Neura, allows us to meet our patients’ needs; and the adherence and retention results show it was well worth it."

AI and personalization are crucial to driving app engagement & growth

Meaningful communication is challenging for both Product and Marketing teams in the mobile space. Personalization based on real-world behavior and developed with AI provides an exceptional opportunity to drive user engagement and satisfaction.