Patient community app uses Neura to fuel hyper-personalization
Founded in 2014, Helparound is a mobile patient concierge platform that simplifies and personalizes patient access to life-saving treatments using real-time data signals.
By streamlining a network of patient services into a highly personalized patient journey, Helparound enables pharmaceutical manufacturers to improve patient activation and retention on therapy, and reduce prescription abandonment.
The Helparound app is free to use and available on iOS and Android.
Almost 1 in 4 new specialty prescriptions are abandoned, causing $16B in lost revenue for drug manufacturers every year. While only 2% of prescriptions qualify as “specialty”, these high-cost, high-complexity drugs account for more than 50% of all drug spending, making it critical for drug manufacturers to highly personalize each user’s experience.
At the same time, healthcare regulation including GDPR and HIPAA raise the regulatory bar on medical app developers who look to create personalized patient experiences, resulting in extremely low user retention in the medical category, averaging less than 3% after 30 days.
Helparound’s goal was to reach an exceptional level of personalization in order to arm all patients living with chronic illness with a service that genuinely improves their quality of life while maintaining the highest standards of patient privacy.
As Helparound rolled out to patient communities, they chose to implement Neura as a behavior personalization engine, offering a new and unparalleled solution: adaptive patient journeys.
Helparound used Neura InsightsTM to gain a real-world understanding of its patients’ lifestyle and behavior patterns. Using Neura’s API, Helparound communicated with patients based on their real-world situations, enabling personalization of each patient’s path to medication adherence, treatment, and therapy.
From a data privacy perspective, Neura is compliant with GDPR and HIPAA, and does not have access to any personally identifiable information (PII) such as name, email, or advertising ID.
Over the course of 6 months, Helparound tested patient engagement among Neura-enabled patients, as compared to patient engagement among patients who were being communicated with on a time-based schedule.
Neura-segmented users exhibited much higher engagement and retention rates when compared to non-segmented users. Here’s the breakdown of the results:
The average community engagement rate for Neura-segmented users was 55% higher than non-Neura users
The average retention rate for Neura-segmented users was 60% higher than users who weren’t segmented.
Yishai Knobel Co-founder & CEO
Why Work with Neura
"Neura enables us to provide a quality of service that feels familiar, helpful, and personal to each patient that trusts HelpAround with their health and their privacy. The ability to understand each of our patients throughout their journey has added incredible value for Helparound and is key to our business success."
You Don't Have to Choose Between Privacy and Personalization
In the post-GDPR era, user privacy has transformed from a recommendation to a requirement. In Helparound’s case, patient segmentation proved to be a powerful tool to drive user engagement and app success, without compromising on patients’ privacy. Even in highly regulated industries, brands can achieve hyper-personalization without revealing confidential user data.