Patient community app uses Neura integrated with Braze 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, as well as 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, leading to adverse effects for patients and $16B in lost revenue for drug manufacturers every year. That is because while only 2% of prescriptions qualify as "specialty," these high-cost, high-complexity medications account for more than 50% of all drug spending.
At the same time, compliance with GDPR and HIPAA raises the regulatory bar on medical app developers who look to create personalized patient experiences. While these have the potential to lower prescription abandonment, currently user retention in the medical category is extremely low, 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 and Braze as a Mobile Engagement Platform. Working with Neura integrated into Braze, Helparound began to offer an innovative, unparalleled solution: adaptive patient journeys.
Using Neura InsightsTM, Helparound gained a real-world understanding of its patients’ lifestyle and behavior patterns. These insights are used in conjunction with Neura’s API and Braze to communicate with patients in real time, responding to real-world situations. This winning combination results in the personalization of each user’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 used Braze to measure patient engagement for Neura-enabled patients, as compared to patient engagement among patients with whom Helparound communicated using a time-based schedule. In both cases, communication was done using Braze, ensuring its timeliness and accuracy.
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 for users with no Neura integration.
The average retention rate for Neura-segmented users was 60% higher than for users who weren’t segmented.
Yishai Knobel Co-founder & CEO
Why Work with Neura
"The Neura integration to Braze enables us to provide a quality of personalized service that feels familiar, helpful, and unique to each patient that trusts HelpAround with their health and their privacy. The ability to understand each of our patients throughout their journey, beyond the device and in their daily lives, and turn these insights into engagement opportunities with Braze, 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.