The 90/10 Frameworkfor Patient Engagement
Most pharma invests 90% of budget optimizing the 10% of patient journey. Build infrastructure for the 90% where persistence is determined.
Why Traditional Patient Engagement Fails
Biopharma excels at activating patients - getting them enrolled, prescribed, and started on therapy. These activation moments represent roughly 10% of the patient journey.
But the other 90%? That happens at home. Between appointments. When patients make daily decisions about refills, struggle with side effects, face insurance barriers, or simply wonder if treatment is still worth it.
That's where persistence is determined. And most pharma infrastructure doesn't touch it.
Understanding the 90/10 Framework
Activation
What pharma optimizes today
Sustained Support
Where persistence is determined
Key Insight
The 90% doesn't happen in your hub, your HCP's office, or your patient portal. It happens in patients' real lives - and most pharma infrastructure has no visibility into it.
Where the 90% Breaks Down
Real patient scenarios that expose the infrastructure gaps
The Handoff Failure
Sarah enrolls in your hub on Monday. Hub says PA is approved and medication will ship. Specialty pharmacy says they're waiting on the hub. Sarah spends Tuesday and Wednesday being bounced between vendors. By Friday, she's frustrated and hasn't started therapy.
72% of patients experience handoff failures
Delayed therapy initiation by 5-7 days
The Invisible Struggle
Marcus has been on therapy for 3 months. He's experiencing side effects, refills are delayed, and he's traveling with no plan for medication storage. Your hub doesn't know any of this until he discontinues.
60% of discontinuations are invisible until too late
Unplanned discontinuation rate increases by 40%
The Data Blindness
Your analytics show 1,000 patients enrolled, excellent call resolution rates. What they don't show: 200 patients struggling with benefits, 150 who've given up calling, 75 who discontinued and you can't reconstruct why.
90% of struggle signals are never captured
Unable to identify at-risk patients until too late
Three Questions That Expose Your 90/10 Gap
Question 1
Can you answer what happened to patients who enrolled but never filled?
Not just 'they didn't fill'—which specific handoff in the 90% failed?
35% of enrolled patients never fill their first prescription
Real-time visibility into handoff failures
Question 2
Can you intervene before discontinuation?
Or is your first signal 'patient hasn't filled in 60 days'?
70% of discontinuations could be prevented with early intervention
Predictive analytics for at-risk patients
Question 3
Can you test what works in the 90%?
Or does 'testing' mean adding another vendor with another data silo?
8+ vendors average per pharma program = data fragmentation
Unified data infrastructure across the journey
Building Infrastructure for the 90%
Linked Patient Learning helps biopharma companies apply the 90/10 framework to rethink patient engagement infrastructure
Ecosystem & Stakeholder Mapping
Map where the 90% breaks down across your patient ecosystem
Patient Engagement Infrastructure (90/10 Framework)
Design strategic frameworks that address the full 90% of patient experience
Measurement & Business Case Development
Connect 90% infrastructure to measurable clinical and business outcomes
We design the strategy, integrate the technology, measure the impact.
Learn More About the 90/10 Framework
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Ready to Close Your 90/10 Gap?
Let's build patient engagement infrastructure that addresses the full patient journey— not just the activation moments.