Post on 13-Nov-2014
description
Education as Marketing in Healthcare
Knowledge driven strategies for better business results
Business issues
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“Drugs don’t work in patients who don’t take them”
C. Everett Koop, former United States Surgeon General
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Non compliance
Compliance and adherence are major issues in chronic diseases even in developed countries
Non-compliance is a major obstacle to the effective delivery of health care. Estimates from the World Health Organization indicate that only about 50% of patients with chronic diseases living in developed countries follow treatment recommendations. In particular, low rates of adherence to therapies for asthma, diabetes, and hypertension are thought to contribute substantially to the human and economic burden of those conditions. Compliance rates may be overestimated in the medical literature, as compliance is often high in the setting of a formal clinical trial but drops off in a "real-world" setting.
World Health Organization (2003)
Adherence to Long-Term Therapies: Evidence for Action
Depression
Pain-Other
Chronic bronchitis
Heart problems
Cancer
0% 25% 50% 75% 100%
50%
52%
54%
61%
62%
50%
48%
46%
39%
38%
Adherence rates in chronic diseases
Yes No
Source: Rob Blazek, April 2005
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Low treatment compliance is a big problem for an optimum health care delivery…
Cancers
Cardiovascular diseases
Endocrine and metabolic diseases
Musculo-skeletal conditions
70% 75% 80% 85% 90% 95%
86%
93%
79%
84%
85%
93%
78%
82%
Cost Admission rates
vs non-engaged patients = 100%
Education as Marketing in Healthcare
World Health Organization (2003) (PDF).Adherence to Long-Term Therapies: Evidence for Action
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…and decreases dramatically drug effectiveness (and revenues)
Diabetes non-compliance (98% in US) is the principal cause of complications related to diabetes including nerve damage and kidney failure
Hypertension non-compliance (93% in US, 70% in UK) is the main cause of uncontrolled hypertension-associated heart attack and stroke
Asthma non-compliance (28-70% worldwide) increase the risk of severe asthma attacks requiring hospitalization
Source: Discovery Health
Education as Marketing in Healthcare
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Education as Marketing in Healthcare
Reasons for non-adherence are related to product, patient and physician communication Product
Perception on effectiveness Easy of administration Cost
Patient issues Memory Problem solving skills Lack of health literacy Patient beliefs
Patient-physician communication Non effective and trusted communication
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Approaches that don’t focus on persons don’t work
1. One-size-fits-all
2. Expecting others to do the work
3. Nagging direct mail reminders
4. One-way communication
5. Complex technology
Education as Marketing in Healthcare
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Education as Marketing in Healthcare
Approaches removing obstacles work…
Changes in product Reducing patients’ out-of-the-pocket costs Packaging improvements Dosing changes
Technology Electronic medical records SMS and Call Centers Reminders systems Brand websites
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Education as Marketing in Healthcare
…but those focused on people work better
Patient perspective Patient education Patient assistance programs Discounts Changing patients belief Involving family Patient experience programs
Physicians and medical staff Pharmacy interventions Training physicians Increasing access
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Many of adherence and compliance causes can be addressed with educationDisease Health care system interventions Patient interventions
Asthma Education on use of medicines; management of disease and treatment in conjunction with patients; adherence education; multidisciplinary care; training in monitoring adherence; more intensive intervention by increasing number and duration of contacts
Self-management programmes that include both educational and behavioural components; memory aids and reminders; incentives and/or reinforcements; self-monitoring
Depression Multidisciplinary care; training of health professionals on adherence; counselling provided by a primary care nurse; telephone consultation/counselling; improved assessment and monitoring of patients
Counselling; relapse-prevention counselling; psychotherapy; family psychotherapy; frequent follow-up interviews; specific advice targeted at the needs and concerns of individual patients
Diabetes Multidisciplinary care; training for health professionals on adherence; identification of the treatment goals and development of strategies to meet them; continuing education; continuous monitoring and re-assessment of treatment; systems interventions: health insurance for nutrition therapy, telephone reminders to patients, chronic care models
Behavioural and motivational interventions; assessment of psychological needs; telephone reminders to patients in order to reduce missed appointments
Common Multidisciplinary care; training in educating patients about adherence; good patient–provider relationship; management of disease and treatment in conjunction with the patients; more intensive intervention in terms of number and duration of contacts; adherence education; training in monitoring adherence; uninterrupted ready availability of information
Mutual goal-setting; incentives and/or reinforcements; behavioural and motivational intervention; counselling/psychotherapy; assessment of psychological needs; self-management of the disease and treatment that includes both educational and behavioural components;memory aids and reminders
World Health Organization (2003) (PDF).Adherence to Long-Term Therapies: Evidence for Action
Education on use of medicines
Behavioural and motivational interventions
Training for health professionals on adherence
Education as Marketing in Healthcare
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Education can also help to fix other business issues
Awareness Prevalence Complications Interactions Side effects
Loyalty Provided value
Education as Marketing in Healthcare
Our approach
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Traditional educational “top-down” approach is a long and inefficient path
1•M
SL
2
•International Advisory Board
3
•National Advisory Board
4
•Trainers
5
•GPs, specialists and other
6
•Patients and families
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New approach can be much faster and effective…
MSL, Marketing
GPs and specialists
Other medical staff
PharmacistsFamilies
Patients
Education as Marketing in Healthcare
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Dosage Efectivenness
Target Interactions
Tolerability
KOL
Specialty Physicians
General Physicians
Patients
Families
Other medical staff
Safety
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…more customized…
This is only an example
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…and more responsive and long-term sustainable
MSLMarketing
GPs and specialistsOther medical staff
PharmacistsPatients
Other targets
Sp
ecif
ic n
eed
sS
pecific ed
ucatio
n
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Education must be not only information, …
Student Content
Specialist defined purpose
Target needs
Sequenced for optimal retention
Presentation, practice, feedback and assessment
User defined purpose
Discipline carachteristics
Sequenced for optimal reference
Presentation
Training Information
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…but a structured process of knowledge transfer that combines different strategies…
Experience Based Learning• Mentoring, Role Playing, Case
Studies, Coaching
Collaborative Learning• Virtual classrooms, e-Labs, Web
conferences, e-Teams
Interactive Learning, Games and Simulations• CBT/WBT, Multimedia, Games,
Simulations
Support and Reference Materials• Web sites, video, audio, books, e-
books
Learning from CollocationGetting together, Meet as a
community, Develop relationships, Live it, Do it
Learning from CollaborationDiscuss it, Practice with others,
Create virtual communities of practice
Learning from InteractionExamine it, try it, interact with it
Learning from InformationRead it, watch it, listen to it
Strategy Technology resourcesMethods
LMS
LMS
face-to-face*
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…to achieve measurable behavioural changes (and business objectives)
Education as Marketing in Healthcare
Customer satisfaction is the first step to get business results
Behavioral changes in the customers are difficult, but not imposible to measure
Education effectiveness measurement is key
Finally, you should try to relate behavioral changes with business results
Customer satisfaction
Knowledge transfer
Behaviour changes
Business results
Our experience
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Xeristar is educating general physicians to increase treatment compliance in depression
Education as Marketing in Healthcare
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Education as Marketing in Healthcare
AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care
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Our approach is based in value, end-to-end solutions, technology, innovation and customer satisfaction
Value: a learning solution is always an investment with an expected return
End-to-end solution: the customer expects a complete solution with minimum management effort
Technology: technology allows organizations reducing costs, growing in reach, increasing flexibility and shorting time to market
Innovation: we develop each unique always trying to find new ways to improve learning process
Customer satisfaction: an excellent service is critical for student satisfaction and for learning effectiveness
Madrid Frankfurt
Jose María Fernández Quinquer Santiago Moral
jmafernandez@adhoclearning.com smoral@adhoclearning.com
+34 609 022 180+49 (0) 151 2830 7404+34 639 241 094
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