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Education as marketing in Pharma

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Compliance and adherence is a bit issue in chronic diseases even in developed countries …

Compliance and adherence is a bit issue in chronic diseases even in developed countries
Low treatment compliance is a big problem for an optimum health care delivery and decreases dramatically drug effectiveness (and revenues)
Reasons for non-adherence are related to product, patient and physician communication. Approaches that don’t focus on persons don’t work. Approaches removing obstacles work but those focused on people work better.
Many of adherence and compliance causes can be addressed with education. Education can also help to fix other business issues
Traditional educational “top-down” approach is a long and inefficient path. New approach can be much faster and effective, more customized and more responsive and long-term sustainable.
Education must be not only information, but a structured process of knowledge transfer that combines different strategies to achieve measurable behavioural changes (and business objectives.
Xeristar is educating general physicians to increase treatment compliance in depression.
AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care. Our approach is based in value, end-to-end solutions, technology, innovation and customer satisfaction

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Transcript

  • 1. Education as Marketing in Healthcare
    Knowledge driven strategies for better business results
  • 2. Business issues
  • 3. “Drugs don’t work in patients who don’t take them”
    C. Everett Koop, former United States Surgeon General
    3
  • 4. 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
    4
    Source: RobBlazek, April 2005
    Education as Marketing in Healthcare
  • 5. Low treatment compliance is a big problem for an optimum health care delivery…
    Education as Marketing in Healthcare
    5
    World Health Organization (2003) (PDF).
    Adherence to Long-Term Therapies: Evidence for Action
  • 6. …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
    6
    Education as Marketing in Healthcare
    Source: DiscoveryHealth
  • 7. 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
    7
    Education as Marketing in Healthcare
  • 8. Approaches that don’t focus on persons don’t work
    One-size-fits-all
    Expecting others to do the work
    Nagging direct mail reminders
    One-way communication
    Complex technology
    8
    Education as Marketing in Healthcare
  • 9. Approaches removing obstacles work…
    Changes in product
    Reducingpatients’ out-of-the-pocketcosts
    Packagingimprovements
    Dosingchanges
    Technology
    Electronicmedical records
    SMS and Call Centers
    Reminderssystems
    Brandwebsites
    9
    Education as Marketing in Healthcare
  • 10. …but those focused on people work better
    Patientperspective
    Patienteducation
    Patientassistanceprograms
    Discounts
    Changingpatientsbelief
    Involvingfamily
    Patientexperienceprograms
    Physicians and medicalstaff
    Pharmacyinterventions
    Training physicians
    Increasingaccess
    10
    Education as Marketing in Healthcare
  • 11. Many of adherence and compliance causes can be addressed with education
    11
    Education as Marketing in Healthcare
    Education on use of medicines
    Behavioural and motivational interventions
    Training for health professionals on adherence
    World Health Organization (2003) (PDF).
    Adherence to Long-Term Therapies: Evidence for Action
  • 12. Education can also help to fix other business issues
    Awareness
    Prevalence
    Complications
    Interactions
    Side effects
    Loyalty
    Provided value
    12
    Education as Marketing in Healthcare
  • 13. Our approach
  • 14. Traditional educational “top-down” approach is a long and inefficient path
    14
    Education as Marketing in Healthcare
  • 15. New approach can be much faster and effective…
    15
    Education as Marketing in Healthcare
  • 16. Education as Marketing in Healthcare
    û
    û
    û
    û
    Dosage
    Efectivenness
    Target
    Interactions
    Tolerability
    Safety
    KOL
    û
    û
    Specialty Physicians
    û
    û
    Thisisonlyanexample
    General Physicians
    û
    Patients
    û
    û
    Families
    û
    û
    Other medical staff
    û
    û
    …more customized…
    16
  • 17. …and more responsive and long-term sustainable
    Education as Marketing in Healthcare
    Specificneeds
    Specificeducation
    17
  • 18. Education must be not only information, …
    18
    Education as Marketing in Healthcare
    Training
    Information
    Specialist defined purpose
    Target needs
    User defined purpose
    Discipline carachteristics
    Student
    Content
    Sequenced for optimal retention
    Presentation, practice, feedback and assessment
    Sequenced for optimal reference
    Presentation
  • 19. …but a structured process of knowledge transfer that combines different strategies…
    Education as Marketing in Healthcare
    Technology resources
    Strategy
    Methods
    face-to-face*
    LMS
    LMS
    19
  • 20. …to achieve measurable behavioural changes (and business objectives)
    Education as Marketing in Healthcare
    20
    Customer satisfaction
    Knowledge transfer
    Behaviour changes
    Business results
    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
  • 21. Our experience
  • 22. Xeristar is educating general physicians to increase treatment compliance in depression
    22
    Education as Marketing in Healthcare
  • 23. AFAL (Alzheimer Families Association) is educating relatives in appropriate patient care
    23
    Education as Marketing in Healthcare
  • 24. Our approach is based in value, end-to-end solutions, technology, innovation and customer satisfaction
    24
    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
    Education as Marketing in Healthcare
  • 25. Contact