Direct-to-patient marketing, such as websites, social media, and word-of-mouth, was found to increase consultations for acid reflux surgeries. A study analyzed patients who underwent anti-reflux surgeries before and after direct marketing. Patients from marketing were more likely to be male, younger, and seek the LINX procedure compared to referrals. While marketing captured new patients, referrals remained the primary source for surgeries. Direct marketing improved quality of life scores after surgery similarly to referrals.
My talk at the Scientific Research Day of Medical colleges, UQU
5 March 2019
where I presented my publication (Patient-Centered Pharmacovigilance: A review)
Patient Safety: Evolving from Compliance to Cultureclinicalsolutions
Patient Safety, evolving from Compliance to Culture with McKesson http://www.mckesson.com/static_files/McKesson.com/MPT/Documents/PatientSafety_WHT260.pdf
HIV Test? STD Test? I'm On It! Lessons Learned from Implementing a Latino-foc...Clancey Bateman, MS, MPH
Presented at the 2016 National Conference on Health Communication, Marketing, and Media.
Abstract: https://nphic.confex.com/cdc/nphic16/webprogram/Paper37390.html
My talk at the Scientific Research Day of Medical colleges, UQU
5 March 2019
where I presented my publication (Patient-Centered Pharmacovigilance: A review)
Patient Safety: Evolving from Compliance to Cultureclinicalsolutions
Patient Safety, evolving from Compliance to Culture with McKesson http://www.mckesson.com/static_files/McKesson.com/MPT/Documents/PatientSafety_WHT260.pdf
HIV Test? STD Test? I'm On It! Lessons Learned from Implementing a Latino-foc...Clancey Bateman, MS, MPH
Presented at the 2016 National Conference on Health Communication, Marketing, and Media.
Abstract: https://nphic.confex.com/cdc/nphic16/webprogram/Paper37390.html
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Online patients: characteristics and behaviour on health social networks - fe...Ricardo Sousa
Health social networks are created to allow patients to interact online.
In this presentation i cover some of the topics related to online health social networks: patient characteristics, criteria for user segmentation, and actual behaviour. I present a series of results related to actual search behaviour, user characteristics, self-tracking and patient quantified-self status, emotional content vs data, behavioural modification status, and comparability of online patient populations and offline populations.
Presented in the context of Vitanect.com activity.
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Presentation at the 2017 joint annual convention of the Philippine Society of Hypertension & the Philippine Lipid & Atherosclerosis Society 23 Feb 2017 at Crowne Plaza Galleria Manila.
Also presented at the 2017 #HealthXPH Social Media & Healthcare summit 25 Apr 2017 at Marco Polo Hotel, Cebu City.
This poster shows how the implementation of a media campaign can promote awareness and increase utilization of services offered as well as cases identified. This poster was presented at the 2016 Annual NACCHO Conference that was held in Phoenix, AZ July 2016.
The 2015 MDigitalLIfe Social Oncology Project ReportW2O Group
This is the third edition of our Social Oncology Project report, which seeks to understand the nature of the online conversation about cancer by looking in-depth at both what information is shared via online channels, as well as the kind of individuals who are sharing that data.
This year, we took a different approach. We did not seek to pull the largest possible dataset, regardless of author. Instead, we used broad—but carefully curated—communities for whom cancer is an especially pertinent topic, and we examined both those specific communities discussed.
The authors behind a new paper are encouraging good medical billing practices, arguing that it’s a mark of quality health care. The information medical bills contain and what tactics companies use to collect payment can vary, but the authors outline five metrics by which to judge medical bills.
Among them: Bills of high quality would provide patients with an itemized and understandable list of services; would allow patients to easily contact a representative to clarify or contest their bill; and wouldn’t involve any “surprise” charges
This presentation from the 2014 ASHRM Conference analyzes the legal, regulatory and clinical risks related to meaningful consent and offers ways to mitigate them.
Insights into the e-Patient: An Analysis of the Inspire Annual SurveyInspire
"Insights into the e-Patient: An Analysis of the Inspire Annual Survey" was a presentation that Inspire's Dave Taylor made in May 2015 to the iPharma conference
Online patients: characteristics and behaviour on health social networks - fe...Ricardo Sousa
Health social networks are created to allow patients to interact online.
In this presentation i cover some of the topics related to online health social networks: patient characteristics, criteria for user segmentation, and actual behaviour. I present a series of results related to actual search behaviour, user characteristics, self-tracking and patient quantified-self status, emotional content vs data, behavioural modification status, and comparability of online patient populations and offline populations.
Presented in the context of Vitanect.com activity.
Patient Centricity in Pharmacovigilance: New Directions and New Horizons for ...Covance
The importance of pharmacovigilance (PV) as a science, critical to both effective patient care in clinical practice and public health is growing. **Disclaimer: This article was previously published. Sciformix is now a Covance company.
Presentation at the 2017 joint annual convention of the Philippine Society of Hypertension & the Philippine Lipid & Atherosclerosis Society 23 Feb 2017 at Crowne Plaza Galleria Manila.
Also presented at the 2017 #HealthXPH Social Media & Healthcare summit 25 Apr 2017 at Marco Polo Hotel, Cebu City.
This poster shows how the implementation of a media campaign can promote awareness and increase utilization of services offered as well as cases identified. This poster was presented at the 2016 Annual NACCHO Conference that was held in Phoenix, AZ July 2016.
The 2015 MDigitalLIfe Social Oncology Project ReportW2O Group
This is the third edition of our Social Oncology Project report, which seeks to understand the nature of the online conversation about cancer by looking in-depth at both what information is shared via online channels, as well as the kind of individuals who are sharing that data.
This year, we took a different approach. We did not seek to pull the largest possible dataset, regardless of author. Instead, we used broad—but carefully curated—communities for whom cancer is an especially pertinent topic, and we examined both those specific communities discussed.
The authors behind a new paper are encouraging good medical billing practices, arguing that it’s a mark of quality health care. The information medical bills contain and what tactics companies use to collect payment can vary, but the authors outline five metrics by which to judge medical bills.
Among them: Bills of high quality would provide patients with an itemized and understandable list of services; would allow patients to easily contact a representative to clarify or contest their bill; and wouldn’t involve any “surprise” charges
This presentation from the 2014 ASHRM Conference analyzes the legal, regulatory and clinical risks related to meaningful consent and offers ways to mitigate them.
Get the Most From Your Software Licenses with CA Software Asset ManagementCA Technologies
Learn some of the critical underpinnings of software asset management from CA experts. Best practices and tips will be highlighted with emphasis on optimizing licenses via software asset management solutions from CA Technologies.
For more information, please visit http://cainc.to/Nv2VOe
Os Segredos da Mente Milionária - O mundo que se cria na mente, é mundo que se manifesta materialmente - http://vivercomprosperidade.com/por-dentro-da-mente-milionaria/
Learn the fundamentals that every local government professional should know. Back by popular demand, this three-part webinar series takes a forward-looking, strategic approach to budgeting while showing you how to improve the process and promote economic vitality in your community.
Social Media and Health Care – How Does the Industry Navigate the New Communi...Mohammad Shahnewaz
Social media has fundamentally changed the patient to patient and patient to provider communications relationship. The advent of transparent, real time social media communication platforms that allow open and honest dialogue presents a host of opportunities for health care facilities to capitalize on positive patient sentiment and build a trusted support community to actively engage with. Patient evangelists can be identified and leveraged to spread good will and build brand equity to help maintain trust and confidence in health care services.
Do you think social media and healthcare can go hand in hand? Pankhuri Anand from our social media team is an expert in managing social presence of Healthcare Organizations. Through this presentation, she focuses on the regulatory framework that governs most healthcare organizations and tells us the steps that one must take to carve out a social media strategy for niche domain like healthcare.
A must see presentation if you are looking for best practices in marketing in the healthcare sector.
Presentation to Ignite Columbus 4 about how social technologies can affect the transformation of health care from reactive medicine to medicine that is predictive, preventative, participatory, and personalized.
CASE 3-1 International Marketing Research at the Mayo Clinic.docxannandleola
CASE 3-1 International Marketing Research at
the Mayo Clinic
In recent years, however, it has begun to study the international
patient population in particular and the international marketplace
in general. These studies fall into a few categories and grow in
number in proportion to the organization’s understanding (or per-
haps greater understanding of how much it does not know) of the
international marketplace.
First, the Mayo Clinic tracks international patient trends rather
carefully, which seems like an obvious place to start. But as in
most data tracking, the value of the concept is significantly more
straightforward than the logistics of acquiring consistently reliable
data. Internal data systems must be coordinated—a significant un-
dertaking for any institution, and particularly hard when dealing
with a large and complicated infrastructure. To give a simple ex-
ample, data fields must be made uniform—not just on one data
system, but on all of them. Rather than a free-text field, for ex-
ample, that allows a registrant to enter Venzuela, or Venosuela, or
Vensuala, or maybe even Venezuela, the Mayo Clinic pushes for a
predefined field that provides standardized information.
The Clinic monitors international data by the quarter, care-
fully watching trends over time by country or region, tracking sig-
nificant changes in volume, hospitalization rates, and percentage
of new patients out of any given market. For example, it knows
it has between 9,000 and 10,000 patients, depending on the year,
from more than 160 different countries annually. Some are third-
generation patients—maybe their grandfather was cured there in
the 1930s—and others are brand new. Some are neighbors from
Ontario or Monterrey; others come all the way from Indonesia.
Some markets are significantly less predictable than others, and
some countries deliver more “new” patients than others. The Mayo
Clinic probes further to figure out why.
Second, it conducts research with internal salespeople—the
physicians and their support staff who deliver care to international
patients. Through carefully moderated focus groups, the Clinic
identifies the things that are going smoothly, as well as the barri-
ers to providing excellent care. And where appropriate, it makes
recommendations for change.
Third, just as with U.S.-based patients, the healthcare in-
stitute conducts both quantitative and qualitative research in
the international marketplace, including research with patients,
international physicians, and international healthcare consum-
ers, designed to help it understand why people choose to leave
their own communities for healthcare, why some of them come
to Mayo Clinic, and why others do not. It works hard to un-
derstand how healthcare decisions are made so it can better
assist decision makers, physicians, and their staff in providing
care. The Clinic positions itself to offer counsel on where to
best expend valuable institutio.
Improving the Patient Experience with HIT WebcastIatric Systems
Learn how to improve patient experience, weave patient-facing HIT and engagement protocols into your plans, and create a roadmap to improve patient care.
Keeping Abreast of Change: The Role of Social Media in Freelance Medical WritingJennifer Minarcik
Research on the use of social media, specifically how freelance medical writers professionally use social media, has yet to be performed. This study provides information on which social media tools freelance medical writers use for information mining and sharing, and how important these social media tools are to the success of their professional growth.
Similar to Urben-BCM Research Poster Final - Descriptive Only4 11.11.2015 (20)
Keeping Abreast of Change: The Role of Social Media in Freelance Medical Writing
Urben-BCM Research Poster Final - Descriptive Only4 11.11.2015
1. Direct-To-Patient Marketing: Analysis of a Prospectively
Maintained Database in a Multidisciplinary Heartburn and Acid Reflux Center
Olivia Urben, PA-SIII2, F. Paul Buckley III, MD, FACS1, Wendi Stewart, MS, PA-C2
Department of Surgery, Baylor Scott & White Clinic, Round Rock, Texas1
Baylor College of Medicine School of Allied Health Sciences2
INTRODUCTION
PURPOSE
METHODS
RESULTS
DISCUSSION CONCLUSION
• Surgical interventions (Fundoplications & LINX™) are underutilized when
considering the prevalence of GERD in the United States.
• One area of growth in new patient consult presentations is that of patient-
driven consult resulting from direct to patient marketing educating patients
about new advances in the surgical correction of acid reflux.
• Direct-to-patient marketing includes: website marketing, social media profile
pages, physician review websites, and more traditional forms of marketing
such a word of mouth, radio advertisement and television appearances
reported as “other.”
• Social media platforms reach ¼ of the world’s population daily and 40% of all
patients say that the information found on social media affects healthcare
decsiions.1-3
• According to the California HealthCare Foundation, 61% of American’s turn to
the internet for health information and The Social Lie of health Information
found that 59% of people interacted with healthcare search specific
information.4
• There is active need or organizations to evaluate which direct-to-patient
marketing outlets are most likely to affect a change in patient behavior and
medical referrals.
The purpose of the study was to determine the effect of direct-to-patient
marketing on patient demographics and patient-centered outcomes within the
Scott & White Heartburn & Acid Reflux Center General Surgery Department.
• A retrospective review of an IRB approved prospectively maintained database
was conducted on patients who underwent anti-reflux surgeries occurring before
and after institution of the direct-to-patientmarketing from March 2015 to
October 2015.
• Cohorts Defined:
• Cohort 1: Patient presenting to the Center due to marketing
• Cohort 2: Patients presenting to the Center secondary to direct
referral from physicians
• Reflux Operations Included:
• Laparoscopic fundoplications
• Laparoscopic LINX™
• Statistical Evaluation:
• Descriptive analysis of demographics, types of direct-to-patient
marketing (Cohort 1), and specialty of referring physician (Cohort 2).
• Multivariate analysis was conducted to compare demographics,
postoperative satisfaction, and quality of life before and after surgery
between the two cohorts.
• Direct-to-patient marketing participants presenting to clinic were more likely to
be male, younger than the patients presenting from physician referrals, and
were more likely to seek the LINX™ procedure.
• Unlike the Cleveland Clinic Study that found Facebook, YouTube, and Twitter
to be the most popular social media sites, our study found that , Facebook,
YouTube, and Google+ were the most frequently accessed social media
platforms.5
• More traditional forms of direct-to-patient marketing, reported as “other,”
including word of mouth, radio advertisement, and television appearances
proved to be the most efficient form of direct-to-patient marketing in this study,
accounting for 38 of the 57 direct-to-patient marketing participants.
• Direct-to-patient marketing participants had lower pre-operative HQRL and
RSI scores than physician referral patients There was a greater percent
change in HRQL scores than Cohort 2. Although RSI post-operative percent
change was greater in the physician referrals group, the post-operative value
for the direct-to-patient marketing group was less.
Direct-to-patient marketing captured multi-generational
patients not previously reached by referring physicians.
REFERENCES
1. Social
Networking
Reaches
Nearly
One
in
Four
Around
the
World.
2013;
Available
at:
http://www.emarketer.com/Article/Social-‐Networking-‐Reaches-‐Nearly-‐One-‐Four-‐Around-‐World/1009976,
2015.
2. Timimi
FK.
Medicine,
morality
and
health
care
social
media.
BMC
medicine
2012;10(1):83
3. Jonathan
G.
24
Outstanding
Healthcare
Social
Media
Statistics.
2014;
Available
at:
https://www.linkedin.com/pulse/20140428161148-‐39605227-‐24-‐outstanding-‐statistics-‐figures-‐on-‐how-‐social-‐media-‐
has-‐impacted-‐the-‐health-‐care-‐industry,
2015.
4. Thomas
Hess
C.
Social
media
collaboration
checklist.
Adv
Skin
Wound
Care
2011;24(7):336.
5. Sharp
J.
Brand
awareness
and
engagement:
a
case
study
in
healthcare
social
media.
Front
Health
Serv
Manage
2011;28(2):29.
Cohort
1
Cohort
2
P-‐
Value
Mean age
(years)
49.09 58.42
Median
age
(years)
45 62
%
of
Patient
Travel
>30
Miles
to Clinic
40.35 41.28
Completed
LINX
surgery
(%)
72.73 31.11
Completed
fundoplication
(%)
27.27 68.89
Pre-‐op
HRQL
score
(average)
27.33 34.83
Post-‐op
HRQL
score
2.67 9
Pre-‐op RSI 9.67 18.67
Post-‐op
RSI 7 8.83
0
6
11
38
0 5 10 15 20 25 30 35 40
Physician1Review1Sites
Social1Media
Websites
"Other"1
Number1 of1Consultations
DirectGtoGPatient1Marketing1Type
Cohort11:1DirectGtoGPatient1Marketing1by1Type
5
1
3
11
18
0 2 4 6 8 10 12 14 16 18 20
Print
Special4Promo4Events
TV
Radio
Word4of4Mouth
Number4of4Consultations
"Other"4DirectItoIPatient4Marketing4Type
Cohort41:4"Other"4DirectItoIPatient4Marketing
4
9
17
1
3
21
1
1
5
1
0
3
0 5 10 15 20 25 30
Male-20.29
Male-30.39
Male-=/>-40
Female-20.29
Female-30.39
Female-=/>-40
Number-of-Inital-Consultations-v.-Completed-Surgical-Intervention
Age-Groups-by-Gender
Cohort-1:-Initial-Consultations- v.-Completed-
Surgical-Intervention-by-Age-Groupings
Initial-Consults Surgical-Intervention
0
7
33
3
3
61
0
5
10
3
1
25
0 10 20 30 40 50 60 70 80 90 100
Male/20029
Male/30039
Male/=/>/40
Female/20029
Female/30039
Female/=/>/40
Number/of/Initial/Consultations/v./Completed/Surgical/Interventions
Age/Groups/by/Gender
Cohort/2:/Initial/Consultations/ v./Completed/
Surgical/Interventions/by/Age/Groupings
Initial/Consults Surgical/Intervention
11
6
0
38
2
4
0
5
0 5 10 15 20 25 30 35 40 45 50
Websites
Social4Media
Physician4Review4Websites
"Other"4
Number4of4Consults4Generated4v.4Completed4Surgical4Intervention
Type4of4DirectMtoMPatient4Marketing
Cohort41:4Initial4Consults4 Generated4v.4Completed4
Surgical4Intervention4by4DirectMtoMPatient4
Marketing4Category
Initial4Consults Completed4Surgeries
2
2
5
68
1
1
23
4
1
35
1
6
0 20 40 60 80 100 120
Allergy/
Cardiology
ENT
GI
General/Surgery
OBGYN
PCP/ED
Pulmonology/
Number/of/Specialty/Referrals/v./Completed/Surgical/Intervention
Referring/Phsycian/Specailty/Type
Cohort/2:/Initial/Consults/ Generated/v./Completed/
Surgical/Intervention/by/Physician/Referral/Types/
Initial/Consults Completed/Surgeries/
Cohort 1 n=57 ;
Cohort 2 n=109 ; Total n=166
KEY
HRQL=Heartburn
Related
Quality
of
Life
Scale:
Score
0-‐5,
Total=50;
0=No
Symptoms,
5=Symptoms
are
incapacitating,
patient
unable
to
do
activities
RSI=Reflux Symptom Index: 9 Questions ranked 0-5, Total=45: 0=No Problem, 5=Severe Problem