Strengthening the Connection Between Providers, Patients, and Brands
In our 2nd Expert on Call installment for PM360, Andi Weiss, Lead Behaviorist, Partnerships and Advocacy at MicroMass Communications, Inc. wrote a compelling piece about how patient-provider dialogue can be improved.
Excerpts from the article in PM360.
Traditional message-based approaches look at the patient-provider dialogue from the outside, and they tell providers what to say about your brand to patients. Consider the impact if you were to look at the dialogue from the inside, which provides an opportunity for providers to build skills to enhance the conversation.
Pharma is in a position to influence the process of care by supporting providers when they communicate with patients. It’s time to view the patient and provider as a single, decision-making team and to develop solutions that are designed for a 2-way exchange of information.
Are patient-provider dialogue challenges causing clinical inertia?
Behavioral research suggests that even if providers intend to talk to their patients about new treatment approaches, sometimes the conversation never gets started.
Like most behaviors, communication can be taught and influenced. Providers can build skills to address communication barriers with their patients.
How can pharma help providers optimize communication with their patients?
- Move past knowledge. Although knowledge is important, it is not enough to impact behavior. Conventional, message-based approaches fall short because they focus solely on raising awareness of new products and their benefits.
- Increase motivation. Providers who understand the impact that an improved patient-provider dialogue can have are more motivated to make changes that could lead to optimal patient outcomes.
- Build skills. Communication is something that can be learned and changed. In fact, effective communication is not just about having a good bedside manner—it’s a skill. Providers have the clinical know-how, but they often do not receive training about for communication techniques that can support the patient and lead to optimal outcomes.