If only changing the dialogue were this easy


But it’s not. It takes a specialized approach to influence the patient-provider conversation.


How does a specialized approach stack up against traditional brand tactics?

Messaging strategies won’t change the dialogue. Pharma should create communication solutions using evidence-based methods that facilitate a 2-way dialogue and lead to optimal patient outcomes.1


Equip both parties with the skills to make their conversations easier and more effective. Equip both parties with the skills to make their conversations easier and more effective.

Traditional Marketing

Specialized Approach

A one-size-fits-all doctor discussion guide

An interactive tool, featuring observational learning scenarios, that helps the patient develop the skills to communicate with the provider

Dinner meetings lead by KOLs including key brand data and messages

An expert-led program that includes self-assessment of communication skills and active skill-building activities in patient-centered communication

A call center that provides product information and access support

Call center staff trained in evidence-based communication strategies, such as health coaching, that proactively address patient barriers to an optimal therapy experience

A tracking and reminder program designed to improve patient adherence

A nurse tool kit based on cognitive behavioral techniques and motivational interviewing that helps nurses engage in conversation with patients to build patients' motivation to attend appointments and to take their medication as prescribed

A patient brochure with tips for coping with treatment and emotions

An interactive goal-setting tool that helps patients and providers identify areas of distress and then facilitates patient skill building to cope with emotional difficulties related to their disease and treatment





Patient-Provider Dialogue Quiz

Is patient-provider dialogue preventing your brand from reaching its full potential? Take this quiz and find out.



QUESTION 1 OF 6

Are patient-provider conversations about your product focused on risks instead of benefits?





Why does patient-provider communication matter?

The most important conversation a patient has is with his or her provider.12 And when there are gaps in the treatment discussion, your brand may be missing an opportunity. IS YOUR BRAND:



What gets in the way of optimal patient-provider communication?

In order to improve the conversation, all 3 of these factors need to be addressed.






What does the
research show?8,13,15

Patients want to be treated as a person, not as a diagnosis.

Do providers know how to uncover patients’ concerns, needs, and goals in a conversation about your product?

Patients don’t want to be told what to do.

Traditionally, providers view themselves as the primary decision maker and believe they know what’s best for their patients.

A provider’s ability to listen is a priority for patients.

Many of the patients we spoke to reported that their providers could listen more carefully. Patients reported higher levels of satisfaction when their providers listened to them without interrupting for as little as 30 seconds.13


There’s a better way to deliver bad news.

Research suggests that patients prefer to hear bad news before good news. While this presentation style can be good for the patient’s mood, it is unlikely to result in behavior change.15

Woman sitting down




Dive deeper and see how our behavioral expertise can lead to patient support and marketing initiatives that improve outcomes and differentiate your brand.


Patient Engagement & Support

Find out how our evidence-based approach goes beyond messaging.

Relationship
Marketing

Discover why enduring customer relationships with a brand requires more than frequent communications.

Precommercial
& Clinical

Read how we challenge the conventional approach to pre launch and clinical communications.

Health Behavior Consulting

Learn how we partner with healthcare organizations to enhance patient engagement and improve outcomes.



Patient-provider communication is a critical part of your brand’s success.

Shouldn’t you be giving it the attention it deserves?

Learn more about our specialized approach.
Contact Jude Kelly today at

jude.kelly@micromass.com

919.256.2401







References

1. Heisler M. Actively engaging patients in treatment decision making and monitoring as a strategy to improve hypertension outcomes in diabetes mellitus. Circulation. 2008;117(11):1355-1357.2. Zipkin DA, Umscheid CA, Keating NL, et al. Evidence-based risk communication: a systematic review. Ann Intern Med. 2014;161(4):270-280. 3. Epstein RM, Alper BS, Quill TE. Communicating evidence for participatory decision making. JAMA. 2004;291(19):2359-2366. 4. Kessels RP. Patients’ memory for medical information. J R Soc Med. 2003;96(5):219-222. 5. Hironaka LK, Paasche-Orlow MK. The implications of health literacy on patient-provider communication. Arch Dis Child. 2008;93(5):428–432. 6. Rhoades DR, McFarland KF, Finch WH, Johnson AO. Speaking and interruptions during primary care office visits. Fam Med. 2001;33(7):528-532. 7. Berger BA, Villaume WA. Motivational Interviewing for Health Care Professionals: A Sensible Approach. Washington, DC: American Pharmacists Association; 2013. 8. MicroMass Communications, Inc. proprietary research. Patient-Provider Communication Study. July-August, 2014. 9. Norgaard B, Kofoed P-E, Kyvik KO, Ammentorp J. Communication skills training for health care professionals improves the adult orthopaedic patient’s experience of quality of care. Scand J Caring Sci. 2012;26(4):698-704. 10. Meddings J, Kerr EA, Heisler M, Hofer TP. Physician assessments of medication adherence and decisions to intensify medications for patients with uncontrolled blood pressure: still no better than a coin toss. [published online August 21, 2012]. BMC Health Serv Res. doi: 10.1186/1472-6963-12-270. 11. Makoul G. Essential elements of communication in medical encounters: the Kalamazoo consensus statement. Acad Med. 2001;76(4):390-393. 12. Dwamena F, Holmes-Rovner M, Gaulden CM, et al. Interventions for providers to promote a patient-centred approach in clinical consultations (Review). [published online December 12, 2012]. Cochrane Database Syst Rev. doi:10.1002/14651858.CD003267.pub2. 13. Tallman K, Janisse T, Frankel RM, Sung SH, Krupat E, Hsu JT. Communication practices of physicians with high patient-satisfaction ratings. Perm J. 2007;11(1):19-29. 14. Ryan H, Schofield P, Cockburn J, et al. How to recognize and manage psychological distress in cancer patients. Eur J. Cancer Care. 2005;14(1):7-15. 15. Legg AM, Sweeny K. Do you want the good news or the bad news first? Discrepancies in news order preferences. Pers Soc Psychol Bull. 2014;40(3):279-288.

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