infinite amounts of information readily available
for patients, they still struggle with adherence. The
reason? Most of it isn’t relevant, and patients can’t ask
questions in real time.
When placed strategically at the point of care, tablets
and wallboards make it possible to hyper-target curated information to patients, and make that information readily available for use in a guided face-to-face
conversation with their physician. At the same time,
quality of information is better than ever.
For example, healthcare providers now have access
to cloud-based, 3D anatomical diagrams in the exam
room. In addition to applications in research and
education, these platforms can be deployed in the
exam room on a digital wallboard. Physicians can
guide their patient through a dynamic 3D visualization of their condition during consultation.
According to the study by Nielsen and
ContextMedia:Health Analytics, when presented with
a full suite of point-of-care media platforms, 6 in 10
patients discuss educational information from point
of care products with their provider. In combination
with a meaningful dialogue with their physician, 62%
understand more about their condition compared to
Dr. Baum noticed the immediate impact of this rich
media on the education his patients.“It is certainly
acceptable to tell a patient what they need to do to
improve their health and their condition, but to be
able to show them on a screen in the exam room is
taking education to another level,” he said.
Meanwhile, most of the $1.64B that is currently
spent on digital by life science firms isn’t as targeted
as it could be. Using basic digital marketing tools,
these firms are tracking basic measurements as to
where their messaging is being delivered, and more
importantly, what actions are being taken on them.
Innovations at the point of care mean that life science
marketers can now ensure that messaging delivered
to relevant patients at a time when they can ask questions in real time with their physician.
IMPROVED ADHERENCE AND HEALTH
The combination of stronger patient engagement,
richer information, and meaningful, empathetic
dialogue with physician results in improved adherence and health outcomes. For a physician like Dr.
Baum, the use of a wallboard or tablet during consultation makes a tremendous difference in retention of
information. “I have found that patients appreciate
and, more importantly, understand the problem and
what needs to be done to resolve the problem. I think
a visual description in addition to an audible one
enhances the doctor-patient encounter.”
This presents an opportunity for physicians to improve the gaps in adherence that plague the management of chronic conditions. Patients living with
chronic conditions are responsible for self-managing
over 90% of their treatment. When presented with a
full suite of point of care educational products, 55%
of patients cite improved ability to manage care.
In combination with a meaningful dialogue, these innovations also make patients more likely to start the
relevant treatments that they need to live healthier.
What’s more is that for physicians and marketers,
data is now available to understand the full impact of
thoughtful messaging on these platforms.