Patient Education and Engagement in the New Doctor/Patient Paradigm
Erin Fitzgerald Eric Talbot Chief Marketing Officer | SERMO Sr. Vice President | PatientPoint erin@sermo.com eric.talbot@patientpoint.com o o 10+ years of marketing and leadership Strategic marketer and analytics expert experience with enterprise B2B2C o 20+ years of international business companies experience o Expert in building high performance teams, o Evidence-based marketing approach to driving demand generation, cultivating client connection with physicians, experience patients and caregivers at POC o Holds Master of Science in Marketing from o Works with brands to understand the role of NYU and Bachelor of Science in Advertising POC as a larger part of marketing mix and Marketing Communications from FIT
Research Background Original objective: Learn about physicians’ Revised objective: Discover if current and future use of patient education at COVID-19 has had any effect on the point of care, with regards to brand physicians’ use of patient education messaging, instruction and communication. materials at all points of care. Nov 19 Mar 20 Jul 20 Oct 19 Dec 19 Jan 20 Feb 20 April 20 May 20 Jun 20 Aug 20 First survey COVID-19 Second survey fielded fielded
New Normal
COVID Hit the Medical Community Hard & Fast The annual effect of COVID on patient traffic will be minimized by the bulk of the impact (%) being felt in April Primary Care Rolling 7 Day Trend (7 Day Lag) Primary Care Office Traffic (7 Day Lag) 1800000 7000000 120% 2019 2020 102% 101% 100% 1600000 6000000 94% 100% 93% 96% 1400000 5000000 77% 80% 1200000 66% 4000000 1000000 62% 60% 3000000 800000 40% 600000 2000000 400000 20% 1000000 200000 0 0% 0 Jan Feb Mar Apr May Jun Jul 3/7/2020 4/7/2020 5/7/2020 6/7/2020 7/7/2020 2019 2020 Index Adjusted Index Source: MedFuse Data by DarkMatter2bd Calculations based on medical claims of patient counts until June 23, 2020; [(patient traffic 2date/#of Days Collected)*30days] = Projected volume /2019 Actual Volume=% of traffic retained 2 nd Calculation for July using linear equation y = 39181x + 699927, R² = 0.765
Education
I N 2 0 1 9 B E F O R E C O V I D Other 3% Print Was Key for Sharing Send Them Alerts Within 4% a Third-party App Educational Materials Send Them Alerts 10% Within Our App Text Them Information 14% Email Them Information 28% Flyers 32% Direct Them to a Website 33% Printouts from Patient Portal (MyChart, eClinical Works, 64% etc.) Brochures 59% How do you currently send information home with patients? Education at the Point of Care; Sermo Real Time / Digital Health Collation Fielded: Nov 8, 2019
Change in Dynamics Also Increases the Need for Education COVID has increased the need for education as well as the channels to distribute the information Has the frequency or balance of your use Because of COVID-19, I’ve begun to use or have increased of print/digital patient educational materials use of these digital patient engagement tools to help me changed as a result of COVID-19? continue to educate my patients (choose all that apply): 2% [other] 5% 3% Not Sure Education on the Telehealth Platform I Use 34% Social Media 28% No – My use of educational materials 31% QR Codes has not changed 7% 30% Education on My Practice Website 32% Yes – I offer only digital educational 22% 21% materials to patients now E-Newsletter 19% Yes – I use all of my educational Personalized Emails 34% 45% materials (print and digital) even 16% Personalized Text Alerts more now 25% 36% Mobile App 46% 2019 Use 2020 The Impact of COVID-19 on Point of Care Education; Sermo Real Time / Digital Health Collation Fielded: Jul 9, 2020 Education at the Point of Care; Sermo Real Time / Digital Health Collation Fielded: Nov 8, 2019
Technology
A D O P T I N G T E C H N O L O G Y 98% currently use telehealth services to treat patients The Impact of COVID-19 on Point of Care Education; Sermo Real Time / Digital Health Collation Fielded: Jul 9, 2020
N E C E S S A R Y E M B R A C E +1000% The use of telemedicine increased from 0.8% (2019) to 10% (July) having peaked at 29% (4/14/2020) Source: MedFuse Data by DarkMatter2bd Weekly Patient Share Office vs Telemed (7 Day Lag) 120.0% Office Telemed 0.9% 100.0% 10% 24% 80.0% 60.0% 40.0% 20.0% 0.0% 3/7/2020 3/14/2020 3/21/2020 3/28/2020 4/4/2020 4/11/2020 4/18/2020 4/25/2020 5/2/2020 5/9/2020 5/16/2020 5/23/2020 5/30/2020 6/6/2020 6/13/2020 6/20/2020 6/27/2020 7/4/2020 7/11/2020
What advantages do telehealth services provide you (check all that apply)? Telehealth Is 51% Additive to the Treatment Journey of HCPs agree telehealth means “I can check-in with my chronic care patients more The Impact of COVID-19 on Point of Care Education; Sermo Real often” Time / Digital Health Collation Fielded: Jul 9, 2020
Telehealth Is Additive to the Treatment Journey Utilization of telemedicine is likely to be supplemental to in-person consultations in order to provide greater interaction between patient and physician For this most recent appointment, who decided if Would you feel comfortable prescribing the appointment would be conducted in the office based on a telehealth visit only? or from home (using a phone or video conference)? Up to 60% of HCPs may want to see 40% patients in person before prescribing Mostly My Choice 29% 38% 22% 76% Equal influenced Do not Use Decision Telemed by patient! 38% 7% 2% Mostly The HCP/Practice [NA] Yes, fully Not sure Would do it but Need in-person comfortable prefer to see the visit as well Choice patient in-person 25% first The Impact of COVID-19 on Point of Care Education; Sermo Real Time / Digital Health Collation Fielded: Jul 9, 2020. Source: L Catterton/PatientPoint Consumer Survey, Wave 1 Week of 5/20; Wave 2 Week of 6/3, Wave 3 Week of 6/17
Information
L E A R N I N G E X P E R I E N C E 80% of physicians believe the telehealth services they are using provide them with the opportunity to properly educate their patients about their condition and treatment options The Impact of COVID-19 on Point of Care Education; Sermo Real Time / Digital Health Collation Fielded: Jul 9, 2020
Videos Are the Most Desired Format for Education I would be interested in using these digital patient engagement tools to help me better educate my patients (rank in order of interest): 4% 33% 30% 53% 43% 36% 14% 25% 22% 38% -17% -23% -11% -12% -21% -49% -38% -34% -68% -25% Digital 3D Anatomical Videos Mobile App Digital Screen in Artificial Personalized Text E-Newsletter QR Codes Education via Whiteboard Models Waiting Room Intelligence Alerts EHR Top 3 Bottom 3 The Impact of COVID-19 on Point of Care Education; Sermo Real Time / Digital Health Collation Fielded: Jul 9, 2020
Safety & Savings Are Key Please rank the following types of information Please rank the following types of information pharma companies can offer to YOUR PATIENTS pharma companies can offer to YOU from from most to least beneficial: most to least beneficial: For Patients For HCPs +8%pts vs 2019 -5%pts +4%pts -7%pts vs 2019 +9%pts vs 2019 vs 2019 +8%pts vs 2019 vs 2019 34% 33% 42% -6%pts vs 2019 31% 26% 33% 20% 19% 11% 9% 18% 24% 24% 16% 23% 2% 16% 14% -21% -22% -22% -18% -26% -28% -21% -33% -27% -44% -44% -29% -33% -36% -60% -42% -44% -48% g g s e s s y e s g m e c g n l n m a l a i a a i a i c i s a f c r r r r o T o e i r e i r g f g r P D v f v o P l o E o o a r r r c C P y C e P i t n e / p y t s l s y g s e s s s s i a r f l o r s p t r e o o a C n l c e r n e a e a p e P u i n l i e S o p r l f c i f c r u p o a e f o d i i T O m c r m u s r S r t i V s G P e S A a S l r a s e h o S n / c g t t d n s f F o r o i n r o n A e i e r i p i i t P v c l t f n f p C a a A O o u P S i S t f o s a r e g c d h n i d o i t O v e h a M t e S M Top 3 Bottom 3 Top 3 Bottom 3 The Impact of COVID-19 on Point of Care Education; Sermo Real Time / Digital Health Collation Fielded: Jul 9, 2020 Education at the Point of Care; Sermo Real Time / Digital Health Collation Fielded: Nov 8, 2019
We [providers] will emerge from this pandemic being better at our profession. We are embracing technology and using all the available tools to provide the best patient care and we’re in this together, learning from each other . – Dr. Gary LeRoy, MD, FAAFP, Dayton, Ohio Immediate Past President, American Academy of Family Physicians
COVID has increased HCPs' Key Takeaways need/desire to educate patients, with 67% increasing their use of patient education materials Patients will continue to address their While use of telemedicine increased need for healthcare—and patient during COVID, it is expected to education is seen as a key part of that become additive to previous patient care now more than before traffic volumes Telehealth and other digital point-of- care platforms will be key in delivering key information such as safety and savings messages
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