The Pharmaceutical Industry Needs to Wake Up to a Growing Problem: Physician Burnout Dr. Richard Vanderveer Chief Innovation Officer/ThinkGen #IntellusWW
Speaker Introduction Richard B. Vanderveer, Ph.D. Chief Innovation Officer
Over the last couple of years I have been getting increasingly frustrated… 3
…by my inability to get pharmaceutical marketers and marketing researchers to care about physician burnout. 4
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Three Reasons Why We Must Pay Attention To Physician Burnout… 1. Physician burnout is serious, and there is a lot of it 2. Physician burnout influences practice attitudes and behavior 3. The extent of physician burnout might well be one of the most important segmentation variables for us to employ and one of the easiest to measure 6
1. Physician Burnout Is Serious, And There Is A Lot Of It 7
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2016 AAMC Physician Specialty Data Report 9
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Physician Suicide Is Just The Tip Of The Iceberg Suicide Depression and Anxiety Burnout 14
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Physician Burnout is defined as: “a long-term stress reaction characterized by depersonalization, including cynical or negative attitudes toward patients, emotional exhaustion, a feeling of decreased personal achievement and a lack of empathy for patients” 18
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Most Burned Out Specialties 2015-2020 • Critical Care • Emergency Medicine • Internal Medicine • Neurology • Urology • (Rheumatology 46%) 20
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AMA Wire, January 31, 2017 23
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2. Physician Burnout Influences Practice Attitudes And Behavior 28
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What Impact Is This Having? 30
WebMD: “Doctor Burnout Widespread, Helps Drive Many Medical Errors” • 6,700 doctors surveyed • 10% said they had made at least one significant medical error in the past three months • Those suffering from Burnout were “twice as likely” to have made a significant medical error 31
3. The extent of physician burnout might well be one of the most important segmentation variables for us to employ and one of the easiest to measure 32
How Do You Measure Physician Burnout? • No need to develop your own metrics • Validated burnout scales already exist 33
The “Maslach Burnout Inventory” Measures… • Emotional Exhaustion • Depersonalization • Personal Accomplishment 34
… Or Use A One Item Measure of Burnout 1. I enjoy my work. I have no symptoms of burnout. 2. Occasionally I am under stress, and I don’t always have as much energy as I once did, but I don’t feel burned out. 3. I am definitely burning out and have one or more symptoms of burnout, such as physical and emotional exhaustion. 4. The symptoms of burnout that I’m experiencing won’t go away. I think about frustration at work a lot. 5. I feel completely burned out and often wonder if I can go on. I am at the point where I may need some changes or may need to seek some sort of help. Barbara M. Rohland,1,*,† Gina R. Kruse2 and James E. Rohrer2 Stress and Health 20 : 75–79 (2004) Published online in Wiley InterScience (www.interscience.wiley.com). DOI: 10.1002/ smi.1002 35
Rheumatologists- Some Background Information • Burnout among Rheumatologists is increasing • 40-50% of Rheumatologists report feelings of burnout, a 10% increase since 2011 • Burnout was the topic of the Opening Address by the President of the American College of Rheumatology at 2019 ACR • Primary drivers include: • Workforce shortage and time limitations • Insurance and financial challenges • Patient engagement and adherence issues 36
A Brief Case Study • A product for the treatment of gout • Used by Rheumatologists • “Expensive” and administered by infusion • “High Touch” • Hypothesis: The 46% of Rheumatologists who are burned out will be less likely to use the product 37
BUT WHAT IF…. BURNED OUT PHYSICIANS DON’T DO MARKETING RESEARCH??? 38
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