Pharma’s presence in patient engagement solutions at the physician’s office has often been a hot topic for debate. Are physicians turned off to these products when they see pharma ads? Is there ever a case where pharma ads are acceptable? How do patients feel? You might be surprised…
Obviously, physicians’ opinions play a critical role in how PatientPoint® in-office solutions are developed, as we have to ensure they are actively using our platforms and find them helpful once in market. To find out more, we partnered with the Digital Health Coalition to conduct proprietary research into physicians’ attitudes and behaviors toward patient engagement technology.
The results demonstrate that patient engagement solutions at the point-of-care can provide pharma with an opportunity to drive better physician-patient discussions, insert their brand into those discussions and ultimately help educate on better treatment decisions. This is an unprecedented and unique ability to impact both audiences at that magic moment when treatment decisions are being made.
Physicians are actually excited
So how do physicians feel about having technology in their offices? To borrow from Tim McGraw, “they like it, they love it, they want some more of it.”
- In fact, 44% of physicians surveyed said they find new technology that engages patients exciting—and they use it as much as they can.
- More than a third feel they need it to remain up to date.
Physicians want to be on the cutting edge of healthcare. They value new technology’s role in enhancing the patient experience and providing better information to their patients. The key is not technology just for technology’s sake—it has to help providers be more efficient or provide better care.
But that still leaves the question: “Are physicians comfortable with pharma being present at the point of care?” According to our recent research, the answer is: YES!
- When asked if they would be interested in receiving free digital engagement solutions that include highly contextual, tailored content along with pharma-branded advertising, three-quarters of surveyed physicians said they’d welcome it.
Note the emphasis on tailored content. Physicians are consumers as well as healthcare providers. Sticking ads in their office with no real benefit to them won’t sit well. However, when you leverage highly targeted, specialty-specific education, pharma brand messages are not seen as intrusive, but rather part of a personalized information package that helps providers and patients make better treatment decisions.
This is just a snippet of a broader study—and we are happy to share the learnings.
Dive deeper into the study results at http://patientpoint.com/resources/patient-engagement-technology/.
This post originally appeared in DTC Perspectives.
Linda Ruschau is part of the PatientPoint founding team, bringing 25 years of experience in pharmaceutical marketing and point-of-care expertise to the company. As Chief Client Officer, Linda leads a national sales team in helping brands impact patient-physician dialogue, drive patient engagement and create sustainable success for forward-thinking pharma, OTC and CPG clients.