Pharma DTC At The Crossroads? 2011 Prevention DTC Study Results

Here are six thought starters I see coming out of Prevention Magazine’s 14th Annual Pharmaceutical Direct-to-Consumer (DTC) Advertising Study.*

1. Generic growth continues to put downward pressure on DTC ROI’s.

2. DTC continues to positively impact conversations with the doctor, but there is a general decline in patients receiving the prescription drug–a significant drain on ROI.

3. Consumers value Pharma websites, but opportunity exists to improve their value with less focus on ‘benefits-only’ messaging.

4. Consumers are consistently looking for Pharma to provide more information about the safety and risks of prescription medicines.

5. Social Media and Mobile Health are still in their infancy in helping consumers to gather information about prescription medicines and to manage their healthcare.

6. Consumers are interested in new health IT and advanced treatment solutions to help improve their health.

1.      Generic use continues to rise with 36% reporting that they’ve switched to a generic prescription or OTC medicine in the past 12 months to reduce healthcare costs.  With Generic medications now accounting for 78% of all retail prescriptions dispensed (IMS Health), this has sizable potential implications for any brand’s DTC Adverting ROI.  Continue reading

EMR vs. EHR? Are They The Same And Should We Care?

Wikipedia
Today I learned a new distinction that may be obvious to many, but somehow escaped me.  For the last five years, the numerous discussions of Electronic Medical Records (EMR) and Electronic Health Records (EHR) seem to have blurred in my mind. But today I read a post that finally helped set me straight… and provided further insight in my on-going quest to define and  ‘master’ patient-centered marketing. 

According to EHR Scope’s blog:

An Electronic Medical Record (EMR) is a system that enables physicians’ to have electronic patient charts.  This system is solely for the physician, therefore, the legal record of a patient encounter is owned by the physician.  The EMR is not interactive, and all patient information is stored within the physician’s computer.

An Electronic Health Record (EHR) is a system that focuses on the word ‘Health,’ which implies the scope of a patient’s well-being. The most important term that you must associate with an EHR is interconnectivity. An EHR has the ability to transfer data to other EHRs, hospitals, labs. It is about the PATIENT receiving the best care and is not dependent on the physical location of the patient.

Others define EHR as a longitudinal electronic record of patient health information generated by one or more encounters in any care delivery setting and includes a variety of patient information such as demographics, medications, past medical history etc.

Continue reading