Pharmacists — New Agents of Change for Improved Healthcare Delivery?

pharmacist and customerIt is becoming increasingly common to encounter new outlets for healthcare delivery within retail pharmacies, big box stores, supermarkets, etc. This phenomenon is not occurring by happenstance. We often hear there is a growing shortage of physicians, nurses and other healthcare professionals. Now, this shortage is likely to be magnified by the large number of newly insured patients entering the market as a result of the Affordable Care Act. These patients will need new places to seek care and new types of healthcare professionals to care for them.

One site of care that is becoming an increasingly attractive destination for patients is the retail clinic, due to the convenience and quality of service for basic healthcare needs. When we examine the average cost of a minor illness visit across different sites of care, we see that retail clinics provide a viable and cost-effective alternative:

  • Retail clinic: $76
  • Physician visit: $120
  • Urgent care: $121
  • Emergency room: $499

Given the reduced burden on the system, we can expect that healthcare delivery will continue to migrate outside of traditional physician and hospital channels, to non-traditional, lower-cost venues like retail clinics. In fact, the number of retail clinics is estimated to grow 25% to 30% annually to almost 2,900 by 2015. But who is primarily responsible for providing care in these locations?

Most often it is pharmacists who play a very active role in delivering care. They have expanded their role beyond drug dispensing to include medication reviews, providing education materials, administering vaccinations, and more.  Furthermore, they are well-positioned to continue to expand their influence on patient care.

As marketers, we should closely examine the potential role pharmacy could play to improve the quality and cost efficiency of healthcare delivery. As one of the key patient-facing allied healthcare professionals, they should be supported with education and tools that go far beyond their traditional focus on drug dosing and dispensing. Pharmacists have training and access to data that uniquely position them to help improve the patient’s journey from the first prescription after diagnosis, through ongoing adherent treatment, to chronic disease management and/or recovery.

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

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Let the Sunshine (Act) In

5116469For many of us in the healthcare industry, the advent of the Physician Payment Sunshine Act has loomed large and ominous. The mere mention conjures up visions of significant changes in the way we work with healthcare providers (HCPs), in addition to endless data collection and reporting. On March 31, 2014, healthcare manufacturers are required to submit their first annual federal reports; these reports will include data captured from August 1, 2013, through December 31, 2013. By September 30, 2014, CMS will publically disclose the information on their website. This regulation is associated with the Affordable Care Act, and as we have come to learn, there may be changes, revisions, or postponements to current guidance on reporting and timing of data review and corrections. Nevertheless, the industry needs to be prepared and many of our clients have been adapting for some time.

So to date, do we really know how this regulation will transform our corner of the healthcare geography? Are we prepared to adapt and innovate?

From a medical education and scientific publication perspective, we have already seen substantial changes in the way our clients collaborate with HCPs.  For example, in December of 2013, GSK announced that the company will begin a process that will effectively stop direct payments to HCPs for speaking engagements and for attendance at medical conferences. To fill this gap, it appears the company may expand its focus on developing multichannel capability to support the dissemination of information about its products and relevant disease states to healthcare professionals.

The effects of the Sunshine Act are also noticeable in the scientific publication realm. Due to the transparency requirements, academic research institutions are once again modifying their guidelines and tightening their restrictions on working with industry on clinical trials and subsequent data publication to avoid the perception of and potential for conflicts of interest. These restrictions also pertain to the development of disease-state articles that update standards of care and provide best practice approaches for HCPs and allied health professionals.

Clearly the Sunshine Act is meant to shine the light of transparency and public disclosure. But it also has the potential to hamper scientific exchange, which is the lifeblood of effective medical communications.

How do we as an industry respond? My vote is to adapt along with our clients and lead and encourage the innovation and continued delivery of robust scientific exchange. How will you respond?

CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.



Also posted in Clients, Ethics, Healthcare Communications, medical affairs, Medical Education, Research, Science, scientific publication, Sunshine Act | Tagged , , , , | Comments closed