SOURCES OF PATIENT EDUCATION TODAY

WEBINAR
Best Practices in Patient Education:
Provider’s Point of View
April 14, 2010
Presented by
Kip Creel, President
StandPoint, Inc.
PATIENT EDUCATION 2

1. What are the branding standards for patient

education?

2. What are the sources of patient education used

most often in the provider practice?

3. What are the most effective formats for patient

education?

4. What is the “teachable moment” and why is it

important?

5. What role does the Internet and EMR play in the

delivery of patient education?

informed decisions, proven results.

METHODOLOGY 3

• Extensive literature search.

• Four in-office observations. Two each in Atlanta, GA and Des Moines, IA.
Specialties: Family practice, internal medicine, gastroenterology, and
neurology.

• 2-hour focus group of private practice nurses, nurse practitioners, and

physician’s assistants in Atlanta, GA.

• 2-hour focus group of MDs in Chicago, IL. Specialties: internal medicine,

cardiology, gastroenterology, and neurology.

• Survey among 150 private practice clinicians. Split equally among MDs and
Nurses / PAs and GP vs. specialists.

 MDs vs. Nurses and Physician’s Assistants

 Clinicians in general practice vs. specialty

informed decisions, proven results.

SOURCES OF PATIENT EDUCATION TODAY 4

• Physician / Clinician is the gatekeeper.

• Industry an important, respected source of patient education material

What are the current sources of patient education used most often in your
practice?
Patient accessible in-office brochures / pamphlets 67%
Materials from pharma and/or device companies 63%
Patient advocacy groups 54%
Staff-created 50%
Local hospital / health system 31%
Professional society 20%

Multiple Responses Permitted

(n=153)

informed decisions, proven results.

POLLING QUESTION #1 5

Question 1: Who in your organization is involved in the creation of patient education materials?

a) Marketing / communications
b) Patient education department / resident expert / nurse educator
c) Agency or outside vendor that specializes in this
d) Other (please specify)

informed decisions, proven results.

BRANDING STANDARDS 6

Brand
Class Characteristics Comments
Permission

Merck: “We are a very large practice and they have even consulted with
-Lots of generics me on designing specific patient education materials”
High -Multitude of Merck: “They do a great job on their non-branded materials. It really
Corporate
incidence treatment options
level
helps to build goodwill with the whole company.”
conditions -Established Pfizer: “They provide us great information on their medicines but also
brands information related to diet and exercise.”
Lilly: “They have a reputation for unbiased materials.”

-Company focused Shire: “Comprehensive information about ADHD. Information available for
Portfolio the child, parent, teacher and physician. Shire provides doctors with
on specific disease Corporate
Marketers or function assessment scales to be used for the patient. There are materials
level with
understandable to young children, adolescents and adults.”
-Various treatment product
Specialty Biogen: “Has educational materials for MS patients which provide
options available layering
Pharma general information about the different treatment options the company
to patient provides.”

(n=153)

informed decisions, proven results.

BRANDING STANDARDS (continued) 7

Brand
Class Characteristics Comments
Permission

Epipen: “They have a DVD that details how and when to use the
product.”
Biologics St. Jude Medical: “Great information about their devices in written and
DVD forms and models provide for our use in the office.”
New Chantix: “Options for smoking cessation as well as information about
modalities their medications.”
MiniMed Insulin Pump: “DVD and USB flash drives with product demos
Strong instructional
Product level and product information.”
Devices needs
Elmiron (Interstitial Cystitis): “Patient symptom check-lists/easy to use
diet information/patient magazine with great pictures, diagrams and true
Low patient stories. Patient counseling tools.”
incidence Cyberonics (Vagus Nerve Stimulation): “Cyberonics holds informative
conditions seminars for the potential patients and family members; they provide
DVD's with useful information; they also provide access to conference call
with patients who have already have the device.”

(n=153)

informed decisions, proven results.

ESSENTIAL COMPONENTS OF PATIENT EDUCATION 8

When designing an ideal patient education piece, how much emphasis

should be placed on each of the following?

31%

22% 22%

12%

7%

3%

Information on Compliance Lifestyle Acquisition Treatment Side Effects

Disease Options
Process

Mean (n=136)
Respondents indicated priorities by allocating 100 points across the items.

informed decisions, proven results.

POLLING QUESTION # 2 9

Question 2: As it relates to patient education, which of the following have you made available to
physicians and support staff?

a) Internet-based materials that can be downloaded

b) Printed materials
c) Educational sessions for patients
d) DVDs (other electronic media) for providers and patients
e) Other (please specify)

informed decisions, proven results.

WHAT’S IMPORTANT
“Understand and Support the Teachable Moment”
Above Average
5th to 8th grade reading Slightly Above Average
level
Patient education and
Lots of visuals and samples in close proximity
illustrations
Educational session for
Printed handout clinician on best practices
in patient education
Short and concise
Educational session for
clinicians from those who
have achieved successful
outcomes in smoking
cessation, weight loss,
alcohol reduction
(n=153)
informed decisions, proven results.
10
Average
On a tear pad Below Average
Blank space to write in lab On a CD / DVD for patient
values / treatment plan to take home
General information for family Reference card for clinician
practice
Detailed information for
specialist
If prescribing…clear brand
reference
If not prescribing…less evident
brand reference
Patient education from parent
company…not brand
Mfg document patient non-
compliance and notify provider
Sponsored educational
sessions for patients
TEACHABLE MOMENT 11

Teachable Moment Considerations:

• Is the educational piece designed for initial diagnosis or later?

• Seriousness of diagnosis
• Degree of involvement of family members
• Sensitivity / stigma associated with diagnosis

informed decisions, proven results.

TEACHABLE MOMENT (TM) FLOWCHART 12

Focus of
Condition Teacher Resources Future TMs

Ubiquitous Conditions – -Paper-based/ write in lab Efficacy

not life threatening Treatment values Tolerance
(elevated cholesterol, Options by -Lifestyle Compliance
GP -Web supplementation
HPB)

-Disease process -Layer more

-Lifestyle detailed info
Lifestyle Changing GP or -Treatment options -DVD’s for
(Diabetes, RA, ADHD) Specialist -Info resources for patient family
(don’t hit with too much info at -Monitor
INITIAL once)
lifestyle /
DIAGNOSIS compliance
-Disease process
Life Threatening GP or
-Info resources for patient
(HIV/AIDS, cancers) Specialist -Detailed
-Treatment options
(don’t hit with too much info at
therapy info
once -Care
management
/counseling
Sensitive / Stigma GP or Web resources
Specialist DVD’s
(respect privacy)

informed decisions, proven results.

PATIENT EDUCATION ON DEMAND 13

78% of those surveyed access the Internet at their desk

to find and print patient education.

28% of those surveyed access the Internet in exam

rooms to find and print patient education.

(n=153)

informed decisions, proven results.

ELECTRONIC MEDICAL RECORD (EMR) 14

Does all or a portion of your practice location

utilize an electronic medical record (EMR)?
EMR Capabilities

Ability to electronically scan your

own patient education documents
53%
41% into the EMR so they can be
accessed on demand
59%
Pre-packaged patient education
materials built into the EMR that
47%
the clinician can print out on
demand
(n=153) Yes No

Search function that allows for

quick identification of patient
A 2008 estimate from the CDC indicates 42%
education materials during a
that 38% of all MDs have access to a patient encounter
partially or fully functional EMR
Multiple Responses Permitted
(n=90)

informed decisions, proven results.

POLLING QUESTION # 3 15

Question 3: Has your organization considered Electronic Medical Records as a future channel
for the dissemination of patient education materials during a patient encounter?

a) Yes
b) No

informed decisions, proven results.

NON-PERSONAL PROMOTIONAL MATERIALS 16

77% of those surveyed personally review and sort their own mail

83 % of physicians surveyed personally review and sort their own mail (n=100)

(n=153)

informed decisions, proven results.

NON-PERSONAL PROMOTIONAL MATERIALS 17

29% of those surveyed recall material from a pharmaceutical or medical device company that prompted
them to take a specific action.
(n=153)

Where did you acquire this information?

Materials left by a sales representative 68%
It was mailed to me 11%
Received an email 7%
Multiple Responses Permitted
(n=44)

What specific action did you take?

Visited the company’s website 43%

Shared the information with others on staff 32%
Contacted a sales rep 27%
Filed the material away for future reference 25%

Multiple Responses Permitted

(n=44)

What prompted you to take action?

Patient education material 59%
A new therapy applicable to one of my patients 43%
A new therapy that I had never heard about before 14%
Multiple Responses Permitted
(n=44)

informed decisions, proven results.

NON-PERSONAL PROMOTIONAL MATERIALS 18

How often do you receive information from pharmaceutical and medical device
companies that is not relevant to you or your patient population?

3%
25% 20%

53%
Never Rarely Sometimes Frequently
(n=153)

According to our study 78%

or private practice physician
offices receive information
that is NOT relevant to their
patient population

informed decisions, proven results.

NON-PERSONAL PROMOTIONAL MATERIALS 19

What are the typical reasons you discard materials you receive in the mail from pharmaceutical or medical device companies?

The therapy is not applicable to me or my patient population 67%

Already prescribing the therapy and don’t need new information 47%
I get most of the information I need about a therapy from medical
35%
journals
I don’t have time to review these materials 32%

I can always go to the Internet on my own to research new therapies 31%

Multiple Responses Permitted

(n=153)

informed decisions, proven results.

CONTACT STANDPOINT 20

Kip Creel, President

kcreel@standpointgroup.com
1722 Montreal Circle, Suite A
Tucker GA 30084
770.270.4800 Phone
www.standpointgroup.com