Research findings from health care professionals

Here are some research findings from physicians via some qualitative research that was conducted last summer. What I found so surprising is that a lot of these physicians feel like they are getting “squeezed” by the system. They want to be able to spend more time with patients and really talk with them but most feel it’s getting harder just to get patients in the office.

Most feel that DTC advertising is good for patient health concerns and informs patients but they want an emphasis on working with your doctor to both diagnose and select treatment options. Said one physician “I usually don’t like it when a patient asks for a certain medication. I’m more qualified to determine what medication will have the best results”.

They feel that social media can be a dangerous influence in healthcare. To them it’s about “credible” information but they are concerned that social media trolls could discourage someone from seeking treatment.

Pharma drug websites are a good resource for patients but some are concerned that diagnostic tools could be taken out of context. They would like it made more clear that only a healthcare professional can make an accurate diagnosis and suggest treatment options.

Although physicians are spending more time on the Internet often it is not by choice. They are having a hard time keeping on top of all the new health information and sites online. The iPad has been a savior for a lot of docs although they are concerned about possible breaches in their data as they use them to record patient updates.

Social media scares some physicians because they are not sure how to use it or what they should use it for. However at one research group in Dallas a physician shared with colleagues how he is using social media to market his practice. They were very interested in hearing what he had to say.

It is getting harder to get patients in for follow-up visits and it is especially getting hard to get men in at all even when they having problems.

Most are still seeing drug reps but they all said that it’s getting more difficult to find time to meet with them. When asked “would you meet with a drug rep?” most said “it depends on the company and product they are promoting.

They are interested in eDetailing but prefer not to speak to a live person so they can proceed at their own pace. Their advice to drug marketers is to keep the details under 5 minutes and allow them to download relevant charts and clinical trial information.

Integration of the Internet with patients is coming and most see it as a huge issue because they are not sure how, where, or how. When we showed them a concept of a solution that could possibly tie in patient records, CRM, consumers health information it was a winner but they also want it tied into insurers to cut down on paperwork.

“Do you trust the drug industry when it comes to reporting accurate information on prescription drugs ?” The answer from most was yes but they if patients have issues on certain medications they would check with colleagues to determine if anyone is having similar problems.

What is the biggest challenge you face today ? Most said cost controls that have been put in place by the government are a key concern. ”I have to try and see more patients now to make up for the cuts that I am receiving from Medicare”. The other big issue that has them concerned is that fewer patients are coming in to see them at the start of health problems. One physician told the story of a man who waited for year before he came in because of problems urinating. It turned out that the patient has prostate cancer and needed immediate aggressive treatment. “If it were caught earlier we could have used less invasive treatment options and the diagnosis would have been a lot better”.

Physicians want a system where they can be notified to changes in drug labeling even if the product does not have a REMS. They also said “don’t just send me the new label tell me what the changes are”.

Most physicians understand that the healthcare environment is changing but some feel helpless to have their voices heard. They are also very concerned that less patients seem to be coming in for regular check-ups and follow up visits. One doctor now has his office staff calling patients to ensure they come back to the office for follow up visits.

“I think the office practice of today is going to look radically different in 5 years” said one doc, “I just hope that patients don’t get left behind”.