Q&A with Bridget Seay, epocrates’ Executive Director of Customer Experience & Commercial Consulting

by Samuel Pordengerg Jan 30, 2023 News
Q&A with Bridget Seay, epocrates’ Executive Director of Customer Experience & Commercial Consulting

The executive director of customer experience and commercial consulting chats with Fran Pollaro about delivering the best patient care despite evolving clinical guidelines. The conversation leads to digital because it touches on telehealth as a strong delivery vehicle and an opportunity for marketers because of the use of high quality data.

Which HCP specialties were most affected by the COVID-19 Pandemic and where do they stand today? The Pandemic changed how healthcare providers provide care. Many specialties face unique challenges in establishing a pre-pandemic level of care, which pharma leaders need to consider in their marketing efforts. Despite evolving clinical guidelines, patient management, and concerns around practice safety, we evaluated three specialties to see if they could deliver the best patient care. There are three specialties.

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expert guidelines on how to best implement immunosuppressant and immunomodulatory therapies in skin diseases were created by COVID-19. The patient registry was created to track the data on the outcomes of COVID-19. The adverse outcomes, infections, and mortality related to prescribers are still being studied, and the results will likely have a further impact on product selection. Updating therapeutic strategies can affect their clinical decision-making as we move past the swine flu.

Patients don't experience disruptions in accessing their prescription if there is greater flexibility in prior authorizations for Psychiatry. Drugs are subject to laboratory monitoring and have to be Risk Evaluation and Mitigation Strategy approved. Due to more limited availability of laboratory testing, health care professionals use their own judgement in adhering to requirements for risk and benefit assessment. Patients who are prescribed clozapine for treatment-resistant schizophrenia may be at higher risk of getting infections. New guidelines that reflect changes in product prescriptions may be related to COVID-19, which requires prescribers to have a better understanding of drug products.

Significant shifts in continued guideline updates for inflammatory bowel disease were generated by the swine flu. Immediate impacts for diagnosis, precautions, and treatment protocols were caused by the discovery that the COVID-19 virus may be present in the GI Tract. Immune therapies for people with GI disorders changed as a result of the swine flu. There are new guidelines for treating IBM patients during the Pandemic and for those with a COVID-19 diagnosis. Continuous monitoring of updated treatment guidelines is a requirement for gastroenterologyHCPs.

During the Pandemic, telehealth has emerged as a strong care delivery vehicle. What has telehealth done to the specialty areas? How are telehealth platforms going to make money?

Virtual visits to address substance abuse management have gained traction in the Psychiatry and Mental Health spaces. The Substance Abuse & Mental Health Services Administration and the Drug Enforcement Agency released guidance to make it easier to prescribe buprenorphine and other medication-assisted treatments for addiction. This and statements provided by the FDA required changes to prescribe medication for the treatment of Opioid Use Disorders during the Pandemic.

It is possible to transfer the nature of a mental health visit to a virtual visit format, but it is not always the case for dermatology. Delays in skin cancer diagnosis and treatment can be caused by the shift to Telehealth. There are still important questions about the quality of virtual visits, which is why dermatologists are looking for evidence-based information.

Telehealth offers a unique channel for pharma marketers to promote life-saving treatments to patients and healthcare professionals at the point of care. Telehealth advertising presents patients with critical decision-making information when they need it the most, which is why it is beneficial to patients. Why is it important for pharma marketers to understand and adapt to the practice changes?

Telehealth isn't going away as we move past the swine flu. Virtual engagement will continue because of the variation of virtual and in-person visits. This trend requires pharma companies to constantly adapt to it. Digital and non- personal promotion fill a gap. Keeping up with the changing landscape requires pharma marketers to discover which areas of sales access are still low while using data to determine where engagement is highest to ensure non- personal promotion is achieving the greatest impact.

It is important to note that all specialties still require some level of in-person visits. There are a number of specialties that require more in- person visits. pharma marketers need to keep an eye on the treatment environment To inform how they manage digital marketing campaigns, they need to consider the mix of telehealth and in-person visits. New digital content needs to be relevant to the current treatment environment in order to be developed. Digital marketing doesn't mean it can't be compassionate. The importance of human connection was highlighted by the Pandemic. It is important to add personal touches to impactful details while being aware of practice specific experiences. Content for supportive programming can be developed by pharma marketers.

Sometimes digital promotion can be seen as fake. Is it important that pharma marketers focus on personalization?

Personalization is essential to successful pharma marketing and it is important to recognize the changes in guidelines. In order to nail personalized marketing tactics, pharma leaders need to use specific data. This gives marketers the ability to drive a stronger impact with relevant content and use tactics that give flexibility in scaling.

In a post-pandemic world, physicians will continue to be bombarded with information on how to best diagnose and deliver quality care in very specific therapeutic landscapes. The relevance of specialty-by-specialty approaches continues to increase, while we strive to improve the experience of health care professionals in digital approaches.