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December 2019

patient engagement at the point of care

2019 Highlights: Supporting Patients When They Need It Most

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The end of the year is the perfect moment to reflect on the high points that will propel us into the new year ahead.  At Outcome Health, we’re fortunate to have enthusiastic people on our team and dedicated partners who believe in our mission to make the point of care experience more meaningful for patients and physicians.

We boldly challenged the industry to rethink Point of Care, to be more relevant and supportive of patients at the Moments of Care™ when they need it most while supporting physicians with a platform of curated content to improve patient experiences and health outcomes. Our In These Rooms campaign brought to life our commitment and approach to bringing more empathy to the patient experience, and continues to shape the nature of our content, partnerships, and future vision.

We’ve continued to build and strengthen our team with amazing talent who live our values of supporting diversity and inclusion. 

We demonstrated our commitment to and our leadership on transparency with the addition of John Vaughan as our first-ever Chief Compliance Officer to effectively adhere to and communicate the company’s key ethical principles and compliance regulations. As we are relentlessly focused on putting all of our stakeholders at the center of everything we do, Greg Reilly joined our team to lead our Customer Engagement/Experience team and strategy.

We partnered with many nonprofit organizations, health advocacy groups and leading content creators to entertain, educate, inform and inspire.  A few of those organizations include:

  • HeadSpace, to provide meditation content to patients and caregivers
  •  UNITY Consortium, to educate and inspire adolescents health through prevention and immunization, supported by teen advocate Ethan Lindenberger
  • Shatterproof, providing education and resources to help reverse the addiction crisis in America
  • Verywell, to deliver trusted and empathetic content to the point of care
  • Donate Life America, to launch a nationwide educational campaign to raise awareness for organ donation registration directly to patients, caregivers and healthcare professionals at the point of care.

By joining forces with the Ad Council and AARP with their Caregiver Assistance Campaign, we brought awareness to the role that caregivers play and where to find support tools and online resources.

We brought Digitas Health and the Skin Cancer Foundation’s The Big See campaign to doctor’s offices nationwide to educate and inspire patients to take action to prevent and treat skin cancer.

We are honored and proud of the industry support and recognition for how we are raising the bar in the category.  Some of the awards and recognition we received this year:

As we enter 2020, we are passionate to continue to leverage our industry-leading network of devices in physicians’ offices across the U.S. to create better patient experiences and better health outcomes with our physician and health/pharma industry partners. 

To get in touch next year, connect with us here.

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patient engagement at the point of care

Outcome Health’s Solutions Continue to Address a Critical Need At The Point of Care

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Outcome Health is committed to improving patient outcomes by informing, inspiring, entertaining and renewing audiences at critical moments of care. It’s why we collaborate with physician practices and hospital systems across the country that are similarly committed to delivering patients a better healthcare experience. From small practices to enterprise systems, from urban areas to suburban locations, Outcome Health partners with practices of all sizes and with varied needs.

Outcome Health supports patient and physician conversations.

When we hear stories from our team, who partner with physician practices, and learn why individual practices specifically chose Outcome Health as a partner, it strengthens our mission and underscores the value of our platform and content.

Recently, one of our newer Practice Sales Representative, Melissa O’Hara, shared a story from Family Medical Group of Tampa that ended up choosing Outcome Health to support their patients and practice. 

When Melissa asked why they ultimately chose Outcome Health, here is what Jorge B. Diaz, MD had to say:

“I often find it difficult to conduct the proper consultations with my patients. I have tried using apps on my phone to provide a visual. However, my phone has a small screen. So once I saw Outcome Health offered a more thorough selection of anatomical models on a beautiful large display, I knew I had to implement it into my practice right away!”

Outcome Health supports patient and physician conversations

Melissa and the team at Family Medical Group of Tampa.

Additionally, our dynamic content offering that includes partners like TED, Headspace, Verywell, as well as our own custom health content, helps to strengthen the doctor-patient relationship in order to transform the point of care experience for doctors, practitioners, and patients.

We are excited to welcome Family Medical Group of Tampa into the Outcome Health family, and congratulations to Melissa for doing an outstanding job conveying the value of Outcome Health to her partners!

To bring Outcome Health to your practice, please fill out the form here.

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MOMENTS OF CARE™ NAMED ONE OF THE MOST INNOVATIVE STRATEGIES OF 2019 BY PM360

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Chicago, IL, December 13, 2019 — PM360, a leading trade magazine for marketing decision makers in the pharmaceutical, biotech, medical device, and diagnostics industries, has named Outcome Health’s Moments of Care as one of the most innovative Strategies of 2019.

Outcome Health is challenging the industry to create content and experiences that wrap patients with empathy, education and support at the “Moments of Care” when they are most vulnerable and most in need. This transition from “point of care” to “Moments of Care” prompted Outcome Health to launch In These Rooms, a campaign which reveals the raw, authentic emotions and range of experiences that can happen at the point of care – from waiting rooms with patients and caregivers, and in exam rooms with patients, caregivers and physicians. 

“We appreciate PM360’s recognition for our Moments of Care strategy, which addresses our findings that the point of care channel is not in touch with what patients actually experience and what they need at this critical touchpoint of the health journey,” states Matt McNally, CEO of Outcome Health. “Proper content contextualization that takes into account what actually happens in these rooms will align our content offering with the full range of experiences that happen at the moment of care, from the joy of hearing a baby’s heartbeat for the first time, to the devastation that a treatment plan isn’t working.” 

Moments of Care was selected as part of PM360’s 8th Annual Innovations Issue published each December. This issue was established to serve as a guide to the year’s most innovative Companies, Startups, Divisions, Products, Services, and Strategies from within the healthcare and life sciences industries. This comprehensive overview of the year’s most innovative achievements in these six categories helps other companies in the industry to find potential partners and offerings that can help them advance healthcare and life sciences.

“For the past eight years, we have worked to help the industry identify the latest and most exciting advancements that facilitate change in the industry, how it operates, or offer new advancements that better serve patients, doctors, payers, and others involved,” says Anna Stashower, CEO/Publisher of PM360. “We hope this guide can serve as an important resource for the industry throughout 2020 as we all work to improve the healthcare experience for everyone involved.”  

PM360 received hundreds of submissions from across the healthcare and life sciences industries. The editorial staff of PM360 evaluated each submission and selected their picks for the most innovative, regardless of category. Ultimately, 60 total innovations were featured in the issue. Within the Strategy category, a total of 8 strategies were featured.

All of this year’s selections can be found at: www.pm360online.com/pm360-presents-the-2019-innovators

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About Outcome Health
Outcome Health is a healthcare innovation company reinventing the point of care to facilitate better outcomes for patients, their loved ones, and healthcare professionals. Through partnerships with nonprofit organizations, health advocacy groups, leading content creators and brand sponsors, Outcome Health makes critical moments more impactful by bringing relevant content into the physician’s office, where health is top of mind. Our BPA-certified digital network spans waiting, exam and infusion rooms across the country, serving impactful content when it’s most needed.

About PM360

PM360 is the premier, must-read magazine for marketing decision makers in the pharmaceutical, biotech, medical device, and diagnostics industries. Published monthly, PM360 is the only journal that focuses on delivering the full spectrum of practical information necessary for product managers and pharmaceutical marketing professionals to succeed in the complex and highly regulated healthcare environment.

The journal’s targeted and insightful editorial focuses on issues that directly impact critical decision making, including: Planning and implementation of cutting-edge strategies, trends, the latest technological advances, branding/marketing, advertising/promotion, patient/professional education, sales, market research, PR, and leadership. Additionally, the “360” in the title signifies the span of this critical, how-to info with personal and career insights for an enjoyable and thought-provoking read.

By providing the full circle of enriching content, PM360 is truly an indispensable tool for busy and productive marketing professionals to stay at the top of their game.

Outcome Health Media Contacts
Outcome Health Press Office
pressoffice@outcomehealth.com

 

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power of point of care marketing

The Power of Point of Care in the Marketing Channel

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This article was originally published on December 2, 2019 by DTC Perspectives. Read it here

 

Your parents are the ones who always take care of you. Mom kissed your knee when you fell on the playground and Dad drove you to the hospital when you needed to get your tonsils out. Your parents kept you healthy and safe – they were your rock and knew all the answers and just what to do.  Time passes. You are in your thirties and somehow in an instant the role of caregiver has swapped. This was the case for me. Nothing could prepare me for the moment when I learned my mom, my rock, was diagnosed with a form of non-hodgkin’s lymphoma. I recall googling “NHL” only to be served hockey statistics… I was frustrated and scared. Every time we went to see her oncologist or when I accompanied her to chemo I would get hit with a wall of anxiety. Each time we stepped into the hospital, what my mom and I truly needed was support.  

As a caregiver and patient, I understand the emotional moments that can happen at the point of care. As a healthcare marketer, I also understand the value of this space as a channel and I’ve been fortunate to see it evolve over the tenure of my career. Today, pharmaceutical brands and healthcare and lifestyle advocacy groups push messages at these point of care (POC) settings hoping to educate patients about therapy options. Point of care marketing needs to be treated both similarly and differently from other strategies if a marketer wants to appear relevant and connect in a meaningful and useful way. The reality of distracted, concerned patients and worried caregivers means that if brands want to engage with patients at the POC, they need to approach them with greater empathy and understanding, with content that resonates emotionally and rationally with this audience. But what makes POC unique anyway? 

The point of care channel supports the patient at critical moments of their health journey. 

From acute illness to more chronic or prolonged conditions, important milestones of the health journey happen at the point of care. Through a recent survey collaboration between Outcome Health and Nielsen, we learned that the wait times within the rooms of point of care are substantial, with patients waiting on average up to 38 minutes in the waiting room and then another 36 minutes in the exam room. These wait times at the point of care represent a huge opportunity to communicate with and impact patients, caregivers and physicians all at the same time – essentially turning a “captive” audience into a “captivated” – and educated one.

Inventory is finite if point of care content is done right. 

POC differs from other digital healthcare ad channels because inventory is specific, targeted, and limited. Think about it: there are only so many rheumatologists in the United States and there are only so many brands that treat or support patients who see a rheumatologist. Factor in the attention span of the average person today, including the other places they can get content in the doctor’s office (like magazines, posters, pamphlets), as well as the fact that we are all walking around with smart devices that can deliver content that we ask it anytime, anywhere and you realize how critical it is to provide content that is aligned with why a patient may be in that rheumatologist’s office in the first place. This content (continuing with the Rheumatology example) could include anything from signs and symptoms of lupus, to managing rheumatoid arthritis through diet, exercise, and lifestyle choices, to understanding how to best support a loved one who has osteoporosis – this is just the short list of potential content that may be pertinent to patients or caregivers seeing rheumatologists. The funnel of dependencies leading to the opportunity to message a patient who is seeing their provider for an ailment and being able to support that patient on their journey means that there are finite opportunities like this, which makes point of care marketing more sophisticated and challenging in the same breath.

The point of care is the final touchpoint of the marketing message. 

On many occasions, I’ve heard pharma marketers muse, “what if we could hold hands with patients when they have those important conversations with their provider?” In the POC channel, you can. Unlike TV, print and digital which serve to create awareness for new therapies or reach patients before they reach the office, POC holds their hand in the office, moments before and during time with their physician. 

The point of care drives patients to take action. 

Messaging at the POC has been proven to impact and shift patient behaviors. In a study by ZS Associates, patient behavior was measured after being exposed to digital signage at their provider’s office. Of those exposed, 84% were more likely to ask their doctor about an ad they saw, 68% asked their doctor for a specific medication, 31% were more likely to fill their prescription, and 34% were more likely to take their medication as prescribed. 

Where does point of care marketing fit in alongside DTC and traditional channels? The point of care should serve as a complement to your brand’s other marketing and sales efforts, with specificity and context for patients waiting to see their doctors, moving them forward towards treatment. POC marketing can be leveraged as a digital tool, as a TV alternative, and even as a patient engagement solution to share benefits like co-pay assistance programs. Because your ad is now in the room with patients and their physician, messaging must be tailored for this space – simply dropping your TV spot onto an exam room screen isn’t likely to cut it with patients who are waiting to see their doctor. Advertisers should welcome the opportunity to become more deeply integrated into the patient-doctor experience and develop content that can be integrated into the clinical setting. 

Because there’s such a range of experiences (and emotions) that happen at POC, it’s important that any content (sponsored or not) intended for this space is sensitive to that. You can’t create effective content without considering the patient’s mindset. Content must be curated and contextualized for each touchpoint of the point of care experience. Videos should be relevant for that clinic’s specialty and help to facilitate physician-patient conversations. When you’re at the doctor’s office, sitting in a gown (or in the passenger seat supporting an ill parent), wouldn’t you prefer fact-based, custom information that’s helpful and supportive of the conversation you’re about to have with your physician? 

On the other hand, there are also moments of the health journey when patients don’t want to dig further into their treatment plan or condition and prefer access to content that simply entertains or distracts them. We as marketers need to take into account the range of experiences that happen within the point of care and provide content that aligns with and supports these unique moments. 

The most important thing to remember is that patient needs vary within the POC environment and that you can’t take a “one size fits all” approach with your messages within each channel. The diversity of needs and experiences is prompting the space to evolve beyond just awareness. New trends within the space include patient education, adherence, support group registration and more. The channel is poised for continued growth and we, as healthcare marketers, need to continue to innovate so that everyone entering the POC space can feel informed, inspired, entertained and renewed during the most critical moments of care.

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Matt McNally is the CEO of Outcome Health. 

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