Internet and acquisition of health related information
We have already become accustomed, and take it for granted, that the Internet has started a new era of human communication, a new era of the acquisition of information. All fields of human activities, thus also the pharmaceutical industry and its clients – doctors and patients, must react to the new situation.
Not only in advanced countries, health care becomes a national sport, religion and a subject of political proclamations: “However, how is the patient, one of the Trinity (note: the doctor, the patient and the pharmaceutical company), actually doing in the era of the Internet?”
There is a laconic answer: “It depends on when, where and what the patient is currently dealing with!”
While obtaining information about a “potential” illness, or rather determining the diagnosis, the today’s patient can be certain of finding dozens of websites in the Internet saying, with a face of a poker player, that it seems to be venous insufficiency, migraine or a breast carcinoma. Fortunately, most of the providers of such information complete their remote diagnosis by a recommendation or a direction to see a doctor! Until that moment, the patient was “all alone” to deal with the matter.
Storyflow: diagnosis, treatment, poor adherence, patient complaining
Cut. The patient leaves the doctor. The diagnosis has been established, the examinations have been conducted and the treatment has been determined. It seems that everything is in perfect order. The Internet has performed well!
However, during the next visit the doctor finds out – the patient complains – that the treatment does not proceed the way it should. Everything indicates that adherence does not work. The doctor is likely to explain the patient again how important it is to observe the prescribed regimen, to initiate the treatment and to take the medicines exactly as prescribed by the doctor.
The doctor is pushed for time since the next client has been already waiting, so he gives the patient a brochure or a leaflet or, even better, refers them to websites where they can find everything about the treatment – why it is actually important to observe compliance. The patient has not been alone any more; the doctor has advised and instructed them. Is it enough…?
Internet a websites perform well. But, Mary from the neighbourhood said…
The brochure gets lost in the boot since, after all, it is only an article about “the Internet,” and thus only the card with the website link remains in the patient’s purse. The patient visits the website, reads the volume of information about the illness and the treatment and also why it is necessary for them to use up the medicine, stop smoking, take up fast walking, not overeat, sleep with the windows open and wear stretch stockings – unisex. The key information is provided in the form of video interviews, and the website contains also information for family members or persons providing care. All is confirmed by smiles of satisfied testimonials. Has the Internet performed well!?
No. In most cases, patients are disobedient and light-headed creatures loving information: “Mary says that it will do to take them only for 2 months and that the stockings are useless anyway …”
Solution: Doctor´s authority steps in again – sending customized e-mails on treatment to the patient
There is a single and logical solution. The patient – their treatment requires to be directed by someone who has the authority! The doctor. But the doctor does not have enough time. The third of the Trinity enters the game and offers the solution. It offers the doctor the information service for the patients, which will facilitate remote control and direction of the treatment by the doctor.
The service customized to every single patient. On a special website, the doctor will select and tick the pre-arranged information about the treatment and send it from his e-mail to the patient’s e-mail. The information about the treatment is at home earlier than the patient with the medicine. The doctor also ticks for the patient to arrange that every 3 weeks they obtain an e-mail from the doctor informing them about the treatment and motivating them to keep on and to fill out a short questionnaire about the treatment course to be brought with them for the next visit.
Conclusion. The doctor really directs and controls the treatment course at least in terms of the information flow to the patient. The patient must get the impression that the doctor has a private interest in them, and cares for them so they should not fail. They initiated adherence. The Internet performs; it remains to know how and when to use it…
By David Plodek