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TV Can Kill You

A recent JAMA meta-analysis leads to some interesting data.  Not surprisingly, watching more TV increases your probability of chronic conditions.  This should remind you of some of the Blue Zones work about how to live longer.

The correlation between sedentary activities like watching TV and health risks has long been known, but according to the JAMA study, more than two hours a day of TV increases the risk of diabetes and cardiovascular disease by a troubling 20 percent and 15 percent respectively. More than three hours a day raises the risk of premature death for all other conditions by 13 percent. “Beyond altering energy expenditure by displacing time spent on physical activities, TV viewing is associated with unhealthy eating (e.g., higher intake of fried foods, processed meat, and sugar-sweetened beverages and lower intake of fruits, vegetables, and whole grains) in both children and adults,” write authors Frank Hu and Anders Grøntved, who studied all relevant medical literature from 1970 to March 2011.

25% of MDs Tell Un-vaccinated Kids To “Get Lost”

Unfortunately, the issue of kids not getting vaccinated is not going away.  While only 1% of infants don’t get any vaccines, there are still 30% of kids who don’t get all the recommended vaccines.

So, what should a pediatrician do about families that don’t get their vaccines?  Should they continue to treat them?  The number that say it’s time to find a new provider has jumped to 25% in 2011 (compared to 18% in 2005) according to research reported in a Time Magazine article.  I’d bet that number might jump further as physicians bear risk or have more money tied up in performance bonuses.

It begs the question of what adults do…For example, with flu shots, do adults get them?  Based on a Consumer Reports study, it’s only about 50% of adults that do.

I have a few older posts on this general topic.  It’s also a very interesting topic in the pharmacy world as retailers focus on vaccinations both as a revenue source and a value-added service.

I also found this infographic on the topic which I thought I would share.

Medical Coding Career Guide
Created by: Medical Coding Career Guide

Large Employer PBM Survey From Barclays Capital

One of the analysts that I follow is Larry Marsh and his team from Barclays Capital.  They put out a lot of great data and information on the industry.  One report that I was reading earlier today is on an employer survey they did of 55 employers representing 1.75M lives.  Medco and CVS Caremark were the largest PBMs in that market segment followed by Express Scripts, Catalyst, and OptumRx.

I was a little surprised that only 76% of the respondents were satisfied or very satisfied with their current PBM.  That’s lower than many studies show.

On the other hand, less than 50% see the proposed Express Scripts / Medco acquisition as driving lower costs (which I generally agree with).

Also, not surprisingly, employer’s specialty trend has been high and 35% of them anticipate it will be higher in 2011.

And, finally, to beat a drum I often talk about…movement to plan designs that support mail or 90-day retail and more use of step therapy are the big changes being made and planned.

Penn And Teller On Vaccinations

This is a video that everyone should share.  It’s a funny, short, and blunt video on why to get your kid vaccinated.

There was a recent article in USA Today about vaccines which said:

Vaccines are widely available across the country, doctors say, and poor children can get them for free. The biggest impediment to vaccinating kids today is not cost, but fear, says William Schaffner, a spokesman for the Infectious Disease Society of America and professor at Vanderbilt University School of Medicine in Nashville. Around the world, millions of parents began skipping or delaying vaccines because of an infamous (and since retracted) 1998 study in the British medical journal The Lancet. The study’s author theorized that a combined measles-mumps-rubella shot caused autism.

It became one of the greatest myths in modern medicine, says Offit, author of Deadly Choices: How the Anti-Vaccine Movement Threatens Us All. He points to nearly two dozen studies showing no link between vaccines and autism. Last year, The Lancet issued the retraction after learning that information had been falsified. British health officials also stripped the study’s author of his ability to practice medicine in England because of professional misconduct.

NY Bill Continues To Stir The Pot – NCPA, FTC

The bill to restrict mail order utilization for pharmacy is not the first attempt, and it won’t be the last attempt by the independents to try to even the playing field with the PBMs through legislation (see comments about KS bill).  If limiting networks (retail, specialty, mail) can lower prices and save consumers and payers money, why shouldn’t they exist?  The payers should have this option in their toolkit.

Here’s the actual text from the bill:

SHALL PERMIT  EACH PARTICIPANT TO FILL ANY MAIL ORDER COVERED PRESCRIPTION, AT  HIS OR HER OPTION, AT ANY MAIL ORDER PHARMACY OR  NETWORK  PARTICIPATING  NON-MAIL  ORDER  RETAIL  PHARMACY  IF THE NETWORK PARTICIPATING NON-MAIL  ORDER RETAIL PHARMACY OFFERS TO ACCEPT A PRICE  THAT  IS  COMPARABLE  TO  THAT  OF THE MAIL ORDER PHARMACY. ANY POLICY WHICH PROVIDES COVERAGE FOR  PRESCRIPTION DRUGS SHALL NOT IMPOSE A CO-PAYMENT FEE OR OTHER  CONDITION  ON ANY INSURED WHO ELECTS TO PURCHASE DRUGS FROM A NETWORK PARTICIPATING  NON-MAIL  ORDER  RETAIL  PHARMACY  WHICH IS NOT ALSO IMPOSED ON INSUREDS ELECTING TO PURCHASE  DRUGS  FROM  A  DESIGNATED  MAIL  ORDER  PHARMACY

Let me make a few comments:

  1. Does this mean that Express Scripts has to let it’s members go to Caremark mail order if they meet their rates?
  2. What does “comparable” mean?  Why isn’t it the same?  Do the independents really want to go to mail order rates?
  3. No more copay differentials?  If this works, pharma should lobby for no more formularies.  (That might not be relevant today, but in the biologics or biosimilars world, they could say we’ll meet the price but you can’t have any copay differentials or utilization management restrictions…AND get it legislated!)

You can see some similar comments on this from Ed Silverman at Pharmalot and Adam Fein at Drug Channels.

As Adam points out, this may even be a leading indicator on how the FTC views the acquisition of Medco by Express Scripts (although the $MHS stock doesn’t reflect that right now).  Here’s what the FTC said in their letter:

FTC staff appreciate that A-5502-B seeks to enhance consumers’ ability to fill their prescriptions at the pharmacies of their choice. We are concerned, however, that the Bill impedes a fundamental prerequisite to consumer choice: healthy competition between retail and mail order pharmacies, which constrains costs and maximizes access to prescription drugs. We are concerned that, in the end, higher costs will lead to higher prices and fewer choices for New York health care consumers. For some consumers, increased costs may mean higher out-of-pocket prices for prescription drugs. For other consumers, it may mean that prescription drug benefits are curtailed or eliminated. Scaled-back drug benefits are likely to create pressing financial concerns for many consumers, and may even lead to additional health problems. As an article in ealth Affairs noted, “when costs are high, people who cannot afford something find substitutes or do without. The higher the cost of health insurance, the more people are uninsured. The higher the cost of pharmaceuticals, the more people skip doses or do not fill their prescriptions.”

As I mentioned in a Pharmacy Times article that I just wrote for their online version, this is a unique time for the independents to try to figure out what to do about consolidation in the industry.  If it’s not Express and Medco, it will be others.  This will look like the wholesaler market sooner rather than later.  It’s time to figure out how to make lemonade here and differentiate their pitch and value. 

In the end, I think you do yourself a long-term disservice to not allow for pricing differentiation within the network based on copays.  I would want to position myself as a higher service pharmacy with greater satisfaction, better medication possession ratio, better outcomes, and therefore become a preferred pharmacy within a limited retail network. 

Press Hits, Presentations, Writing YTD

I wanted to put together a quick summary of brand awareness so far in 2011.  It’s been a banner year already exceeding 2010 press hits (21).

  1. Drug Benefit News article in January around predictions for the industry
  2. Whitepaper on the future of the PBM/pharmacy industry
  3. Mention of my whitepaper in Adam Fein’s blog
  4. Barclays PBM Expert Call on 2/8/11
  5. Drug Benefit News article on Lipitor in February
  6. Managed Care Magazine on Lipitor
  7. Drug Benefit News article on coalition in February
  8. Drug Benefit News article on Walgreens PBM sale in March
  9. AIS Webinar on Copay Cards
  10. Drug Benefit News on Copay Cards
  11. Pharmacy Times on Mail Order
  12. Silverlink eBook we put out on healthcare communications
  13. AJPB July/August 2011 From the Editor
  14. Health Plan Weekly (8/1/11) on OptumRx moving away from Medco
  15. Pharmacy Technology Podcast in July
  16. Ten different appearances in the PCMA SmartBrief
  17. Five references on RxRoundtable.org
  18. A blog citation about extreme couponing
  19. Some discussion of my AIS webinar by David Williams
  20. A guest post on KevinMD about paying physicians for adherence
  21. Grand Rounds
  22. Drug Channels News Roundup
  23. A mention in DigiPharm
  24. HealthLeaders on Medco sale to Express Scripts
  25. HR Online about limited networks
  26. Drug Channels review of the Express Scripts Drug Trend Report

And, I have 5 things that I’ve actively provided comment and content to including my upcoming presentation at the Care Continuum Alliance on engaging the hard to engage with one of our clients – Aetna.

Yellow Dot and HIPAA

I’m confused.  We spend so much time and money in this country worried about HIPAA and patient privacy and now people are putting all their healthcare data on a piece of paper in their glovebox and putting a sticker on their car letting people know that it’s there.  The program is called Yellow Dot.  (see USA Today article)

Don’t get me wrong…I think it’s a great, low-cost strategy to give data to rescue workers in an emergency.  (Not that there shouldn’t be a much easier strategy using technology.)  I’m just amazed that no one seems to worry about privacy here.  Maybe, privacy is only an issue when data can be stolen in mass quantities and sold not when someone can break into your car at the grocery store and take all your information.

Am I alone on this or do others find these things difficult to reconcile?

Storytelling Is A Part of P2P Healthcare

P2P (or peer-to-peer) is a popular topic in healthcare today.  It builds on both the social components of behavioral modification along with the social networking trends.

About one-third of Americans who go online to research their health currently use social networks to find fellow patients and discuss their conditions, and 36 percent of social network users evaluate and leverage other consumers’ knowledge before making health care decisions. Social networks hold considerable potential value for health care organizations because they can be used to reach stakeholders, aggregate information and leverage collaboration.  (from Deloitte study)

One of the biggest researchers out there in this space is Susannah Fox from the Pew Research Center.

Peer-to-peer healthcare acknowledges that patients and caregivers know things — about themselves, about each other, about treatments — and they want to share what they know to help other people. Technology helps to surface and organize that knowledge to make it useful for as many people as possible.  (from recent presentation from NIH – “Medicine: Mind the Gap”)

With that in mind, I found this study from a few months ago about storytelling very interesting.  Imagine the power of capturing stories in some form – DVD, YouTube, written – and sharing them with newly diagnosed patients across an expanded social network.  Imagine helping patients plug into a social network (ala – PatientsLikeMe).

Conclusion:  The storytelling intervention produced substantial and significant improvements in blood pressure for patients with baseline uncontrolled hypertension.

What has really surprised me is that I haven’t seen the large institutional healthcare organizations promoting the use of the social networks.  Maybe I’ve missed it, but I would think they would partner up with a few of these to encourage consumers to use them.  I understand on the one hand that that is “handing off” a patient to a different company, but rather than trying to build their own social networking application, I think they’re better served to leverage what exists.

Newly Diagnosed Diabetics

I was giving a presentation today on diabetes and used this quote from the American Diabetes Association.  I thought I would share it.  To me, this is why it’s so important for pharmacies, PBMs, MDs, payers, employers, etc. to focus on the consumer experience and help address what consumers are feeling when they’re newly diagnosed with diabetes, cancer, or some other condition.

Pharmacy Costs As A Percentage Of Total Medical Spend

If you look at AIS, they track total annual pharmacy costs for leading health plans.  I pulled a few payers out from the table in the July 22, 2011 Drug Benefit News here to share.  If you exclude two very clear outliers on the low end, they ranged from a low of 9.70% to a high of 21.86%.

Here’s a sample:

A New Life For Lipitor – OTC?

Are you surprised that Pfizer might have found a way to extend Lipitor?  You shouldn’t be.

As I talked about before, Lipitor is scheduled to go generic later this year.  Now, there are stories that Pfizer may try to take Lipitor over-the-counter (OTC).  As Ed Silverman (Pharmalot) points out, this has been tried before with Mevacor.  Has anything really changed since then?  I don’t know much about any outcomes from the UK’s allowance of Mevacor to be sold BTC (behind-the-counter), but it would be a good point of information.

The prior questions about consumer behavior with an OTC statin all still apply:

  • Will the right people use them?
  • Will there be over-use?
  • Will this create unnecessary risks?
  • Will people monitor themselves appropriately?

Since statins certainly have side effects, this is a real question.

IMHO – I would think an OTC strategy is a low likelihood unless there is some new data.

On the other hand, with home monitoring of cholesterol tests, there have been some changes.  This might be another source of data.  Who’s using these?  Have they impacted their use of medication?

Should You Be Fair Or Powerful In Your Communications

I’ve always found the discussion of why people with certain characteristics are more likely to get ahead very interesting.  This recent article from Harvard Business Review talks about the fact that managers see respect and power as mutually exclusive.  I think most of us would agree that this is unfortunate from a leadership perspective.

So the question I would ask is whether consumers think the same thing in terms of physicians, pharmacists, and their health plans.  Are those that are respectful of the consumer seen as less powerful and therefore less likely to get their patients to be be compliant?

On the flipside, would consumers tolerate direct sometimes abrasive messaging that was clear with them about the risks?

Two New Mail Order Pharmacy Studies

There were two new mail order pharmacy studies that were recently published.  If you’re in the PBM / pharmacy space, you’ll want to dig into both of these.

The first one is from Kaiser which looked at outcomes for patients on cholesterol lowering medications based on their use of mail order or retail pharmacies (both of which are part of Kaiser).  This study builds on their study last year which looked at medication possession ratio differences between mail order and retail.

After adjustment for demographic, clinical and socioeconomic characteristics, as well as for potential unmeasured differences between mail-order and in-person pharmacy users, 85 percent of patients who used the mail-order pharmacy achieved target cholesterol levels, compared to 74.2 percent of patients who only used the local Kaiser Permanente pharmacy.  

Separately, there was a study published on adherence based on whether mail order was a requirement or a choice.

Pharmacy benefit designs dictate pharmacy access, drug cost, and formulary coverage and thus are an important public health tool with the potential to improve population health. Offering a mail-service pharmacy option is an important benefit design tool that helps to control pharmacy costs and may facilitate medication adherence among those who successfully transition to 90-day-supply prescriptions. However, restricting pharmacy choice by requiring the transfer of prescriptions from retail to mail-service pharmacy causes some members to discontinue therapy early. When members choose to eschew therapy rather than switch to a lower cost alternative, the unintended consequence is a reduction in medication adherence and the potential for increased medical expenses.

While one might see a contradiction between the two and prior studies, I think the point is that 90-day prescriptions do appear to increase adherence even after adjusting for many factors.  BUT, if you require people to move to 90-day especially at mail, it’s important to have a clear transition path for them so that they (a) understand their benefit; (b) realize how to move; and (c) don’t end up simply missing refills or stopping therapy.

Express Scripts (ESRX) to buy Medco (MHS) – WOW!!

In maybe even bigger news than the CVS acquisition of Caremark, Express Scripts announced this morning that they were merging (buying) Medco (for more information go to www.betterrxcare.com) . I’ve imagined a lot of scenarios for the industry, but this was not one.

You now have one big independent PBM with one owned by a retail and the third biggest owned by a payer. A big difference from a few years ago. The 3 models represent fundamentally different approaches.

I knew the United Healthcare decision would prompt something radical to happen in the industry, but I saw Medco driving that not being acquired. This brings a lot of things to mind:

1. What does this mean for the Walgreen’s negotiations with Express Scripts?  (original post)

2. What will the combined entity look like in terms of Consumerology + Therapeutic Resources Centers, International, Specialty, rebates, trend management, mail order operations, call center, and leadership?

3. There will be some serious consolidation over time of people and facilities. How long will this take?

4. Which system(s) will be used?

5. Will this accelerate other consolidation? I would think this puts other PBMs in play.

6. Will United build on their PBM by being an acquirer of other PBMs? How will CVS Caremark respond?

7. With the FEP decision re: Medco, will this impact DOD at Express Scripts?

8. Which of the executives survive? For example, much of David’s team (Medco CEO) has been together for a while. Do they have parachutes? Do they all leave?

9. This becomes a huge client for a wholesaler and other vendors. How will they throw their weight around and what does that mean for the competition?

10. How will they leverage unique components across companies (e.g., different approaches to Medicare, systemed, worker’s comp)?

Of course, all of this assumes the SEC approves this, but I assume the parties feel this is very likely. The industry will look like the wholesalers from a concentration perspective. Will this simply be the beginning of mass consolidation across healthcare – payer, hospital, pharma, technology?

And, at the end of the day, what will the combined entity’s culture be and how will other’s react? I’m sure you’ll see lots of lobbying against the combined entity.

And, in all this, I think people probably missed an analyst report on another PBM that said they thought two captive PBMs with an estimated value of $200-400M would be up for sale in the near future. Who could that be?

Other articles on this:

5 Indicators Of Pharmacies Crossing The Chasm

I’ve talked about this several times before in my post about The Future Of Pharmacists and in my whitepaper “Innovate Or Be Commoditized“, but I continue to believe that pharmacists can play a bigger role in healthcare (see also Pharmacists to Prescribe).

I know that people sometimes perceive my support for mail order and/or PBMs as anti-pharmacist, but they’re not. Even my criticism of independent pharmacies isn’t on the great work they do with patients but is focused on the tactics used to try to even the playing field.

But, one of the things I’ve been watching for is what are some early indicators of how pharmacists are crossing the chasm from being dispensing-focused to being core members of the care team.

I’ve seen several:

  • A more outspoken push for pharmacist involvement in ACOs.

“I really think that CMS was remiss in not explicitly including the drug benefit in the Shared Savings model. Because the industry recognizes that it’s important, what we are seeing is that the people who are planning on participating in the ACOs are already reaching out to the PBMs to lean on them to develop programs. So by default, we will end up being participants in it indirectly versus directly…. It’s the most frequently used benefit. It’s hard to imagine that you’ll be able to have a successful ACO model without considering the effects of somebody involved in health outcomes.”  Brit Pim, VP and general manager of the Medicare/Medicaid division of Express Scripts, Inc. (from Drug Benefit News)

  • MTM moving from a required program in Medicare to an optional program for commercial populations.

The Academy of Managed Care Pharmacy (AMCP) recently conducted a survey of its members to get an update on current MTM programs being offered by payers. Out of 57 respondents — which included 43 health plans, six PBMs, five integrated delivery systems and three other organizations — only six reported using MTM programs for their commercial populations alone. Another 17 said they use MTM programs for both Medicare and commercial populations. (from Drug Benefit News)

  • Continued focus on pharmacists and distribution of vaccines.

Immunizations are crucial to protecting patients from developing and dying from vaccine-preventable diseases, and in order to be successful, a team effort is required for all health care professionals to increase immunizations.29 Pharmacists are in a pivotal position to increase awareness about the importance of vaccinations and identify those patients who may benefit from specific vaccinations. By continually increasing awareness about the availability and importance of vaccinations, patients can make informed decisions to protect themselves and their family members. (Pharmacy Times article)

Up to 50 percent of chronically ill people stop taking their medication within the first year. Pharmacists understand many of the contributing factors, which range from cost and side effects to the inherent challenges of taking multiple medications, and can help address them. In fact, CVS Caremark research shows a pharmacist in a face-to-face setting is the most effective healthcare professional at encouraging patients to take medications as prescribed. (CVS Caremark press release)

Can Demographics Predict Adherence – FICO?

Several people have asked me about the FICO adherence scoring tool.  I (like many of you in the adherence business) am fascinated by the concept on using data to predict adherence and subsequently customize programs around that.  On the flip side, consumers may be a little paranoid about this based on comments on the NY Times article.

Ultimately, there are a few questions:

  1. Can you predict adherence?
  2. What data do you need access to?
  3. How accurate is the prediction?
  4. Does the prediction change based on drug type, duration on therapy, health literacy, etc.?
  5. What can you do with the prediction to influence it?
Traditionally, a demographic centric model has shown some attributes such as acknowledging that females are less adherent than males.  But, most of the attributes that I’m familiar with as predicting adherence fall into two buckets:
  1. Healthcare centric data – number of prescriptions, copay amount, formulary status
  2. Consumer provided information – PAM score, Merck Adherence Estimator

I highlighted some of these things in my 15 Things You Should Know About Prescription Non-Adherence post.  The one item that seems to fall across both healthcare and non-healthcare data is past behavior.  This could certainly play into a credit score or even some type of preventative health score.  Do you get your screenings done?  Have you filled other medications on a regular basis?  Do you have and use a PHR? 

Lots more to come on this topic over time, but this is certainly an area with many eyes on it.

Friends, Klout, Networks, and Biological Limitations

Companies like Klout are looking for ways of calculating people’s reach using social media.  The question of course is always the tradeoff of quantity versus quality.

For example, I quit Facebook when I found it to be more distracting than productive.  Yesterday, I cut over 100 people out of my LinkedIn network because it had been years since I had connected and interacted with them and didn’t feel any connection with them.  I also have a requirement that I won’t connect with anyone unless I’ve talked and/or met with them IRL (in real life).  It’s amazing how much of a screening mechanism that is.

But, these efforts run counter to driving up a good Klout score which looks at Twitter, Facebook, LinkedIn, and FourSquare (which I’ve never tried).

It leads you to the great question of “how many friends can you have” and the definition of friend versus business contact.  On the first point, there is research that says the human mind can only manage 150 friends which seems to make sense.  In the traditional sense of friendship, I doubt there are a 150 people who I frequently interact with socially.  But, in the broader sense of having a friendly relationship with a large group of people both socially and professionally, I think social media definitely allows you to expand beyond the 150.

But, if technology limited us to our biological limitations that wouldn’t be any fun.  I find tools like blogging and tweeting as good outlets to share information with like-minded people some of whom I know well, some who I know, and some who I’ll never know.  That’s ok.

Copay Cards: Don’t Throw The Baby Out With The Bathwater

Prescription Copay Cards continues to be a hot topic (see list of articles at the end here), but I see a lot of FUD (fear, uncertainty, and doubt) versus a lot of facts. At the end of the day, there are certainly a few stories about cases where costs have jumped up due to copay cards overcoming formulary positioning.

But, no one knows the total market impact. I’ve spoken with six different organizations that would be well positioned to know, but they don’t. It’s not tracked or easily available in the data. Reasonable estimates from Dr. Adam Fein over at DrugChannels put the market at about 100-125M Rxs which is about 3% of the total Rx market (assuming 3.3B Rxs/year) or 12% of the total brand market (assuming 75% GFR). [I validated those numbers with a specialty pharmacy that shared that they were seeing 13% of their claims come in with a copay card.] Certainly, the market has grown as IMS estimated in one recent article.

The question of course is whether these are good or bad and whether their use is malicious or not. My conclusions are based on talking with about 30 people in preparation for my AIS webinar on this topic today. What I concluded was:

  1. There is a win-win. Copay cards can improve adherence. Adherence can reduce total healthcare costs. There is a point at which the increased cost curve crosses the savings curve and is something to be considered.
  2. Today’s approach is a shotgun approach by which cards are available online (e.g., www.internetdrugcoupons.com) and by physicians. They’re not focused on patients with need or on patients with adherence barriers. They play into the misperception that cost is the primary barrier to adherence WHICH IT IS NOT. [Cost is an issue in <20% of the cases according to multiple barrier surveys.]
  3. Copay cards are really a CRM Trojan Horse for pharma to build a 1:1 patient relationship (or should be if they’re not thinking that way). Due to HIPAA, pharma doesn’t typically know who uses their drugs. If I were a brand manager, I would gladly trade some copay relief in return for increased adherence and the contact information for my patients.

I think there are several ways that industry (especially pharmacies) should collaborate with pharma on how to leverage these copay cards at the POS with patients [call me to discuss]. But, to do that, I think the broader industry is going to require some type of rules which I am sharing shortly as a proposed “pledge”.

 

The other thing longer-term to watch is will this further change the PBM-Pharma relationship.  I think yes.  If the PBMs push for legislation on this marketing tactic or the manufacturers figure out that this is a better use of their spend than rebates, this will change the relationship. 

Additional Reading:

  1. Prescription Drug Coupons Bad for Patients
  2. Drug Firms Providing Kickbacks For Copays and Coinsurance
  3. DBN article – As Competitors Encroach, Pfizer Seizes A Few More Glory Days With Lipitor Promo
  4. Adam Fein blog posts
  5. Copayment Subsidies
  6. Coupons For Patients, But Higher Bills For Insurers

Silverlink eBook: 13 Common Pitfalls In Consumer Health Engagement

After working on consumer communications in healthcare for most of the  past decade, I realized that there were some common pitfalls that happen.  Many of them are pretty straightforward, but when rushed, they may get forgotten.  I worked with Dr. Jan Berger (our Chief Medical Officer) to identify a short list of them, and then the Silverlink marketing team pulled them together in a beautiful eBook

Each of the pitfalls is set up with a quote and a great image:

Then, there is a brief description to explain the pitfall on the page across from it:

What are some of the pitfalls:

  • Not knowing how to declare success
  • Limiting design based on company constraints
  • Forgetting about health literacy
  • Not understanding the entire process
  • Thinking you represent the customer

To get a copy of the entire eBook, you can register online.  [Alternatively, you can e-mail me at gvanantwerp at mac dot com.]

mHealth, Mexico, and HIV

I can tell I’m finally getting through my pile of interesting articles when I pick up an article from February 2010 in HealthAffairs, but it’s a good case study about Mexico’s use of cell phones and mobile technology.

The focus of the story is on VidaNET which is a cell-phone based system that sends text messages and e-mail to patients reminding them to take their medications, keep their physician’s appointments, and stay up to date on their lab tests.  The VidaNET program is for HIV patients and also provides them with other related health information.

“VidaNET is a technology platform that helps you self-manage your health.”

This solution is a partnership between the leading Mexican cellular company (Telcel) and the Carso Health Institute.  It built on their initial program called CardioNET which was focused on obesity related illnesses.  CardioNet featured a risk assessment tool that then drove the consumer to health related resources and provided them with facts to lead a healthier lifestyle.

Although a few of the statistics are now a year old, they are good on the access of the mobile channel:

  • 55% of the world’s citizens have mobile phones
  • It’s projected that by 2018 that there will be one cell phone per person in the world.
  • 80% of Mexicans own a cell phone and the country has more cell phones than people.
I also learned some interesting things about the Mexican healthcare system:
  • Patients don’t have access to their medical records (by law).
  • Doctors are often too busy to explain information to patients.
It clearly is a “physician as God” type of relationship where information is handed down for the patient to follow blindly.  That makes their use of telehealth even more radical by empowering the patient.
The article references two other studies on text messaging:
  • A Vodafone study that found that text messaging appointment reminders to patients in the UK reduced missed physician appointments by 33-50 percent.
  • A review of 14 studies in the American Journal of Preventative Medicine that found that text-messaging interventions produced positive behavior change in 93% of the cases.
I thought the article also did a good job of talking about why adherence is an issue for HIV patients and its importance:
  • Multiple doses of multiple drugs
  • Unpleasant side effects
  • Work only if drugs are taken at least 95% of the time
  • If patients go off their medications, it can lead to the growth of resistant strains of HIV
To some degree, the system is essentially sending you messages based on data you input which seems like a short-coming.  It’s not looking for refill data, planned appointments, and other information which might be electronically accessible.  You input data to set up your profile which then triggers reminders.
One of the cool features is a “stoplight” which tells you quickly your MPR (medication possession ratio).  If you miss your medications twice, you get a red light with the following:
“Don’t let the virus continue replicating.  LOOK FOR SUPPORT AND VISIT YOUR DOCTOR.”
At the time of the article, they were just working on DiabeDiario which is basically a Diabetes Diary.

Pharma Virtual Trial (like Remote Monitoring)

I think one of the most exciting things in pharma in the past few months has been the approval that Pfizer received to allow them to do a virtual trial.  This appears to build on a lot of the momentum around remote monitoring, mobile health, telemedicine, and other trends.  The key is that this opens up a gateway for broader trials at potentially lower cost.

But, I think the key with any solution like this is the blend of active and passive monitoring.  In passive monitoring, you wait for the patient to not provide data and then intervene.  In active monitoring, you are prompting them to provide data proactively.  Different patients will respond differently, and probably, like adherence programs, you need a mix of both.

Better Care From MD With Computer

Do you believe your physician is giving you better care when they are using technology?  I certainly do.  Here’s a few stats from a survey by GfK Roper for Practice Fusion:

  • 78% of patients whose doctors used an EHR believe the computer system helps their doctor deliver better care
  • 49% of patients reported that their physician used an EHR during their last office visit
  • 38% of patients whose doctors use paper charts would like their physician to go digital
I’m a little surprised by the last data point.  I would think most patients would want physicians to use technology although I suppose the fear is that it creates a less personal experience.
On the other hand, the survey would probably be more interesting in evaluating technology use based on diagnosis.  I’m very interested in technology being used when I have x-rays or tests or a complex condition but not as much for a simple check-up.

Exercise To Increase Your Hippocampus

In a paper published in the Proceedings of the National Academy of Sciences, researchers reported that they observed a roughly 2% increase in hippocampus volume for people between the ages of 55-80 who walked for 40 minutes three times a week for a year.

Why do you care?  The hippocampus is the brain region critical to long-term memory.

Another point from the study – those who did aerobic exercise also had higher levels of proteins to help build new neurons.

More research is starting to suggest that exercise earlier in life could act as a protective barrier against disease and brain atrophy later in life.  It’s in your brain’s best interest to start the exercise habit early. [Kirk Erickson, coauthor of the paper and professor at the University of Pittsburgh – from Experience Life magazine]

REMS: A Few Learnings

I just finished reading Assessing the Impact of Risk Evaluation and Mitigation Strategies (REMS) Requirements on the Pharmaceutical Supply Chain by the Center For Healthcare Supply Chain Research

If you don’t know what REMS is, here is the FDA page on REMS.  Essentially, they are programs that the manufacturer is required to provide to mitigate risks associated with certain drugs. 

This study does a good job of describing the REMS landscape and sharing some challenges and opportunities.  As someone who was less familiar with this than many of you in the industry, I found it a good foundational piece which got my mind thinking. 

Overall REMS can be required to include five distinct elements:

  1. A medication guide
  2. A communication plan to healthcare professionals
  3. An ETASU (Elements to Assure Safe Use)
  4. An implementation system
  5. A timetable for submission of assessments of the REMS (required in all cases)

“As part of the REMS submission to the FDA, a manufacturer also must show that the strategy elements will not unduly burden patient access (particularly where patients have life-threatening diseases or difficult access to healthcare providers of the drug).”

Definitely, that access issue is key.  These programs add time and hurdles which need to be seamlessly worked into the workflow for physicians and pharmacies and show improvement in outcomes or reduction in risk.  And, ideally that should happen with cost in mind. 

Given the infrequency that some generalists might have with some specialty products, this can create communication and compliance challenges.

For distributors, this creates both a burden but also a financial upside as they charge to manage and implement the REMS.  On the flipside, for physicians, this creates extra effort which isn’t reimbursed.  As the study broke out different perspectives from constituents in the process, this along with several others from providers caught my attention:

  • Do the REMS requirements hold the physician liable for safety?
  • Will the perception of risk impact the likelihood of the patient starting or continuing on therapy?

Certainly from a communications perspective, REMS have led to the buildout of “hubs” that provide services around these drugs in the areas of data management, patient counseling, call center, registry, and content management. 

The study estimates the economic impact of these programs on both the distributor and the provider (physician, nurse, and pharmacy).  For example, they estimate that a pharmacist at a specialty pharmacy spends 100-165 minutes per patient per month for those on drugs with a REMS requirement. 

They pose a question towards the end around generics and biologics which gets at the heart of the cost / benefit tradeoff for bringing a product to market which requires a REMS when part of your value proposition is a lower cost. 

Anyways, for those of you interested in the topic, it’s a good read. 

 

Prior fMRI Research Would Say That New Smoking Labels Won’t Work

I talked about this briefly in my review of the book Buyology, but in the book, the author talks about an fMRI study that showed exactly the opposite.  Warning labels don’t discourage smoking.  Of course, the logical question is whether graphics have a different impact than words.  It would be interesting to test, but I wonder if the FDA even considered this study in their analysis.  And, if they did, did they not believe it?

Here’s the labels which definitely get your attention but is it like believing you’ll win the lottery…it won’t happen to me; I won’t get addicted; I’ll only smoke socially.

BTW – A quick search tells me that I’m not the only one skeptical of the labels.  Discovery magazine has a more thorough story on this.