{"id":14582,"date":"2015-08-10T11:27:30","date_gmt":"2015-08-10T11:27:30","guid":{"rendered":"https:\/\/www.pm360online.com\/?p=14582"},"modified":"2017-07-12T21:47:24","modified_gmt":"2017-07-12T21:47:24","slug":"open-the-door-to-health-system-partnerships","status":"publish","type":"post","link":"https:\/\/www.pm360online.com\/open-the-door-to-health-system-partnerships\/","title":{"rendered":"Open the Door to Health System Partnerships"},"content":{"rendered":"

Hear that noise? It\u2019s the seismic shift of physicians joining organized systems such as Integrated Delivery Networks (IDNs), Integrated Health Networks (IHNs) and Accountable Care Organizations (ACOs)\u2014and the door closing on some of the pharmaceutical industry\u2019s most tried-and-true engagement strategies. In fact, recent data from a survey of more than 3,000 physicians found that 57% of all physicians in the U.S. are practicing within health systems.1<\/sup><\/p>\n

This shift is placing a greater burden on health systems to educate physicians on formulary parameters and best practices for prescribing medications\u2014and it highlights opportunities for pharmaceutical manufacturers to find creative yet effective ways to help fill this gap. After all, while the vast majority (90%) of organized providers believe pharma partnerships have the potential to improve quality of care, less than half say they are currently partnering with pharma on any performance improvement initiatives.2<\/sup><\/p>\n

Digital strategies can help open the door to these partnerships, helping pharma manufacturers stay relevant and top-of-mind amidst these market changes, while offering real value to physicians and the health systems that employ them. Pharma companies need to transform their product-centric message to a therapeutic\/disease management focused approach\u2014one that aligns with the challenges health systems face in improving care delivery and that supports practicing physicians\u2019 need to be successful in these new delivery models.<\/p>\n

Consolidation Frustration<\/h2>\n

\u201cThe vast majority of our physicians do not understand the business challenges we face,\u201d says one organized physician member of our online physician community. \u201cI believe the newer graduates have the best grasp of the business side and we are actively trying to catch up our physicians who have been in practice longer.\u201d<\/p>\n

These health systems value efficiency, which often takes the form of carefully controlled prescribing procedures and limited contact with pharmaceutical sales representatives. In fact, the percentage of physicians who \u201cnever see\u201d pharma reps jumped from 27% to 32%, an 18% increase over just the past year and the trend is consistent across PCPs and specialists.3<\/sup><\/p>\n

Physicians are feeling the impact of this restriction on product knowledge. \u201cThe real question you need to ask now that they [pharma reps] are gone is: \u2018Are you more or less educated about new drugs and drug classes?\u2019\u201d says another online community physician member. \u201cHow do you decide which product\/drug you prescribe for each and every patient type?\u201d<\/p>\n

But beyond the need for new drug therapy knowledge, organized physicians also need access to the information that will help them succeed in these new care delivery models\u2014not just product information, but content that effectively educates and impacts physician behaviors.<\/p>\n

Digital strategies bridge this divide between physicians and their employers, as well as the gap between prescribers and the manufacturers. Today, 76% of organized physicians say they prefer to get their information from digital channels over in-person representatives, print media and phone links. This preference for digital increases to 83% among physicians with less than 10 years of experience.4 <\/sup>\u00a0A successful digital strategy that engages these physicians and helps inspire behavior change must be:<\/p>\n