Patients come from a very diverse mix of backgrounds and characteristics, so clearly one size does not necessarily fit all. As far as educating these patients about certain diseases, conditions, and therapies while in their “trusted” physician’s office, there are a number of guiding principles.

First, the average “health” comprehension level in the U.S. is about the 6th grade level, so the information presented must be easy to understand – as health professionals, we often want to get too complex with our message.

Second, the information should be presented in a very positive way, helping patients understand how they can control, live with, and manage their disease. Scare tactics do not work in educating, motivating, and changing behaviors.

Third, whenever possible, provide information on any rebate programs or special trial offers. The script originates in the doctor’s office, so you want to make it easy for the patient and the doctor to access the appropriate therapy, and cost savings are a definite part of education and compliance.

Fourth, ALWAYS take advantage of where the educational message is being delivered.  Encourage a healthy physician/patient dialogue; go beyond the universally used “ask your doctor” if XXX is right for you,” to more thoughtful comments like “discuss with your doctor if you have any of the following symptoms.”

Regarding what approaches work best for particular therapeutic categories, I would say that in addition to the four points we have already discussed, you also need to consider how and where the information is being delivered. For example, Healthy Advice offers two types of in-office educational programs; one in waiting rooms where educational segments are delivered via an LCD monitor, and one in exam rooms where information is delivered in category specific disease state brochures. As an example, our programs in gastroenterology and urology are exam room (brochure) programs, because the disease states we need to cover for these patients do not lend themselves well to graphic “on-screen” depiction.

On the other hand, our Cardiology Network is a waiting room program. The educational content is effectively delivered on screen (blood flowing through arteries) and 70% of all cardiac patients come with a caregiver. Thus the waiting room allows us to impact both patient and caregiver in a
meaningful way.

A third example could be pediatrics. A waiting room environment where babies and toddlers are fussing, crying, and frankly just being children, is NOT an ideal place to deliver information that you want the parent to focus on or retain. On the other hand, the exam room offers the ideal setting where parents can focus on their child and have a discussion with the pediatrician about their child’s health.