Jul 1, 2005 By:
Jane Y. Chin Pharmaceutical Representative
Former Surgeon General C. Everett Koop said it best: "Drugs don't work
if people don't take them." Patient compliance, also known as patient
adherence, is defined by the World Health Organization as "the extent
to which a person's behavior -- taking medication, following a diet,
and/or executing lifestyle changes -- corresponds with agreed
recommendations from a healthcare provider." Noncompliance is a problem
that crosses socioeconomic boundaries and can have serious consequences
for patients.
As manufacturers of therapeutics, pharmaceutical companies have an
obvious interest in patient compliance, and not only a financial one. A
patient who is not compliant with antidiabetic therapy risks
complications that ultimately will require serious intervention and
chronic polypharmacy. A patient who did not anticipate the side effects
of certain antidepressive therapies may take "drug holidays" or
self-medicate with other drugs, with potentially disastrous
consequences. Pharma companies therefore offer significant research-
and education-related resources for improving patient compliance.
Representatives' role
Many industry leaders agree that partnering with and motivating
healthcare providers toward patient compliance are effective ways that
pharmaceutical companies can contribute. Sales representatives are on
the front lines, interacting with physicians every day. Representatives
can play an important role in keeping patient compliance at the
forefront of physicians' minds, especially when doctors may
overestimate their patients' compliance with medication regimens. Sales
representatives who recognize how patient compliance contributes to
successful therapeutic intervention and disease management can engage
physicians in a clinical dialogue that addresses compliance.
Know your company's patient compliance
tools and resources. Many pharmaceutical companies have created
support resources, tools and self-management programs to help patients
stay motivated and to help improve patient compliance with medication
regimens. Be familiar with any support and educational resources your
company may offer for patients, and help physicians, nurses and other
healthcare practitioners become familiar with them too.
Anticipate -- don't avoid -- patient
compliance issues. Include patient compliance considerations in
your clinical discussions with physicians. Don't avoid bringing up
potential patient compliance concerns with physicians for fear of
making the product look "hard to use." When you help healthcare
practitioners anticipate potential compliance challenges, you will be
seen as a partner in their patient care efforts. If you get feedback
from physicians about patients not tolerating side effects related to
your product or if you hear physicians voice concerns about patients'
ease of compliance with your product's regimen, don't become defensive.
Let physicians know what resources may be available for patients, and
ask what information or support you may provide to address these
compliance issues.
Facilitate best practices among
physicians. Keep your ears open and help facilitate best
practices in patient compliance among physicians. One of your
physicians may have an effective approach to managing patient
expectations of the therapy and counseling patients to improve
compliance. This information may prove helpful to other physicians in
the community. You can be the conduit of these best practices.
Include nurses, physician assistants
and pharmacists. Nurses, physician assistants and pharmacists
are increasingly becoming patients' primary points of contact for
information following physician diagnoses, and sales representatives'
role in increasing awareness of patient compliance should also extend
to these healthcare professionals. Nurses drive patient compliance by
interacting with patients and asking about their perception of the
treatment and satisfaction with the treatment. Nurses also directly
educate patients on management of their conditions, answer patients'
questions about a therapy or side effects, and reassure patients who
are fearful of their condition or of the treatment. Representatives can
support nurses and healthcare staff by providing educational
in-services and inviting their input.
Business studies have demonstrated that acquiring a new customer is
more costly to companies than retaining an existing customer and that
today's companies must look at the "lifetime value" of a customer. We
are moving from a predominantly "acute care" healthcare landscape to an
increasingly "chronic care" landscape where patient compliance will
continue to take center stage in the pursuit of successful disease
management. A noncompliant patient presents a lose-lose-lose situation:
a loss for pharmaceutical companies, for patients themselves and for
healthcare.
Jane Y. Chin has a doctorate in biochemistry and experience in sales and medical affairs. She coaches reps to be more scientifically confident in communicating with physicians. For more information on how Chin can help sales teams improve their effectiveness, contact her at jane@pharmrepclinic.com or through her Web site, www.pharmrepclinic.com.
Articles by Jane Y. Chin
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