1 Patient Communications Presented by: Carol Rothkopf December 7, 2005

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Patient Communications


Presented by:

Carol RothkopfDecember 7, 2005

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Focus of PresentationFocus of Presentation

Research demonstrates the need to improve patient communications and the need for more information materials that are easier for patients to understand and act upon.

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Doctor-Patient CommunicationDoctor-Patient Communication

The National Council on Patient Information and Education (NCPIE) reports…

Source: Pharmaceutical Executive, September 2005

Half of all patients forget verbal information communicated by their physicians.

Almost two-thirds (60%) are unable to report precisely what they were advised to do – even one hour after leaving a doctor’s office.

Only 35% of patients receive instructions from their physicians on how to take medication.

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Prescription Drug Compliance in the U.S. Prescription Drug Compliance in the U.S.

Of the 63% of adults who were prescribed prescription drugs in the past year, 33% did not take their medications as prescribed, according to Harris Interactive.

Source: Harris Interactive for the WSJ Online’s health industry edition, Pharmaceutical Executive, May 2005

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Prescription Drug Compliance in the U.S.

Prescription Drug Compliance in the U.S.

Initial Prescriptions/Refills…

Between 10% to 20% of patients do not get the initial prescription filled because the physician has not convinced them why they need to take it.

30% to 85% of patients may disregard refills, depending on the disease and treatment regimen.

Cost of Noncompliance…

Up to 20% of hospital and nursing home admissions and 125,000 deaths annually are attributable to noncompliance.

Source: Cutting Edge Information, Pharmaceutical Patient Compliance and Disease Management, Durham, N.C.; PharmaVoice, November 2005;

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Health LiteracyHealth Literacy

Health Literacy – the ability to read, understand, and act on health information – is a health issue that affects all age, race, and income levels

Studies show that the health of 90 million people in the U.S. may be at risk because of the difficulty some patients have in understanding and acting upon health information.

One out of 5 American adults reads at the fifth grade level or below, and the average American reads at the eighth to ninth grade level, yet most healthcare materials are written above the tenth grade level.

Pfizer Web Site

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MARS 2005 OTC/DTC StudyMARS 2005 OTC/DTC Study

Survey conducted by Kanter Media Research Via Mail; Sample Size: 21,216

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Attitudes/Opinions About Healthcare and Pharmaceuticals


Agree A Lot / A Little

Age 18+

Age 18-34 Age 35-49 Age 50-64 Age 65+

Population (000): 216,883 67,211 64,576 49,227 35,869

I research treatment options on my own and then ask my doctor about them

31% 29% 32% 34% 29%

I always read the small print in magazine/newspaper pharmaceutical ads

31% 32% 31% 31% 30%

The side effects associated with some prescription drugs sometimes scare me off a brand

52% 47% 53% 57% 51%

Source: MARS 2005 OTC/DTC Study

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Age 18+

Age 18-34 Age 35-49 Age 50-64 Age 65+

Population (000): 216,883 67,211 64,576 49,227 35,869

Finding information on health/ treatments on the Internet is very helpful to me

32% 39% 35% 31% 15%

I am comfortable registering on a website which offers useful information about my health condition

17% 21% 18% 7% 9%

Health information put out by drug companies and available at pharmacy is credible/useful

38% 36% 36% 40% 42%


Agree A Lot / A Little

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Sources for Health Care InformationSources for Health Care Information

Age 18+ Age 18-34 Age 35-49 Age 50-64 Age 65+

Population (000): 216,883 67,211 64,576 49,227 35,869

Health Care Professionals 82% 82% 82% 85% 77%

Friends/Relatives 52% 63% 56% 49% 31%

Ads/Brochures/Pamphlets/Wallboards & TV Programs in Doctors’ Offices

50% 57% 53% 51% 31%

Medical Journals 37% 43% 38% 38% 24%


Valued Very Much / Somewhat

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Sources for Health Care InformationSources for Health Care Information

Age 18+

Age 18-34 Age 35-49 Age 50-64 Age 65+

Population (000): 216,883 67,211 64,576 49,227 35,869

MagazinesTVNewspapersRadio

36%38%31%18%

37%41%33%21%

36%39%32%20%

39%42%34%17%

29%27%25%8%

Internet–Drug Co. Web SitesInternet-Health Web Sites

13%20%

20%28%

13%22%

9%15%

3%4%


Valued Very Much / Somewhat

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Time Inc. DTC StudyTime Inc. DTC Study

Fourth Quarter 2004Fourth Quarter 2004

Survey conducted Online by Harris Interactive and adjusted to reflect U.S. population of adults 18+; Sample Size: 3,570

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Doctors Provide SamplesDoctors Provide Samples

Source: Time Inc. DTC Study, Fourth Quarter 2004

Base: Recently Diagnosed Sufferers at Time of Diagnosis, n=1,417

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Benefits of Rx Advertising (General Population)

Benefits of Rx Advertising (General Population)

Percentage Who Completely or Somewhat Agree That Rx Ads

Make people more confident in talking to a doctor about their condition 69

Provide information on who should or should not take the medication 57

Provide clear information on the drug’s benefits 49

Supplement the information provided by a doctor 49

Provide enough information about the drug’s side effects or risks 4242

Inform people about effective dosages and duration of treatment 36

Help people evaluate which drugs are best for them 32

Q1300 How much do you agree or disagree with each statement below?

Base: One Half of All Respondents, Randomly Selected (n=1785)


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Responses Across All Key Conditions(n=3767)

Television MagazinesBoth

the same

Providing enough information about the drug’s side effects or risks 12 4848 40

Providing clear information on the drug’s benefits 15 3838 47

Informing people about effective dosages and duration of treatment 14 3838 48

Directing people to a website for more information 17 3232 51

Making people more confident in talking to a doctor about their condition 2727 11 62

Reminding people to take their medication 2323 9 68

Encouraging people to refill a prescription 2121 9 70

ROLE OF TV & MAGAZINE ADS ROLE OF TV & MAGAZINE ADS

Which advertising do you feel was better at…?

Q420 You indicated that you saw advertisements for prescription medications to treat [CONDITION] both on television and in a magazine. Which advertising do you feel was better at…?

Note: Calculated by taking %s of RESPONSES (vs. respondents)


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ConclusionsConclusions

Healthcare professionals are the most valued source of healthcare information among patients of all age groups, according to the MARS 2005 OTC/DTC Study.

However, there is a need for additional communication beyond these professionals…

Patients forget verbal information communicated by their physiciansPrescription drug compliance problems abound

Many patients research treatment options and supplement information from their doctors from a variety of sources.

The challenge is how to improve communications among patients who are not proactive, those who have difficulty understanding health information, and the elderly.

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Presented by:

Carol RothkopfDecember 7, 2005

Documents

1 Patient Communications Presented by: Carol Rothkopf December 7, 2005