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11/27/2018
1
Developing Proton Therapy as a Regional Resource
J. Ben Wilkinson, M.D.
Medical Director, Provision CARES Proton Therapy Center
Advisory Board Member, Provision Solutions
Knoxville, Tennessee
Disclosures
Provision CARES Proton Therapy Center:
• Employment (Medical Director)
• Advisory Board (Provision Solutions)
REMOVE & Replace with next slideAugmenix (SpaceOAR):
• Physician Training
Novocure (Optune):
• Consultant, Speakers Bureau
Disclosures
Augmenix (SpaceOAR):
• Physician Training
Novocure (Optune):
• Consultant, Speakers Bureau
11/27/2018
2
OUTLINE
• Advantages of Regional Resource Model
• Potential Barriers & Challenges
• Successful Examples
• Hypothetical Example
• Practical Tips
• Technology is expensive
• Extended building / commissioning period
• Requires expertise (physicians, physicists, dosimetrists, therapists)
• Not every case benefits equally from proton therapy (LN negative vs. positive / left vs. right sided breast cancer)
Why Protons Should be Regional Resource?
• Health Systems: Central allocation of resources (not every health system has to invest in same technology)
• Patients: Seamless experience (medical record transfer, accessing images, central scheduling)
• Physicians & Staff: Increased comradery and professional satisfaction
Advantages of Regional Resource Model
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Building Up Your Center as a
Regional Resource
Sectors of Proton Regional Network
FORMALClinical Partners
INFORMALPCPs &
Non-Cancer MDs
ONLINE(Patients & Community Members)
PROTON CENTER
Each will have different
objectives / needs
- Rad Oncs- Med Oncs- Surgeons- Peds Oncs
• Internal / External Document(s)
• Based on literature (mainly dosimetry studies)
• Infographic (MD Anderson, Maryland, Provision)
• Newsletters
• Clinical Updates (Letters To Physicians)
Communicating Benefits of Proton Therapy
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Communicating Benefits of Proton Therapy
• Understand Your Brand of Proton Therapy
• Thorough Self-Assessment
• Supplement / Refine Product / Service
• Communicate Benefit
• Direct Outreach to Potential Clinical Partners• On-site Visits
• Be Patient & Measure Your Success
Steps Towards a Regional Resource
Understanding Your Product / Service
SWOT
ANALYSIS
INTERNAL EXTERNAL
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Understanding Your Product / Service
4 P’s of Marketing (MD-MD / D.T.P.)
• Product
• Price (Perceived Value)
• Place (Distribution / Availability)
• Promotion
• Understand Your Brand of Proton Therapy
• Thorough Self-Assessment
• Supplement / Refine Product / Service
• Communicate Benefit
• Direct Outreach to Potential Clinical Partners• On-site Visits
• Be Patient & Measure Your Success
Steps Towards a Regional Resource
Refining Your Product / Service
• Physical Building- Place patients will want to come / convenient?
• Technology
• Programs- Peds, SBRT, Re-irradiation
• Staff (Physician, Physics, Clinical Support, Patient Support)
- Are you missing anyone?
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• Understand Your Brand of Proton Therapy
• Thorough Self-Assessment
• Supplement / Refine Product / Service
• Communicate The Benefit
• Different audiences Different methods
• Measure Your Success
Steps Towards a Regional Resource
Communicating The Benefits (Initial Meetings)
Anticipate Objectives / Needs of Partners
• Access to Technology
- Long-term or short-term?
- Training?
• Clinical Trial Participation
• Co-Promotion
- Competition w/ Other Regional Health Care Systems
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Where to Start?
• MD to MD
- Anyone on staff w/ projected partner have proton therapy experience (residency, prior position?)
• Administration to Administration
- Logistics, Staff
Where to Gain Agreement?
• Mutually Agreed Benefit- Pediatrics, Base of skull / Nasopharynx (?)
- Re-Irradiation
- Plans not meeting departmental constraints
• Clinical Trials- RADCOMP; CNS (GBM, LGG), Lung / 1301, COMPARE
• ASTRO Consensus Paper- Group 1 Indications
PCPs & Non‐Cancer MDs
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Communicating Benefits of
Proton Therapy
Newsletters focusing on Oncology
Communicating Benefits of Proton Therapy
Patient Education Material for Referring
Physicians to Use with
Their Patients
Communicating Benefits of Proton Therapy
Brochures for MDs to
Give to Patients
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Care After Proton Therapy
Designed for PCPs
• Follow up schedule
• PSA Bounce
• Rectal Bleeding
• FAQ
Personalized Letter w/ EOT Note
Even if physician did
not refer, try to keep them aware
of care provided & outcomes
Patients & Community Members
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People (Potential Patients & Referring MDs)
DO NOT Know
About Proton Therapy
Communication Strategy & Plan
1. Benefits & 2. Outcomes
for Your Brand of Proton Therapy
Goal: Communicating Benefits & Building ValueWithin the Communities You Serve
Communication Strategy for YOUR Center
• Must be customized, dynamic, evaluated often and flexible• Where do patients in your community acquire
health-related information?
• Combination of traditional & digital media• Print / Billboards
• Digital Ads, Blogs
• Social Media
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Social Media
Social Media – To Post or Not To Post?
• 2.8 billion people are on social media1
• 80% of internet users search for health2
information
- 50% are seeking info about a specific doctor/health professional
• 75% of Americans use social media to research health symptoms / condition3
1) blog.hubspot.com/marketing2) www.getreferral.com/2017
3) PwC Health Research
41% of patients said social media would affect their choice of a specific doctor, hospital, or medical facility
60% of social media users are most likely to trust posts from doctors over any other group
(DC Interactive Group)
(Infographics Archive)
Social Media – To Post or Not To Post?
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Who should post on Social Media?
www.infographicsarchive.com
Summary
• There ARE benefits to creating a regional network (beyond increased pt. #s)
• Understanding your center & benefits of proton beam therapy are key to success
• Approach each potential partner differently (everyone has different objectives / needs)
• Measure success, remain flexible, adapt as necessary
Example of Community Outreach Plan
Denver, Colorado
11/27/2018
13
Questions?
EXTRA SLIDES
PATIENT CONCIERGE
Patient Process
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OUTLINE – TO DO
Practical Tips
Fictional Example, Denver, CO
What are barriers to being regional resource
- insurance (financial assistance program?)
• Ongoing evaluation of marketing – Search engine optimization can change over time
• Site “importance”
Get a patient to come
• Just having the referral may (or may not) be enough to have a patient come for consultation
• What benefit will patient derive?
OUTLINE – TO DO
Ideal World
• MDs get along
• Administrators get along
• No mis-information
Real World