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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 slide Augmenix (SpaceOAR): Physician Training Novocure (Optune): Consultant, Speakers Bureau Disclosures Augmenix (SpaceOAR): Physician Training Novocure (Optune): Consultant, Speakers Bureau

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Page 1: D1 1615 Wilkinson PBT as Regional Resource No Images Rev ... · • Understand Your Brand of Proton Therapy • Thorough Self-Assessment • Supplement / Refine Product / Service

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

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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

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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