Pharmaceutical Executive Europe - May 2008 - (Page 23) Pharmaceutical Executive Europe May 2008 Sales and Marketing 23 Activation of evidence ‘Activation of evidence’ initiatives based on knowledge translation techniques could be a mutually beneficial way to address this challenge — a way for marketers to enhance the evidence they use to differentiate brands in clinical settings. These programmes are active, focused mechanisms for behaviour change that bring key pieces of evidence to life. They help healthcare providers implement the latest, most relevant knowledge derived from the most credible sources — including published guidelines and key clinical data with strong end points such as morbidity and mortality — to close care gaps in key areas and provide real benefits to patients. By leveraging successful clinical trials to drive optimal and appropriate use of drugs, Pharma also helps meet commercial objectives, including product uptake, brand awareness and differentiation. Activation of evidence is not an attempt to pre-empt or replace formal guidelines from established bodies. Rather, it is a complement to those guidelines that will: • reduce the delay between publication of studies and review of guidelines, which may result in sub-optimal disease management protocols. • contribute constructively to the debate by measuring the effect of implementation of new evidence – thereby helping to develop definitive guidelines. • assist trial investigators and expert opinion leaders in implementing trial evidence more widely and encourage them to drive beneficial programmes. continuous medical education (CME) and continuing professional development (CPD) does little to effect real change, perhaps because common formats, such as lectures and meetings, are so separate from clinical practice and focus exclusively on the first ‘knowledge’ or ‘awareness’ steps in these evidence-to-practice models. So what would be effective ways to activate evidence? ‘Activation of evidence’ initiatives based on knowledge translation techniques … are a way for marketers to enhance the evidence they use to differentiate brands in clinical settings. Practical components of activation of evidence Activation of evidence initiatives need a spectrum of activity, which includes tools and support programmes in clinical or bedside settings. Successful activation of evidence strategies might include the following. 1. Active use of trial investigators and supportive thought leaders to develop new treatment algorithms and drive practical, hands-on implementation of programmes in specific clinical settings. 2. Clinical audit and comparative feedback. Mechanisms to identify, assess and improve practice by implementing current standards, guidelines or treatment algorithms. 3. Assessment and evaluation tools for healthcare professionals. Electronic patient assessment and risk evaluation tools can use case histories to generate clear treatment recommendations for individual patients by applying appropriate guidelines or treatment algorithms. 4. Prompts and reminder systems. Manual or computerised systems can provide doctors with a summary of each patient’s relevant medical and personal history, follow-up actions from previous visits, and the latest evidence-based guidance on the best prevention and treatment protocols relevant to this patient. 5. Integrated educational outreach. Dissemination of educational materials alone is not enough. But as part of a broader implementation programme, personal visits by specialists to healthcare providers in their own setting can gain acceptance of the strength of the evidence base and help to change practice. 6. Patient-mediated interventions. Support programmes that provide patients with targeted educational materials in simple language that can be easily understood. 7. Studies to track the effectiveness of the programme. These are key to the wider adoption of changes in practices. Over time these studies will allow participants to evaluate their success and encourage adoption of new programmes. Barriers to behaviour change Activation of evidence programmes may be needed because of the barriers to change. These are varied but typically include the facts that ● guidelines are seen as changing all the time or inaccessible ● healthcare professionals are not aware of the data ● healthcare professionals have too much information to assimilate in too little time ● healthcare professionals are too busy to apply findings to practice ● patients don’t fit neatly into the ‘box’ ● guidelines are not developed locally or do not represent patient profiles ● panels are seen as incomplete or not representative ● patients are perceived as more difficult and complicated. To overcome these barriers and change their practice, physicians must go beyond the acquisition of knowledge through stages of ● acceptance of the knowledge ● acquisition of practical skills ● deciding to adopt the new practice ● repeated adherence at appropriate times. Physicians need to be actively supported with enabling strategies if large-scale, lasting change is to occur. Studies show that traditional
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - May 2008 Pharmaceutical Executive Europe - May 2008 Contents From the Editor News and Analysis Calendar Rising in the East Use Your Strategic Discretion A Blueprint for Success Market Access and the Patient Activating Effective Product Differentiation What Doctors Want IC Success in Four Steps Pharmaceutical Executive Europe - May 2008 Pharmaceutical Executive Europe - May 2008 - (Page Bellyband1) Pharmaceutical Executive Europe - May 2008 - (Page Bellyband2) Pharmaceutical Executive Europe - May 2008 - Pharmaceutical Executive Europe - May 2008 (Page Cover1) Pharmaceutical Executive Europe - May 2008 - Pharmaceutical Executive Europe - May 2008 (Page Cover2) Pharmaceutical Executive Europe - May 2008 - Contents (Page 3) Pharmaceutical Executive Europe - May 2008 - From the Editor (Page 4) Pharmaceutical Executive Europe - May 2008 - From the Editor (Page 5) Pharmaceutical Executive Europe - May 2008 - News and Analysis (Page 6) Pharmaceutical Executive Europe - May 2008 - News and Analysis (Page 7) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 8) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 9) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 10) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 11) Pharmaceutical Executive Europe - May 2008 - Rising in the East (Page 12) Pharmaceutical Executive Europe - May 2008 - Rising in the East (Page 13) Pharmaceutical Executive Europe - May 2008 - Use Your Strategic Discretion (Page 14) Pharmaceutical Executive Europe - May 2008 - Use Your Strategic Discretion (Page 15) Pharmaceutical Executive Europe - May 2008 - A Blueprint for Success (Page 16) Pharmaceutical Executive Europe - May 2008 - A Blueprint for Success (Page 17) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 18) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 19) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 20) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 21) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 22) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 23) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 24) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 25) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 26) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 27) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 28) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 29) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 30)
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