pharma
The biggest challenge with
is the assumptions that it makes.
The Stats
(click to reveal)
The Assumptions
Every patient has access to a doctor
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Every patient has the requisite health literacy to engage in a conversation
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Every patient has the self-efficacy to approach their doctor about treatment
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Every patient manages their own healthcare
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Every doctor welcomes a medication conversation initiated by a patient
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This call-to-action isn't oversimplifing a highly complex treatment journey​
and most notably...
There is only one type of patient-provider communication style
Patient-Provider Communication Styles Span a Spectrum
Pharma's messaging and services should be flexible enough to adapt to the three most common types
Paternalistic
"Provider as Protector"
Provider Role: Promotes patient well-being independent of their preferences or values. Leads engagements and decision-making
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Patient Role: Assents to provider values and their role as decision-maker and engagement lead
Deliberative
"Provider as Counselor"
Provider Role: Articulates and persuades the patient of the most admirable values. Engagement and decision-making is a shared process
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Patient Role: Incorporates own values as a co-equal with provider in decision-making and engagement
Informative
"Provider as Technical Advisor"
Provider Role: Provides factual information without imposition of values. Assents to patient for decision-making and engagement
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Patient Role: Prioritizes own values and maintains control of decision making and engagement
Who Controls the Balance of Power for Engagement and Decision-Making
The communication style between a patient and provider is fluid.
It's influenced by both static and dynamic factors.
Most patients and providers have a default or preferred communication style shaped by a combination of innate and environmental factors. However, a style may shift or adapt based on situational or value changes.
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personal values
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personality traits
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age / generation
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culture / upbringing
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education level
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socioeconomic status
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self-efficacy
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gender
Static
The Plucky Patient can help pharma better identify and strategically address those factors most likely to impact the communication styles of the patients and providers who use their products.
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situation severity
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situation urgency
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length of P-P relationship
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patient status (self, other)
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geography / service location
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provider type (PCP, specialist)
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prevalence of condition
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disease & Tx knowledge
Dynamic
...I assured [my doctor] that I greatly appreciated his collaborative nature and personalized approach to my care and how it was in line with contemporary views of interpersonal health communication. Of course, I should have also let him know that, like him, such assessments have a monetary value. Maybe I’ll ask if he could just take the cost of my service off his bill.
