What This Week’s Announcement from Harvard Medical School Means to Pharma and Device Marketers

BY: John Brownlee, CEO & co-founder, vidscrip

As a veteran of the industry, I’m sympathetic to the challenges medical device and pharmaceutical marketers face today. Between decreasing returns on direct-to-consumer advertising, sales reps being barred from seeing doctors, and the pressures extended to vendors by bundled payment initiatives, it is getting harder for them to tell their story. The industry is asking itself, “how do we thrive in a Value Based Care world?”

The answer clearly isn’t more TV ads, more reps, or adding marginally-differentiated products. Rather, the answer is right there in the question. It’s value. Providers need industry to offer solutions that align with their value-based goals:

  • Measurable improvement in population health outcomes (so they can take on more risk)
  • Increased patient satisfaction
  • Efficient provider workflows (reduce costs)

Entrepreneurs have responded with a myriad of “beyond the pill” solutions and services – connected inhalers and glucose monitors, predictive analytics, and medication reminder apps, to name just a few. But there’s also a more fundamental problem waiting to be addressed. That is, patients simply don’t feel like they understand what’s going on.

We know that patients forget up to 86% of what their doctor tells them during an appointment. How can we possibly expect improvements in outcomes, patient satisfaction, and efficiency when patients routinely arrive at – and leave – their doctor’s appointment bewildered?

IMG_3866_iphone6_spacegrey_portraitHarvard Medical School announced this week that it’s taking on this challenge by having its faculty record answers to common patient questions using the vidscrip app. This will put the medical knowledge and expertise of Harvard Medical School faculty into brief videos that clinicians using vidscrip can share with their patients on the vidscrip platform.

The vidscrips created by Harvard Medical School faculty will be free for providers and patients to use, and sponsored by our industry partners.

“Providers need industry to offer solutions that align with their value-based goals”

By sponsoring a vidscrip program our industry partners will help their customers deliver on the value-based goals described above, they will also:

  • Improve access to customers by introducing HMS-authored population health programs for the vidscrip platform
  • Engage providers and patients with in-app messaging while they create and view vidscrips
  • Mine data to better understand what providers and patients are talking about

The engagement a vidscrip can deliver prior to an appointment, at the pharmacy counter, or after discharge from the hospital leads to patients who are connected to their care team and engaged in their own health – and we know that engaged patients have better health outcomes and cost less to treat.

It’s getting harder for industry to tell their story. But this week’s announcement by Harvard Medical School provides an opportunity for forward-thinking drug and device marketers to change the conversation by aligning their story with their customer’s value-based goals.

Harvard Health Publications Announces Agreement with vidscrip

HARVARD HEALTH PUBLICATIONS ANNOUNCES AGREEMENT FOR NEW PATIENT EDUCATION VIDEO SERIES

Content licensing relationship brings Harvard Medical School faculty expertise to clinicians and patients using the vidscrip platform

For immediate release

Boston, MA (May 24, 2016) – Harvard Health Publications, the consumer health education division of Harvard Medical School, today announced a licensing relationship that will deliver a new series of Q&A videos to clinicians and patients at the point of care.  This relationship will put the medical knowledge and expertise of Harvard Medical School faculty into brief videos that clinicians using vidscrip can share with their patients on the vidscrip platform.

“This relationship will put answers to patients’ most commonly-asked questions in front of patients at the point of care in a way that supports the clinician-patient relationship,” said Dr. Gregory Curfman, Editor in Chief.

Information about health conditions, diagnostic tests and surgical procedures, self-care and prevention as well as public health topics will be authored and recorded by Harvard Medical School faculty using a combination of video, audio, still images, and text. Harvard Health Publications and vidscrip plan to launch up to 30 question sets this year, starting with topic areas related to population health management and the industry’s shift to value based care.

vidscrip connects all stakeholders in the health industry by capturing and sharing expertise and experience through their mobile iOS app and website.  vidscrip is located in Minneapolis, Minnesota and will be launching an Android version of their platform in June of this year.

“We are excited to be associated with Harvard Medical School in this initiative,” said John Brownlee, CEO and co-founder of vidscrip. “This relationship immediately advances our ability to capture and share high-quality, up-to-date and easily accessible clinical information, which is necessary to help our clients achieve their goals of improved patient satisfaction and better outcomes.”

“As the focus of our industry changes from volume to value, our goal is to use innovative methods to make our trusted health information available to more consumers and patients facing important decisions about their health care. We are happy to be working with vidscrip to make Harvard faculty expertise available to more clinicians, patients and family members.” added Dr. Curfman.

About Harvard Health Publications:

Harvard Health Publications (HHP) is the media and publishing division of the Harvard Medical School of Harvard University. HHP delivers current health information that is authoritative, trustworthy, and accessible by drawing on the expertise of Harvard Medical School’s 12,000 faculty clinicians and researchers.

Media inquiries:
Kristen Rapoza
(617) 432-4716
Kristen_rapoza@hms.harvard.edu