1. Demonstrate value with digital clinician education
Opportunity to demonstrate value
Patient outcomes for the same procedures can vary wildly in different markets. (1) The UK has four times the mortality rates for bypass surgery than in other countries. Germany has 18 times the reoperation rates for hip surgery than the average. Sweden has 36 times the normal complication rates for cataract surgery.
What this shows is that how procedures are conducted by clinicians has a big impact. With increasing focus on outcomes from institutional decision-makers, there are major opportunities to improve these rates and increase the value provided.
With well-established relationships with clinicians – and the benefit of a global perspective – the industry has a great opportunity to work with healthcare providers and enable dramatic outcome improvements.
1. Demonstrate value with digital clinician education
Opportunity to demonstrate value
Patient outcomes for the same procedures can vary wildly in different markets. (1) The UK has four times the mortality rates for bypass surgery than in other countries. Germany has 18 times the reoperation rates for hip surgery than the average. Sweden has 36 times the normal complication rates for cataract surgery.
What this shows is that how procedures are conducted by clinicians has a big impact. With increasing focus on outcomes from institutional decision-makers, there are major opportunities to improve these rates and increase the value provided.
With well-established relationships with clinicians – and the benefit of a global perspective – the industry has a great opportunity to work with healthcare providers and enable dramatic outcome improvements.
Digital can power clinician education
Medtech companies are able to compare care pathways between providers, benchmark outcomes and costs, and understand the causes of any problems due to practice variation. (1) Companies can then go further with targeted product training – using technology to enable greater reach and effectiveness.
Digital-enabled clinician education
Digital communications technologies offer multiple options for clinician education:
• Face-to-face tools
In clinical settings, rep-guided tools using mobile devices can provide an engaging experience, uncover a better understanding of knowledge levels through a clinician’s interactions, and enable the conditions for open dialogue.
• Virtual engagement
Remote technologies enable the same kind of face-to-face experience but with customer teams and clinicians connecting online. This is often appreciated both by healthcare professionals, as it better fits their needs, and also by companies that can reduce the time reps spend ‘on the road’.
Digital can power clinician education
Medtech companies are able to compare care pathways between providers, benchmark outcomes and costs, and understand the causes of any problems due to practice variation. (1) Companies can then go further with targeted product training – using technology to enable greater reach and effectiveness.
Digital-enabled clinician education
_________________________________
Digital communications technologies offer multiple options for clinician education:
• Face-to-face tools
In clinical settings, rep-guided tools using mobile devices can provide an engaging experience, uncover a better understanding of knowledge levels through a clinician’s interactions, and enable the conditions for
open dialogue.
• Virtual engagement
Remote technologies enable the same kind of face-to-face experience but with customer teams and clinicians connecting online. This is often appreciated both by healthcare professionals, as it better fits their needs, and also by companies that can reduce the time reps spend ‘on the road’.
• On-demand
Often used in combination with the other forms of digital clinician education, on-demand channels can provide a rich mix of media – texts, video, animations – to follow up on topics that have been discussed through direct communication. It also offers the opportunity to design specific courses that clinicians can select and then track their own progress through continual assessment.
All these tools can provide a personalized experience. Specific courses can be provided for each clinician that match their individual needs. Tracking individual progress also enables customer teams to know where exactly each clinician is in the material, so that they can match their communications to current knowledge levels.
About Agnitio
Agnitio helps life science companies generate effective relationships with payers, medical professionals, and their patients. Agnitio’s system is implemented in more than 90 countries and 25 languages – and used by major pharmaceutical and medical device companies including Bayer, Philips Healthcare and Roche.
1. Boston Consulting Group: Moving Beyond the ‘Milkman’ Model in Medtech. February 28, 2017, Götz Gerecke, Andrea Miotto , and Mills Schenck.
Five immediate digital communication
opportunities for medtech
Explore how you can use digital technology to implement the new commercial model in your company. Click on the topics below to learn more:
Rainmaker multichannel for medtech
Discover how Rainmaker multichannel can improve your digital customer experience.