Presenters: Laura Muttini, Founder and Principal, Educational

Presenters:
Laura Muttini, Founder and Principal, Educational Health Strategies, LLC
Emma Rogan, Project Coordinator, European MS Platform
Bobbie Hough, Patient/Patient Advocate, Frontier Public Relations
8th European CME Forum
Manchester, UK
November 12, 2015
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The views and opinions expressed in this
presentation are those of the individual
presenters and should not be attributed to any
organization with which the presenters are
employed or affiliated
There are no financial relationships to disclose
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Discuss global trends in patient education,
engagement and empowerment and it's effect
on health care outcomes
Provide examples of successful stand-alone patient
programs
Describe programs where patients are included in
HCP education
Discuss how patient engagement programs are being
funded
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What part of the CPD world do you work in?
◦  Pharma
◦  Education Provider
◦  Medical Society
◦  Patient Society
◦  University
◦  Health System
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Are you currently involved in any patient
education/engagement programming of any
sort?
◦  Yes
◦  No
Reimbursement
• Changing payment models create incentives for HCPs to keep people
healthy
• Patient engagement is at the heart of US federal efforts to transform the
health care system
Patient
Engagement
• Movement away from patriarchal to participatory models of patient
involvement in healthcare
Patient Demand
For Information
• Consumers (patients) demand for information is increasing
• 80% of internet users seek healthcare information online
• Emergence of “E” patients
“E” Patients
• Emergence of “E” patients
• Engaged, Educated, Equipped, Enabled, Experts, Equal
Convergence
• Benefits of convergence of HCP and patient education
• Self-management is critical for chronic conditions
The Science of Medicine
Evidence-Based Medicine
Research/Literature
Guidelines/Federal Mandates
The Art of Medicine
Medical Education
HCP Interpretation
HCP Expertise/Competencies
Collaborative
Patient-HCP
Relationship
The Patient Profile
Personalized Medicine
Patient Preferences &
Experiences, Comorbidities,
Barriers, Literacy
Patient Empowerment
Access to Health Data
Decision Aids/Tools
Virtual Communities of Practice
Patient Education/Resources
Krug, Sarah. “Bridging the HCP-Patient Gap.” Pharmaceutical Executive. April 2011
Supporter’s Perspective
• Unfamiliar with patient
education concepts
• Unsure of the value of patient
inclusion in programming
• Different funding models/
departments
•  Compliance
–  IME inability to support directto-patient ed (promo)
• Patient topics don’t always fit
into CME strategic objectives
–  Patient topics too general or not
strategically aligned strategies
•
Wait-and-see approach
- Is patient education a fad that will
pass?
- Need to see strong “outcomes” to
prove it works
Provider’s Perspective
• Lack knowledge of supporters
–  Funding process
–  Submission process (1 grant
or 2?)
• Where does funding come
from?
• Patient recruitment
–  How?
–  High cost
• Inexperience in educating
patients
• Expertise in CME/CE doesn’t
guarantee expertise in patient
education
•  Outcomes measurement
–  Difficult to apply higher
outcomes
–  Patient response rate
–  Lack of standard
measurements
Patient’s Perspective
• Overwhelming amount of
information
• Flexibility of information can be
dangerous
• All education may not be
credible or unbiased
• How can patient discern what is
good education?
• Clinicians not reinforcing
education
• Health literacy variation
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What is patient education?
◦  Tools, resources and materials
◦  Gain awareness, knowledge, information,
understanding, guidance
◦  Implied - something that is “done” to a patient in a
more passive manner
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What is patient engagement?
◦  Active, interactive and willing participants in
communicating, making decisions and owning their
healthcare outcomes
◦  Implied - something that a patient is actively
involved in doing themselves
*63% include patients in programming (n=49)
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Do these results surprise you?
◦  Yes
◦  No
Types of Activities (n=49)
Types of Roles (n=49)
Program Success (n=46)
Patient Behavior (n=46)
Spend Trend (n=41)
Funding Sources (n=41)
There is a growing need for patient engagement in
CPD programming
}  Global trends indicate patients are being included
in many types of programming
}  Patient behavior change outcomes measures are
being created for patient programming
}  There are various funding sources for supporting
patient education and engagement programs
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Ayogo has studied and identified a wide range of design patterns
that have proven successful in generating engagement that
persists over time and empowers patients.
Gamified Economy
Social Support
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Ritual/Habits
Activation
●  1Million uniques within 6 months
● 
Gamified activation, filled with
delight and novelty
● 
Personalization, customization
“I want to do this” not “I have to do
O reverses
w
this”. Gamification
perceived
flow of value, back to patient
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Client: AstraZeneca
Audience: Adults with Type II Diabetes
Platforms: Web, Mobile (responsive web)
Quantified sustained
engagement:
●  Over 2/3 of the users
logged in every day
●  22 minutes on average
spent in the application
●  >12 messages sent every
week.
Social connections sustain interest,
motivation, reinforce Stage of Change,
and provide peer-to-peer education.
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Client: Merck
Audience: Adults with Type II Diabetes
Platforms: Web, Mobile (native)
Behavior Change
engagement:
●  Loss Aversion mechanic
●  Actionable Didja Do-It? list
●  Wireless Device Integration
●  Educational Narratives
●  Successful pilot completed,
n=300+
Behavior Change: tying educational
content to daily routine, wireless data
and food logging built self-efficacy and
increased weight loss vs controls
Client: large healthcare system
Audience: Adults w Class 3 Obesity
Platforms: Mobile (iOS, Android)
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• 
Public Relations professional
• 
Juvenile Rheumatoid Arthritis
• 
Aintree University Hospital near
Liverpool
• 
Proud of our NHS…
…but frustrated at inefficiencies
Bobbie Hough – Frontier PR
Rheumatology Patient Group (RPG)
• 
Formed in 2012
• 
The dream team
• 
There to make a difference
• 
18 months in…
…little achieved
Rheumatology Patient Group (RPG)
• 
A framework for success
• 
A clear remit
• 
Buy in from mid-level staff
• 
Bureaucracy
• 
Lack of training
Rheumatology Patient Group (RPG)
• 
Tactical delivery
• 
Management support
• 
Strategic thinking
• 
The Training Challenge
• 
How is it delivered
• 
Who pays
Transitioning to Adult Care in Cystic Fibrosis
Managing real world strategies from adolescence to adulthood in CF
•  Promote an understanding of CF
treatment challenges and changes that
occur during patient transition from
adolescence to adulthood
•  Prepare for new social management
issues during life transition stages
including moving into higher education
and/or work environments
•  Promote adolescent self-management
•  Engage and interact with the full CF
care team during the transition from
adolescent to adult care
Program Awareness Strategies
•  Patient Influencers: Tapping the power and reach of
trusted online resources including bloggers, social
media pages, individual advocates and advocacy
groups
•  Prescribed Learning: Provide driver cards and
tablets at National Jewish Health CF clinic
•  SEO: Utilizing Video FAQs and advanced Search
Engine Optimization techniques to attract natural
language search traffic
Learner Engagement and Demographics
Program Usage
Total Learners: 2281
Total Page Views: 12,288
Avg. Page Views: 6.4
Avg. Time: 14.2 minutes
Learner Demographics
Views by sections
Survey Results
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Have we convinced you patient engagement
programming is an important aspect of CPD?
◦  Yes
◦  No
◦  Maybe
Lumi – Can we
compare this answer to
the answer in slide 4?
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Will you consider becoming involved in
patient education/engagement programming
of any sort?
◦  Yes
◦  No
◦  Maybe