'Meaningful use' for EHRs coming next year

Share this article:
Electronic health records (EHRs) are poised to get a boost from the federal government's “meaningful use” incentive program next year, begging the question: can these tools increase engagement between physician and patient?
Research firm Verilogue and Ortho-McNeil-Janssen Pharmaceuticals explored EHRs' potential to improve in-office dialogue. During a session at the Pharmaceutical Marketing Research Group (PMRG) Institute fall meeting, Verilogue showed attendees videos comparing physician-patient interaction with and without EHRs.
“The quality of the interaction between the physician and patient appeared to be enhanced when the doctor had the patient's medical records immediately at hand via computer,” said co-presenter Juliana Mastroserio, senior market research manager, internal medicine, Ortho-McNeil-Janssen. “The physician was able to pull up information quickly and engaged the patient by sharing information related to her current condition.”
Verilogue president Jeff Kozloff compared it to the difference between a rep detailing a doctor with a printed visual aid vs. a tablet PC. Doctors need training in how to make best use of the computer to support, not supplant, communication. “This is a great opportunity for [industry] to close the gap in the physician-patient dynamic,” Kozloff said. “Without the right training and industry content, the gap could widen.”
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.