Phreesia Network Solutions

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Point-of-care playbook to rebuild patient confidence in vaccines: Part 2

By Phreesia Network Solutions

We explore how misinformation is reshaping vaccine conversations—and why healthcare providers remain the most trusted source of truth.

As trust in public health institutions declines, patients are turning to their healthcare providers for guidance. In part two of our series, Phreesia experts Christina Suh, Jai Seth, Raquel Langknecht and Shanoor Seervai examine how the provider-patient relationship is becoming central to vaccine confidence—and why life sciences organizations must step up to support these critical conversations.

Learn more about how Phreesia can help your organization drive better health outcomes.

Missed Part 1 of the “Point-of-care playbook to rebuild patient confidence in vaccines”? Watch it here.

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Empowering women with PCOS and endometriosis

By Megan Hamby

Women with endometriosis and PCOS deserve to be heard. They deserve timely diagnoses, compassionate care and clear information.

Approximately 6.5 million women aged 15–44 in the United States live with endometriosis. Another 1 in 10 women of reproductive age are affected by polycystic ovary syndrome (PCOS), and up to 70% of women with PCOS may not even realize they have the condition. These numbers are staggering, but they only scratch the surface of a deeper issue: Too many women are navigating these conditions without a diagnosis, without support and without feeling heard.

Endometriosis and PCOS are complex, chronic problems that go far beyond “just period problems.” They can impact fertility, metabolism, mental health and overall quality of life. Yet, despite their prevalence, these conditions are often misunderstood, underdiagnosed or misdiagnosed, leaving women to manage symptoms that feel confusing, isolating and overwhelming.

More than just period pain

Let’s be clear: Endometriosis and PCOS are not just about cramps or irregular menstrual cycles. They can cause hormonal imbalances, unwanted hair growth, hair thinning, pelvic pain, prolonged bleeding, mood swings, anxiety, depression, weight gain and more. These symptoms often feel unconnected, like the body is sending mixed signals, and because general awareness is low, many women don’t realize their symptoms could be part of a larger health issue.

The lack of awareness is widespread. In a Phreesia survey of more than 2,400 women who had not been diagnosed with endometriosis or PCOS, fewer than 1 in 5 were familiar with either condition. Yet nearly half of these women said their period-related symptoms had a moderate to significant impact on their everyday life, and 40% rated their pain or discomfort between 7 and 10 on a 10-point scale. These findings highlight a critical gap: Many women don’t recognize their symptoms as part of a larger health issue, and as a result, they may not know how—or even that they should—bring them up with their doctor. That missed connection can delay diagnosis, treatment and the support they need to manage their health.

But receiving a diagnosis is just the first step, and while it can bring relief and validation, it often marks the start of a new set of challenges. Phreesia’s research shows that many diagnosed women report that they still don’t feel like they truly understand their condition—what causes their symptoms, how their health may change over time or what management strategies are effective. This uncertainty can impact their daily experience, making it hard to manage their symptoms, make informed decisions and advocate for themselves in healthcare settings.

This gap between diagnosis and understanding is more than a knowledge issue, it’s a daily reality. It affects how women experience their condition, interact with healthcare providers and manage their wellbeing. Addressing this gap is essential for empowering women to take charge of their health and improve their quality of life.

The point of care: A moment that matters

For many women, the journey to diagnosis is long and frustrating. In a survey of more than 1,400 women aged 18–44 who were diagnosed with PCOS or endometriosis, more than half (53%) experienced symptoms for over two years before receiving a diagnosis.

That’s two years of pain, confusion and feeling dismissed.

But there’s hope. The point of care—the moment when women interact with their healthcare providers—can be a powerful catalyst for change. With the right strategies, life sciences organizations and advocacy partners can transform these moments into opportunities for education, validation and empowerment.

Messaging that builds trust

When brands show up with empathy and educational content, they build trust. This messaging can validate women’s experiences, normalize conversations and empower action. Done right, point-of-care messaging doesn’t just inform, it resonates and drives action that could help improve health outcomes.

According to a Phreesia survey of women diagnosed with PCOS, endometriosis and other period-related conditions:

52% said information on common symptoms would have helped them reach a diagnosis sooner
42% wanted to know more about signs and risks
63% found information about treatments and symptom management helpful
52% valued insights into how conditions affect other aspects of health, like fertility
49% appreciated information about related symptoms

These numbers tell a clear story: Informed patients are empowered patients, and empowered patients drive better outcomes.

The role of life sciences and advocacy partners

Life sciences organizations and advocacy partners have a unique opportunity to lead the charge. By investing in point-of-care strategies that prioritize empathy and education, they can help women feel seen, heard and supported.

This isn’t just good marketing, it’s good medicine.

To truly make an impact, these efforts must be personalized and tangible. Educational materials that reflect the lived experiences of women with PCOS and endometriosis—such as symptom checklists, visual guides and patient stories—can help women recognize patterns and feel less alone. Conversation guides designed to foster open, validating dialogue with providers can equip women to ask the right questions and advocate for their health more confidently. Campaigns that destigmatize menstrual health and normalize conversations in waiting rooms, exam rooms and digital platforms can prompt women to speak up and seek answers.

Turn empathy into impact

Women with endometriosis and PCOS deserve to be heard. They deserve timely diagnoses, compassionate care and clear information. Life sciences brands can help make that happen by showing up at the point of care with empathy, education and actionable support.

Whether it’s developing tailored resources, amplifying patient voices or equipping patients with tools for better conversations with their providers, every effort counts. Learn how you can leverage the point of care to close the gap between symptoms and solutions and ensure that no woman feels unheard in her healthcare journey.

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Fierce Pharma Week 2025: 3 key takeaways

By Megan Hamby

The conversations at Fierce Pharma Week mirrored much of what we see every day in our work with life sciences organizations.

This year’s Fierce Pharma Week once again brought together leaders from across the life sciences industry to discuss the strategies, technologies and trends transforming how we engage with patients, providers and healthcare communities.

The conversations ranged from the transformative role of AI to the importance of authentic engagement and the ongoing evolution of omnichannel engagement.

Here are our three biggest takeaways from the event.

1 | AI is enabling precision and empathy

Artificial intelligence dominated the conversation at Fierce Pharma Week, with many speakers highlighting how agentic and generative AI are helping marketers move from retrospective targeting to anticipatory engagement.

One of the most powerful moments came during the keynote, “AI: A Lifeline—How I Lived the Future as a Patient.” In this session, John Duffield from Omnicom Health, an open-heart surgery survivor, shared his own health journey and described how AI served as a bridge between fragmented data, clinical decision making and the lived experience of being a patient. Rather than just a tool for efficiency, AI was positioned as a literal lifeline—one that can anticipate needs, support clinicians in critical moments and empower patients with timely, personalized information.

“What struck me most was the idea that AI could—and should—be a patient’s best friend throughout the health journey,” says Ed Simoes, Senior Client Experience Manager at Phreesia. “It wasn’t just about monitoring symptoms or finding a diagnosis, it was about giving patients equal footing in conversations with their care teams. Seeing how AI could act as both a coaching tool and a source of emotional support really resonated with me. It showed how technology can empower patients to stay active in their care while easing the burden on their caregivers.”

That message echoed throughout the week. In the session, “AI with EQ: Leading with Empathy in Healthcare’s Data-Driven Era,” IQVIA’s Andrew Burkus emphasized that the real opportunity isn’t just efficiency, it’s humanizing AI-driven interactions. Together, these perspectives underscored a consistent theme: AI delivers the most value when it blends predictive power with emotional intelligence to make patient and provider interactions feel more personal and empathetic.

The lesson: AI is not just about automation or prediction; it’s about building trust and connection. When applied responsibly, AI can move the industry closer to precision engagement while ensuring those engagements remain deeply human.

2 | Authenticity builds trust that lasts

Another major theme was authenticity. As healthcare engagement increasingly mirrors consumer expectations, patients and providers want interactions that feel transparent, personalized and relevant.

Actress Jamie-Lynn Sigler’s keynote on living with multiple sclerosis underscored what patients wish the industry understood about their everyday lives. Later, Dr. Freda Lewis-Hall, Pfizer’s former Chief Medical and Patient Officer, challenged the pharmaceutical industry to confront its trust gap head on.

The lesson: Authentic engagement isn’t optional. It’s the foundation for building trust. Organizations that prioritize empathy, transparency and real patient perspectives will earn credibility that translates into long-term impact.

3 | Omnichannel success depends on execution

“Omnichannel” has been a buzzword for years, but at Fierce Pharma Week, leaders emphasized that true success comes not from being everywhere, but from being intentional.

As Phreesia’s Isaac Gealer noted during the “Bridging the Gap Between Omnichannel Strategy and Execution” panel, the key is aligning cross-functional teams and orchestrating seamless journeys across pre-visit, in-office and post-visit experiences.

_{Isaac Gealer (second from left) joined Parker Richardson (Astellas Pharma US), Thomas Zipp (Halozyme Therapeutics), Ryan Patterson (Underscore Marketing) and Alison Tapia for a panel discussion on bridging the gap between omnichannel strategy and execution.}

“When omni and brand teams, medical, agencies, and media partners collaborate from day one, campaigns don’t just stay compliant—they become powerful, patient-first experiences that move the needle,” Gealer says. “Alignment from start to finish is the key to delivering real outcomes.”

The lesson: Omnichannel engagement only works when strategy and execution are tightly connected. It’s not about more touchpoints, it’s about the right ones, coordinated to create consistent, relevant experiences.

Turning industry trends into real-world impact

The conversations at Fierce Pharma Week mirrored much of what we see every day in our work with life sciences organizations. At Phreesia, our mission is to make care easier every day, and we do that by ensuring patients and providers receive the right information, at the right time, in the right place. We see these takeaways not as distant goals, but as the foundation of how we help our partners succeed.

AI with empathy: We’re investing in smarter ways to connect real-world data with patient and provider needs in real time, ensuring that engagement isn’t just efficient, it’s also meaningful.
Authenticity at the point of care: By supporting patient- and provider-centered messaging, we help life sciences companies communicate in ways that are transparent, relevant and empathetic.
Omnichannel made practical: With solutions that extend across digital touchpoints, in-office moments and follow-up communication, we help our partners bring omnichannel strategies to life with clarity and precision.

“What really came through for me across all sessions was a single, unifying thread: the need to support patients at every stage of their journey with personalized, relevant resources,” says Kristin McHugh, Senior Client Experience Manager at Phreesia. “That mission is at the heart of everything we do at Phreesia.”

“This year’s Fierce Pharma Week wasn’t just about trends. It was about action,” adds Ryan Mazar, Associate Director of Client Experience at Phreesia. “The actions we take now will define how well we serve patients and providers in the years to come.”

This forward-looking mindset is critical, because the future of pharma marketing will be defined by these three imperatives. The challenge now is turning those imperatives into sustained action. For life sciences organizations, that means building trust through every interaction, ensuring strategies scale across teams and touchpoints, and keeping patient and provider needs at the center of every decision.

The conversations may have ended in Philadelphia, but the momentum continues. As part of that momentum, we were excited to soft launch our new HCP engagement solution at Fierce Pharma Week, further expanding how we help life sciences organizations connect with providers at the point of care. By grounding industry insights into the point-of-care experience, we aim to help our clients transform trends into action and create stronger connections across the healthcare journey.

Learn more about how Phreesia can help you engage patients and providers.

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Point-of-care playbook to rebuild patient confidence in vaccines: Part 1

By Phreesia Network Solutions

Learn what the data tells us about perceptions of adult vs. pediatric vaccines and how caregivers are making decisions for themselves and their dependents.

What’s driving vaccine hesitancy—and how can we respond? In “From default to decision: How behavioral science explains today’s vaccine choices,” the first video in our series, Phreesia experts Dr. Christina Suh, Jai Seth, Raquel Langknecht and Shanoor Seervai examine how misinformation and shifting attitudes are shaping patient behavior.

Learn more about how Phreesia can help your organization drive better health outcomes.

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How Doctor Finder empowers patients and elevates your brand

By Megan Hamby

Patients with rare or chronic conditions are not passive recipients of care. They’re searching, researching and ready to act. The question is: Will your organization help them take the next step?

Elena had always been healthy. So, when she started experiencing strange symptoms—fatigue, joint pain, brain fog—she chalked it up to stress. But months passed, and her condition worsened. After countless appointments and misdiagnoses, she finally received an answer: a rare autoimmune disorder.

Relief quickly turned into frustration. The diagnosis was just the beginning. Now she needed a specialist who understood her condition and could prescribe the right treatment. But where to start?

The patient journey is complex, and organizations can help simplify it

Elena’s story, though fictional, is a reflection of what many patients face when navigating complex health conditions. Patients with rare or complex conditions often become their own researchers, advocates and navigators. They dive into medical literature, join support groups and explore treatment options long before they meet a provider. But even the most proactive patients hit roadblocks:

Where do I find a doctor who truly understands my condition?
Will they take my insurance?
Can I trust online reviews?
Will I be taken seriously?

These questions create friction. For life sciences organizations, removing that friction isn’t just good business, it’s a mission-driven opportunity to build trust and meaningful engagement.

Introducing Doctor Finder

Doctor Finder highlights healthcare providers with specific expertise in targeted treatment areas, ensuring patients receive accurate, relevant recommendations that can improve health outcomes.

With Doctor Finder, patients can:

Search by specialty, location and insurance
View detailed provider profiles
Book appointments directly via MediFind integrations

This streamlined experience reduces the emotional and cognitive load, empowering patients to take the next step with confidence.

Real engagement, real impact

With MediFind’s trusted, data-driven doctor ranking system, your site becomes a more valuable resource for patients. You can filter and control which providers appear, ensuring relevance while saving your team time and effort on backend maintenance. Whether embedded as a widget or linked as an interstitial, Doctor Finder can be styled to match your brand’s look and feel. Plus, you receive monthly performance and engagement metrics to track impact and optimize strategy.

With average usage rates of 23%—and top performers reaching 71%—patients are actively engaging to find care. Even more telling, up to 35% of sessions result in clicks to individual provider profiles, signaling a strong intent to act.

This level of engagement builds credibility. It positions your organization as a trusted guide in the patient journey and complements other resources like copay assistance, educational content and community forums.

From utility to purpose-driven platform

Doctor Finder is more than a tool. It’s a reflection of your organization’s commitment to improving patient outcomes. It connects patients with real-world care, fosters ongoing engagement and encourages treatment adherence by making care more accessible.

For life sciences companies, integrating Doctor Finder into your website transforms your digital presence into a launchpad for better outcomes. It bridges emotional and logistical gaps, helping your brand stand out as a trusted partner in care.

Ready to empower your audience?

Patients with rare or chronic conditions are not passive recipients of care. They’re searching, researching and ready to act. The question is: Will your organization help them take the next step?

Doctor Finder turns awareness into action and action into impact.

Connect with a patient engagement expert today to explore how Doctor Finder can elevate your brand and empower your audience.

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Smart campaigns, real impact: Driving disease-state awareness with PatientConnect and MediFind Moments

By Megan Hamby

PatientConnect and MediFind Moments empower organizations to engage patients across their journey—from online research to clinical care.

Reaching patients with the right message at the right time is one of the most powerful ways to improve health outcomes and build brand equity. Whether the goal is to raise awareness about a condition, support early diagnosis or introduce a new therapy, timing and trust are everything.

Phreesia’s PatientConnect and MediFind Moments solutions empower healthcare organizations, life sciences companies and advocacy groups to engage patients across their journey—from online research to clinical care. These tools deliver condition-specific information, build credibility and drive measurable action.

The awareness gap: Why patients miss critical opportunities

Many patients delay care not because they’re unwilling, but because they’re unaware. According to Phreesia’s research, 60% of patients say they wish they had known about their condition earlier. For rare and chronic conditions, that delay can be life-altering.

Persistent screening gaps across high-risk populations include:

Tobacco smokers skipping lung cancer screenings.
Black women facing late-stage diagnoses of aggressive breast cancers.
Hispanic adults being disproportionately affected by undiagnosed diabetes.
Men under 50 avoiding colorectal cancer screening due to stigma or lack of information.

These disparities reflect a broader issue: Patients aren’t receiving timely, relevant information about their risks. Closing this gap requires outreach that is both strategic and personalized.

MediFind Moments: Reach motivated patients early

MediFind Moments engages patients during high-intent online searches, before they even see a doctor. By placing branded messaging alongside top-ranked specialists and condition pages on MediFind.com, brands can:

Deliver disease-state awareness and brand messaging at the moment of care seeking. We curate a tailored package of condition pages, specialties and doctor profiles to educate patients when they are actively seeking care, ensuring your brand appears where relevance is highest and intent is strongest.
Reach patients actively searching for expert care. Our search experience aligns with how patients seek treatment, surfacing providers based on clinical expertise in specific conditions rather than subjective reviews. This makes it easier for patients to find trusted care and engage with your brand.

Case in point: A MediFind Moments campaign for a major depressive disorder (MDD) therapy reached nearly 10,000 qualified patients. This campaign led to the following outcomes:

1 in 3 patients who saw the campaign visited a healthcare provider within a month.
11% of reached patients had a prior MDD diagnosis, demonstrating the campaign’s ability to engage both newly symptomatic and previously diagnosed individuals.

PatientConnect: Engage at the point of care

While MediFind Moments captures attention during online research, PatientConnect activates patients before, during and after clinical encounters. PatientConnect delivers branded, condition-specific content at key care moments, when patients are most receptive to education and action.

Pre-visit check-in: Personalized messaging prompts patients to consider symptoms, risks and questions to raise with their provider.
Post-script engagements: Messaging continues after the appointment, supporting patients as they fill their prescriptions.
Tailored to demographics and clinical contexts: Messaging is customized based on age, gender, ethnicity and medical history, ensuring relevance and resonance.

Real-world impact: Personalized messaging helps drive patient activation. In fact, PatientConnect campaigns contributed to the following health outcomes:

300+ patients were diagnosed with a rare cardiovascular condition after viewing a symptom awareness campaign.
1,900+ patients were diagnosed with Hidradentis Suppurativa following exposure to educational messaging.
A third-party conversion analysis showed that nearly 42,000 incremental vaccine administrations were attributable to campaign messaging about respiratory vaccines during flu season.

Providing strategic value across the lifecycle

Whether you’re launching a new therapy, expanding into a new condition area or supporting ongoing disease awareness efforts, MediFind Moments and PatientConnect offer a scalable, measurable framework for patient engagement.

Increase awareness early: Use MediFind Moments to reach patients before they enter the healthcare system and educate on disease states while introducing your brand.
Build trust and visibility: Align with trusted specialists on MediFind and spark patient-provider conversations through PatientConnect.
Drive action and outcomes: Encourage screenings, diagnoses and treatment decisions while supporting long-term brand equity.
Scale with speed and precision: Phreesia’s network spans thousands of care sites nationwide. Campaigns can be tailored by geography, condition and patient population.

Supporting patients’ decision-making process

Patients don’t move directly from symptoms to care—they navigate a series of mental and emotional steps that shape their readiness to act. MediFind Moments and PatientConnect are designed to support this progression, helping patients move from uncertainty to informed action.

Designed for impact

Whether you’re preparing for a new therapy launch, expanding into a new condition area or sustaining long-term disease awareness, MediFind Moments and PatientConnect provide scalable, measurable solutions for patient engagement. These tools support brands at every stage of their lifecycle, from early awareness to ongoing reinforcement.

Let’s talk

Ready to build early awareness, accelerate engagement and drive measurable outcomes? Connect with a patient engagement expert today to explore how MediFind Moments and PatientConnect can support your disease-state awareness strategy—whether you’re launching a new therapy or expanding an existing campaign.

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When every minute counts: How digital point-of-care messaging supports better doctor–patient conversations

By Alicia Cowley, MD, MBA

Personalized point-of-care (POC) messaging is a powerful, proven tool to improve the quality of doctor–patient interactions, especially when time is limited.

The challenge: So much to cover, so little time

As an internist and hospitalist, I can tell you that one of the most difficult aspects of practicing primary care is time—or more precisely, the lack of it. Although studies show that a primary care provider would need 27 hours a day to give patients comprehensive care, the average primary care visit in the U.S. is just 18 minutes long, and many are even shorter. In that brief time, providers must diagnose, treat, educate, motivate and—critically—build trust, often while juggling administrative tasks and growing patient panels.

Meanwhile, patients often arrive with a range of questions, symptoms and concerns—sometimes after waiting weeks for their appointment. Many are managing multiple chronic conditions or processing new diagnoses. Others are navigating personal, financial or logistical challenges that affect their ability to follow through on care. They’re looking for guidance, reassurance and a chance to feel heard. But with limited time, it’s not always possible to address everything they need. For instance, a single mother who comes in with a urinary tract infection also needs her PCP to review her blood sugar log and adjust her diabetes regimen, while also giving her a referral for a Pap smear.

These short doctor visits are intense, high-stakes interactions for everyone involved. Time pressure creates blind spots, and opportunities for education, prevention and behavior change often get lost in the shuffle. Yet, these are the very conversations that shape long-term health outcomes. What if we could ensure those conversations are more focused, relevant and effective without adding to the clinical burden?

The solution: The right message at the right moment

Personalized point-of-care (POC) messaging is a powerful, proven tool to improve the quality of doctor–patient interactions, especially when time is limited.

This type of POC messaging involves delivering clinically relevant and evidence-based content to specific patients at key moments in their care journey and is different from options like wallboards, which serve messages relevant to an entire specialty instead of a particular person, resulting in many messages not being seen by or impacting patients. POC messaging often includes sending educational materials about a condition earmarked by a given patient’s reported symptoms during the digital check-in process, such as a doctor discussion guide they can have ready when their appointment begins. When done thoughtfully, these messages do more than inform—they prompt engagement and spark dialogue, which can influence care decisions and health outcomes.

In fact, nearly three-quarters of healthcare providers (HCPs) say they notice that patients engage more actively in treatment decisions when they have POC solutions as a reference¹. And 64% of HCPs report that these solutions increase adherence to follow-up schedules and recommended tests²—demonstrating that well-timed, personalized messaging can lead to real, measurable improvements in care.

The result is a better-prepared patient and a more focused visit. Instead of spending precious minutes introducing a new topic, the provider can jump straight into a meaningful discussion about vaccinations, screenings, new treatment options or lifestyle modifications. Research shows that patient–provider communication is strongly correlated with outcomes such as adherence^3,4, satisfaction^5,6 and even physiological health indicators⁷.

Importantly, digital POC messaging can also help third-party organizations—like life sciences companies, government agencies and advocacy groups—deliver timely, evidence-based messages that support patients and clinicians alike. For example:

A message about advanced treatment options for asthma can prompt a discussion that helps a patient struggling with control.

A reminder about colorectal cancer screening can lead to early detection and better outcomes.

An educational module on insulin delivery can empower someone newly diagnosed with diabetes to feel more confident managing their care.

However, to be effective, these messages must be delivered responsibly. That means leading with privacy, transparency and patient autonomy. It’s essential that patients have clear opportunities to opt in to receiving this type of content, without it affecting their experience of care. Ultimately, the goal is not just to inform, but to empower patients by delivering the right message at the right time, while honoring their preferences and protecting their privacy.

When digital POC messaging balances clinical relevance with patient privacy, it is not only powerful, but also sustainable.

The opportunity: Driving health outcomes where they matter most

For life sciences organizations, advocacy groups and government agencies, digital POC messaging offers a unique opportunity to engage patients and support clinicians when it matters most: in the moments before, during and after a clinical encounter.

Unlike traditional channels, like television ads that reach patients outside the context of care, POC messaging connects with individuals while they are actively thinking about their health—and while they’re about to speak with someone they trust. It’s a window of heightened attention and openness, and it’s exactly where these messages can have the greatest impact.

But not all POC strategies are created equal. The most effective ones are:

Clinically aligned – built around current guidelines, best practices and patient needs

Workflow-aware – integrated into the provider’s workflow in a way that supports—not disrupts—the care process

Patient-first – respecting consent, privacy and preferences at every step

To realize the full potential of digital point-of-care messaging, organizations must think strategically about what, when and how messages are delivered. When content is thoughtfully timed and clinically relevant, it can become an extension of the care team—reinforcing provider guidance, supporting shared decision-making and empowering patients to act. Done well, it complements—not competes with—the clinical conversation.

Whether the goal is to raise awareness of public health priorities, introduce patients to new treatment options or close gaps in preventive care, these messages are most effective when integrated seamlessly into the care experience and aligned with patient needs in the moment.

The reality is, short doctor visits are here to stay. But with the right tools and the right strategy, we can make those minutes count. We can support meaningful conversations, more informed decisions and healthier outcomes for everyone involved.

Learn how Phreesia can help you deliver meaningful messages that support better conversations and better care.

Alicia Cowley, MD, MBA, is an internist and Medical Director of Network Solutions at Phreesia.

Ipsos, 2025 “The Pulse of POC Marketing”
Ibid
Zolnierek KBH, Dimatteo MR. Physician communication and patient adherence to treatment: a meta-analysis. Medical Care. 2009;47(8):826-834. doi:10.1097/MLR.0b013e31819a5acc
Schoenthaler A, et al. The effect of patient-provider communication on medication adherence in hypertensive black patients: Does race concordance matter? Annals of Behavioral Medicine. 2012;43(3):372-382. doi:10.1007/s12160-011-9342-5
Boissy A, et al. Communication skills training for physicians improves patient satisfaction. Journal of General Internal Medicine. 2016. doi:10.1007/s11606-016-3597-2
Johnson MB, et al. Impact of patient and family communication in a pediatric emergency department on likelihood to recommend. Pediatric Emergency Care. 2012;28(3):243-246. doi:10.1097/PEC.0b013e3182494c83
Ruben MA, Meterko M, Bokhour BG. Do patient perceptions of provider communication relate to experiences of physical pain? Patient Educ Couns. 2018 Feb;101(2):209-213. doi: 10.1016/j.pec.2017.08.002. Epub 2017 Aug 4. PMID: 28803029.

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Why personalization works: Data-driven messaging for complex patient journeys

By Karinne Smolenyak

Personalized, data-driven messaging is essential for effectively engaging patients by aligning content to their specific needs, measuring meaningful outcomes and maintaining strict privacy standards.

In healthcare marketing, personalization isn’t just nice to have—it’s essential for effectively engaging patients and providers. For patients managing chronic or complex conditions, for example, receiving a message that aligns with their specific needs and experiences can be the difference between disengagement and meaningful action. At Phreesia, we’ve built our approach to consumer point-of-care messaging around this principle, using data to ensure that every message is not only seen, but also relevant and impactful.

Reaching the right patients

Every campaign we run starts with a fundamental question: Are we reaching the right patients? We constantly ask ourselves this as we define and identify the audience for each campaign. Phreesia is integrated with 80% of the U.S. electronic health record (EHR) market. That allows us to reach patients at scale, but each EHR platform categorizes and tags information differently, so it is no easy task. Phreesia’s Insights and Analytics team accesses data that has been harmonized across systems and determines who is most likely to benefit from a message. Sometimes that’s straightforward, but other times, it requires nuance. That’s where two decades of experience at this kind of personalization, having clinical experts on staff and being deeply embedded in real healthcare sets Phreesia apart.

By proactively identifying relevant diagnoses, symptoms and risk factors—even when they’re incomplete or obscured within the EHR—our team builds precise, scalable audiences that reflect real-world clinical nuance and bridge data gaps. Clinical experience tells us that patients with a specific diagnosis may experience commonly occurring symptoms associated with that condition, even if the symptom is not present within their record (perhaps because the patient was embarrassed or forgot). At other times, a patient may have been prescribed step therapies for a condition like migraine—which we can see—but we can’t see the original diagnosis. Standards of care indicate the diagnosis was made at some point, and what we can see is leagues more well-defined than nearly every other channel, even if the original diagnosis is no longer easily accessible. This approach allows us to balance precision with scale, ensuring we reach the right people without unnecessarily eliminating relevant individuals and narrowing our pool of patients. When campaigns underperform, it’s often because the audience definition was too broad or too narrow. Relevance is what drives results.

Measuring impact beyond impressions

Once a campaign is live, our focus shifts to measuring performance. We monitor monthly engagement metrics, patient survey responses and—most importantly—in-house and independent conversion analyses. These analyses compare patients who were exposed to the campaign with a control group who wasn’t, allowing us to isolate the impact of the messaging. To further flesh out our understanding of how patients are engaging with the content, we look in aggregate at whether patients requested and accessed follow-up information and whether those actions align with benchmarks for the condition area.

This kind of measurement allows us to demonstrate not just that a campaign was seen, but that it made a difference. For example:

For many clients, the most important metric is new patient starts—that is, how many people began treatment after seeing the message. From there, we estimate return on investment (ROI) by comparing the value of those new patients to the cost of the program.
Some clients want to know how many people were screened for cancer because of a campaign they ran on Phreesia. Using public health data about life expectancy, we can project what getting screened earlier meant in terms of people getting to live longer.
Sometimes, we look for how many people got vaccinated and can connect that to how many illnesses the campaign helped prevent or estimated hospitalization costs eliminated.

The attribution puzzle

Of course, proving ROI is rarely simple, as Phreesia campaigns are often part of multichannel efforts. Patients in our network are exposed as consumers in their everyday lives to a wide range of marketing touchpoints: TV ads, digital banners, provider conversations. That’s why attribution remains one of the biggest challenges in healthcare marketing.

Marketing mix (MMX) models attempt to address this by estimating the contribution of each channel to overall sales gains toward goals. They are sophisticated and can be a helpful tool, but they’re far from perfect. These models take time to execute, and they often lack the granularity needed to optimize content or tactics. MMX models also often don’t take into account specific attributes of marketing platforms that set them apart. Phreesia, for example, reaches highly relevant patients at a 1:1 level, which is different than most point-of-care tactics that are office-based. This is why we recommend test control conversion studies to quantify the direct impact of the campaign on patient conversion behavior as the gold standard for assessing the benefit of the marketing activity. One additional challenge with MMX models is that they can tell us, for example, that 15% of screenings came from point-of-care messaging, but they can’t tell us which message resonated most or how to improve performance. That’s why we also rely on lift studies, directional metrics and patient surveys to provide a more complete picture. When campaigns include multiple message streams or creative refreshes, we can compare performance across segments and over time to understand what’s working—and what’s not.

Personalization that respects privacy

All the measurement methods we use put patient privacy at the forefront. For starters, when patients accept the authorization that comes before any message can be served, the authorization explains how data is used, including for measurement purposes. Patients never have to accept authorization. All patients who see messages have consented. Similarly, obtaining affirmative opt-in consent allows us to deliver personalized messaging in a way that respects patient privacy and choice.

What this means for healthcare marketers

Personalized, data-driven messaging isn’t just more engaging—it’s more effective. By aligning content with where patients are in their journey, we can help them take the next step, whether that’s starting a new treatment, talking to their doctor or simply becoming more informed. And when we measure those outcomes thoughtfully, we can demonstrate that personalization doesn’t just feel right—it delivers results.

Want to see what personalized point-of-care messaging could look like for your brand? We’d love to show you how we define audiences, measure impact and help teams move from insight to action. Request a demo today.

Karinne Smolenyak is Associate Director of Insights and Analytics at Phreesia Network Solutions. She specializes in using data to define relevant patient populations and evaluate the real-world impact of personalized point-of-care messaging.

BLOG POST

Why digital point of care is ideal for reaching older adults

By Megan Hamby

Older adults are using technology more than ever, making the digital messaging at the point of care the ideal place to reach them with health information.

For government and public health agencies focused on improving outcomes for older adults, effective communication is everything. The right message can help support prevention, early detection and more informed healthcare decisions. However, traditional outreach methods like television ads, billboards, mailers and brochures rarely deliver the results needed. This type of outreach relies on memory and delayed action, hoping the individual will remember to follow up later. Further, traditional outreach tends to deliver one-size-fits-all messages that aren’t tailored to each individual’s specific health needs. For older adults managing multiple responsibilities, chronic health conditions or cognitive limitations, that’s a tall order.

Education delivered at the point of care changes that. At the point of care, when they’re checking in for a medical visit, older adults are actively thinking about their health and healthcare. Receiving messaging that is timely, specific and aligned with an upcoming or recent appointment creates a sense of urgency and relevance that encourages follow through. Oftentimes, it also prompts the kinds of conversations with providers that lead to informed decision making.

As public health agencies look to expand the reach and impact of their campaigns, it’s time to consider how to leverage the point of care to engage older adults.

Older adults are more digitally engaged than you think

The assumption that older adults shy away from technology is outdated. The truth is, older adults are not only capable of using technology—they’re actively embracing it. According to the Pew Research Center, 75% of Americans aged 65 and older now use the internet, and more than 60% own a smartphone. The pandemic only accelerated this trend, making digital healthcare tools mainstream for many older patients.

At Phreesia, we see firsthand how older adults are integrating digital health tools into their care routines. Take a look at the results from Phreesia’s survey of more than 4,000 patients:

Online check in: When it comes to online check in, 55% of adults aged 65 and older said they prefer to see doctors that offer online check in, citing speed (54%), convenience (57%) and less time spent in the waiting room (62%) as their top value drivers.
Online scheduling: More than two-thirds of Phreesia-surveyed patients aged 65 and older said they would like to schedule or reschedule appointments online.
Digital messaging: Among patients aged 65 and older, 75% said they enjoy using digital messaging, such as emails, text messages and patient portals, to communicate with their providers.

Web-based tools, like secure links on personal devices, offer broader accessibility without requiring installation, which may be especially beneficial for older adults who may be less comfortable downloading and managing healthcare apps on their phone.

This shift presents a valuable opportunity for government agencies, life sciences organizations, advocacy groups and other entities to reimagine patient education, especially at one of the most impactful touchpoints: the point of care. Here’s why.

1 | The point of care is a uniquely powerful moment for education

For older adults, healthcare visits are more than occasional check ins—they’re regular touchpoints in receiving healthy lifestyle guidance and for managing chronic conditions. At the point of care, patients are already focused on their health and the decisions that need to be made. Digital education delivered right before, during or immediately after a visit can drive action because it is timely. When the messaging is tailored to the individual’s specific health needs, and easy to understand, it can be even more impactful.

Why timing matters:

Proximity to action: Patients can apply the education right away—before, during or immediately after their visit.
Health is top of mind: At the point of care, older adults are already thinking about their health needs and decisions that will impact their care and outcomes going forward. This makes them far more open to receiving and acting on educational content than in other settings.
Better retention: Information tied to a real-time medical need is more likely to be remembered and applied.

“When we meet older adults with the right information at the right moment—especially right before or after a healthcare visit—we empower them to make informed decisions,” says Kelsey Pratt, Director of Market Development at Phreesia. “For healthcare agencies and organizations, that’s not just education. That’s patient empowerment in action.”

2 | The clinical setting builds trust and amplifies impact

Older adults are discerning about where they get their health information, and for good reasons. In an age of information overload, trust is everything. Fortunately, the clinical environment is one of the few places where that trust still runs deep.

According to a 2025 Gallup poll, medical professionals consistently rank among the most trusted professions in the United States. For older adults specifically, a recommendation or message delivered in the context of a provider or pharmacy visit carries far more weight than something seen on a website or in a television commercial.

Here’s how the care setting amplifies impact:

Built-in authority: Information shared within a clinical environment is seen as vetted and credible.
Provider alignment: When digital education aligns with provider guidance, it reinforces key messages and drives clarity.
Follow through is easy: Whether it’s seeking healthy eating tips, scheduling a test, adjusting a medication or asking a question, the infrastructure for action is already in place.

3 | Education equips older adults to navigate healthcare decisions with confidence

Older adults are more likely than any other age group to be managing chronic conditions, and the gaps in their care are well-documented. According to the National Council on Aging, nearly 95% of older adults have at least one chronic condition, and nearly 80% have two or more. These conditions require constant attention, adherence to complex care plans and regular engagement with the healthcare system.

Despite this, many older adults still miss out on preventive screenings, struggle to adhere to medications and treatment plans, and have trouble with lifestyle modifications, such as nutrition, exercise and smoking cessation. Digital education at the point of care can foster more meaningful patient–provider conversations and support better clinical outcomes by offering timely information about:

Chronic disease management
Healthy living and lifestyle changes
Fall prevention and home safety
Health checks, screenings and lab tests
Medication adherence reminders and tools

“Empowered with this knowledge, older adults can have more meaningful conversations with their providers and make better-informed decisions about their health needs,” Pratt says.

Beyond clinical care, older adults often navigate a complex healthcare landscape with limited support. Digital education can also equip them to make more informed decisions about their health coverage and financial protections by offering resources to better understand:

Medicare Advantage benefits
Medical fraud scams or warning signs
Patient assistance programs
Coverage options and enrollment help

“Messaging at the point of care reduces friction and makes it easier for patients to consider and act upon their healthcare needs,” Pratt adds.

For example, campaigns on Phreesia’s PatientConnect platform have helped older adults in several ways:

Among adults aged 65 and older, 70% said the vaccine content they received on the platform was helpful, with nearly half rating it as very or extremely helpful.
After viewing a campaign about heart health, 53% of adults aged 65 and older said they were likely to talk to their doctor about heart disease risks and prevention.
When it came to information about a Medicare financial assistance program for medications, 7 in 10 patients aged 65 and older found the content helpful.
After viewing a campaign, 58% of adults over 65 said they are likely to search for more information about a Medicare financial assistance program, and 51% indicated they are likely to enroll.
In a ‘New to Medicare (Turning 65)’ campaign, 49% of participants found the information helpful, and 50% of patients indicated they are very likely to seek additional information.

These campaigns show that the point of care is a critical opportunity for healthcare agencies and organizations to engage patients. By aligning educational outreach with their expectations and behaviors, organizations can meet older adults where they are and support them in making decisions that could lead to better health.

Whether developing disease awareness campaigns, promoting preventive screenings and diagnostic tests, offering information on new medications or treatments, or providing education about Medicare benefits, digital point-of-care education should be a key part of your strategy.

The tools are here. The audience is ready. The only question left: Are you? Learn how Phreesia can help you reach older adults at the point of care.

Request a Demo

BLOG POST

Empowering transgender patients through inclusive preventive care education

By Alicia Cowley, MD, MBA

Brands that demonstrate real, informed allyship strengthen their reputation, deepen patient trust and support better health outcomes across diverse populations.

When we talk about improving preventive care, we often focus on closing clinical gaps—boosting screening rates, reducing late-stage diagnoses and expanding access to care. But for many transgender individuals, the gap isn’t just clinical, it’s informational, structural and emotional.

Despite advances in LGBTQIA+ health advocacy, transgender people still face significant barriers when navigating the most basic aspects of preventive care. Questions like “What screenings do I need?” or “Will I be treated respectfully at this appointment?” are not just common, they’re constant. And while providers play a crucial role in creating affirming clinical experiences, the work can’t fall solely on their shoulders. Life sciences organizations and advocacy groups have a powerful opportunity to step in and support transgender patients before they even reach the exam room.

The problem: Confusion, discomfort and disparities

Many cancer screening guidelines are written with cisgender bodies and experiences in mind. A transgender man who has not undergone gender-affirming surgery may still need cervical cancer screening, but may not receive a reminder if his records no longer list him as female. A transgender woman who has undergone hormone therapy might need breast cancer screenings but may be unsure when to begin or how to ask. These are not edge cases—they are everyday realities for a growing population of people navigating a healthcare system that was not built with them in mind.

Transgender individuals are often left to research their own screening needs, decode medical jargon and prepare themselves for potentially awkward—or even hostile—clinical interactions. This additional labor just to access routine care is both unfair and preventable.

Alarming statistics highlighting the disparities

Preventive care avoidance: A 2020 survey revealed that 40% of transgender respondents postponed or avoided preventive screenings due to discrimination, with the rate increasing to 54% among transgender people of color.

Healthcare discrimination: Nearly half of transgender adults reported experiencing mistreatment or discrimination by healthcare providers in the year prior to the survey, including care refusal, misgendering and verbal or physical abuse.

Lack of provider knowledge: One in three transgender individuals reported having to teach their doctor about transgender people to receive appropriate care.This includes correcting misgendering or educating on inclusive language, clarifying anatomy-based care needs, and describing gender-affirming procedures and their implications on screening or lab results.

Cancer screening disparities: Transgender and gender-diverse individuals are less likely to adhere to cancer screening programs and have a higher incidence of HIV- and HPV-associated cancers.

These statistics underscore the urgent need for systemic changes to ensure equitable healthcare access and outcomes for transgender individuals.

The opportunity: Educational content that meets patients where they are

Organizations in the life sciences and health advocacy space are uniquely positioned to help bridge this gap. By creating educational resources that are anatomy-based, culturally sensitive and written in plain language, we can reduce confusion and empower patients with the confidence to advocate for themselves.

What does this look like in practice?

Inclusive educational tools that explain which cancer screenings may be needed based on a person’s anatomy and medical history, not their gender identity.

Clear, affirming messaging that reassures patients they are not alone and deserve care that respects their identity.

Guides and conversation starters that help patients talk with their providers about screenings that may otherwise be overlooked or misunderstood.

These materials don’t just inform—they affirm. They say, “You matter. Your health matters. You deserve to be seen, heard and cared for.”

Why it matters for healthcare brands

Creating this kind of content isn’t just good public health, it’s good business. Brands that demonstrate real, informed allyship strengthen their reputation, deepen patient trust and support better health outcomes across diverse populations. As value-based care continues to expand, empowering underserved groups with preventive care tools is not just an ethical imperative—it’s a strategic one.

More importantly, this is a chance to be part of a larger movement. One that affirms every person’s right to navigate healthcare without fear, confusion or compromise.

A call to action

If you work at a life sciences company, in patient marketing, or with an LGBTQIA+ advocacy organization, I urge you to consider this: What resources could you create to make preventive care more accessible and inclusive for transgender people? How can your organization help ease the burden of self-advocacy by providing education that meets patients where they are?

Healthcare doesn’t start in the clinic. It starts with knowledge. Let’s make sure that knowledge is accurate, inclusive and available to everyone.

Learn how Phreesia can help your organization reach transgender and gender-diverse individuals with the appropriate education.

Alicia Cowley, MD, MBA, is an internist and Director of Market Development at Phreesia.

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