Giving patients the tools and resources to explore the possibilities of rare disease empowers them to discuss testing options with their doctor, which can ultimately lead to a quicker and more accurate diagnosis.

Approximately 30 million people in the U.S. and 400 million people around the world are affected by a rare disease. But with more than 7,000 currently known rare diseases, correctly identifying one is often a long and arduous process. In fact, it typically takes a patient with a rare disease an average of six to eight years to receive an accurate diagnosis, according to rare-disease nonprofit Global Genes. And in some cases, “that can literally be a lifetime,” explains Global Genes’ CEO Craig Martin.

“Rare diseases are incredibly diverse, and many clinicians—and certainly most patients—have never had experience with a rare disease until it drops in their lap,” he says.

Until they receive a clear-cut diagnosis, patients with rare diseases grapple with mysterious symptoms that they’re not sure are related to each other. They don’t always know what questions to ask or which specialists to see. And without knowing the potential signs and symptoms of a rare disease, many patients and their caregivers—who are the principal observers of those symptoms—may not effectively communicate the right details to clinicians. Those patient-provider communication gaps further delay a timely diagnosis, Martin says.

However, empowering and engaging patients at the point of care with educational content and resources can help to fill those gaps. Here are three ways that point-of-care education can help expedite rare-disease diagnoses.

1. Tackle lack of awareness and understanding

For patients with rare diseases, awareness, or the lack thereof, is the biggest barrier to receiving an accurate, timely diagnosis, says Julie Cosgrove, Director of Marketing at Alnylam Pharmaceuticals.

“No doctor can be expected to really know and understand more than 7,000 rare diseases, which often present with very nonspecific symptoms or symptoms that might be attributed to more common conditions,” she explains.

But providing patients with information about rare diseases just before they meet with their provider may help them recognize that their symptoms align with a rare disease—and raise that possibility with their doctor during their appointment. From there, doctors can explore testing options that can bring them closer to a diagnosis.

“When someone has a rare disease, they often go to many different doctors looking for answers and have symptoms that don’t seem to be explainable or treatable with standard treatment,” Cosgrove says. “Having that information can remind a patient to ask the doctor to consider a rare disease.”

2. Align patients and care teams

The point of care is also a great place to offer patients such resources as provider discussion guides and genetic-testing toolkits that can help get doctors and patients on the same page. That mutual understanding can be especially important for rare-disease patients, who often see multiple specialists across different health systems, Martin says.

“The information that [patients] come into each conversation with may be varied, either because their health records may not be complete when they go from one place to another, or they may have been managing information in a scattered way for years,” he explains.

Productive conversations with providers are crucial in order for patients to make progress in their care journey. With rare diseases, there can be a disconnect between how patients describe what they’re feeling and how doctors typically discuss diseases, Cosgrove says.

“Often, what we try to do in our disease-awareness education is to align what the doctor is hearing with what the patient is saying so that they’re using a common vocabulary to talk about symptoms,” she says. Point-of-care education “can help put those right words in [patients’] minds to help them have that intelligent and impactful conversation with the doctor.”

3. Empower patients and validate their experiences

The point of care is a patient-centric medium that, when put to its optimal use, can help validate patients’ lived experiences. And that’s particularly important for underrepresented patient populations who haven’t historically felt validated by the healthcare community.

Rare diseases already carry stigma and misunderstanding, Cosgrove says. Providers may not take patient complaints seriously if they can’t see the impact of a disease from test results or on an MRI. When such diagnostic challenges are layered on top of the challenges already faced by underserved populations, patients in these groups may not have the support network they need to continue asking questions and fighting for answers about their rare condition.

Point-of-care messaging, particularly when it’s targeted, can help patients feel seen and empower them to continue searching for a diagnosis. And that’s critical, especially in vulnerable populations where health inequities—such as poor access to clinical trials—already contribute to diagnosis and treatment delays. And that’s one condition Global Genes is working to fix.

“Thinking about [health equity], who’s getting left out, and how to include them is a natural reflex for many in our community because most rare disease families know what it’s like to feel isolated and alone, and they don’t want others to feel that way,” Martin says.

Find out how Phreesia can help you engage with and activate rare disease patients at critical moments in their healthcare journey. 

Phreesia’s survey at the point-of-care found that just 3% were using patient support programs (PSPs).

Pharmaceutical companies pour billions of dollars each year into patient support programs, aiming to provide patients with drug information, financial assistance and other resources.

But those resources aren’t actually reaching patients, new data says. Phreesia, which surveyed nearly 5,000 patients checking in for doctors’ appointments this past February and March, found that just 3% were using patient support programs (PSPs).

That’s a pretty low figure, considering pharma’s annual investment tops $5.7 billion. And it wasn’t much higher when accounting for patients’ lifetime use of support programs, either: Only 8% had ever used a PSP before, Phreesia found.

Why the low usage? The problem isn’t so much that patients aren’t interested in what PSPs have to offer. Sixty-three percent of surveyed patients said support programs would be at least a little bit helpful for them, with 14% answering that they’d find PSPs very or extremely helpful.

Instead, the issue seems to be a lack of awareness. Fifty-nine percent of patients said they had little to no knowledge of PSPs—a gap companies are going to have to close if they want to successfully drive patients to their resources.

So what can drugmakers do to get the word out? Step one is creating marketing campaigns to increase awareness among qualified, targeted patients and to educate them on specific program offerings. An omnichannel approach that can reach target patients on the online platforms they’re already using should also be part of the plan.

Case in point: A life sciences company partnered with Phreesia to boost awareness around its savings program, and initially, 90% of patients were not using the company’s copay card. But after receiving information about the offer during check-in for doctors’ appointments, 53% said they were very likely to use a card if they had one.

Another option? Bringing pharmacies on board to help educate patients, whether that’s verbally or through brochures and other distributed materials. Only 14% of patients said they had learned about support programs from pharmacies, versus 32% who said they’d like to learn about support programs from pharmacies.

By far, though, the biggest disconnect Phreesia found was that just 10% of patients had learned about PSPs online—and 44% wanted to. For drugmakers, that chasm may be a signal that it’s time to revisit where and how support information is housed online and make it more prominent and easier to locate for patients surfing branded sites.

Of course, at the end of the day, healthcare providers will still be a major part of the equation. They’re currently the primary way patients are learning about PSPs, with 53% of patients getting their support info from doctors, and the way most patients (55%) would like to hear about support programs, too.
But as this new research shows, if companies really want to ensure an optimal medication experience for patients—not to mention, maximize their hefty investments—it’s going to take some additional strategizing to make sure patient support program information gets to patients in a clear, digestible way.

Find out how Phreesia Life Sciences’ digital engagement platform can help you reach more patients with education and support resources at critical moments in their healthcare journey.

This post originally appeared on DTC Perspectives.

Patients largely recognize the importance of vaccines, but many have concerns around safety and side effects – even when it comes to older, more established products.

Right now, the U.S public health officials, vaccine makers and other groups are striving to educate the public – and combat misinformation – about COVID-19 vaccines in a drive to improve vaccination rates and end the pandemic. But as new data show, it’s not just COVID-19 shots that patients need to learn more about.

A pair of recent Phreesia surveys, given to a combined total of nearly 345,000 patients when they checked in for doctors’ appointments, found that although patients largely recognize the importance of vaccines, many have concerns around safety and side effects -even when it comes to older, more established products. And that’s where pharma marketers need to step in.

In the first of the two surveys, taken by nearly 10,000 parents of adolescents between Nov. 30 and Dec. 10, 2020, respondents generally believed that childhood vaccines were effective, with 62.5% strongly agreeing and 28.6% agreeing. Caregivers concurred in similar percentages that childhood vaccines were important for their children’s health and that getting vaccines was a good way to protect children from disease.

But the survey also yielded worrying results for vaccine makers and public health officials. Close to 16% of parents either agreed or strongly agreed that their children didn’t need vaccines for diseases that are no longer common, and 25% didn’t have an opinion either way about such vaccinations.

Combined, those figures indicate that more than 40% of parents aren’t sure they need to vaccinate their children for diseases that aren’t currently prevalent – even though the rarity of those diseases hinges on vaccines and the herd immunity they confer. In recent years, outbreaks of vaccine-preventable diseases such as measles and mumps have shown that even small pockets of unvaccinated people can drive significant spread of contagious disease among both vaccinated and unvaccinated populations. That’s why it’s critical that healthcare professionals and vaccine makers continue to stress the importance of childhood vaccination.

Another troubling statistic in an era of unparalleled vaccine hesitancy: Nearly 46% of surveyed parents said they were concerned about vaccines’ side effects, with another 28.2% expressing no opinion about side effects either way. Together, those figures showed that 74% of parents were either worried or uncertain about the side effects of vaccines – despite an overabundance of evidence that vaccines are safe and rarely cause serious adverse reactions.

Finally, perhaps in reference to the Pfizer and Moderna mRNA COVID-19 vaccines that were making their way toward widespread adoption at the time, 27.1% of surveyed parents either agreed or strongly agreed that new vaccines carried more risks than older vaccines – and a whopping 47.6% neither agreed nor disagreed with that statement.

Those stats mirror results from a second, ongoing Phreesia survey, which has been taken by more than 335,000 adult patients since March 2021. Among those who answered, slightly more than half of polled patients (51%) said they were concerned about the safety and long-term side effects of COVID-19 vaccines, and 23.5% did not agree that it was important to receive all recommended vaccines.

The results clearly illustrate that pharma marketers have their work cut out for them, not only to convince patients to receive the COVID-19 vaccine, but also to make sure the vaccine hesitancy the country is currently seeing doesn’t spill over further to impact the rate of childhood vaccinations. While patients may be generally aware of vaccines’ role in staving off disease, it’s up to marketers to ease patients’ fears about vaccine safety and side effects and to highlight the continued importance of vaccination, no matter the disease area.

Learn more about how Phreesia’s patient engagement platform can help you reach clinically relevant patients with vaccine education and support.    

This post originally appeared on DTC Perspectives.

The healthcare landscape has changed dramatically over the last couple of years, opening up opportunities for pharma marketers and market researchers to take patient centricity to the next level.

Let’s face it: The healthcare landscape isn’t what it used to be. These days, kitchen tables are the new offices, parking lots are the new waiting rooms, and smartphones are the new clipboards. Spurred by the COVID-19 pandemic over the past 20 months, the point of care has expanded far beyond the four walls of the clinic.

But that isn’t necessarily a negative change. While the move toward digital has presented obvious challenges for healthcare marketers and market researchers, it’s also presented a host of opportunities to reach patients with health content in new, innovative ways before their appointments—during online check-in, in digital waiting rooms and elsewhere. And importantly, it’s modernized the healthcare experience for patients and given them some long overdue digital options for seeking care.

As an advocate for patient centricity, Phreesia has not only been tracking these changes with great interest, but we’ve actively helped our partners adapt to the new landscape, too. Along the way, we’ve tracked telehealth usage across patient ages and clinical specialties, surveyed patients about new technologies, and in various outlets, shared our learnings about what these seismic shifts mean for marketers and market researchers.

Which brings us to Patient-Centered. We’re excited to finally have one central site to share the latest insights into our industry, from trends and patient perceptions to unique opportunities to address the bigger challenges in care delivery, including health inequity, medication adherence and vaccine hesitancy. Here, you’ll find Q&As with industry experts, recaps of relevant pharma marketing and market research events, write-ups on data and survey results collected by Phreesia’s research team, and so much more.

So welcome, thanks for being here, and stay tuned!

Find out how Phreesia Network Solutions’ digital engagement platform can help you reach more patients with education and support resources at critical moments in their healthcare journey.