In honor of American Heart Month in February, PatientPoint and the American Heart Association have partnered to highlight stories from heart attack and stroke survivors from the 2021 Class of Go Red for Women® Real Women campaign. These stories will be shared on PatientPoint’s digital waiting room screens and exam room touchscreens throughout the US over the course of the rest of the year.

According to the news release, among the Real Women featured are:

• Dani Aylsworth: A 33-year-old Army combat veteran who battled PTSD, addiction, and heart failure.
• Megan Corbin: A 30-year-old professional dancer who had a heart attack despite being in top form.
• Melissa Sloan-Williams: A 39-year-old registered medical assistant who developed Type 2 diabetes and had a heart attack in her early 30s.
• Steffany Quintana: A 26-year-old who lost the ability to talk, swallow food, and walk unassisted after her stroke last year.

Go Red for Women, which is sponsored by CVS Health, is an initiative from the American Heart Association to raise awareness and end heart disease and stroke in women. As noted in the Real Stories video, one in three women will die from cardiovascular disease annually, making it the leading killer of women in the US. The news release also cited how “research shows heart attacks are on the rise in younger women and new data suggests younger generations of women, Gen Z and Millennials, along with Black and Hispanic women, are less likely to be aware of their greatest health threat, including knowing the warning signs of heart attacks and strokes.”

The Real Stories at the point of care serves to educate women so they understand the signs and symptoms (which are often different symptoms than what men experience) and to inspire them to make heart health a top priority in conjunction with their overall health management.

DTC Perspectives was organized in 2000 to focus on pharmaceutical marketing and in 2001 we launched The DTC National. In later years we organized conferences on Hospital Marketing, Multicultural Communications, OTC Marketing, and Disease Education.

To better describe what we do, we are excited to refer to our conference series as Xpectives.Health. We see our business model as providing educational services to companies that market healthcare products and services to consumers. We are still intensely focused on the DTC world of pharmaceuticals but recognize the much broader base of companies that market health directly to consumers.

From now on you will see the name Xpectives.Health used to describe our conference offerings. In October 2021, we will have our first post-pandemic in-person event since April 2019. We are thrilled to offer the in-person DTC National again in 2021. In addition, we are adding other conferences on Hospital, OTC, Womens’ Health, Forum on Virtual Health, and Forum on Social and Technology under one roof. This is called the Xpectives.Health Summit.

For those used to attending The DTC National, we will offer everything we have in the past but you will also have the opportunity to attend sessions of interest at these other conferences. We look forward to offering all consumer healthcare marketers educational and networking opportunities at the Xpectives.Health Summit.

As we lead up to our event in Boston on Oct 12-14, we are offering numerous virtual events across industries under the Xpectives.Health Virtual Series. We are thrilled with the attendance at the events we have done to date and expect our virtual events will remain as a permanent part of our offerings. While nothing is better than seeing our marketing colleagues in person, we see the virtual events as a complementary alternative.

As part of President Biden’s National Action Strategy to combat the global pandemic, he has instructed his COVID-19 Response Coordinator to work with the Department of Health and Human Services (HHS) in securing an additional 100 million doses of each of the two COVID-19 vaccines that have been approved by the FDA from Pfizer-BioNTech and Moderna. According to a White House news brief, this “increases the total vaccine order for the U.S. by 50%, from 400 million to 600 million with these additional doses expected to deliver this summer. With these additional doses, the U.S. will have enough vaccine to fully vaccinate 300 million Americans by the end of this summer.”

Moderna confirmed this news yesterday, stating that they are in talks with the US government, noting that the delivery will be in the third quarter of 2021. The previous amount purchased by the US government was 200 million doses of Moderna’s and Pfizer-BioNTech’s vaccinations each.

Last Friday, Pfizer and BioNTech had announced “an advance purchase agreement with COVAX for up to 40 million doses of the Pfizer-BioNTech COVID-19 Vaccine. The doses will be delivered throughout 2021.” COVAX is the collaboration of the Global Alliance for Vaccines and Immunization (GAVI), the Coalition for Epidemic Preparedness Innovations (CEPI), and the World Health Organization (WHO), to ensure fair global distribution of COVID-19 vaccines.

The Point of Care Communication Council, PoC3, updated its official guidance regarding Verification and Validation. The 2021 guidance provides three major changes:

• the expansion of network audits to include a company’s asset management system’s internal control and procedures;
• the volume of campaign audits required for certification will be based on annual campaign volume (not individual campaign spend);
• the frequency of campaign audits has been changed to every six months.

Given the current industry and challenges faced by COVID-19, the POC3 Verification & Validation Committee decided to review the previous 2019 guidance to better reflect today’s world and appropriately meet its needs. These new amendments also allowed PoC3 to create their own auditing and certification process for POC companies – available to both PoC3 member and non-member companies. PoC3 collaborates with the Alliance for Audited Media and BPA Worldwide to “validate network-related items including network size, network health and campaign performance,” stated the news release.

Certifications will be reviewed and disseminated on a first come, first served basis. On January 22, the first group of certifications was issued to member companies Phreesia, PatientPoint, Health Media Network, and CheckedUp, as well as non-member company Outcome Health.

“PatientPoint is generating monthly reports audited by AAM for every campaign running on our digital networks. This is an important milestone in our 30-year legacy of going above and beyond to deliver compelling results that marketers can trust,” said PatientPoint Founder and CEO Mike Collette in their news statement. “These automated reports resemble the dashboard reports sponsors receive when running an online digital campaign and can give sponsors the same level of confidence investing in Point of Care as in any other digital media channel.”

“From day one, Phreesia has been an industry leader, exemplifying the importance of transparency and the integrity of our data,” said David Linetsky, Phreesia’s Senior Vice President of Life Sciences and a PoC3 board member in their press announcement. “We appreciate AAM’s diligence in validating the measures of trust and accountability we value so highly, and we thank PoC3 for recognizing our continued commitment to delivering the highest level of quality to our partners.”

AAM audited PatientPoint and Phreesia; BPA Worldwide audited Health Media Network, CheckedUp, and Outcome Health.

“This is an exciting day for the POC3 organization, and for the companies that have achieved these initial certification seals,” Richard Murphy, Executive Vice President, BPA Worldwide, told DTC Perspectives. “Thank you to the volunteer members of the POC3 organization who worked tirelessly to create and update these guidelines.  And congratulations to CheckedUp, Health Media Network, Patient Point, Phreesia, and Outcome Health on this accomplishment.  These companies made significant investments in their organizations to obtain this certification.  I am glad to see their dedication, commitment and efforts recognized.”

The Committee will continue to evaluate and update guidance as needed based on “industry evolution and feedback.”

Editor’s note: This post has been updated to correct the companies certified as per our article title. The article has been updated to add in a quote from BPA Worldwide as well.

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Over 200 days into the COVID-19 pandemic, people around the country and the world are, at the very least, becoming normalized to the new normal. Kids are back in school, sports have returned and, depending on where you live, some restrictions may have been relaxed.

This more relaxed approach to life possibly in combination with the cooler weather is resulting in a third surge in the number of COVID-19 cases in the United States. According to John Hopkins data, the U.S. one-weekly daily average of new cases is 101.8K as of Nov. 8, which is an increase of +114% from Oct. 8. This uptick prompts the obvious question of how will patient traffic within the doctor’s office be impacted?

Contrary to some expectations, the data suggest patient traffic is not affected by increasing incidence of COVID. Except for the late-March / mid-April timeframe, patient traffic and COVID numbers have moved independently of each other, as can be seen by the graph below. Patient traffic has steadily increased since mid-April even as the number of new COVID cases have fluctuated. People are again comfortable going about their lives and taking care of their daily needs.

Based on the data trend and the positive news regarding the success of vaccine trials, the outlook for patient traffic and treatment going into 2021 is positive. We can expect patient office traffic across most specialties and disease states to remain within normal seasonal levels. The possible exception to this will be with acute illnesses primarily within primary care and pediatrics as masks and social distancing may result in a milder cold and flu season.

For marketers, this means as much as things have changed, the future is looking very similar to what it did pre-COVID. As we are still seeing signs that practices are catching up on some of the delayed care from earlier this year, it is probably more important than ever that marketing plans are being made at scale.

At PatientPoint, we are continuing to work with our clients to access our market insights based on our data assets and analytical capabilities. Using these insights, we are able to better help brands plan, execute, and optimize in order to maximize the impact of their point-of-care campaigns.

In mid-October, the latest wave of research tracking COVID’s impact on outpatient visits was published by Commonwealth Fund, Harvard, and Phreesia. The latest data found that overall outpatient care visits in the prior month have finally returned to prepandemic levels, after dropping nearly 60% during the spring. (This fifth wave data set tracked trends through October 10th.) Not only did overall visit counts per week return to normal levels, but they even “slightly exceed” pre-COVID counts. But, as researchers noted, “there is considerable variation by patient age, geographic area, clinical specialty, and insurance coverage.”

While all age groups are on an upward trajectory again since the spring weeks, “visits for younger children remain substantially below the prepandemic baseline,” noted the report. Those aged 6 years or older all exceed prepandemic levels (6% above baseline for ages 6-17; 4% for ages 18-64; 5% for ages 65-74; 4% for ages 75+). Children ages 0-2 years are recording at 18% below baseline and ages 3-5 are coming in at 10% below baseline.

Weekly visits to dermatologist offices and adult primary care appointments are showing the highest level of rebounds, coming in at 17% and 13% above baseline, respectively. Areas such as OBGYN and Oncology are even with baseline. While pulmonology, otolaryngology, and behavioral health visits each track well below baseline at -20%, -17%, and -14%, respectively.

The researchers also detailed that while “telemedicine use has slowly but steadily declined” after peaking in April, its usage is still “well above the prepandemic baseline of very few telemedicine visits.” The use of telehealth varies depending on the medical specialties: areas such as surgical record low level usage (2% of total visits), but behavioral health outpaces other areas significantly (41% of total visits). Telemedicine’s implementation does vary by provider organization as well. For example, “organizations of six or more clinicians use more telemedicine than practices of one to five.” Additionally, the report finds that approximately 32% of organizations “never adopted [it] at all”. Those that did, however, have seen their use of it decrease to Minimal usage in the fall after Heavy or Moderate usage in the spring.

As a marketing channel, the pharmacy turned challenges into opportunities for Rx brands

Pharmacies stepped up to help consumers through the public health crisis. And consumers responded by stepping into pharmacies. That dynamic has been an important part of getting many communities through an unprecedented challenge. And it has also helped pharma marketers reach patients in healthcare settings and generate positive ROI in several therapeutic categories at a time when few other businesses could operate in near-normal conditions.

Pharmacy in 2020: reliable, essential, more valuable than ever

The stay-at-home orders from COVID-19 response nationwide interrupted many typical doctor-patient relationships as access to clinics and hospitals was curtailed or discouraged for non-emergency, nonessential concerns and public transportation was interrupted. So pharmacies became an even more natural and logical healthcare destination.

And pharmacies leaned into that responsibility. As CVS CEO Larry Merlo said in the company’s second quarter earnings report, “The environment surrounding COVID-19 is accelerating our transformation, giving us new opportunities to demonstrate the power of our integrated offerings and the ability to deliver care to consumers in the community, in the home and in the palm of their hand which has never been more important.”

Pharmacies opened thousands of on-site COVID-19 testing centers and became de facto leaders in transmission reduction for retail stores. In concert with the Department of Health and Human Services, pharmacies expanded vaccine services by broadening the range of vaccinations approved for administration by a trained pharmacist. In hard-hit communities, pharmacies stepped up their telemedicine and delivery options, even launching drone services to minimize contact and spread. Some locations even opened customers’ eyes for the first time to the full scope of services when they applied their compounding skills to make hand sanitizer during shortages.

Stay-at-home’s impact on the pharmacy channel

Look past the headline items when evaluating the story of patient outreach in the pharmacy channel. Visits to pharmacies were undeniably down at the peak of stay-at-home orders. That resulted in a short term impediment to campaign lift and ROI.

Doing well in a tough time

Yet even during the periods of curtailed movement, pharma marketers were reaching patients in a relevant setting and an appropriate mindset. InStep Health’s media programs in 2Q 2020 operated mostly on-plan and on-schedule, even as stay-home orders were in their fullest force in most markets. Consumers still saw appropriate messaging in categories including eczema, type 2 diabetes, dry eye, and HIV. And despite the challenging operating environment, those messages were seen and acted on.

Over this period, our Media Display program continued to deliver positive results, with an average lift in total prescriptions of over 5%1 and ROIs greater than 4:12 across several therapeutic categories. Those results reinforce the pharmacy’s strength and viability as a marketing channel, even at a time when people are focused on the barest essentials.

A resilient rebound

Many of the effects of stay-at-home on pharmacy performance were short lived. Even when overall visits to pharmacies and general outlets were flat or trending down, visits relevant to pharma marketers were outperforming industry averages. As measured by IRI reporting3, while total non-edible (CPG) trips decreased to an index of 84 at their lowest point over the course of the stay-at-home period, trips for non-edible items, including health products, trended 11% higher during the same timeframe.

Basket sizes have climbed as well. So although hard-hit areas did show a drop in visits and for pharma marketing program performance, we also saw compelling data showing that consumers have pent-up demands and look for opportunities to return and shop.

New prescription volumes declined significantly, and the so-far lower propensity for telehealth visits to generate new prescriptions has slowed recovery in new scripts. But volumes have been steadily climbing since late spring 2020. At the same time, patient confidence as measured by HealthVerity quickly neared pre-pandemic levels in summer after bottoming out in late April.

Industry data analysis published on drugchannels.net found that in-store visits for refills, which account for the vast majority of visits, have nearly rebounded to pre-pandemic levels after spiking early in the stay-at-home order period and remaining depressed in spring. And concerns that the pandemic would send more customers to mail-order remain unfounded, as dispensing growth through both mail and retail channels is virtually identical year-to-date through mid-August.

What hasn’t changed

The key strengths of the pharmacy channel remain intact. So do the fundamental principles of a strong in-pharmacy marketing program.

Measurement needs to be governed by consistent standards, including the use of test and control groups for matched panel analysis. Campaign performance should also take into account when the program ran: pre-COVID-19, during stay-at-home, or post-restriction periods. Understanding differences in performance between geographies will also be more relevant than ever.

Partnerships already guided by sound measurement and long-term analysis will find it easier to incorporate COVID-19 adjustments into both evaluating campaign performance and future campaign planning. COVID-19 and related responses will undoubtedly continue to affect consumer behavior, pharmacy visits, and doctor access for a period of time. Sticking with careful, detailed analysis will reduce risk for future campaigns by providing a solid base for planning and decision making.

Most of all, what hasn’t changed is that the pharmacy is solidly positioned at the front line of community healthcare. Even as pharmacies adapt to changing needs by expanding delivery services and promoting telehealth options, the local pharmacy remains a pillar of in-person healthcare delivery. As healthcare services return to normal capacity and delivery channels continue to evolve, the pharmacy will be more relevant than ever.

Instead of speaking for the pharmacy, we’ll leave the last word to Walgreens Boots Alliance co-COO Alex Gourlay. “We’ll be relied upon in this new world to get medications and products to customers faster because of the proximity of our brick-and-mortar locations. Flexibility in supply chains and among wholesalers and delivery partners will become critical,“ he wrote in Chain Drug Review. “What won’t change? The heart of the retail pharmacy.”

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InStep Health is a continuum of connections. We place Rx, OTC, and CPG brands at the center of care, wherever consumers go. Designed for the individual experience (iX), our platform reaches patients when they interact with healthcare providers or pharmacists, reaches healthcare providers and pharmacists so they’re up to date on the best possible solutions for their patients, and uses best-in-class data insights and technology to focus when and where your messages will have the most impact.

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Sources:

1. Matched-panel research conducted by Retail Intelligence Inc. for InStep Health Media Display programs executed April – June 2020

2. Patient Value ROI calculated using script lift and client-supplied or RED BOOK™ pricing data

3. IRI Consumer Network™ Panel All Outlets (CSIA) Data for weeks ending 04/12/20 – 06/28/20 instephealthmedia.com