What life sciences marketers should know about clinical decision support

What life sciences marketers should know about clinical decision support

2018-04-26T13:19:17+00:00 April 26th, 2018|Uncategorized|

Clinical decision support systems have now become an indispensable part of healthcare in many facilities. CDS assists medical professionals with making a diagnosis and determining the best course of action. The shift toward value-based care has fueled wider adoption of these systems, as hospitals and physicians strive to act more efficiently and maximize reimbursements.

The changing face of healthcare technology has a major impact on life sciences organizations. Marketers and salespeople can be more successful in their efforts if they understand the transformation that CDS brings to physician’s choices at the point-of-care and their priorities in exploring new treatments. These insights, combined with accurate data and a powerful segmentation strategy, may lead to improved communications and ultimately drive sales of pharmaceuticals or medical devices.

How CDS works

“CDS assists clinicians in improving the quality of care.”

The implementation of information technology, such as electronic health records systems, has been one of the most significant changes to occur in healthcare over recent years. CDS is often integrated with EHR, but can also be tied to pharmacy systems, patient portals or various other systems. CDS assists clinicians in improving the quality and outcomes of care, minimizing errors, lowering costs, boosting efficiency and improving patient satisfaction.

Drawing on patient information and a knowledge base, a CDS is able to deliver useful insights and suggestions. There are many variations in the capabilities of individual systems, and they may perform a range of context-sensitive functions, such as:

  • Presenting condition-specific order sets, the templates that guide clinical decision-making.
  • Bringing providers diagnostic assistance and useful reference information.
  • Sending alerts and reminders to medical professionals and their patients.
  • Providing access to relevant clinical guidelines.
  • Developing reports on patient data and offering documentation templates.

A CDS can have a significant impact on treatment in a wide variety of ways. One of the system’s basic applications is alerting a physician who has written a new prescription of a potentially dangerous drug interaction. However, a sophisticated CDS is able to give healthcare providers far more detailed recommendations, including care plans and suggestions for referrals.

What clinical decision support means for value-based care

As physicians move away from fee-for-service models and into value-based care, CDS has played an increasingly prevalent role in diagnosis and treatment. Healthcare Information Technology has been a cornerstone of these initiatives, with the federal government and insurance payers providing incentives for the widespread adoption of CDS. That’s because having these systems in place means institutions are able to present clearer indications that they are taking streamlined, evidence-based approaches to managing their patients’ conditions.

The Centers for Medicare and Medicaid Services mandate the use of CDS to receive reimbursement for treating high-priority conditions. As the Advisory Board explained, providers will be required as of 2019 to show that they consulted qualified systems in accordance with appropriate use criteria before ordering diagnostic imaging. CMS plans to begin penalizing institutions that do not comply at the beginning of 2020. Consistently using a CDS as part of diagnosis and treatment can also result in higher reimbursements from private insurers.

Doctor consulting with patient and wife in hospital.CDS can assist medical professionals in a variety of ways.

How life sciences organizations match communications with today’s treatment processes

The turn toward value-based care and rising adoption of CDS has made significant changes in how many physicians diagnose and treat their patients. It’s important for life sciences organizations to keep up with these shifts and update their communications accordingly. By focusing on the current priorities of healthcare providers and helping to ease their way into meeting new requirements, businesses make convincing claims for the value of their products.

Marketing and sales teams can gain an advantage by combining what they know about developments in healthcare IT with detailed business intelligence. Creating a physician email marketing campaign puts organizations directly in touch with the professionals who must implement new technology and treatments. Messages that are directed using up-to-date contact information and details on institutional affiliations can address some of the most pressing issues in value-based care.

Life sciences firms have the opportunity to narrowly address the needs of doctors and their patients under changing circumstances. The key is to employ narrow segmentation based in accurate treatment insights.Taking into account the conditions healthcare providers have treated in the past and the strategies they used, businesses can more effectively market products that will keep them on track with the latest demands of value-based care.