Electronic Medical Records and DTC

Electronic Medical Records and DTC

?…It is a potential advertising goldmine.? -Bob Ehrlich

More physicians are going digital to keep their patient records. According to the CDC, 55% of offices used electronic records (EMR) in 2011. This number will grow rapidly as more subsidized software is made available. Obviously the government would like to see efficiencies from their use. Being able to coordinate care between doctors would be much easier if records were easily emailed or carried by the patient.

EMR will make lab and other test results more quickly available to patients. Much of the office staff is taking time to answer phone calls from patients asking about labs, appointments, or follow-up care questions that could often be answered online.

Any time a patient checks those records, there is an opportunity for advertising, be it branded or disease education. I am sure advertisers are salivating for all those opt-in messaging opportunities. The targeting would be precise as EMR will identify so many segments at various stages of treatment.

There are many questions as to the ethics of accessing medical records for advertising. Obviously, drug companies will never have direct access to the records. Physicians may decide to allow some ads to reach patients if they get something in return such as practice software or educational content they can send to patients as a service.

Point of Care advertising has been a rapidly growing medium. Drug companies love the opportunity to reach patients at point of prescription or at the drug store when the script is filled. The value of talking to a patient right before they see a doctor has always had great appeal to drug makers. That type of patient communication was widely used before DTC brands started to use television in 1997. Continuing the conversation is also of great interest once a patient has received a script. The low retention and compliance rates have baffled drug makers and frustrated physicians. Using EMR to remind patients to take their meds or renew their prescription would be helpful to patients, doctors and drug makers.

EMR?s are already being used to advertise to physicians. While some doctors dislike it, most realize that software makers can give them practice management software free only if they use ads to subsidize the costs. As patients and doctors start using more digital communication it is a potential advertising goldmine. Most of us would love to have one place for storing our medical records, as well have access to appointments, electronic prescriptions and online Q&A with doctors or nurses. I would gladly look at some sponsor ads if that could accelerate the EMR adoption.

Bob Ehrlich, Chairman

DTC Perspectives, Inc.

Bob Ehrlich

Chairman & Chief Executive Officer at DTC Perspectives

Bob Ehrlich has over 20 years marketing experience in pharmaceutical and consumer products. Bob is the CEO of DTC Perspectives, Inc., a DTC services company founded in 2000. DTC Perspectives, Inc. developed the DTC National Conference, the largest DTC conference in the industry. DTC Perspectives, Inc. also publishes DTC Perspectives, a quarterly journal dedicated to DTC issues and practices. In addition DTC Perspectives, Inc. does DTC consulting for established and emerging companies, and provides DTC marketing plans for pharmaceutical companies.