Practice Marketing Guide

Transcription

1 Practice Marketing Guide Business Office: 598 Airport Boulevard Suite 1400 Morrisville NC Contact: Phone: Fax: Diseases of the brain commonly produce changes in behavior, including impairment of cognitive abilities and production of neuropsychiatric symptoms. Knowledge of the presence and characteristics of these changes can aid in the evaluation, management, and longitudinal care of patients with neurologic and psychiatric diseases. Adapted from: Neurology 1996;47: A Product of CNS Vital Signs

2 Healthy Aging Cognitrax Marketing The growing burden of age-related chronic diseases is one of the most pressing health issues of the present day. Because many neurological disorders are diseases of old age, the aging population will create an ever-growing burden of neurological disease. Moreover, the incidences of cognitive decline that do not meet the threshold of dementia will also increase. The need for a successful aging / memory fitness program was confirmed by research Brookmeyer and colleagues (Figure 1) performed in 1998 which calculated projections of Alzheimer s disease in the United States and the impact of delaying disease onset. The economic and societal impact of such a program was recently recognized by the establishment of the Healthy Brain Initiative by the CDC, the Alzheimer s Association and the National Institute of Aging. As with any successful Care Management program, the need to establish a baseline and to measure status and progress are necessary components. Mild Cognitive Impairment is five times more common than dementia (Unverzagt et al, 2001) and represents a tremendous opportunity for Clinicians to both effectively address a public health need as well as provide a valuable care offering. Cognitrax is a care or disease management approach to memory complaints. The program provides flexible resources designed to support the outreach, assessment, and treatment of individuals concerned with or affected by neurocognitive impairment. Its goal is supporting the clinician s efforts at decreasing the morbidity, mortality, and disability associated with memory disorders. Outreach Create Awareness and Referrals Cognitrax provides you with (easily customizable to the practice) memory awareness flyers/posters that can be used by the physician practices and other interested stakeholders e.g. assisted living, hospitals, senior centers, etc. Cognitrax provides you with draft correspondence that is easily customizable. The goal of the outreach is to create a neurocognitive baseline for each patient and to focus on reducing the decline (prevention), managing any impairment and to track treatment progress. Assessment Measure CORE Neurocognitive Brain Function Cognitive Health Management Opportunity If onset of Alzheimer's Disease can be delayed by 2 yrs, prevalence by >20% by 5 yrs, prevalence by 50% Figure 1 How should MEMORY IMPAIRMENT be measured and assessed? The objective memory impairment that is part of the (MCI) criteria is determined by a combination of the history from the subject and an informant, supplemented with neuropsychological testing. The degree of impairment is assessed neuropsychologically, but the result of the impairment is determined by the clinician through the exam and interview. 2

3 Healthy Aging Cognitrax Marketing Consequently, no single cutoff score determines the memory impairment. Rather the degree of memory impairment is gauged relative to appropriate normative data. Source: Mild Cognitive Impairment, Aging to Alzheimer's Disease; Oxford Press, Jan Cognitrax computerized neuropsychological testing provides the clinician with a normative comparison from ages 8 to 90 that can be paired with an interview and exam to evaluate and manage or determine the need for further neuropsychological testing. Reevaluation testing with Cognitrax supports the detection of progressive decline or serial change in individuals over time. A formal neuropsychological battery may be necessary to confirm the diagnosis of dementia, or to distinguish among subtypes of dementia Treatment Knowledge to Support & Encourage Healthy Aging Cognitrax cognitive health management program provides the clinician with a Knowledge Prescription reinforcement tool that represents the latest information about successful aging and memory health as well as vetted websites that the clinician can feel comfortable recommending. The knowledge prescription supplements the clinician s counseling requirements e.g., PQRS and other treatment prescriptions. The support material shown on this page is designed to educate the patient about neurocognitive testing and encourage the patient to be a model of healthy cognitive aging Return on Investment Benefits to Society and the Practice Clinical Psychologists & Neuropsychologists using Cognitrax BRIEF CORE battery in a defined care offering will usually be reimbursed by most all the private carriers. Medicare has mandated coverage Effective January 1, 2006 and after, carriers and fiscal intermediaries shall pay ( Shall" denotes a mandatory requirement) for medically necessary diagnostic psychological and neuropsychological tests that are within the CPT code range of through With the aging demographics and the opportunity to have a positive impact on brain health by possibly impacting brain conditions such as Alzheimer's, it is easy to understand why CMS would mandate coverage. If a practice averaged 2 to 3 BRIEF CORE assessments a day the ROI to the practice could be as much as $125,000 a year. 3

4 Advertisement Example Brain Function Testing Program Much like physical health, high functioning neurocognitive health can be viewed as a journey. Mental decline may not be an inevitable part of aging. Normal aging is a gradual process that comes with certain changes in brain function. It is important to measure and monitor the higher functions of the brain with a procedure called neurocognitive testing. To schedule a testing appointment or learn more about this new innovative, non-invasive, non-painful procedure to more precisely measure and monitor how your brain is functioning, call us today! Practice Name Address Phone Number Website

5 Without MEMORY we vanish; we cease to exist; our past is wiped out and yet we pay little attention to it except when it fails us. We do precious little to exercise it, to nurture it or to protect it. Mark Twain The FIRST STEP is to measure your Neurocognitive Function. The SECOND STEP is to identify any Neurocognitive Deficits. The THIRD STEP is to monitor and manage your MEMORY and BRAIN!

6 A new advancement in NEUROCOGNITIVE TESTING Neuro: of the brain and nervous system Cognitive: the ability to think, learn, concentrate, remember, decide, etc. DOCTORS KNOW Neurocognition refers to the higher brain functions: learning, remembering, concentrating, solving problems and making decisions. Neurocognitive processes are active in virtually all of our day to day activities. Neurocognitive testing helps your doctor evaluate the health of the higher functions of the brain. YOU NEED TO KNOW Good health has many dimensions, but none more important than the health of your brain. Neurocognition is increasingly recognized as a major factor in determining a person s quality of life. For the first time, computerized assessment of neurocognition is now widely available. This new technology provides your doctor with a window into your brain s function and activity.

7 FREQUENTLY ASKED QUESTIONS ABOUT NEUROCOGNITIVE TESTING What is neurocognitive testing? And why would my doctor want me to take a neurocognitive test? Neurocognitive testing is a method clinicians use to assess a patient's memory, mental speed and other cognitive functions. By reviewing your test results your doctor can assess whether you have cognitive problems. Such problems may have many causes: medical, neurological, psychological. Computerized in office neurocognitive testing is a relatively new procedure so it would not be surprising that your doctor has never asked you to take a computerized neurocognitive test. What do I need to know before I take the test? How long does it take? The test will take about 8 45 minutes depending on what tests your doctor chooses for you. When you take the test, you should be in your best possible state of mind; not sleep deprived, or overly stressed, for example. The tests will be taken in one sitting, however, there will be breaks between each test allowing you to prepare for the next test phase. Try to relax, pay attention to the directions, and do your best. How often will I have to take the test? Every patient over the age of 50 should take a neurocognitive test yearly. When someone is being treated for a cognitive, neurological or psychiatric condition, testing may be done more frequently to monitor the effects of treatment. Is it a bad sign that I am being asked to take the neurocognitive test? No. This is a new technology and many clinicians have not had neurocognitive testing available in their offices before. Just as your doctor measures your weight and blood pressure, he or she may measure your neurocognitive status. It is really no different than your physician requesting you get the same lab tests each year. Many doctors give the test each year or each time they change medications to evaluate and manage your condition over time. Your physician may want you to take the test to either help confirm or rule out a diagnosis. Is this an IQ test? No, this test is not an IQ test, but a measure of fundamental brain function. What conditions are neurocognitive tests used for? Neurocognitive testing is appropriate to use in a variety of medical conditions. Specifically, some medical conditions that can be evaluated using neurocognitive testing include: Memory Loss Attention Deficit Disorders Depression Medication Adjustment Brain injuries, and Other Conditions Neurocognitive testing is extremely useful for assessing and managing your neurologic health. Your Doctor will be able to answer questions regarding the use of the test.

8 A Model of Healthy Aging High Neurocognitive & Physical Function Engagement With Life Successful Aging Avoiding Disease & Disability Adapted from Rowe & Kahn Successful Aging refers to aging, in which external factors (diet, exercise, environment, treatments, etc.) either have a neutral role or counteract the effects of YOUR aging processes, resulting in little or no loss in functioning. Much like physical health, neurocognitive health can be viewed as a journey from optimal, healthy functioning to mild cognitive impairment to severe dementia. Mental decline may not be an inevitable part of aging. Normal aging is a gradual process that comes with certain changes in mental function. It is important to measure and monitor the higher functions of the brain with a non painful procedure called neurocognitive testing. There is much variability between individuals, variability that is dependent upon lifestyle, psychosocial factors and a person s family history. Most important, evidence accumulated from research finds that lifestyle (diet, exercise, etc.) modifies genetic risk in influencing the outcomes of aging (Finch & Tanzi, 1997). This type of research is beginning to dispel the stereotypes of older people as rigidly shaped by their genes and incapable of broadening their pursuits, acquiring new skills, and living a full life. In summary, ageing well is a personalized process in which the promotion and protection of physical, spiritual, cognitive, social, economic, and daily life activities are paramount for achieving a sense of satisfaction and wellbeing.

9 Knowledge Prescription We are challenged by an abundance of information and many times junk science on aging and the brain. This Kx Knowledge Prescription is our attempt to provide you with reliable and focused information. The following are a list of proven brain health recommendations and websites on successful aging, maintaining a healthy brain, and other support sites. General BRAIN HEALTH Information: PHYSICAL EXERCISE: At a minimum you should walk at least continuous minutes a day. EATING HEALTHY: Eating healthy foods is good for your body and your mind. BRAIN HEALTHY diet suggestions are: Vegetables A diet rich in fruits and vegetables has long been promoted; and for good reason.. Vegetables and fruits are packed with antioxidants and other essential vitamins and minerals, are low in fat, and are generally low in calories. Antioxidants which include vitamins C, E, and beta carotene (a form of vitamin A), reduce oxidative damage to cells. Foods High in Antioxidants e.g., Blueberries, Blackberries, Strawberries, Raspberries, Spinach, Brussels sprouts, Broccoli florets and many more. USDA Omega 3 Fatty Acids The best sources of omega 3s are fish, sardines, tuna, anchovies or suplements. B Vitamins B vitamins have been shown to be effective in lowering levels of homocysteine, a blood protein that is associated with increased risk for cardiovascular disease as well as Alzheimer's and other types of dementia. MENTAL EXERCISE: Challenging your brain to learn new things, including things that they might perceive as difficult in their later years, you will not only achieve benefits from those challenges e.g. crossword puzzles, learn a new language etc. but those benefits can be long lasting. SLEEPING WELL: If you feel drowsy during the day you maybe haven't had enough sleep. If you routinely fall asleep within 5 minutes of lying down, you may have sleep deprivation, possibly even a sleep disorder. STRESS REDUCTION: Stress can cause vascular changes and chemical imbalances that impact the brain. By reducing stress, you may improve your brain health and may reduce your risk of developing Alzheimer s disease. PERSONAL SAFETY: Buckling your seat belt, wearing a bicycle helmet are simple examples of means to protect one of your most valuable organs. Learn More: Healthy Brain, Safety Concerns, Driving, Caregiver Ed and Support Healthy Brain Alzheimer's Association: AARP Brain Health: American Psychological Association: CDC Healthy Brain Initiative: Safety Concerns Dementia Safety Center: Keeping Dementia Residents Safe: Risks of Driving Driving with Dementia: Driving and Dementia: Caregiver Education and Support National Alliance for Caregiving: Caregiver Action Network: Elder Care Locator: National Institutes on Health for Seniors: National Institute on Aging: Medline Seniors Health: