THE PROVISION OF COMPLEX CLINICAL SUPPORT BY A PHARMACEUTICAL COMPANY

Transcription

1 THE PROVISION OF COMPLEX CLINICAL SUPPORT BY A PHARMACEUTICAL COMPANY Timothy Fish DNP RN CENP Rose Vella MSN RN April 24, 2015

2 DISCLAIMER The views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to any organization with which the presenter is employed or affiliated.

3 CHALLENGE Pharmaceutical companies need to develop a standardized method for delivering scientific content to clinician customers to increase global consistency and reduce redundancy of efforts. Example: For drugs dosed on weight (mg/kg), should the dose be calculated at an idea, actual, or adjusted body weight?

4 Knowledge Management Information Technology Patient Care

5 WHY IS THIS A NURSING ISSUE? Institute of Medicine By virtue of its numbers and adaptive capacity, the nursing profession has the potential to effect wide-reaching changes in the healthcare system. Nurses regular, close proximity to patients and scientific understanding of care processes across the continuum of care give them a unique ability to act as partners with other health professionals and to lead in the improvement and redesign of the healthcare system and its many practice environments. The future of nursing: Leading change, advancing health. Report recommendations. Washington DC: Institute of Medicine of the National Academies; 2010, p2. (emphasis added)

6 Knowledge Management CONTINUUM OF GLOBALIZATION APPROACHES Global Transnational International Multinational High Control Standardization Knowledge Management VoC Insight Understanding Low Definition Detail Global Heavy corporate control over countries Increase efficiency, economy of scale Transnational Interdependent corporate and country responsibilities Think global, act local, allows for flexibility between affiliates International Diffuse influence of corporate knowledge to countries More rapid adaptation to country level innovation Multinational Autonomous country level operations Quick response to local changes 6 *Desouza and Evaristo 2003: Global Knowledge Management Strategies

7 GLOBAL PATIENT CARE International Council of Nurses recognized that nursing care was universal and should be unrestricted. Paice et al, describe an international palliative care project. Participants felt empowered to bring changes to practice in their regions. Retzlaff and Hamlin found a consistent nursing culture among perioperative nurses in 21 countries. The differences occurred surrounding resources available to nurses as well as how empowered nurses were in their particular country. Keighley found that it was difficult to make global statements about nursing. Significant differences in decision-making practices among nurses. International Council of Nurses. (2012). The ICN code of ethics for nurses. Keighley, T. (2012). International Nursing Review, 59, Paice, J. et al. (2007). Journal of Advanced Nursing, 61, Retzlaff, K. et al. (2012). AORN Journal, 95,

8 HISTORY TECHNOLOGY USE IN PHARMACEUTICAL COMMUNICATIONS 1980 s 1990 s 2000 s 2010 s & Future Paper based Microfiche Desktop Computing Fax Scanning/OCR Internet PubMed Pager/Cell Phone Laptop Computing Medical Websites Podcasting RSS Feeds Social Media Virtual Call Centers Complex System Design Instant Chat Video Kiosks Mobile Devices Virtual Storage Fierro, L., Savulich, D., Fraser, C., Gazo, A., & Wyble, C. (2009). Drug Information Journal, 43,

9 Technology Based Solutions - Considerations Local vs regional model Considerations and best practices Telephony Database Staffing type Process alignment

10 GLOBAL VS REGIONAL - TWO STRATEGIES TO CONSIDER Local Model Regional Model Deep local expertise Language talent / Recruiting Business Visibility Service Consistency Resource Requirements Specialization

11 Building a Regional Model Considerations Big Markets = Big Volume Language coverage Staffing type Hours of Operation (and holiday coverage) Parity & Internal Communication Integration with other departments Data Privacy / Patient Protection Implementation Best Practices Align business objectives Centralized oversight: Single point of contact Process Alignment Single Database Platform Define scope (e.g. Translation process) Change Management (perceived loss of control) o o o Country-specific reporting / Newsletters Surveys Newsletters

12 TELEPHONY - THREE DISTINCT OPTIONS Pros Cons IFS International Freephone Service Greatest carrier coverage (including cell phones in most countries) Individualized IVR messaging & Reporting Less caller confusion when dialing Disaster Recovery options available One number per country Highest cost option if setting up multiple countries Timeline = 30 days (may be longer depending on local government documentation) UIFN Universal International Freephone Numbering One common 11 digit # across most countries Lowest cost option if setting up multiple countries: One # for all countries Disaster Recovery options available Not supported by all countries (e.g. Greece) May be confusing to local callers: Must dial international code + 11 digit # Less carrier support: some cell phone carriers will not allow calls to go through or will still charge the customer Limited IVR / Reporting Timeline = 30 days Local Numbers City/Area- Specific Numbers Greatest local carrier coverage (including cell phones) Costs are cheaper than IFS option Only to be used when a client has an incountry office One number per country Limited disaster recovery Timeline = 30 days 12

13 IFS CALL ROUTING EXAMPLE Sofia 13

14 IFS CALL ROUTING EXAMPLE: GERMAN Customized IVR 1 for Germany 2 Agent View & Reporting German_Germany Sofia 1 IVR: Interactive Voice Response (Messaging & prompts) 2 Germany: Country telecom regulations apply (e.g. privacy) 14

15 IFS CALL ROUTING EXAMPLE: GERMAN Customized IVR 1 for Germany 2 Agent View & Reporting German_Germany Sofia German_Austria Customized IVR for Austria 1 IVR: Interactive Voice Response (Messaging & prompts) 2 Germany: Country telecom regulations apply (e.g. privacy) 15

16 UIFN CALL ROUTING EXAMPLE Sofia 16

17 UIFN CALL ROUTING EXAMPLE All Callers are routed to one IVR Thank you for calling Press 1 for English Drücken Sie 2 für Deutsch Appuyez sur 3 pour le français Germany Other Countries English IVR Germany IVR German IVR French IVR Sofia 17

18 UIFN CALL ROUTING EXAMPLE All Callers are routed to one IVR Thank you for calling Press 1 for English Drücken Sie 2 für Deutsch Appuyez sur 3 pour le français Germany Other Countries English IVR Germany IVR German IVR French IVR Sofia Callers are routed to the appropriate medical information person depending on menu selection 18

19 LOCAL NUMBERS ROUTING EXAMPLE Sofia 19

20 LOCAL NUMBERS ROUTING EXAMPLE: FRANCE France Client Office receives initial call Call routed to local city PPD # Sofia 20

21 LOCAL NUMBERS ROUTING EXAMPLE: FRANCE France Client Office receives initial call Call routed to local city PPD # Sofia Call routed to PPD office 21

22 Database Central CRM Database Overall Business Visibility Allows for Regional Differences Labeling Searchable documents by location/product label Demographics U.S.A U.K. AA99 9AA Argentina A9999AAA

23 CRM Database Two Support Models Client provided CRM Call center s propriety developed application MITA Siebel IRMS Other Call center DB

24 Staff Type: The Contact with Your Customer North America Europe Latin America HCP (Pharmacist, Nurse) Technical Administrative HCP Life Science Degree Administrative HCP Degree HCP Student Administrative >2 year tenure

25 Local Regulations - Process Alignment Regional Regulations Standardization Within Control Outside of Control Local Requirements* *Not only healthcare related Company Processes Policies & Procedures

26 STANDARDIZATION & CONSISTENCY Deviate only when required by country YIELD specific regulations France Local language response requested

27 STANDARDIZATION & CONSISTENCY Local Language English Response Document Customer Medical Information Associate CRM Documentation Real-time translation of English response document to local language No requirement to translate all response documents into local language

28 CONCLUSION - TECHNOLOGY & INFRASTRUCTURE Telephone Systems Computer Applications Analytics and Business Intelligence Desktop Support and Connectivity Business Continuity Integrated Technology Solution

29 THANK YOU FOR YOUR TIME QUESTIONS? Tim Fish DNP RN CENP Rose Vella MSN RN

30 REFERENCES Desouza, K. & Evaristo, R. (2003). Global knowledge management strategies. European Management Journal, 21, Fierro, L., Savulich, D., Fraser, C., Gazo, A., & Wyble, C. (2009). Historical perspective of technologies used in medical communications, past, present, and future. Drug Information Journal, 43, Institute of Medicine of the National Academies. (2010) The future of nursing: Leading change, advancing health. Report recommendations. Washington DC International Council of Nurses. (2012). The ICN code of ethics for nurses. Retrieved from Keighley, T. (2012). Globalization, decision making and taboo in nursing. International Nursing Review, 59, Paice, J., Ferrell, B., Coyle, N., Coyne, P., & Callaway, M. (2007). Global efforts to improve palliative care: the International End-of-Live Nursing Education Consortium Training Programme. Journal of Advanced Nursing, 61, Retzlaff, K., & Hamlin, L. (2012). Nursing on a global scale: Perspectives from around the world. AORN Journal, 95, Shifman, L., & Thelwall, M. (2009). Assessing global diffusion with web memetics: The spread and evolution of a popular joke. Journal of the American Society for Information Science and Technology, 601,