Med-Digital solution is shaping the future for pharmaceutical marketing

‘Digital’ has become an important part of the everyday life. Digital healthcare plays a key role in the overall business strategy, and is going to change the world dramatically, affecting all businesses and modes of life. The fastest pace of technological and medical advancement, increase in healthcare spending and the needs of a growing and aging global population makes it a major sector in its own right. Most of the life sciences and technology companies plan to increase their investment in digital healthcare.

Digital healthcare is the intersection between two giant sectors- life sciences and technology. Healthcare information search is one of the most common online activities among internet users of all ages. Pew Research found 72% of patients use internet to search for information on hospitals, doctors and medical treatments. The presence of interactive digital communications is necessary in order for the pharmaceutical companies and Health service providers to ensure full relevance and profitability. The web and mobile technologies have the potential to both deliver personalized and culturally-tailored communications that are widely used and highly-trusted by consumers. Various digital platforms are linking online professional and patient communities and helping them adapt to increase usage of mobile, social media for medical information.

Physicians prefer to conduct easy tasks such as information-checking on mobile devices, while leaving more complex activities like CME for completion on their PCs. But improvement in mobile browsing capabilities and introduction of IPADs, tablets, smart phones etc. physicians have started using them for more advanced activities than just reference purposes. Physicians are no longer limited to in-person details for information and updates on pharmaceutical products, but can easily seek out this type of information at any time through various medical information digital platforms. In light of this, pharmaceutical companies are also offering clinician online customer services such as customer service portals, live video presentation, interactive detailing and e-sampling. Sales team is also “digitalizing” its in-person visits with tools such as tablet PCs, IPADS etc.

To have an effective content marketing strategy, healthcare companies must have a comprehensive, written plan for success. There are some businesses that are very innovative in terms of digital advancement, but lack of good case studies of digitalisation in the pharmaceutical sector limits the use. Some organisations are trying to understand the true value of digital while others are integrating it into the wider marketing strategy. Despite these barriers, healthcare marketing cannot be overlooked.

The traditional one way relationship in healthcare system will change to two way relationship exclusively with help of digitalization on this sector. Digital Marketing in any sector is a more cost-effective and less time consuming method to communicate with customers compared to traditional marketing. Digital marketing allows pharmaceutical marketers to use data to create more strategic engagement with prescribers and physicians.

WorkSure® is a Med-Digital solution provider and work as Medical knowledge and technology partner to all healthcare industries. WorkSure® brings in a unique capability of world class Medical services along with IT infrastructure, and is involved in developing various interactive digital platforms for doctors and patient education. WorkSure® IT based products helps improve qualitative healthcare, while managing large databases for doctors and patients to have easy and quick interactions. Various digital interaction platforms and medical information transfer systems help easy flow of information for industry, physicians as well as patients.

Knowledge about medico legal issues for a treating doctor: Mandatory social responsibility

The right to healthcare requires ensuring that appropriate physical health services are available without discrimination and are accessible, acceptable and of good quality. Medico legal case (MLC) is a case where besides the medical treatment; police investigations are essential to fix the responsibility regarding the present condition of the patient. MLCs are cases of trauma, ailment or infection where the attending doctors require legal knowledge and shall understand the right to healthcare of patient. Cases of accidental deaths, dead on arrival, unnatural events, fire arm injuries; mental illness, physical injuries and poisoning under suspicious circumstances are some examples of MLCs.

MLCs are an integral part of medical practice that is frequently encountered by medical officers, causality medical officer, in-charge ward. The decision to label a case as MLC should be based on sound professional judgment after taking a detailed history and thorough clinical examination. Case of discharge / transfer/ death under suspicious circumstances must be reported to the police & nearest of kin whenever such MLCs are brought to the notice of attending doctor for treatment. Also, police should be informed immediately by the Medical officer on sudden death of the patient after admission to the hospital especially when the cause of the death is not known.

Legal formalities restraints of the institutions or hospital shall not stop them from providing basic medical treatment. The treating doctors shall have point to point knowledge of medicines related MLCs and even law of the state and country. There are various types of medico legal cases registered against medical professionals which include failure to preserve the necessary samples for subsequent examination, releasing the dead body of a patient in a criminal case without inquest and Post- Mortem or carelessness/negligence towards the patient. Generally legal problems start with controversy revolving around the duties and rights of doctors. The healthcare professionals, allied themes and the lawyers are engaged collectively in legal advocacy to ensure the protocols and procedures utilized at health.

There are differences in the legal procedures being followed by different states. In non­-entitled cases, after the initial stabilization, the patient may be transferred to the nearest hospital and by ambulance. To realize the right to healthcare of survivors, health professionals must be trained to respond appropriately to their needs, dignity and autonomy of each survivor.

Law is common to all; knowledge about medico legal issues is not optional for a treating doctor but a mandatory social responsibility. It is important to handle such cases to facilitate social and legal justice. A doctor has a right to refer the patient to other facility to maintain regularity of the treatment if required. In addition, he/she also has the right to turn away before commencing medical treatment. But it is necessary to provide basic minimum care to the patient when some emergency occurs and he/she can also ask for written refusal letter if the patient does not want follow what has been advised.

Doctors should register MLCs whenever they are in doubt to determine the medico legal implications. He/she should maintain the complete records of the patients including the personal details, history, examination and treatment of the MLC patient. It is advisable to follow the legal aspects to avoid embarrassment in the court of law due to the lack of knowledge and awareness regarding MLCs and their practices.

WorkSure® offers MLC products to help medical fraternity through increasing awareness. The products continuously helps the doctors, lawyers & private nursing home by providing reader friendly information about the commonly encountered situations within medical legal domain. We also provide valuable guidance to protect you from all the medico legal complications in day to day clinical practice.