Survey backs waiting room promotion, says IDS

The ADHD screener proved to be a success in waiting rooms

A UK company specialising in promoting disease awareness messages to patients says a new study proves the value of its approach.

IDS uses leaflets and posters in GP surgeries, pharmacies and the internet to communicate its clients’ messages, and says the research proves that patients are receptive to the information.

The survey in the British Medical Journal of Medical Practice has found that 82% of patients said they saw a waiting room poster and 92% remembered the subject and content.

Edward Pickering, MD of IDS UK, says a poster in support of Johnson & Johnson’s ADHD therapy Concerta was a good example of what can be done.

The poster containing an ‘ADHD screener’ allowing patients to check possible symptoms off a list was popular with patients and doctors, Pickering says.

“90% of symptoms are not discussed by the patient with their doctor, which means the potential health benefits of well-targeted posters are considerable,” Pickering says.

Average surgery waiting times mean patients will spend 20 minutes or longer in front of a poster, he adds.

IDS has a network of 4,500 poster sites in GP surgeries in which Pickering says pharma companies should take more interest.

The pharma industry needs a greater insight into what makes patients tick, according to Pickering.

“They understand doctors,” says Edward Pickering. “But pharma companies - particularly the Rx industry, do not understand patients.”

Pickering believes that this means pharma marketing can sometimes miss the mark. “When they produce information it perhaps doesn’t appeal to low-literacy groups,” he says.

“Or it will use inappropriate images, like someone suffering from MS, in a wheelchair - and smiling, for instance.”

He also warns against putting too much corporate information into their messaging. “Patients don’t give two hoots about the brand - they can’t ask for a ‘GSK pill’,” he adds.

“It allows us to reach thousands of undiagnosed patients who are currently being missed.”