Lets Give Them Something to Talk About: The Good News About - - PDF document

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Lets Give Them Something to Talk About: The Good News About - - PDF document

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9/30/2018 Lets Give Them Something to Talk About: The Good News About Compounding NCPA 2018 Annual Convention David A. Ball, MS President Ball Consulting Group, LLC www.ballcg.com @ballconsulting 1 9/30/2018 Disclosure David Ball is

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Let’s Give Them Something to Talk About: The Good News About Compounding

NCPA 2018 Annual Convention David A. Ball, MS President Ball Consulting Group, LLC www.ballcg.com @ballconsulting

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Disclosure

David Ball is the President of Ball Consulting Group. The conflict of interest was resolved by peer review of the content David Ball discloses that Johnson Compounding & Wellness, referenced in this presentation, is a client of Ball Consulting Group, LLC.

Learning Objectives

  • 1. Illustrate ways to highlight the patient benefits of

compounding in the media.

  • 2. Develop strategies for making the most of social media in

the pharmacy.

  • 3. Design an action plan for building local relationships with

prescribers and the community.

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About Your Presenter

David Ball, MS

  • Founder and President, Ball Consulting Group, LLC
  • Former communications executive in government/hospital/LTC
  • rganizations
  • Boutique strategic communications firm specializing in proactive

PR, media relations and crisis planning

  • Expertise in health care and pharmacy issues
  • PR adviser to IACP in aftermath of NECC tragedy
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Let’s Begin with the Obvious

Lasting images

  • Do you recognize these photos?
  • NECC tragedy prompted extensive national news coverage

Lasting impressions

  • NECC tragedy was 5½ years ago but still affects profession
  • Comes to mind quickly when public hears “compounding”

Importance of Compounding

Negative to positive

  • Despite negative coverage, still important to interact with media
  • Need to educate the public about positive aspects of compounding

Healthy relationship

  • Become a local health information resource
  • Highlight to media how your medications are vital to patients
  • Feature your pharmacy team’s expertise
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Understanding the Media

Today’s news cycle

  • Traditional news cycle is gone
  • 24-hour cable news networks, online news – and the Twitterverse

What makes news?

  • Urgent, unexpected, unprecedented
  • Outrage, analysis - public wants to know what happened and why

“For Immediate Release”

Be proactive

  • Find ways to generate positive news coverage and goodwill
  • Be opportunistic, build relationships with local media
  • Become a thought leader

Basic media tools

  • Press release, media advisory, photo op
  • Guest column, op-ed or blog post
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Good News Good News

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Thought Leadership at Work Thought Leadership at Work

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Creating Online Content Be Social

Retail establishments must have a presence on social media

  • Facebook, Twitter, Instagram help you engage with your customers
  • Content should be “homegrown” to the greatest extent possible
  • Be sure to tag, follow, connect with other local groups

Social media policy

  • Have a policy in place governing use of social media in the

pharmacy

  • Specify who has access and what they can post (HIPAA constraints)
  • Don’t talk work on personal accounts – never identify patients
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Follow Us on Twitter Like Us on Facebook

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“Welcome to Our Pharmacy”

Stage events

  • Invite local elected officials (e.g. mayor, state rep.) for a tour or

talk

  • Host a series of free health education lectures
  • Donate to a local charitable organization; volunteer as a group

Open access

  • Invite local media to the event (send an advisory in advance)
  • Explain how your pharmacy serves patients in the community

Elected Official Visits Become News

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Be an Advocate

Get involved with your state association and NCPA

  • Preserving patient access means fighting for state legislation that

protects patients

  • e.g. Banning gag clauses, Medicaid rate issues

Go to Washington

  • Take every opportunity to meet with your congressman, senator
  • Invite them to your pharmacy when they are in the district – they

will come!

Extend Your Advocacy

Make the most of Hill visits

  • Distribute a photo with your member of congress and a caption to

local media

  • Place images on social media and tag them
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In Case of Emergency

Crisis planning

  • Develop a crisis plan covering all contingencies; drill with your

team

  • Define risks: FDA inspections, 483s/warning letters, Board of

Pharmacy issues, contamination, recalls, patient harm, data breach

Crisis communications

  • Organizations that don’t promptly deal with a developing crisis are

more likely to suffer serious business impact – get out in front!

  • Crises don’t blow over – they must be managed

Preserving Patient Access

Recipe for success

  • Emphasize quality and transparency
  • Establish good standards and protocols
  • Keep customers/patients satisfied
  • Maintain positive media relations
  • Build goodwill in the community
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David A. Ball, MS President Ball Consulting Group, LLC david@ballcg.com @ballconsulting 617-243-9950

Andrew Stein, PharmD, RPh Johnson Compounding and Wellness, Waltham, Mass. NCPA 2018 Annual Convention

Let’s Give Them Something to Talk About: The Good News About Compounding

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What is Compounding?

  • The art and science of formulating a personalized medication for

a patient.

  • This may include:
  • Unique strength/concentration
  • Alternative dosage form
  • Change in flavor
  • Avoidance of allergens or other irritants
  • This method allows the pharmacist to work with the patient and

the prescriber to customize a medication to meet the patient’s specific needs.

Benefits of Compounding

  • Personalized medication
  • Pharmacy’s roots involved compounding
  • Meets the needs of the public when commercial medication

cannot

  • Avoid or minimize adverse effects
  • Increase adherence
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Dosage Forms

  • Topicals
  • Creams, lotions, gels, ointments, mucosal adhesives
  • Oral Rinses
  • Capsules
  • Troches/Lozenges
  • Sublingual, buccal
  • Nasal sprays
  • Suppositories

Become an Expert

  • Patients
  • Physicians
  • Legislators
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Know the Rules

  • Whenever you receive a prescription you have to question:
  • Is it possible?
  • Are you allowed to compound it?
  • BUDs
  • Dosage forms
  • Available ingredients
  • Journal source
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Is Compounding Right for Your Patient?

  • Listen to your patients (or their representatives)
  • Comorbid conditions
  • Flavors
  • Stability
  • Texture
  • Allergies
  • Be creative

Counsel the Patient

  • This is probably a new experience to them
  • How to use the medication
  • Oral syringes
  • Pump bottles
  • Clickers
  • Enemas
  • What to expect from using it
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How to Handle Questions About the Industry

  • Set the story straight:
  • It was a terrible tragedy, we are not them
  • Explain what compounding is and why it is being requested

in their situation

  • Discuss any further concerns

How to Educate Your Physician

  • When they call in, you have a captive audience
  • Make it easy for the physician/patient
  • Give us your worst patient
  • Lectures
  • Do you want fries with that?
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Board of Pharmacy Issues

  • Inappropriate BUDs
  • Incomplete master formulations
  • Non-sanitary conditions
  • Untrained staff
  • Calculation errors
  • Salt equivalents
  • Pack rates
  • Quality Assurance steps

Questions