Brenda Rizzo

Author Archive for Brenda Rizzo

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Our job is not to pass judgment but deliver compassion

Often times we are asked to do something in our professional life that is in conflict with our own personal values. Should we take a stand and not deliver? How do we resolve our internal conflict? As a nurse this came up often. Once we had a patient that was 15-years old. She was getting prenatal care, and this was her fourth pregnancy. She had been pregnant and miscarried three previous times but it looked as if she was going to carry this pregnancy to term. For many of the staff the idea of a 15-year old clearly desiring and trying for a successful pregnancy was in conflict with their own values of what age you should be before becoming emotionally, physically and financially responsible for a baby. However, this patient was not asking us whether or not we thought it was right, she was asking us to care for her and her unborn child for the best possible outcome.

I cared for her and managed her care based on this realization. It was no longer about whether or not she should be having this baby, but about how can we make this a successful pregnancy and prepare her for motherhood. We monitored her nutrition carefully, teaching her how to be as healthy as she can be for her baby. She was genuinely interested and followed our direction to the tee. We got social services involved to make sure her living arrangements were suitable for a new baby, and even identified alternative living arrangements once the baby arrived. We got her enrolled in Lamaze classes and breast feeding classes. She absorbed all of the information like a sponge.

She carried the pregnancy to term and once the baby was born she was prepared to care for it in the best way possible. She was connected to all of the social programs that would support her. She decided to breast feed the baby. And when you observed her with the baby she was very loving, gentle and confident with her. It was a blessing to see. Our job was not to judge her but to give her compassionate care, and that set her up for the best possible outcome.

Now I work in medical advertising. When I tell my colleagues about my job, they make me feel as if I went to the “dark side.” But I do my job with pride and feel that I have a responsibility to keep the information accurate and responsible, no matter what the subject. Sometimes I will be asked big questions about a product or therapy that challenge my thinking and values. People ask could a procedure be considered medically necessary (vs. optional), does is it’s MOA unique in the category? When I consider the patient who has the need for the procedure, and when I consider with compassion how this might affect them, I follow my personal beliefs and present the information about the procedure or therapy in a responsible and reasonable manner. My colleagues and clients are not asking me to determine if the procedure is right or wrong, they are asking me to have compassion for the patient who is considering having the procedure done, what they would need to know, and how they can be informed for the best possible outcome.

And in my personal life, as a parent of adult children now I have come to realize that they too do not want to be judged by me. There are times when they share aspects of their lives with me that I may not approve of but they don’t want to know if I think it is right or wrong. They are making the determination of what is right or wrong for themselves.  What they want from me is unconditional love and acceptance. When they want my opinion they will ask me for it. They are not asking me to “bail them out” when they make a decision that has consequences. They are taking charge of their lives, so I need to keep my judgments to myself and marvel in their accomplishments. What is best for them is to listen with compassion and care.

I have still have values that I treasure and uphold, but I don’t need to apply them to others, they are my values that guide my life. But when it comes to others I must remind myself of what I am being asked to consider, and what is being asked of me. Then my conflict is less important and compassion becomes the focus.

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Medical miscommunications and misadventures

I love the show Modern Family. If I can’t be home when it is on I make certain I record it. Last week’s episode really had me in stitches, in particular the banter about what Gloria says and how she says it with her accent. Jay her husband points out that she always says “it’s a doggy-dog world” when the saying actually is “it’s a dog eat dog world.” Then she reacts, “that is awful, why would you say that, why would you want dogs to eat each other.” It reminded me of all the times I interacted with patients when they would say something and I had no idea what they were trying to actually communicate.

The screaming mighty Jesus

When I was working in labor and delivery, one of our duties was to assess the patient when she came in thinking she was in labor. We would ask a series of questions to determine a patient’s stage of pregnancy, her pregnancy history, previous experiences with having babies, and her general overall health. So I would start with “why are you here?” One patient in particular said, “I have pain in my universe.” I paused and wondered, what she could possibly mean. So I asked her to point to her universe, and in fact she was trying to convey “I have pain in my uterus.” At some point someone told her about her uterus and she heard, “universe.”

I asked another patient, “how many children have you had,” she said, “3.” I asked, “How old are they?” She said “2 and 6.” I said, “I thought you had 3?” She said, “I did, one died.” It is important we ask how the one baby died so that if it was in childbirth we would know that she was at high risk. So I asked, “What did that child die from?” She said, “The screaming mighty Jesus.”  I pondered, how I was going to figure out what that was, so I asked a series of questions, only to discover that her child died from spinal meningitis. At least that was not a concern for this pregnancy.

The contraception got me pregnant

Often the conversations we have with patients are confusing at best. And I am sure that our instruction can be difficult to understand. How is the patient actually interpreting what we are saying?

When a mother who is not immune to rubella comes in to have a baby, right after delivery she would be given the vaccine. Vaccines for rubella cannot be given to someone while pregnanct, it can be too risky for the fetus. And if she were to get rubella while pregnant that is risky, too. So while we know for certain she is not pregnant (because she just delivered), the common practice was to vaccinate her to prevent any risk of infection with subsequent pregnancies.

Once the vaccination was given we would instruct them as follows; “Now you can’t get pregnant for the next six weeks.” This is for the protection of a potential fetus that could be exposed while the vaccination is being integrated into their immune system.

At the six week postpartum check up a patient who had been given the rubella vaccination came in and was pregnant. I asked her, “did you not understand that you could not get pregnant for six weeks?” She said, “that is what they told me in the hospital, they told me they gave me something so that I could not get pregnant, so we didn’t have to use any other forms of birth control. But I got pregnant anyway, it didn’t work very well.” She heard from the instruction given after the vaccine was administered that this vaccine keeps you from conceiving, not that she should keep from getting pregnant because of the risks to another fetus. The baby ended up being fine but this is an example where the message being delivered by the health care professional (HCP) was very different than the message heard from the patient.

We are taught after we give patient education instructions to ask the patient to tell us what we just said, so we know if they understood it. But sometimes they just repeat words, and then when they leave they are just as confused as ever. Or other times we get too busy to take this extra step. We are always surprised to hear when a patient stops taking a medication because of how they felt, or because they didn’t understand the side effects, and weren’t told they were to be expected. One of the struggles HCPs often deal with is effective treatment means that you have to stick with it, try to tolerate the side effects to get the benefits. But if the patient has never been told to expect a side effect it can be downright scary. And for some this is too much to take, and they stop the medication.

65 Roses

Sometimes we even encourage minor miscommunications.  When children are diagnosed with cystic fibrosis, one of the initial challenges is explaining the condition to them. Not only is it scary and confusing – it’s almost impossible for a two or three year old to actually pronounce. So, health care professionals around the country teach them that they have sixty-five roses – a much more pronounceable take on the chronic lung disease.

Conversation anthropology

How do we know if what the HCP are saying is understood by the patient? How do we know if what the patient hears is translated correctly? One way this can be revealed is a tool we have in Pink Tank called conversation revelation. We examine the point of view of the HCP about a condition or potential treatment option, then from the patient’s point of view and then we bring them together to observe the conversation.

This has revealed very important components of the HCP-patient interaction. We realize that the HCP’s own interpretations and understandings can result in ineffective treatment and outcomes. Not only is the HCP often not asking the right questions, they may be determining a course of action based on a preconceived notion of that patient. The patient may not understand what the HCP is asking and/or answer the question the way they think the HCP wants them to answer it. Breaking down the barriers to effective conversations can be a valuable tool in improving patient care.

In the case of Modern Family, Gloria’s own misunderstandings or communication style is based on the fact that English is not her native language. But all of the examples I have shared are not because of a language barrier, just from a different frame of reference. Whatever the reason, often conversations and instructions given by the HCP can be ineffective if the patient hears something different than what was intended, or just simply does not understand. Revealing these barriers to effective communication can provide the insight needed to improve patient care.

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Once a nurse always a nurse……

I was told when I was in nursing school that once people find out you are a nurse then they will come to you with splinters, rashes and questions. We do a lot of “over-the-fence” patient care. And boy do I know that to be true, especially when I am one of a few Advanced Practice Nurses in a large advertising agency. I have people come to me with questions, strange rashes, and ailments. But they always approach with trepidation and apologize for asking before they even begin. So let me put your concerns at ease.

Recently my family has had some pretty significant health care concerns. As I negotiated the health care system on their behalf of my family member I realized how much is “assumed” to be understood. We in health care talk a different language and have a different focus than the rest of the world, but we are so engrossed in it we don’t even realize it.

I was sitting with my family members talking about the care our loved one was receiving and realized that they didn’t even know who was the tech, the nurse, the intern or resident, or the doctor. They were posing the questions to the wrong professional and therefore their communication was falling on deaf ears. They would ask the tech a question about my family member’s medication, asking for clarification and the tech could not answer the question. They would ask the intern or resident questions about meal time, or hygiene care, and they were clueless.

I had to point out to my family that techs wear a certain color and nurses wear a different color; or the length of a physician’s lab coat gives you a clue as to their level of education. Interns wear short lab coats, residents and physicians who have completed their education wear long lab coats. Once they understood the differences then their communications with the staff became more targeted and effective.  Through this experience I became more empathetic about the confusion patients and their families must face every day.

And with the internet and immediate access to “Dr. Google” people are reading a lot of information and getting confused. They don’t know how to decipher information to know what is credible and what is not. Did you know that websites can be certified as credible, for example with a HON code?

HON stands for Health on the Net, and was founded to encourage the dissemination of quality health information for patients and professionals, and to facilitate access to the latest and most relevant medical data.

Look for this icon with a certification date to know that the website you are using for medical information is credible.

Continue reading ‘Once a nurse always a nurse……’

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Calling on a nurse? Handle with care.

Calling on a nurse in a physician’s office can be tricky.

Many of our clients are asking us to consider reaching out to the entire office staff in our efforts to market their product, device or program. Reasons for doing so can be:

  • To foster a relationship with the physician they are calling on by supporting his or her office staff with materials and information
  • Enlist the office staff’s help in educating the patients about a condition or treatment helping to manage expectations appropriately
  • To play a pivotal role in adherence, assessing compliance to therapy, or scheduling important follow up visits.

But before we create materials or draft a plan for a “total office call” we need to be aware of the intended audience. In many physician offices there is a combination of RNs, LPNs or MA, which are referred to as “nurses”. But there are some dangers the company can get in if they don’t clearly understand the differences.

If a pharmaceutical or medical device company creates patient education materials that explicitly state, for the nurse to use in educating the patient and provide them to a MA in an office who is described as Dr. Jones’s “nurse” then you are suggesting that she can provide care beyond her scope of practice.  But even worse you can damage relationships with RNs or LPNs in the practice by calling the MA a “nurse” too.

Recently a nurse posted the following statement to a nurse blog:

“So Monday I was in a system-wide orientation for my new job as an LPN. I just graduated (so technically until I take my boards and pass… I’m a GPN). Anyway- there was a girl in our orientation that was an MA, and said she was a nurse at her Dr’s office. I was a little taken aback by this! Call me a brat but I went through a lot to get IN to nursing school, make the grades and graduate to be able to call myself a NURSE! Does this bother anyone else??”

Within hours there were 54 responses. People were quite vocal. One posting pointed out that there are laws in 28 states that protect the term nurse to be used by RNs and LPNs. The American Nurses Association states on their web site:
Continue reading ‘Calling on a nurse? Handle with care.’

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Pharmaceutical advertising – the perspective of a healthcare provider

(Note: Brenda is an advanced practice nurse and a member of GSW’s Pink Tank, a division focused on women and health. She writes this post from her perspective as a practicing HCP.)

As a healthcare provider I can tell you that I am definitely influenced by pharmaceutical advertising. Is that all bad? Do I make prescribing decisions only because some drug rep has dazzled me by his brilliance or has cultivated a personal relationship that clouds my judgment in making the right choice for my patients?

Hardly.

I am still able to make choices that are best for my patients, and soak in all the information. I am able to discern the science from the promotion and integrate this information into my practice. But the influence that is beneficial is often not considered when the debate over pharma advertising ensues.

Because of pharma advertising I have increased my assessment skills.

  • I now ask women about their bone health, assess BMD, and assure their calcium and vitamin D intake is adequate. That is a direct result of what I have learned about osteoporosis from pharma advertising.
  • I now ask women about urinary incontinence and if it affects their lives thanks to a better understanding about stress versus urge incontinence provided by pharma and device marketing.
  • I now ask women who have migraines how having them affects the rest of their lives, even when not having a migraine, so if appropriate I prescribe a daily preventive medication rather than an episodic medication just to relieve the pain. Changing the conversation was suggested to me by pharma and has improved the care I am giving.
  • I have learned that pain is inextricably linked to depression in many patients, I now ask about both when patients present with pain and/or depression.

My patients have been influenced by pharmaceutical advertising too. They are now more comfortable in discussing their health; they have been given permission to discuss all aspects of their health openly. They ask more appropriate questions, they have learned to ask what is most important to them first, instead of having an entire appointment before they get to what is really bothering them. They might have even heard about a therapy they may want to try. If they are confident about a therapy then they will have a stronger commitment to it, a win-win.

So before we decide to stop pharmaceutical advertising or curtail it greatly, let’s consider all repercussion of this action. Advertising is not all bad. Give healthcare professionals some credit, we can hear the information and integrate it into our practice in an ethical way, and still make the best choices for our patients. The good that comes from pharmaceutical advertising provides far more benefits than detriments’. It raises awareness about health conditions, opens up the conversation and provides for an informed dialogue between the health care provider and the patient.

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So what makes Advanced Practice Nurses click?

When considering marketing to advanced practice nurses (APN)  it is important to know your audience. In an effort to better understand them we did some insight mining to determine what they value, their philosophies and relationships with their patience. There were some resonating themes with the interviews that were found with the population as a whole, with individual variances.

APN’s view their role as advocates for their patients as very important. They will take the extra time to get their patients connected with the right resources. They will assist patients in overcoming obstacles in the delivery of care. They will get involved in family dynamics if necessary to provide the best care for their patients. For example if a young adolescent girl comes in for an appointment and it is clear that she is uncomfortable speaking in front of their mother, the APN will identify the dynamics and ask the mother to leave so the young girl can have an open and honest conversation. Or the APN may structure the interview in such a way that the patient can get her needs met without having to reveal controversial issues to her mother. For example, a young girl may be sexually active but doesn’t want her mother to know, so she comes in asking for oral contraceptives, and the APN will say, “are your periods heavy, is that why?” or “would you like to clear up your acne?” which are two other indications for prescribing oral contraception.  They value tools that help to assess the patient’s needs that are confidential in nature.

APNs  feel responsible for the community’s health. They  would advocate for distribution of condoms whenever sexual activity was discussed. Or if a child came in with a communicable illness she would call the day care center where that child was at to make sure they took proper precautions. APNs generally  feel the need to address prevention as it relates to the population as a whole. They value tools from industry that share their passion. For example they would hang up a poster from a drug company that encouraged patients to get screened for colon cancer, or informed the practice about the needs of an osteoporosis patient.

APNs  are often charged with addressing complicated patient education needs. They often will be assigned to patients who have to learn how to give their own injection, or have to carefully monitor their disease state. If they are in practice with a physician, he or she will depend on the APN to follow up with that patient. APNs will often assess the effectiveness of their education by asking for a return demonstration, or asking the patient to verbalize the instructions back just to make sure they understood it. They value written materials that re-enforce their teaching efforts.

APNs  are very well informed about the patient needs, disease state and appropriate treatment protocol. Because they are relatively new to prescribing they tend to look for practice guidelines or opinion leader endorsement of a particular therapy. They want to have backing for their treatment decisions because they are so highly scrutinized.  Any efforts on establishing algorithms of care or endorsements from third party organization are valued.

What APNs  are not…

Continue reading ‘So what makes Advanced Practice Nurses click?’

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Rethinking ROI for programs targeting nurse practitioners and physician’s assistants

The success of any marketing program can often be based on measuring return on investment (ROI). Many different measures of ROI have been developed, but the traditional one that most pharma companies use is increase in new Rx. When creating a program for nurse practitioners or physician’s assistants tracking prescribing behavior as a result of your initiative can be a bit more complex.

Third party companies that track prescribing behaviors typically use an identifying number that is unique, only to physicians, to track which medications are most frequently prescribed, providing insight for pharmaceutical companies and drug representatives. However in some states NP’s and PA’s do not have a number that is tracked. Their prescriptions are attributed to the physician that they work with or that oversees their practice. NPs and PA’s have a prescriptive authority number provided by the state in which they are licensed, however, pharmacy software programs are not typically set up to use these numbers when filling prescriptions. Consequently the pharmacist may assign the prescription they are filling to the collaborating physician’s identifying  number.

Brand managers and drug representatives must recognize that relying exclusively on the prescription tracking reports available today may not provide an accurate impression of the ROI from their initiative. If their sole measure of success is tracking new Rx, they need to identify the collaborating physician and watch their prescribing behavior, even though they may have not been the target of their marketing program. Creating a program to measure ROI that directly assesses the NP/ PA response to the initiative is ideal, to determine the success of a program.

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Liberating a brand by redefining the target audience

When marketing a healthcare brand to a professional audience typically the physician is considered to be the only intended audience. But there are many non-physician healthcare professionals that also make independent prescribing decisions, and are often overlooked. Identifying those targets can be confusing and the laws that regulate their prescribing behaviors differ from state to state. But there are many similarities once the different roles are understood.

Types of prescribers.

Non-physician prescribers include:

  • Nurse Practitioners (NP)
  • Clinical Nurse Specialists (CNS)
  • Advance Practice Nurses (APN)
  • Certified Registered Nurse Anesthetists(CRNA)
  • Certified Nurse Midwives (CNM)
  • Physicians Assistants(PA)

NPs typically specialize in an area like primary care, pediatrics, women’s health, cardiac, oncology, etc. Depending on the state they practice in, they can either be independent providers of care or are in a practice arrangement with an attending physician.

Clinical Nurse Specialists are masters prepared nurses that in some states (not all) have prescriptive privileges. Typically they work in hospital and/or inpatient medical care organizations, but when they are in private practice it is most commonly in the area of mental health.  APN is an umbrella term that describes nurses that have gone into advanced practice. Not every state uses this term but when it is used it can include NPs, CNS, CRNAs and CNMs in their category. Physician’s assistants also have prescriptive authority. They are licensed to practice medicine only with physician supervision.  The level of supervision required varies from state to state.

How to connect with them.

When considering marketing to these non physician prescribers what should be different about the way you convey your message? The level of sophistication of evidence needs to be the same as it would be for a physician. Making separate marketing messages about the clinical features of a drug or device for this audience would be a mistake. However, providing collateral materials that help them to function in their role would be valued. For example; patient education materials that would support their role in counseling, or assessment tools that would help them to identify problem/needs more readily. These materials cannot be created for the express purpose of selling the product, or educating the patient about a condition that can only be treated by your solution. It must be as unbiased as possible and the intent must be about supporting their role as a non-physician prescriber and to improve patient care.

Non physician prescribers can also be reached through professional organizations, at national and regional meetings, through journals and webinars. They also have the need to obtain continuing education hours to maintain licensure, so pharmaceutical and/or medical device companies can support this effort through unrestricted educational grants, just like they do with continuing medical education.