From pamphlets to posters to informational magazines, doctors' offices are teeming with direct-to-patient promotions, and
patients are starting to overlook them. To cut through the clutter, one healthcare-technology company created a device that
replaces the common intake clipboard with a digital pad that collects patient information and responds with branded information.
Phreesia CEO Chaim Indig
Dubbed the PhreesiaPad, this device resembles a streamlined tablet PC with a ruggedized shell and a software program that
is relatively simple to navigate. Patients enter their personal data, and the device produces a questionnaire allowing them
to provide details about their ailment. Returning patients can use the pad to check information to make sure that it's up-to-date
and list the reason for the visit. The system doesn't diagnose patients, but it uses information gathered from tailored questions
to provide health information relating to the answers patients give. The data is then stored in an encrypted database—compliant
with the Health Insurance Portability and Accountability Act—and only the physician and staff have access to the information.
Here's the best part: Pharmaceutical companies can sponsor on the device branded or unbranded healthcare information that
is targeted only to patients with appropriate diagnosis, and its wireless ability allows patients to click through to the
Web for more information or to sign up for e-mail campaigns. Pharm Exec talked to Phreesia CEO Chaim Indig to learn more about this new marketing tool.
Why put a tablet PC in the waiting room?
So much media at the point of care consists of mass-marketed posters, brochures, pamphlets—but none of it targets the individual.
We were looking for the best input and message-delivery device. We needed something that had a touch screen and was really
simple to use. Finally, we needed a device that we were able to roll out to thousands and thousands of doctors at an affordable
How does your tablet work?
The system is fairly intuitive. The unit has no buttons, to avoid confusion, and has an embedded card reader that can read
credit cards and certain insurance cards. It handles the entire intake for every patient, new and returning. And when the
patient finishes inputting his information, the system delivers a very targeted point-of-care message to the patient.
How do you deliver the proper message to the right patient?
We do it by targeting them appropriately, based on the aggregate data we collect from questions, not based on any individual
identifying information. At the end of the intake process, we deliver one very targeted message to one patient. Every time
a patient walks in, he or she registers using the machine, thereby eliminating the clipboard and the sign-in sheet. We've
been working with top-tier teaching hospitals to help us design specific, clinically approved intake questions.
Questions that help the doctor and the patient think about and identify any potential issues, which in the end means better
healthcare. It generates questions such as, "Are you comfortable with your diabetes? Do you know your blood pressure?"
How do you choose what information is generated for which patient?
Putting your message out to everyone in the world is not as powerful as putting the right message out to the right people.
If you're a pharmaceutical company, you don't necessarily care about reaching every patient in the doctor's office. If you
are marketing a hypertension therapy, you want to make sure that people with hypertension on your therapy receive a specific
type of message. And people not on your therapy, but also with hypertension, potentially receive a different message—one of
adherence or one of brand awareness. And that message might not even be brand awareness; it could be things that highlight
specific benefits of the therapy.