HORSHAM, Pa. October 22, 2010 – Verilogue, a leading pharmaceutical market research firm that captures and analyzes authentic physician-patient interactions, will examine the current and future influence of EHR [Electronic Health Record] on the doctor-patient dialogue. Specifically, Verilogue’s case study presentation at the Pharmaceutical Market Research Group (PMRG) Institute in Boston later this month will draw on methods of participant observation and interactional sociolinguistics to highlight barriers to and opportunities for pharma intervention in the shifting currents of health care management and delivery.
“A long-standing challenge in health care has been in resolving the competing agendas of physicians and patients in the clinical exam room,” said David Franke, Verilogue’s Director of Linguistics Insights. “Innovations in health IT and the expanded use of electronic health records will help physicians better manage patient information, freeing them to more meaningfully engage patients in productive and motivating health dialogues.”
Verilogue’s presentation will include comparative viewing of two authentic doctor-patient interactions:
- One involving only a physician and patient
- One involving a physician, patient and computer used for EHR reporting
In addition, video diaries recorded privately by patients after their interactions with physicians will be shown to gain insight into patient assessment of quality and thoroughness. The goal of the presentation will be to answer the question “How must pharma be prepared to insert itself into the doctor-patient health care exchange, both in its promotional and educational outreach efforts, in order to ensure quality and productive health care interactions in which physicians interact more with their computers than they do with their patients?”