Thursday, November 30, 2023

Diversity in research: How to improve representation in clinical trials

Healthcare leaders say researchers and institutions must make greater efforts to include more women and members of minority groups in medical research.

At the American Heart Association Scientific Sessions in Philadelphia, leaders and researchers said diversity isn’t a talking point or an aspirational goal.

Nakela L. Cook, executive director of the Patient-Centered Outcomes Research Institute, said the lack of diversity leads to less effective research, since women and individuals of color may not respond to diseases - or therapies - in the same way.

“If these populations are not fully represented, it will affect fact the applicability of the findings," Cook said.

During a spirited session, they outlined some strategies and principles that healthcare organizations, academic institutions and researchers should consider to get more diversity in clinical trials. Here are some of their key takeaways.


Leadership matters


Speakers noted that the participants in clinical trial often end up being white males because white men are leading the committees overseeing research.

It’s time to get more women in leadership positions, said Shelly Zieroth, a heart failure cardiologist at St. Boniface Hospital in Winnipeg, Manitoba. In an analysis of cardiovascular studies, women accounted for only 11% of the leadership committee members, according to a research letter published by Jama Internal Medicine in 2020.

“Here’s one I feel strongly about: including more women in trial leadership,” Zieroth said.

Eldrin F. Lewis, the chief of the division of cardiovascular medicine at Stanford Medicine, stressed the importance of training researchers from underrepresented groups to lead trials.

“We need to extend pipeline training and training and the diversity of training and leadership will be paramount,” Lewis said.


Explain research


Most members of the public don’t understand clinical research or how trials work, said Ileana Piña, a professor of medicine at Thomas Jefferson University and the quality officer for the heart and vascular service line.

In reaching out to the Latino community, she highlighted the need to appeal to their generosity and willingness to help others. For older Latino patients, Piña said researchers should also welcome their family members into the discussion to explain the trials and answer their questions.

Piña also pointed out banners and signs at Ohio State University talking in plain language about how their medical research helps patients, and directly encourages visitors to ask about clinical trials and how they can get involved. More institutions should follow that approach, she said.

Lewis also suggested that printed materials explaining trials to potential participants should be in simple language, such as an 8th-grade reading level, so they can be easily understood.


Go into the community


Several speakers talked about the idea of going out into the communities to find people from diverse walks of life.

Cook talked about the need to get input from community members and leaders in reaching those from underrepresented groups. Researchers should bring “diverse perspectives and the lived experience to the table to really understand how we best include populations in our clinical research enterprise.”

Researchers should invite the perspective of patients early and also work to get patients to weigh in on the structure of the trials, Piña said.

“You want to hear what they're thinking and it's very different than our concept of what they're thinking,” Piña said.

Researchers also should have interpreters available to communicate with individuals who don’t speak English or are more comfortable using another language.


Build lasting relationships


Researchers should enlist communities to help design clinical trials and be transparent in reporting the results to communities, Cook said. This offers the chance for communities to have a sense of ownership of a trial and “the feeling that it is theirs,” she said.

An audience member noted that often, a researcher will conduct a study and then doesn’t return to the community. Cook urged researchers to build lasting relationships with communities to expand opportunities for research.

“It's not always about the study you're currently conducting,” Cook said. “It may be about the next one, the next one that comes after, and so having that kind of stewardship community stewardship approach, I think, is incredibly important.”


Reaching out to women


Women typically take on the bulk of family responsibilities, including caring for children, even as they work outside the home. Women faced extra challenges during the height of the pandemic, when many children were getting their education remotely. ​​‘Women had to work, take care of kids and teach them school at the same time,” Zieorth noted.

Researchers need to consider those responsibilities and find ways to make it manageable for women to participate in studies.

Women are more likely to discontinue study drugs than men, and that’s another area where researchers should ask more questions.

“Let’s document why, and figure out how we can overcome that barrier,” Zieroth said. “Is it societal obligations? Is a biological reason behind this? Is a financial reason behind this?”


More diverse sites


Institutions need to cast a wider net and utilize more diverse sites for research.

“We go back to the same investigative sites,” Lewis said. “And a lot of these sites don't actually have people who are self-described Black. And then we expect to see an enrollment that changes.”

He added, “We need to diversify the sites, have language-appropriate and cultural literacy and sensitivity, as well as community engagement, which is overarching, and diversify the investigators.”


Institutional strategies


Organizations should ensure that younger researchers and staff have fair opportunity to funding, networking and advancement opportunities, Lewis said.

Institutions should offer guidance on improving diversity in clinical trials and report representative trial enrollment as a metric, he added.

Organizations could also require grant applications to address the diversity of participants and researchers involved in trials, he said.


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Wednesday, November 29, 2023

Navigating e-visit billing

In an age where digital advancement is permeating every sector of the economy, health care is no exception. Innovations, especially in telehealth and e-visits, promise to deliver health care more conveniently than ever before. While these changes hold great promise, they also present new challenges—particularly in billing.

Many primary care physicians are turning to digital communication – including e-visits, phone calls, and emails, to provide both virtual care as well as stay in touch with and receive updates from their patients. This has led to the question of how to bill ethically for virtual health care services while maintaining transparency and trust with patients.


The digital transformation of health care


Digital innovation, undeniably, ushers in an array of new tools and systems that make health care delivery more efficient. Electronic health records (EHRs), telehealth platforms, and patient portals are just a few advances that have greatly expanded the capabilities of health care organizations. Such tools not only enable real-time communication but also foster a more patient-centered approach.

However, as with any change, these tools come with a unique set of challenges. One critical area where this is evident is in how digital technology has enabled “care from anywhere” - blurring the once clear boundary around when a conversation with a patient is billable.



The double-edged sword of e-visits


For most of modern health care, physician services have been provided in-person. Phone calls and emails with patients were focused on non-care related communications such as verifying insurance, checking appointment times, or clarifying physician instructions for medication. Then, virtually overnight, the pandemic accelerated the digital transformation of care delivery. Now patients may call, email, or chat virtually with their physician rather than coming in for care.

E-visits, at their core, promise accessibility. For the elderly, those with mobility issues, or even those with tight schedules, being able to consult their doctor online is a significant boon. It reduces the barriers to accessing care.

Yet this very convenience has surfaced questions regarding cost and billing practices. As a primary care physician, how do you navigate these waters without alienating your patients or undervaluing your services?



The patient’s perspective


From the patient's standpoint, the primary concern is clarity. Patients appreciate the convenience of e-visits but are wary of hidden or surprise charges. They are accustomed to sending an email or calling their physician to ask questions without being charged as though they were receiving in-office services.

This means that physicians need to educate patients on these changes and provide clear guidelines on what types of digital communications and scenarios will be billed. Being clear about the costs upfront is crucial to helping patients understand why this change is being made. Transparency not only prevents later misunderstandings but also builds trust—a crucial component to a healthy physician-patient relationship.



Physicians' challenge: fair compensation for digital services


On the other side of the equation, physicians want assurance that their services, even when offered digitally, are appropriately valued and compensated. This sentiment is wholly valid, given that e-visits often require the same level of expertise and sometimes even more preparation.

The regulatory and insurance policies around e-visit reimbursements are always changing. It’s important for primary care physicians to keep updated on these changes to ensure they’re properly reimbursed for e-visits. The American Telemedicine Association is one resource that brings together updates from across the country on virtual health regulation. CMS also has a section on its website dedicated to telehealth related updates to help physicians stay informed.



Strategies for transparent e-visit billing


Before educating their patients, physicians need to come up with a clear set of guidelines around what types of e-visits are billable and what types of patient communication are not. These guidelines will vary from practice to practice, and factors such as insurance reimbursement, specialty, and patient demographics should be considered when drafting them.



Here are four tips for creating effective e-visit billing guidelines:


Clear communication with detailed information about charges is crucial. Before initiating an e-visit, provide patients with detailed information about potential charges. Be clear about when a call or email from a patient is billable and when it is not.

Demonstrate and explain the value of e-visits to patients. Patients might not understand the intricacies of e-visits. It is important to explain that these visits require the same level of care, attention, and expertise as in-person consultations.

Allow an open dialogue. Encourage patients to ask questions about e-visit charges. The more they understand, the less likely they are to feel blindsided by unexpected charges. The name of the game here is transparency and accessibility.

Keep your patients updated. Billing guidelines, especially around newer services like e-visits, may evolve. Stay updated with the latest regulations and best practices and communicate any changes to your patients promptly.

While the landscape of health care continues to evolve, the core goal remains the same: patient care. By approaching e-visit billing with transparency, empathy, and open communication, primary care physicians can ensure they are fairly compensated while maintaining trust with their patients. As the health care tech world continues to expand, it's vital to keep the lines of communication open, ensuring everyone is on the same page and working towards the shared goal of accessible, quality care.


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Tuesday, November 28, 2023

Generative AI powers time-saving digital virtual assistants

It was just about a year ago that the buzz around generative AI became pervasive. While the media commotion has diminished somewhat, interest remains high – especially among healthcare leaders wanting to leverage its value while not exposing their organizations to the risk of misinformation.

As the industry has explored how best to incorporate these new tools, one primary use case has emerged as delivering significant value to providers: Providing comprehensive and easy-to-find information to patients via virtual assistants on the website, which reduces call volume and removes routine tasks from overextended staff.


Speed-to-value virtual assistants


Generative AI tools enable providers or their vendor partners to quickly ingest all manner of content to help patients find information, care, locations and providers without picking up the telephone. Within hours, the technology can consume information housed on a website or available through Word documents, PDF, spreadsheets, video and other formats. It is processed into a knowledge base and configured – using equally important conversational AI tools – to be presented as responses to an extensive range of patient questions.

In the past, creating these virtual assistants could take weeks or months, and cost tens of thousands of dollars. Now they can be launched within a day or two at a fraction of the price.

To many, using generative AI to deliver information to patients is a no-brainer. But one significant obstacle has hindered adoption: content on websites is often out of date or not complete. Leaders hesitate to launch this new generation of virtual assistants if they are incapable of meeting patient needs and genuinely lightening the provider’s administrative workload.


Auditing the website


These concerns, luckily, can be easily addressed. The first step is to audit the current website. Staff tasked with managing the content – the marketing team, patient experience professionals, contact center or front desk personnel, for example – should review the site. They should evaluate whether it covers information that patients most commonly seek or that the organization wants to make available.


Creating an FAQ page


It’s likely the team will find gaps and inaccuracies. These can be fixed if resources are readily available. If not, however, the organization can compensate by creating a frequently-asked-questions document and adding it as a page to the website. This will feed the generative AI engine with current information. In addition, content on the website can be augmented with other documents like patient education handouts, call-center scripts, provider directories and more.


Maintaining metadata


As the generative AI virtual assistant is created, organizations should also pay attention to the website’s metadata such as title tags, meta descriptions and title headings. These, too, enable generative AI tools to identify, consume and “serve up” information to key audiences. Metadata, of course, should be designed to advance the organization’s SEO strategy and needs to be kept up to date.


Protecting against misinformation


The peak of generative AI buzz was characterized not only by the promise of the technology but also by the perils of misinformation and hallucinations. Horror stories caused many leaders to slam on the brakes and question whether these tools were appropriate for an industry as heavily dependent on accuracy and security as healthcare.

Concerns have been addressed, however, by realization that organizations can fully control the information being used as the source for generative AI solutions. Providers do not need to turn their virtual assistants loose on the world wide web. Instead, they can limit the data sources to those they know are accurate: their own documents and content. If the organization uses generative AI to ingest only vetted and approved information, they have eliminated the opportunities for misinformation to contaminate the output.

A second layer of security can be added by balancing automated ingestion with internal review. After generative AI technologies have consumed identified documents and processed them into a knowledge base, subject matter experts can review the information. If needed, they can edit or modify what appears and how it is presented.


Additional applications


While patient-facing virtual assistants are the most obvious application of generative AI, one other use case is gaining ground. Providers can use the technology to draw from existing content – protocols and pathways, for instance, that guide patients in preparation for a procedure – to create guidance for similar services. Perhaps a large health system offers a range of orthopedic procedures across various facilities. Core pathways for knee surgery can be developed and then replicated – with necessary variations – to support other procedures like hip replacements. The opportunity to draw on existing and proven information and automate variations with minimal staff input saves significant time, money and effort.

Observing the development of generative AI use cases over the past year has been fascinating. As with many other advances, it has taken time for the core value to be recognized. But healthcare visionaries have already begun to report measurable results as they leverage the technology to reduce demands on clinical and administrative staff – and, in the process, deliver a more satisfying consumer experience to patients.


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