As you may be aware from my previous blog IDS UK is very busy at the moment with preparations well and truly underway for displaying leaflets and posters in GP surgery waiting rooms, pharmacies and via leaflets2u.co.uk. With our second cycle of the year fast approaching the whole office is busy – a lot of hard work goes behind the well stocked display’s that are often taken for granted in your local surgery or pharmacy!

In my last blog I recommended a recent Google report that highlighted how healthcare professionals use the internet to aid clinical practice, in conflict to this the first UK study of how GPs respond to printout-wielding patients shows how online information can have a negative effect. Published in The British Journal of General Practice the study concluded that GPs use cognitive and behavioral techniques to deal with their negative responses to patient armed with internet printouts. One GP admitted to a “heart beat moment” when faced with patients quoting information from the web, and another said that they experienced a “sense of doom” when patients arrived armed with print outs.

Here at IDS this caused some degree of surprise, as great believers of recruiting un-diagnosed patients and the importance of patient awareness we know the benefits of the informed patient. During a much deserve IDS coffee break it was concluded that perhaps it was more the type of information that was being brought into the consultation room that caused concern. Patients downloading information from untrusted websites may well prove a source of anxiety for GPs. The leaflets displayed in IDS racks, and via our leaflets2u.co.uk site are subject to strict guidelines and regulations – unlike information on the internet.. Feedback from GPs on our service shows that they appreciate the information featured in the leaflets we bring to their waiting room, and that their consultations benefit. Before returning to our desks it was decided that although some patient information may be a source of stress for GPs the information.

Congratulations to our French office, IDS Sante who have confirmed a pharmaceutical vaccination campaign for €425,000 for 2010. With more activity planned for the year it is thought the final figure will out do the 2009 contract worth €480,000. The services that IDS can offer are ideally suited to such vaccination based campaigns.

Every year thousands of vaccination leaflets are sent to GP surgeries, but do not reach the intended destination. IDS UK can ensure that every leaflet is prominently displayed in the waiting room, in a wall mounted rack designed for that purpose. Additionally we can display posters and distribute healthcare professional packs, ensuring a compressive campaign that reaches its target markets.

Talking of vaccinations, good luck to Oscar (son to our Online Development Manager) who is due for his 3 month baby jabs – hope all goes well!

Oscar Prepares for his baby jabs

I hope you are all enjoying the short bursts of sunshine and the promise of spring. Here at IDS we are busy preparing for our April cycle and looking forward to displaying new leaflet titles in GP surgeries, pharmacies and online. Speaking of online activity, the Google study, “Connecting with Physicians Online” (November 2009) has been doing the rounds at the IDS UK offices.

The report that concluded that the internet is an integral part of clinical practice, although covered American physicians provides useful information on how healthcare professionals use the web. The report found that:

• 86% have used the internet to gather health, medical, or prescription drug information.
• 58% access the internet more than once a day.
• 31% made a change in a patient’s medication as a result of online research
• 30% initiated treatment as a result of online research.
• 73% Consider the internet to be a standard part of clinical practice

The report which confirms what most of us had already guessed, “The internet…has transformed medical practice” proves an interesting read and is worth a look – just search using the report title.