MONTHLY MARKET INSIGHT Volume 3/ Issue 2 / March 2015 SENSORY OVERLOAD Spotlight Sensory Overload The Human Touch Customers are People, Too SMI Upcoming Events Alarm fatigue occurs when staff is exposed to an excessive number of alarms and it can result in sensory overload. This sensory overload can cause staff to become desensitized to the alarms that may result in delayed alarm response or missed alarms. And it's really not just about the noise as alarm fatigue has led to sentinel events. With hundreds of alarms ringing on a daily basis most of them false or not actionable - it is easy to understand how nurses and other clinicians could easily succumb to alarm fatigue and delay their response or ignore alarms altogether. “Although monitor alarms are designed to keep patients safe, the biggest risk they pose today is alarm fatigue caused by the sheer number of alarms bombarding hospital staff."– Rebecca Hepp Failed responses can lead to patient harm; but too many alarms can lead to nursing fatigue and potentially burnout. Looking for and exploring opportunities to alleviate unnecessary alarms and decreasing nursing sensory overload are critical to improving patient care in the hospital setting. THE HUMAN TOUCH Understanding each stakeholder’s unique needs. There was a recent article in Forbes: Why Technology May Not Fix the Medication Adherence Problem. I really enjoyed reading this piece and it made think about how even though technology brings great advantages, it cannot replace humans and human touch. Admittedly, I have almost become addicted to my FitBit – or should I say adherent to wearing/using it every day? And Biotech companies are taking advantage of opportunities to use non-noninvasive technology with patients. However, technology cannot replace human touch or feelings. 1. Patients are people and inherently have their own biases, preferences and feelings. Texting reminders, putting alarms on bottles and monitoring doses can be seen as invasive by some – and forcing these different types of technology on everyone will miss the boat. 2. Some people don’t want to be reminded on a daily, weekly or monthly basis that they are “sick” and pills or shots can be seen as unfriendly reminders 3. Not everyone trusts medicine, their doctors or pharmaceutical companies- they don’t believe their best interests are kept in mind. The healthcare team is critical in the sharing of information, understanding, listening, etc. And while we live in a world of technology and that should be embraced – but not replaced for being human. Learn.Individualize.Activate.Achieve.Compete CUSTOMERS ARE PEOPLE, TOO Clients often ask why their customers or stakeholders don’t understand their messages, put their drug on formulary or even just open the door for an initial conversation. While there are many approaches, I prefer simple: Remember that your customers or stakeholders are PEOPLE, not a business unit, not a department, but PEOPLE. They are People who: Are held accountable for their jobs, work goals, etc. Have different behaviors and behavior drivers Contact Us Have values Strategic Market Insight 1.978.429.8744 (office) [email protected] Have priorities www.strategicmarketinsightllc.com Blog: www.healthcareclever.com And most importantly, Need to hear a story, be engaged and understand why the information and data you are sharing with them is not only relevant for your company, for potential patients but also for them. Taking time to understand a situation from their perspective demonstrates connection which can help them trust you – which leads to feeling confident in you, your insights and knowledge. SMI UPCOMING CONFERENCE EVENTS March 8-11, Amy will be hosting a Poster session titled: Nurses’ Awareness Related to Postsurgical Pain, Opioids and Opioid-related Adverse Events and leading a roundtable discussion with nurses at this year’s AORN Surgical Conference & EXPO (Denver, CO). March 26-27 Amy will be a Presenter and Panelist with 18 esteemed colleagues at the HEOR and Market Access Workshop. There are 2 tracks: one for HEOR Executives and one for Medical Writers. Register today to learn more effective writing and communications for Health Outcomes, Market Access and Value Messaging! http://www.healtheconomics.com/heor-writing-workshop/ March 31, Amy will be hosting a free 1-hour Webinar: Communicate and Be Heard. Join this session to gain tips on understanding your customers as people first, recognizing their points of resistance and using this information for a successful engagement. Register today: http://smi.ticketleap.com/communicate-and-be-heard/ Learn.Individualize.Activate.Achieve.Compete
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