Department of Medical Humanities and Social Sciences, Florida State University College of Medicine, Tallahassee, Florida, USA.
Implement Sci. 2010 Mar 16;5:22. doi: 10.1186/1748-5908-5-22.
Randomized trials demonstrate that depression care management can improve clinical and work outcomes sufficiently for selected employers to realize a return on investment. Employers can now purchase depression products that provide depression care management, defined as employee screening, education, monitoring, and clinician feedback for all depressed employees. We developed an intervention to encourage employers to purchase a depression product that offers the type, intensity, and duration of care management shown to improve clinical and work outcomes.
In a randomized controlled trial conducted with 360 employers of 30 regional business coalitions, the research team proposes to compare the impact of a value-based marketing intervention to usual-care marketing on employer purchase of depression products. The study will also identify mediators and organizational-level moderators of intervention impact. Employers randomized to the value-based condition receive a presentation encouraging them to purchase depression products scientifically shown to benefit the employee and the employer. Employers randomized to the usual-care condition receive a presentation encouraging them to monitor and improve quality indicators for outpatient depression treatment. Because previous research demonstrates that the usual-care intervention will have little to no impact on employer purchasing, depression product purchasing rates in the usual-care condition capture vendor efforts to market depression products to employers in both conditions while the value-based intervention is being conducted. Employers in both conditions are also provided free technical assistance to undertake the actions each presentation encourages. The research team will use intent-to-treat models of all available data to evaluate intervention impact on the purchase of depression products using a cumulative incidence analysis of 12- and 24-month data.
By addressing the 'value to whom?' question, the study advances knowledge about one of the most pivotal problems in the translation of evidence-based care to 'real world' settings: whether purchasers can be influenced to buy healthcare products on the basis of value and not exclusively on the basis of cost. If value-based marketing increases depression product purchase rates over usual care, this study will provide encouragement to market new healthcare products on the basis of the product's value to the purchaser as well as the recipient of care.
NCT01013220.
随机试验表明，抑郁护理管理可以充分改善临床和工作结果，使选定的雇主能够获得投资回报。雇主现在可以购买提供抑郁护理管理的抑郁产品，即对所有抑郁员工进行员工筛查、教育、监测和临床医生反馈。我们开发了一种干预措施，鼓励雇主购买一种提供经证明可改善临床和工作结果的护理管理类型、强度和持续时间的抑郁产品。
在一项针对 30 个地区商业联盟的 360 名雇主的随机对照试验中，研究小组旨在比较基于价值的营销干预与常规护理营销对雇主购买抑郁产品的影响。该研究还将确定干预影响的中介因素和组织层面的调节因素。随机分配到基于价值条件的雇主将收到一份演示文稿，鼓励他们购买经科学证明对员工和雇主有益的抑郁产品。随机分配到常规护理条件的雇主将收到一份演示文稿，鼓励他们监测和改善门诊抑郁症治疗的质量指标。由于先前的研究表明常规护理干预对雇主购买几乎没有影响，因此在进行基于价值的干预的同时，常规护理条件下的抑郁产品购买率将捕捉供应商向两种条件下的雇主营销抑郁产品的努力。两种情况下的雇主还将获得免费的技术援助，以采取每个演示文稿鼓励的行动。研究小组将使用所有可用数据的意向治疗模型，通过 12 个月和 24 个月数据的累积发生率分析，评估干预对抑郁产品购买的影响。
通过解决“对谁有价值？”问题，该研究推进了关于将循证护理转化为“现实世界”环境的最关键问题之一的知识：购买者是否可以基于价值而不仅仅是基于成本来购买医疗保健产品。如果基于价值的营销提高了常规护理的抑郁产品购买率，那么这项研究将鼓励根据产品对购买者以及护理接受者的价值来推销新的医疗保健产品。
NCT01013220。
