A New Look at the Link Between Rheumatoid Arthritis and Heart Disease For Cardiovascular Marketers

May 25, 2012

Current tools may underestimate the risk of heart disease danger faced by patients with rheumatoid arthritis according to a Mayo Clinic study.

Two commonly used tools for assessing heart disease danger were found to substantially underrate cardiovascular disease danger in women and men with rheumatoid arthritis. The problem was particularly evident in older patients and people who test positive for rheumatoid factors, proteins produced by the immune system and often associated with rheumatoid arthritis.

On a personal level, this study is interesting to me as I have risk factors for both cardiovascular disease and rheumatoid arthritis in my family. The key problem seems to be that inflammation plays a key role in creating a greater risk factor in those with rheumatoid arthritis, but the two most commonly used tools for assessing heart disease danger — the Framingham and Reynolds risk scores —don’t factor it in.

“This study emphasizes that patients with rheumatoid arthritis are at higher risk for heart disease, and that conventional predictors of risk are not adequate for estimating this risk. Physicians caring for patients with rheumatoid arthritis should be aware of this heightened risk even when conventional risk factors seem to indicate no increased risk, and consider measures to assess and lower CV risk in these patients,” says co-author Eric Matteson, M.D., chairman of Mayo Clinic’s rheumatology division.

Sounds like good advice to me.

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The Simple Seven for Cardiovascular Marketers

February 8, 2012

When it comes down to it, seven factors weigh heavily on heart health.

However, in today’s environment of overwhelming content and advice, it can be hard to sort out the most important gems.

This online tool from the American Heart Association and American Stroke Association does a pretty good job of breaking it down.

We all know the “Simple 7”, but it’s nice to see them all in one place. This tool offers an online assessment and advice in all seven categories:

  1. Stay active
  2. Control cholesterol
  3. Eat better
  4. Manage blood pressure
  5. Lose weight
  6. Reduce blood sugar
  7. Stop smoking

Asking patients to work on all seven at once could seem daunting, but I like how this tool breaks each factor down individually but then ties them all together with a comprehensive score. It’s a nice way to look at your total heart health picture.

What are some of your favorite tools?

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Cardiovascular Marketing Update: An Apple A Day Really Might Keep the Cardiologist Away

August 19, 2011

Apple consumption may be linked to heart health in postmenopausal women.

Just in time for fall apple season, a Florida State University study suggests that apples may improve lipid metabolism and lower proinflammatory molecules. The study evaluated the effects of eating apples daily for a year.

Study participants were assigned to two groups. One group ate 75 grams of dried apples each day, and their results were compared to a control group that ate other dried fruits. Fasting blood samples were compared at the beginning of the study and then again three, six, and 12 months into the study.

Those who ate the apples lost weight, and experienced several other positive changes including:

  • Reduction in total cholesterol (14 percent);
  • Reduction in LDL cholesterol (23 percent);
  • Improved atherogenic risk; and
  • Lowered serum levels of lipid hydro peroxide (33 percent) and C-reactive protein (32 percent).

Sounds like a trip to the orchard may be in order.

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Wine, Women and Cardiovascular Marketing

March 17, 2011

Red wine may be good for a woman’s waistline as well as her heart.

My friends will tell you this is a headline I can get excited about.  As somewhat of a self-professed foodie, I’ve definitely been known to enjoy a glass or two of red wine.  And, admittedly, I can also obsess a little about my weight.

New research shows that women who drink alcohol in moderation put on less weight and are less apt to become overweight compared to non-drinkers.  Red wine seems best, but white wine and other spirits have some benefits as well.

Moderate drinking — a drink or two a day – has become accepted as a heart-healthy habit, while heavy drinking can harm health.  However, the link between alcohol consumption by normal-weight women and the risk of becoming overweight has not previously been examined.

This study, conducted by Brigham and Women’s Hospital in Boston, included nearly 20,000 trim middle-aged and older women and followed their weight gain for about 13 years.

  • The women were all at least 39 years old when the study began
  • About 38 percent said they did not drink alcohol; 33 percent said they drank less than 5 grams daily (a standard drink has about 10 grams of alcohol)
  • 20 percent drank five to less than 15 grams daily
  • 6 percent drank 15 to less than 30 grams daily
  • 3 percent downed 30 grams of alcohol or more daily (about two to three drinks per day or more)

Here’s where it gets interesting and frankly, a little counterintuitive:

Over time, almost all of the women gained some weight. However, the teetotalers gained the most weight, with weight gain decreasing with increasing amount of alcohol consumed.

Women who did not drink gained an average eight pounds compared to 3.4 pounds for those who consumed 30 grams of alcohol or more each day.

  • An initially trim woman who did not drink alcohol had about a 43 percent chance of becoming overweight or obese over 13 years.
  • Her risk fell to 33 percent if she drank 15 to 30 grams of alcohol a day.

These results seem to hold up even when taking into account other diet and lifestyle factors such as smoking and exercise.

According to Dr. Lu Wang, one of the researchers, there are several reasons why alcohol might help women stay trim.  Women consuming more alcohol tended to eat less, especially carbs.  It’s also been shown that women tend to expend more energy after drinking alcohol — more so than that contained in the alcohol.

“Taken together, regular alcohol consumption in light-to-moderate amount may lead to a net energy loss among women,” Wang said.

Sounds like a great reason to toast each other with a heart-healthy meal and a nice glass of red wine.  Cheers!

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Another Reason to Tout Expertise with Women in Cardiovascular Marketing

September 20, 2010

New research confirms it’s critical to talk about differences in treating men’s hearts vs. women’s hearts

Regular readers of this blog know I believe that promoting women’s-heart-care expertise can be a strong competitive advantage.

Here’s more evidence.

According to a new study:

  • More women with aortic valve (AV) stenosis tended to exhibit left ventricular (LV) hypertrophy than men;
  • But women also reversed the hypertrophy faster immediately following valve replacement surgery;
  • And genetic differences affecting fibrosis may be responsible for this phenomenon.

Investigators at University of Berlin assessed 92 patients — 53 women with an average age of 72, and 39 men with an average age of 67 — undergoing AV replacement LV hypertrophy and its post-op regression.

After AV replacement, the prevalence of LV hypertrophy decreased in women at a greater rate than in men: 86 to 45 percent versus 56 to 36 percent.

  • Men exhibited a greater makeup of collagen and metalloproteinase (MMP), which were “well in agreement with higher levels of fibrous tissues in the hearts of men compared to women,” and only men showed an increase in fibrous tissue gene expression.
  • The researchers noted that while other studies reported sex differences in collagen architecture, little research has been performed regarding molecular analysis like those done in this study.

Study co-author Vera Regitz-Zagrosek, MD, concluded: “It is important to study gender differences in elderly patients. Many think that when people don’t have sex hormones or have low levels, women and men are the same. This is untrue. To develop optimal treatment for both, we need studies that pre-specify gender differences as an endpoint and that have enough statistical power to look at the differences between women and men.”

I would venture to say that few patients would have a full understanding of this study’s details.  However, I’m equally sure that knowing their physicians do understand these details could be a significant factor in patient acquisition and satisfaction.

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Cardiovascular Marketing to Women Still a Challenge

May 17, 2010

Despite increased attention, efforts to highlight the differences between men and women’s heart care may not be working as well as we’d like to think.

Here’s the lead from a story I recently read:

“The risk factor profile in women presenting with acute coronary syndrome (ACS) and acute MI is distinctive compared to men, and cardiologists need to tailor their management of women with these differences in mind,” noted Kimberly A. Skelding, MD, during a presentation at the 33rd annual scientific sessions for the Society for Cardiovascular Angiography and Interventions (SCAI).

Really? This is still big news?

I don’t mean to diss Dr. Skelding’s findings in any way. In fact, thank God, she’s out there talking about them.

I’m just discouraged. I remember working on an ad more than 20 years ago for one of our clients that stressed the need to recognize differences in women’s CV symptoms and care.

Despite more than two decades of marketing and education, many problems are still rampant in women’s heart care. Dr. Skelding highlighted the following:

- later referrals, which equates to more advanced coronary artery disease

- more urgent or emergency procedures and longer door-to-balloon times

- lower rates of internal mammary artery grafts with bypass surgery, even after adjustment for age, extent of disease and urgent surgery

“Although we’re improving mortality overall in both groups, we’re not doing it as well in women,” said Skelding, who encouraged practitioners to examine these potential treatment disparities at their own institutions.

Only 33 percent of PCI procedures are performed in women annually, and delayed treatment for women is common—often more than 24 hours after presentation.

“It’s hard to say if this delay is a result of the disease state not being as well recognized or due to a lack of aggressive treatment,” she said.

Skelding offered several additional insights:

• Women continue to be underrepresented in clinical trials for PCI, as they don’t meet the inclusionary criteria.

• Women are 61 percent more likely to present with in-stent restenosis following drug-eluting stent implantation, particularly diffuse in-stent restenosis.

• Almost two-times more women will return to the ER within 30 days of their intervention, even after successful      interventions.

• For anticoagulants, among drug applications submitted to the FDA between 1994 and 2000, 20 percent had gender differences in pharmacokinetics, including more hepatic cytochrome CYP3A in women; more dietary supplements taken by women; more accumulation in fat; and less renal excretion.

• Women with acute coronary syndrome are less likely to have an ECG done within 10 minutes of presentation; less likely to be cared for by a cardiologist during their inpatient admission; and less likely to acutely be given appropriate pharmacotherapy.

• Following PCI, women with ACS have a 37 percent higher risk of death, MI or rehospitalization than men with ACS.

• Women who are less than 65 years old have a 46 percent higher risk of death, MI or rehospitalization.

There also are gender differences in atherosclerosis, including plaque erosion.

And for the treatment of acute MI in clinical practice, women have longer door-to-balloon times and are still less likely to undergo invasive evaluation on the index admission regardless of age.

Based on all the clinical data, Skelding encouraged cardiologists to “treat with parity. Examine your local data to see how your female patients are being diagnosed and treated in order to improve outcomes, improve practice and improve enrollment in clinical trials.”

We can only hope that physicians and patients alike listen to this advice. I think we all have a lot of work to do.

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Does Physician Involvement in Social Media Pose a Threat to Cardiovascular Marketing?

March 16, 2010

Physicians’ online activity is on the rise.

  • In a recent study by Google, 86% of U.S. physicians said they use the Internet to gather health, medical or prescription drug information.
  • They’ve joined the social networking revolution too. According to a survey by Mediamix International, 34% of physicians now use social media.

For the most part, I’m excited by these statistics.   Most of the heart and vascular marketers I know have been trying to encourage physician involvement in online activities for a long time.

But is there a downside?

I’ve been hearing a few horror stories lately.

  • A marketing director friend recently told me about a patient who appeared at a cardiologist’s office without an appointment.  When the office staff politely told him that he must have his dates mixed up, the patient said, “Oh no, I’m supposed to be here.  I’ve been chatting with Dr. Jones on Facebook, and he told me to stop by.”
  • Cases of doctors being sued for giving online advice in venues such as Facebook are also starting to surface.

Should these fears discourage marketers from involving physicians in social media efforts?

I hope not.

Physician and staff involvement adds credibility and knowledge that is hard to find in other sources. Online physician discussions offer amazing opportunities for both patient acquisition and retention.

But, it’s important to use common sense.

American Medical News recently published a post by Arthur R. Derse, MD, on this subject in its ethics forum.

I plan to share this with some of our clients as we plan for future campaigns.   I think it offers some great reminders that communications must be HIPAA compliant and that they should avoid giving specific advice to individual patients.

As Dr. Derse says, the bottom line is that online physician involvement in social networks should begin with the tweetable Hippocratic aphorism, “First, do no harm.”

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Adding A Women’s Heart Facebook Page To Your Cardiovascular Marketing Program

March 14, 2010

Most healthcare marketers are participating in Facebook by now.  One of the questions we’re getting from our clients is how to use Facebook to effectively engage specific patient  segments.

In our view, women are prime candidates for targeted heart and vascular Facebook efforts. More than many, this population’s diagnosis involves long-term, evolving lifestyle questions and changes.

And, according to istrategylabs, they’re on Facebook more and more:

  • Women make up 54.3% of the current Facebook audience, a 145% increase over last year.
  • Specific age segments are growing even more.
  • Usage by 35-54-year-olds  grew 328% last year to make up nearly 30% of the total audience.
  • The 55+ segment grew a whopping 922% to make up almost 10% of the total audience.

Carla Bryant, Vice President of Navvis and Company, recently did a webinar about the advantages of a Women’s Heart Facebook page.  She talked about achieving multiple goals, including:

  • Attracting women who have an interest in heart health
  • Creating a connection among women with your brand
  • Engaging women in taking ownership of their heart health
  • Raising awareness of heart risks and symptoms among women and tying in your program’s expertise and capabilities
  • Promoting events – screenings and educational seminars
  • Connecting women to relevant content that expands their knowledge of heart health
  • Positioning your experts as leaders in the diagnosis, management and treatment of women with heart disease

A discussion of when to use a Facebook Fan Page and when to use a group ensued as well:

A Facebook fan page is a good approach if you want to:

  • Increase awareness of your brand and your women’s heart program.
  • Attract “all comers” with an interest in women and heart disease to engage in conversation.
  • Use applications to increase relevance and engagement.

A Facebook group might be more relevant if you:

  • Have a women’s heart membership program and want to keep exclusivity in your content.
  • Want to limit your exposure (e.g., not show up in Google searches).
  • Don’t want to use Facebook as a platform to increase awareness of your brand or women’s heart program.

Keep in mind that Facebook efforts should be just one part of an integrated marketing mix, but with the right messaging, your patient engagement can grow exponentially.

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