“Dear patient, in recent months we have discovered how fragile health is. To protect her, we stayed home. To protect her, today we can meet again. Because health restarts only with a recipe. This”. This is the message of the #proteggilatuasalute campaign, promoted by Doc Generici to repopulate medical clinics ’emptied’ by the Covid-19 emergency, with particular attention to the chronically ill. Because “for this type of patient, constant monitoring, revisions of the therapeutic plan and the valuable advice of the treating physician are fundamental for the purpose of correct therapeutic adherence”, is the meaning of the initiative launched online, on TV and with billboards in the main cities Italian.
The spot, conceived by McCann Health and visible on the Doc Generici website, aims to “enhance the relationship between doctor and patient made difficult by the long lockdown period of recent months”, through “an emotional message with a reassuring tone”. A doctor who, in the silence of his surgery, writes a letter to his patient by hand as if it were a prescription on white letterhead, before leaving his office.
The campaign is inspired by the results of a recent survey conducted by Medipragma, presented in August at the Rimini Meeting, which shows that between November 2019 and March 2020 the daily average of outpatient visits in Italy dropped by between 50% and 60%. While in the pre-Covid-19 period an average of 21 patients were seen per day, in the months of April and May the average dropped to 7 patients per day including televised. In particular, cardiological visits were reduced by 33% and pediatric visits by 53%.
“The consequences on the health of Italians are inevitable”, experts warn. Starting with the reduction in hospitalizations for diseases other than Covid-19 (-48% for heart attacks, for example), up to delays in new diagnoses (the -20% of haematological visits recorded is potentially linked to the delay in diagnosing diseases such as leukemia).
The survey also indicates an increase in requests for digital prescriptions, the exchange of information and remote doctor-patient communications. Factors have allowed the ‘white coats’ to maintain active contact with their patients even in this long emergency phase.
“Being alongside our doctors today, as a pharmaceutical company, also means trying to intercept the needs of this world – declares Riccardo Zagaria, CEO of Doc Generici – With this campaign, Doc Generici has intercepted the concern of doctors towards the many patients who suffer chronic pathologies, or that have the strict need to carry out visits and examinations with a certain regularity and that, due to the health emergency, have deserted the clinics of both general practitioners and specialist doctors. We hope to encourage them to go back to the doctor, with due precautions, and to go back for treatment “.
source Adnkronos
