Core Principles

Drug companies disseminate drug and disease content that is entertaining, memorable and persuasive, using emotion, metaphor and eye-catching graphics to engage us on an emotional and rational level. RxBalance believes that payers, medical experts and public health clinicians would have more impact on healthcare decision making if they marketed their recommendations, instead of merely presenting them. Below are the core principles that are the basis of the RxBalance approach.

  1. Clinicians suffer from information overload
    It is impossible for clinicians to keep up with every published article, guideline, safety alert and clinical trial. RxBalance believes that unbiased medical school faculty are in the best position to objectively interpret up-to-date scientific information and translate research into recommendations that are the foundation of good healthcare decision making.
  2. Evidence must be marketed
    While imparting information is a noble cause, substantial evidence exists that increasing a provider’s knowledge does not lead to improved prescribing. Marketing evidence is different than presenting medical information. Marketing evidence requires combining persuasion with science to craft messages that change healthcare behavior.  We believe in this approach as a result of observing the powerful influence of the pharmaceutical industry on prescribing trends and disease management in America.  
  3. One size does not fit all
    While objective, up-to-date scientific information is always the foundation of medical practice, we don’t believe in cookie cutter medicine. Instead, RxBalance believes that medicine is an art and a science, with individual judgment, and institutional culture, playing a critical role. Additionally, medicine is dynamic — not static — and clinical recommendations must often be made where uncertainty exists. This means that evidence-based communication materials often require customization.

  4. Follow the 80-20 rule
    High-quality ad-style medical messaging is expensive to develop, demanding resources that many healthcare organizations do not have. To compete effectively with the financial clout of pharmaceutical companies, it is critical to use structured, streamlined work processes that break down the content creation process into small, manageable steps. It is also important to know when and how to cut corners, so you can achieve more with less.
  5. Our conscience is our guide
    Although bias and conflicts of interest cannot be completely eliminated from American healthcare, RxBalance believes we can do a better job of minimizing them. We will never accept money to promote products or practices that are inconsistent with best practices or where there is a potential for perceived or actual conflicts of interest.