Prescribing

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2 Prescribing

To prescribe is to authorise by means of a written prescription the supply of a medicine. Prescribing incorporates the processes involved in decision making undertaken by the prescriber before the act of writing a prescription. Historically, prescribing has been the preserve of those professionals with a medical, dental or veterinary training. As the role of other health care professionals such as pharmacists and nurses has expanded, prescribing rights have in turn been extended to them. The premise for this development has been that it better utilises the training of these professional groups, is clinically appropriate and improves patient access.

Regardless of the professional background of the individual prescriber, the factors that motivate them to prescribe a particular medicine are a complex mix of evidence of effectiveness and harm, external influences and cognitive biases. A rational approach to prescribing uses evidence and has outcome goals and evaluates alternatives in partnership with the patient. With the advent of new professional groups of prescribers (non-medical prescribers), it is increasingly important to understand the components of rational and effective prescribing, and the influences on this process. There is a need for a systematic approach to prescribing, and an understanding of the factors that influence the decision to prescribe a medicine. These issues will be covered in the following sections. Initially, the fundamentals of rational and effective prescribing will be discussed, followed by a brief outline of the acquisition of prescribing rights by pharmacists and the associated legal framework. The final section will cover the prescribing process and the factors that influence this.

Rational and effective prescribing

Prescribing a medicine is one of the most common interventions in health care used to treat patients. Medicines have the potential to save lives and improve the quality of life, but they also have the potential to cause harm, which can sometimes be catastrophic. Therefore, prescribing of medicines needs to be rational and effective in order to maximise benefit and minimise harm. This is best done using a systematic process that puts the patient at the heart of the process (Fig. 2.1).

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Fig. 2.1 A framework for good prescribing

(from Background Briefing. A blueprint for safer prescribing 2009 © Reproduced by permission of the British Pharmacological Society.)

What is meant by rational and effective prescribing?

There is no universally agreed definition of good prescribing. The WHO promotes the rational use of medicines, which requires that patients receive medications appropriate to their clinical needs, in doses that meet their own individual requirements, for an adequate period of time, and at the lowest cost to them and their community. However, a more widely used framework for good prescribing has been described (Barber, 1995) and identifies what the prescriber should be trying to achieve, both at the time of prescribing and in monitoring treatment thereafter. The prescriber should have the following four aims:

This model links to the four key principles of biomedical ethics: beneficence, non-maleficence, justice and veracity, and respect for autonomy, and can be applied to decision making at both an individual patient level and when making decisions about medicines for a wider population, for example in a Drug and Therapeutics Committee. One of the strengths of this model is the consideration of the patient’s perspective and the recognition of the inherent tensions between the four key aims.

Another popular framework to support rational prescribing decisions is known as STEPS (Preskorn, 1994). The STEPS model includes five criteria to consider when deciding on the choice of treatment:

Pharmacists as prescribers and the legal framework

Evolution of non-medical prescribing

Independent prescribing is defined as ‘prescribing by a practitioner (doctor, dentist, nurse, pharmacist) who is responsible and accountable for the assessment of patients with undiagnosed or diagnosed conditions and for decisions about the clinic management required including prescribing’ (DH, 2006).

In 1986, a report was published in the UK (‘Cumberlage report’) which recommended that community nurses should be given authority to prescribe a limited number of medicines as part of their role in patient care (Department of Health and Social Security, 1986). Up to this point, prescribing in the UK had been the sole domain of doctors, dentists and veterinarians. This was followed in 1989 by a further report (the first Crown report) which recommended that community nurses should prescribe from a limited formulary (DH, 1989). The legislation to permit this was passed in 1992.

At the end of the 1990s, in line with the then UK government’s desire to widen access to medicines by giving patients quicker access to medicines, improving access to service and making better use of the skills of health care professionals, the role of prescriber was proposed for other health care professionals. This change in prescribing to include non-medical prescribers (pharmacists, nurses and optometrists) was developed following a further review (Crown, 1999). This report suggested the introduction of supplementary prescribers, that is, non-medical health professionals who could prescribe after a diagnosis had been made and a clinical management plan drawn up for the patient by a doctor (Crown, 1999).

Supplementary prescribing

The Health and Social Care Act 2001 allowed pharmacists and other health care professionals to prescribe. Following this legislation, in 2003, the Department of Health outlined the implementation guide allowing pharmacists and nurses to qualify as supplementary prescribers (DH, 2003). In 2005, supplementary prescribing was extended to physiotherapists, chiropodists/podiatrists, radiographers and optometrists (DH, 2005).

Supplementary prescribing is defined as a voluntary prescribing partnership between an independent prescriber (doctor or dentist) and a supplementary prescriber (nurse, pharmacist, chiropodists/podiatrists, physiotherapists, radiographers and optometrists) to implement an agreed patient-specific clinical management plan with the patient’s agreement. This prescribing arrangement also requires information to be shared and recorded in a common patient file. In this form of prescribing the independent prescriber, that is the doctor or if appropriate the dentist, undertakes the initial assessment of the patient, determines the diagnosis and the initial treatment plan. The elements of this patient-specific plan, which are the responsibility of the supplementary prescriber, are then documented in the patient-specific clinical management plan. The legal requirements for which are detailed in Box 2.1. Supplementary prescribers can prescribe Controlled Drugs and also both off-label and unlicensed medicines.

Non-medical independent prescribing

Following publication of a report on the implementation of nurse and pharmacist independent prescribing within the NHS in England (DH, 2006), pharmacists were enabled to become independent prescribers as defined under the Medicines and Human Use (Prescribing; Miscellaneous Amendments) Order of May 2006. Pharmacist independent prescribers were able to prescribe any licensed medicine for any medical condition within their competence except Controlled Drugs and unlicensed medicines. The restriction on Controlled Drugs included those in Schedule 5 (CD Inv.POM and CD Inv.P) such as co-codamol. At the same time, nurses could also become qualified as independent prescribers (formerly known as Extended Formulary Nurse Prescribers) and prescribe any licensed medicine for any medical condition within their competence, including some Controlled Drugs. Since 2008, optometrists can also qualify as independent prescribers to prescribe for eye conditions and the surrounding tissue. They cannot prescribe for parenteral administration and they are unable to prescribe Controlled Drugs.

Following a change in legislation in 2010, pharmacist and nurse, non-medical prescribers, were allowed to prescribe unlicensed medicines (DH, 2010).

From the above it should be evident that in the UK suitably qualified pharmacists can prescribe as either supplementary or independent prescribers.

Accountability

Prescribers have the authority to make prescribing decisions for which they are accountable both legally and professionally. Accountability when prescribing covers three aspects – the law, the statutory professional body and the employer.

The law of Tort, the concept of a ‘civil wrong’, includes clinical negligence. In such a claim, the patient needs to demonstrate that the prescriber caused them injury or damage. For this allegation to be substantiated the patient needs to prove that the prescriber owed them a duty of care, that this duty of care was breached and that this caused the injury identified, and also that the injury was foreseeable. The law of Tort also permits actions for breach of confidentiality and also for battery, should a patient be treated without consent. Therefore, prescribers (independent and supplementary) are legally and professionally accountable for their decisions. This includes decisions not to prescribe and also ensuring that the prescription is administered as directed. The legal responsibility for prescribing always lies with the individual who signed the prescription. In addition, prescribers also have a responsibility to ensure the instructions are clear and not open to misinterpretation.

If a prescriber is an employee then the employer expects the prescriber to work within the terms of his/her contract, competency and within the rules/policies, standard operating procedure and guidelines, etc. laid down by the organisation. Therefore, working as a prescriber, under these conditions, ensures that the employer has vicarious liability. So should any patient be harmed through the action of the prescriber and he/she is found in a civil court to be negligent, then under these circumstances the employer is responsible for any compensation to the patient. Therefore, it is important to always work within these frameworks, as working outside these requirements makes the prescriber personally liable for such compensation. To reinforce this message it has been stated that the job descriptions of non-medical prescribers should incorporate a clear statement that prescribing forms part of the duties of their post (DH, 2006).

Ethical framework

Four main ethical principles of biomedical ethics have been set out for use by health care staff in patient–practitioner relationships (Beauchamp and Childress, 2001). These principles are respect for autonomy, non-maleficence, beneficence, justice and veracity and need to be considered at all points in the prescribing process.

Autonomy

Autonomy recognises an individual patient’s right to self-determination in making judgements and decisions for themselves and encompasses informed patient consent. Respect for autonomy is therefore a form of personal liberty which freely permits patients to choose whether they wish to have treatment in accordance with their own plans.

Gillick competence is used to determine if children have the capacity to make health care decisions for themselves. Children under 16 years of age can give consent as long as they can satisfy the prescriber that they have capacity to make this decision. However, with the child’s consent, it is a good practice to involve the parents in the decision-making process. In addition, children under 16 may have the capacity to make some decisions relating to their treatment, but not others. So it is important that an assessment of capacity is made related to each decision. There is some confusion regarding the naming of the test used to objectively assess legal capacity to consent to treatment in children under 16, with some organisations and individuals referring to Fraser guidance and others Gillick competence. Gillick competence is the principle used to assess the capacity of children under 16, while the Fraser guidance refers specifically to contraception (Wheeler, 2006).

The Mental Capacity Act (2005) protects the rights of adults who are unable to make decisions for themselves. The fundamental concepts within this act are the presumption that every adult has capability and should be supported to make their own individual decision. The five key principles are listed in Box 2.2. Therefore, any decision made on their behalf should be as unrestrictive as possible and must be in the patient’s own interest, not biased by any other individual or organisation’s benefit. Advice regarding patient consent is listed in Box 2.3.

Beneficence

This is the principle of doing good and refers to the obligation to act for the benefit of others that is set out in codes of professional conduct, for example, pharmacists’ code of ethics and professional standards and guidance (Royal Pharmaceutical Society of Great Britain, 2009). Beneficence is referred to both physical and psychological benefits of actions and also related to acts of both commission and omission. Standards set for professionals by their regulatory bodies such as the General Pharmaceutical Council can be higher than those required by law. Therefore, in cases of negligence the standard applied is often that set by the relevant statutory body for its members.

Off-label and unlicensed prescribing

For a medicine to be licensed for use in a specific country, the manufacturer must obtain a marketing authorisation, formerly called the product license. This details the patients, conditions and purpose under which the medicine is licensed for use. Any medicine which does not have a marketing authorisation for the specific country where it is prescribed is termed ‘unlicensed’. Unlicensed medicines prescribed include new medicines undergoing clinical trial, those licensed and imported from another country but not licensed in the country where they are to be used. It also includes ‘specials’ manufactured to meet a specific patient’s needs or produced when two licensed medicines are mixed for administration.

However, if a licensed medicine is prescribed outside that specified in the marketing authorisation then this is described as ‘off-label’. This happens in practice, for example many medicines are not licensed for use in children but are prescribed for them. In addition, some established medicines are prescribed for conditions outside their marketing authorisation, for example amitriptyline for neuropathic pain and azathioprine in Crohn’s disease. The British National Formulary includes information on off-label use as an annotation of ‘unlicensed indication’ to inform health care professionals. The details of a medicine’s marketing authorisation are provided in the Summary of Product Characteristics.

The company which holds the marketing authorisation has the responsibility to compensate patients who are proven to have suffered unexpected harm caused by the medicine when prescribed and used in accordance with the marketing authorisation. Therefore, if a medicine is prescribed which is either unlicensed or off-label, the prescriber carries professional, clinical and legal responsibility and is therefore liable for any harm caused. Best practice on the use of unlicensed and off-label medicines is described in Box 2.4. In addition, all health care professionals have a responsibility to monitor the safety of medicines. Suspected adverse drug reactions should therefore be reported in accordance with the relevant reporting criteria.

Box 2.4 Advice for prescribing unlicensed and off-label medicines

(from Drug Safety Update, 2009; 2: 7, with kind permission from MHRA)

Prescribing across the interface between primary and secondary care

When a patient moves between care settings, there is a risk that a ‘gap’ in care will take place. These ‘gaps’ in care are almost always as a result of poor communication and frequently involve medicines, particularly when the patient is discharged from hospital into a community setting. So far, there is no evidence-based solution to these problems. The primary care prescriber with the responsibility for the continuing management of the patient in the community may be required to prescribe medicines with which they are not familiar. The prescriber should be fully informed and competent to prescribe a particular medicine for his/her patient. Supporting information from the hospital, in the form of shared care guidelines, can help inform the prescriber about medicines with which they may not be very familiar. Overall, the decision about who should take responsibility for continuing care or prescribing treatment after the initial diagnosis or assessment should be based on the patient’s best interests rather than on the health care professional’s convenience or the cost of the medicine. However, it is legitimate for a prescriber to refuse to prescribe where they consider they have insufficient expertise to accept responsibility for the prescription or where the product is of a very specialised nature and/or requires complex ongoing monitoring. Professional bodies are developing principles for communication between health care professionals in primary and secondary care to improve patient safety.

Clinical governance

Clinical governance is defined as ‘the system through which NHS organisations are accountable for continuously improving the quality of their services and safeguarding high standards of care, by creating an environment in which clinical excellence will flourish’ (DH, 1998). It is a process embraced by the NHS to ensure that the quality of health care embedded within organisations is continuously monitored and improved. Clinical governance parallels corporate governance within commercial organisations and as such provides a systematic set of mechanisms such as duties, accountabilities and rules of conduct to deliver quality health care.

Clinical governance is described as having seven pillars:

Within the NHS, standards of practice have been developed and monitored to ensure risks are managed and controlled. As part of this framework the performance of staff is also assessed and remedial action taken, if required. NHS organisations have clinical governance requirements for their staff which include requirements for non-medical prescribing.

Professional bodies have also incorporated clinical governance into their codes of practice. The four tenants of clinical governance are to ensure clear lines of responsibility and accountability; a comprehensive strategy for continuous quality improvement; policies and procedures for assessing and managing risks; procedures to identify and rectify poor performance in staff. Therefore, the professional bodies such as those of pharmacists, nurses and optometrists have also identified clinical governance frameworks for independent prescribing as part of their professional codes of conduct. The General Pharmaceutical Council, the UK pharmacy regulator, code of practice provided a framework not only for the individual pharmacist, non-medical prescriber, but also for their employing organisation. Suggested indicators for good practice are detailed in Box 2.5.

Competence and competency frameworks

Competence can be described as the knowledge, skills and attributes required to undertake an activity to a specific minimum standard within a defined environment. A competency framework is a group of competencies identified as essential to effectively perform a specific task. It can be used by an individual or an organisation to assess performance in this defined area. For example, it can be used for staff selection/recruitment, training and performance review.

The National Prescribing Centre has published a competency framework for pharmacist prescribers (Granby and Picton, 2006) which is described in Table 2.1. This framework is composed of three areas: the consultation, prescribing effectively and prescribing in context. These three areas are further subdivided to provide nine competencies each with an overarching statement. The nine competencies are:

Table 2.1 Overview of the National Prescribing Centre competency framework for pharmacists (Granby and Picton, 2006)

Competency area Competency Behaviour indicator
Consultation Clinical and pharmaceutical knowledge 10 statements
For example, understands the conditions being treated, their natural progress and how to assess their severity
Establishing options 14 statements
For example, assesses the clinical condition using appropriate techniques and equipment
Communicating with patients 11 statements
For example, explains the nature of the patient’s condition, the rationale behind and potential risks and benefits of management options
Prescribing effectively Prescribing safely 9 statements
For example, only prescribes a medicine with adequate, up-to-date knowledge of its actions, indications, contraindications, interactions, cautions, dose and side effects
Prescribing professionally 8 statements
For example, accepts personal responsibility for own prescribing and understands the legal and ethical implications of doing so
Improving prescribing practice 7 statements
For example, reports prescribing errors and near misses, reviews practice to prevent recurrences
Prescribing in context Information in context 6 statements
For example, critically appraises the validity of information sources (e.g. promotional literature, research)
The NHS in context 5 statements
For example, follows relevant local and national guidance for medicines use (e.g. local formularies, care pathways, NICE guidance)
The team and individual context 7 statements
For example, establishes relationships with colleagues based on understanding, trust and respect for each other’s roles

Each of these competencies is supported by a series of statements/behavioural indicators, all of which an individual needs to demonstrate they have achieved the overall competency (Table 2.1). Prescribers can review their prescribing performance using the nine competencies and the associated 77 behavioural indicators using this framework as a self-assessment tool. The framework is particularly useful when structuring ongoing CPD.

The prescribing process

Consultation

The consultation is a fundamental part of the prescribing process and the prescriber needs to understand and utilise this in order to help them practise effectively. The medical model of disease, diagnosis and prescribing is often central to practice, but an understanding of the patient’s background together with their medical beliefs and anxieties is equally important in helping the prescribers understand their own role and behaviours alongside those of their patients. A broad range of practical skills are needed in the consultation:

The style in which the consultation is undertaken is also important. The paternalistic prescriber–patient relationship is no longer appropriate. This has been replaced in modern health care by a more patient-centred focus that ensures patient autonomy and consent. This uses a task-orientated approach to keep consultation times to a reasonable duration and set parameters to ensure a realistic expectation from the consultation.

An example of this is the Calgary Cambridge framework which can be used to structure and guide patient consultations (Silverman et al., 2005). The framework is represented in Fig. 2.2. The five key stages of the consultation are:

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Fig. 2.2 Calgary Cambridge consultation framework (Silverman et al., 2005).

Reproduced with kind permission from the Radcliffe Publishing Ltd, Oxford.

In addition to these stages there are two key tasks performed throughout the consultation. These are ‘providing structure’ and ‘building the patient–prescriber relationship’. These two tasks are vital in ensuring an effective consultation. For a patient–prescriber communication to be effective, it is important that this focuses on interaction between the patient and the prescriber and is not just passive transmission of information. Feedback from the patient about the information received is essential for effective communication and will be covered in more detail below.

Building relationships

Non-verbal communication is important and can be used by the prescriber to gain information from the patient. Facial expressions and body posture can give clues about how the patient is feeling, for example anxious or tired. Proximity and eye contact are also important to determine if the patient is activity engaged in the conversation or are they distracted. Such non-verbal clues, for example anxiety, tiredness and pain, can then be explored verbally with the patient.

The prescribers also need to review their own non-verbal communication to ensure this reinforces the verbal message they are giving to the patient. For example, doctors who face the patient, make eye contact and maintain an open posture were regarded by their patients to be more interested and empathic (Harrigan et al., 1985). Also health care professionals in primary care who demonstrated non-verbal intimacy (close distance, leaning forward, appropriate body orientation and touch) had increased patient satisfaction (Larsen and Smith, 1981).

As eye contact is an important non-verbal form of communication, obtaining information from patient records and documenting the consultation could undermine these skills. Therefore, it is important to read notes in advance of the consultation and avoid writing up the outcome while the patient is speaking. Indicating to the patient that references need to be made to their record or information documented ensures the patient is informed about the break in the consultation. This strategy should be adopted for both paper and computer-based records.

Developing rapport is also essential to building an effective patient–prescriber relationship. This can be achieved by providing an accepting response to the patient’s concerns and expectations. This is achieved by acknowledging the patient’s views and valuing their contribution and accepting this information in a non-judgemental way. This does not necessarily mean that the prescriber agrees with information but that they accept that this is a legitimate view from the patient’s perspective. This can be reinforced by summarising the patient’s view. The prescriber should acknowledge the patient’s coping efforts and self-care. Avoiding jargon and explaining complex concepts in simple terms, to enable patients to understand the diagnosis and management, is also important.

Gathering information

The aim of this stage is to explore the problem identified from both the patient and prescriber’s perspective to gain background information which is both accurate and complete. Britten et al. (2000) identified that lack of patient participation in the consultation led to 14 categories of misunderstanding between the prescriber and patient. These included patient information unknown to the prescriber, conflicting information from the patient and communication failure with regard to the prescriber’s decision. During this stage the illness framework, identified by exploring the patient’s ideas, concerns, expectations and experience of his/her condition and effect on his/her life, is combined with the information gained by the prescriber through his/her biomedical perspective. This encompasses signs, symptoms, investigations and underlying pathology. Assimilation of this information leads the prescriber to a differential diagnosis. By incorporating information from both viewpoints, a comprehensive history detailing the sequence of events can be obtained using questioning, listening and clarification. This ends with an initial summary where the prescriber invites the patient to comment and contribute to the information gathered.

Explanation and planning

This stage of the consultation incorporates three aspects: the differential diagnosis/hypothesis, the prescriber’s management plan (investigations and alternative treatments), explanation and negotiating the plan of action with the patient.

In one UK study, doctors were found to overestimate the extent to which they completed the tasks of discussing the risk of medication, checking the ability of the patient to follow the treatment plan and obtaining the patient’s input and view on the medication prescribed (Makoul et al., 1995).

In order to successfully accomplish this stage of the consultation, the prescriber needs to use a number of skills and also to involve the patient. The prescriber should ensure he/she gives the correct type and amount of information. This is done by assessing the patient’s prior knowledge by employing both open and closed questions. By organising the information given into chunks which can be easily assimilated the prescriber can then check the patient understands the information given. Questioning the patient regarding additional information they require also helps to ensure the patient’s involvement and maintains rapport. The prescriber must determine the appropriate time to give explanations and also allow the patient time to consider the information provided. Signposting can also be a useful technique to employ during this stage. Once again the language used should be concise, easy to understand and avoid jargon. Using diagrams, models and written information can enhance and reinforce patient understanding. The explanation should be organised into discreet sections with a logical sequence so that important information can be repeated and summarised. Box 2.6 summarises the issues the prescriber should consider before prescribing a medicine.

To achieve shared understanding and shared decision making, it is important to incorporate the patient’s perspective by relating the information given to the patient’s illness framework. The patients also need to have the opportunity to ask questions, raise doubts and obtain clarification. This can be undertaken effectively by taking the patient’s beliefs, culture, abilities and lifestyle into account when discussing treatment options, for example fasting during Ramadan, or use of memory aids to support adherence. The prescriber should also explain his/her rationale for the management plan identified and also discuss possible alternatives. By involving and negotiating with the patient in this way, a mutually acceptable treatment plan can be identified which allows the patient to take responsibility for his/her own health.

Communicating risks and benefits of treatment

Explaining the risks and benefits of treatment in an effective manner is an essential skill for health care professionals. This ensures patient’s consent to treatment is informed and that the patient has an opportunity to participate in shared decision making about their treatment. Before this stage of the consultation is reached, the health care professional has to know the evidence about treatment, be able to apply it to the individual patient in front of them and then be able to communicate risks and benefits in terms the patient can understand.

It is important to communicate the risks and benefits of treatment in relation to medicines. This is because many medicines are used long term to treat or prevent chronic diseases, but we know they are often not taken as intended. Sometimes these medicines do not appear to have any appreciable beneficial effect on patients’ symptoms, for example medicines to treat hypertension. Most patients want to be involved in decisions about their treatment, and would like to be able to understand the risks of side effects versus the likely benefits of treatment, before they commit to the inconvenience of taking regular medication. An informed patient is more likely to be concordant with treatment, reducing waste of health care resources including professional time and the waste of medicines which are dispensed but not taken.

Communicating risk is not simple (Paling, 2003). Many different dimensions and inherent uncertainties need to be taken into account, and patients’ assessment of risk is primarily determined by emotions, beliefs and values, not facts. This is important, because patients and health care professionals may ascribe different values to the same level of risk. Health care professionals need to be able to discuss risks and benefits with patients in a context that would enable the patient to have the best chance of understanding those risks. It is also prudent to inform the patient that virtually all treatments are associated with some harm and that there is almost always a trade-off between benefit and harm. How health care professionals present risk and benefit can affect the patient’s perception of risk.

Some important principles to follow when describing risks and benefit to patients:

Visual patient decision aids are becoming increasingly popular as a tool that health care professionals can use to support discussions with patients by increasing their knowledge about expected outcomes and helping them to relate these to their personal values (National Prescribing Centre, 2008). Further information about using patient decision aids can be found at http://www.npci.org.uk/therapeutics/mastery/mast4/patient_decision_aids/patient_decision_aid1.php

Adherence

Adherence has been defined as the extent to which a patient’s behaviour matches the agreed recommendation from the prescriber. When a patient is non-adherent this can be classified as intentional or unintentional non-adherence (National Institute for Health and Clinical Excellence, 2009).

Unintentional non-adherence occurs when the patient wishes to follow the treatment plan agreed with the prescriber, but is unable to do so because of circumstances beyond their control. Examples of this include forgetting to take the medicine at the defined time or an inability to use the device prescribed. Strategies to overcome such obstacles include medication reminder charts, use of multi-compartment medication dose systems, large print for those with poor eyesight, aids to improve medication delivery, for example inhaler-aids, tube squeezers for ointments and creams, and eye drop administration devices. A selection of these devices is detailed in a guide to the design of dispensed medicines (National Patient Safety Agency, 2007).

Intentional non-adherence occurs when the patient decides he/she does not wish to follow the agreed treatment plan. This may occur because of the patient’s beliefs, his/her perceptions or motivation. Therefore, it is important that all of these aspects are included in the discussion between the patient and prescriber when the treatment plan is developed. The patient needs to fully appreciate his/her medical condition and its prognosis in order to understand the rationale for the treatment options discussed. Also the effect of not taking the treatment needs to be explicitly explored with the patient. The benefits of the treatment plan as well as side effects also need to be explored with the patient. The patient information leaflet (PIL) can be used to support this discussion. The patient’s previous experience of medicines and associated side effects should be explored as this gives the prescriber vital information about perceptions and motivation. Adherence to existing prescribed medication should be explored non-judgementally. For example, asking the patient how often he/she has missed taking doses at the prescribed time over the previous 7 days would enable the prescriber to assess adherence but also explore lifestyle factors or side effects which may impact on the patient. These can then be discussed and strategies developed to optimise adherence.

Studies have demonstrated that between 35% and 50% of medicines prescribed for chronic conditions are not taken as recommended (National Institute for Health and Clinical Excellence, 2009). Therefore, it is the prescriber’s responsibility to explore with the patient their perceptions of medicines to determine if there are any reasons why they may not want to or are unable to use the medicine. In addition, any barriers which might prevent the patient from using the treatment as agreed, for example manual dexterity, eyesight, memory, should be discussed and assessed. Such a frank discussion should enable the patient and prescriber to jointly identify the optimum treatment regimen to treat the condition. In addition, information from the patient’s medical records can be used to assess adherence. For example, does the frequency of requests for repeat medication equate to the anticipated duration of use?

Review of unused medicines can be undertaken and it is also important to assess the patient’s administration technique on an ongoing basis for devices, for example asthma inhalers to optimise correct technique. This can be achieved, for example, on carrying out a medicine’s reconciliation on hospital admission when the patient’s prescribed medicines are compared to what they were taking before admission through discussion with patients/carers and review of primary care records.

As it is likely that at some point all patients will forget to take their medicine, it is important to give all patients information on what to do should a dose be missed. For individuals taking medication for treatment of a chronic condition, adherence should not be assumed and therefore assessment of adherence should form an ongoing discussion at each consultation.

Medication review

Medication review has been defined as ‘a structured, critical examination of a patient’s medicines with the objective of reaching an agreement with the patient about treatment, optimising the impact of medicines, minimising the number of medication-related problems and reducing waste’ (Medicines Partnership, 2002).

It is important that medicines are prescribed appropriately and that patients continue to achieve benefits from their medicines. The regular review of medicines is a key part of a good prescribing process and has many potential benefits for patients including:

Many medicines prescribed for patients are used to treat chronic long-term conditions and are consequently prescribed regularly on a long-term basis. Frequently, patients obtain these medicines using a repeat prescribing system. This enables the patients to obtain further supplies of their medicine without routinely having to see their primary care doctor or prescriber, thereby reducing unnecessary consultations. In the UK, repeat prescribing accounts for about 60–75% of all prescriptions and 80% of cost. Robust systems and processes are essential in primary care to ensure repeat prescribing is safe and not wasteful. Reviewing a patient’s medication forms an essential element of a robust repeat prescribing process.

Medication reviews can be carried out in many different care settings, by a variety of health care professionals and in many different ways. Different types of medication review are required to meet the needs of patients for different purposes. A medication review can be from a simple review of the prescription to an in-depth clinical medication review. However, the aim of all types of medication review is to achieve the following:

The benefits of medication review are now being recognised by health policy makers, and in the UK, community pharmacists are required to carry out different levels of medication review as part of their normal clinical activities. Medication reviews are often targeted towards patient groups who are more likely to have problems with their medicines, for example the elderly, patients taking more than four medicines regularly, patients in care homes, those on medicines with special monitoring requirements. Characteristics of different types of medication review are described in Table 2.2.

The key elements of an advanced clinical medication review are:

The NO TEARS approach (Lewis, 2004) is also a useful prompt to assist such a review (Table 2.3).

Table 2.3 The NO TEARS approach to medication review

NO TEARS Questions to think about
Need and indication Why is the patient taking the medicine, and is the indication clearly documented in the notes?
Do they still need the medicine?
Is the dose appropriate?
Has the diagnosis been confirmed or refuted?
Would a non-drug treatment be better?
Does the patient know what their medicines are for?
Open questions Use open questions to find out what the patient understands about their medicines, and what problems they may be having with them.
Tests and monitoring Is the illness under control?
Does treatment need to be adjusted to improve control?
What special monitoring requirements are there for this patient’s medicines?
Who is responsible for checking test results?
Evidence and guidelines Is there new evidence or guidelines that mean I need to review the patient’s medicines?
Is the dose still appropriate?
Do I need to do any other investigations or tests?
Adverse effects Does the patient have any side effects?
Are any of the patient’s symptoms likely to be caused by side effects of medicines, including OTC and complementary medicines?
Are any of the patients’ medicines being used to treat side effects of other medicines?
Is there any new advice or warnings on side effects or interactions?
Risk reduction and prevention If there is time, ask about alcohol use, smoking, obesity, falls risk or family history, for opportunistic screening.
Is treatment optimised to reduce risks?
Simplification and switches Can the patient’s medicines regimen be simplified?
Are repeat medicines synchronised for prescribing at the same time?
Explain any changes in medicines to the patient.

Factors that influence prescribers

A prescriber is subject to various influences which may impact upon their decision making when deciding whether to prescribe a medicine and which medicine to prescribe. Some of these influences may result in poor decision making; therefore, it is important to have an understanding of these influences and how they may impact on prescribing decisions.

A range of influences that affect the prescribing decisions made by primary care doctors have been identified (Fig. 2.3).

Patients and prescribing decisions

The prescribing and use of medicines is strongly influenced by cultural factors that affects patients and prescribers alike. Issues such as whether the patient expects a prescription or whether the prescriber thinks the patient expects a prescription both influence the decision to prescribe. Patients may want a prescription for a whole variety of reasons, some of which are more valid than others. Beyond wanting a medicine for its therapeutic effect, a prescription for a medicine may demonstrate to the patient that their illness is recognised, be seen as a symbol of care, offer legitimacy for time off work because of illness, or fit with their health beliefs. Patients who frequently consult and receive a prescription are more likely to repeat the experience, and expect a prescription at their next consultation.

A number of studies have found that doctors sometimes feel under pressure from patients to prescribe, although patients may not always expect a prescription from the doctor. However, while patients often expect to receive a medicine, they may also have more complex agendas that need to be explored in the consultation. Patients may have mixed attitudes towards medicines and reluctance to take medicines is quite common. Whilst a medicine may be prescribed for its pharmacological effect, there may be other associated reasons to prescribe for a patient, for example to end the consultation, to avoid doing anything else or having to say ‘no’, to maintain contact with the patient, as a response to carer anxiety, or to fulfil the patient’s expectation.

The informed patient

Health care is moving to a position of greater shared decision making with patients and development of the concept of patient autonomy. This is being supported through the better provision of information for patients about their prescribed medicines. The EU directive 2001/83 (European Commission, 2001) requires that all pharmaceutical products are packaged with an approved PIL, which provides information on how to take the medicine and possible adverse effects. Other important developments that have increased patients’ access to information, albeit of variable quality, include the role of the media in general and the amount of attention they give to health and health-related matters, the emergence of the Internet, and the development of patient support groups. The reporting in the media of concerns regarding the safety of MMR vaccine and the subsequent rapid drop in MMR vaccinations rates in children is a good example of the importance of these developments in influencing patients and prescribing.

Direct advertising of medicines to patients is allowed in the USA and New Zealand, but not in Europe. Advertising medicines in this way is clearly effective in increasing sales of medicines, as evidenced by the increased spending and prescriptions for advertised drugs, compared to non-advertised drugs in these countries. This has led to concern that direct to consumer advertising encourages unnecessary and inappropriate use of medication. In the UK, education for patients may be provided by the manufacturer through sponsored disease awareness campaigns but there is concern that these encourage individuals to seek advice or treatment from their doctor for conditions that have been incorrectly self diagnosed. These campaigns may also help to raise awareness of conditions that have not been well managed in the past. However, they can also act as covert advertisements for prescription. Such campaigns, which may be established by a drug company with or without the endorsement of a patient group, often take place at the same time as a drug’s launch and may involve aggressive promotion. As a consequence there have been calls to control the influence of companies on the production of disease awareness campaigns that impact on the individual patient, who then exerts pressure on the prescriber for a specific medicine.

Pharmaceutical industry

The pharmaceutical industry has a very wide and important influence on prescribing decisions affecting every level of health care provision, from the medicines that are initially discovered and developed through clinical trials, to the promotion of medicines to the prescriber and patient groups, the prescription of medicines and the compilation of clinical guidelines. There are over 8000 pharmaceutical company representatives in the UK trying to persuade prescribers to prescribe their company’s product. This represents a ratio of about 1 representative for every 7.5 doctors (House of Commons Health Committee, 2005) with 1 representative for every 4 primary care doctors (National Audit Office, 2007). Whilst representatives from the pharmaceutical industry can provide useful and important new information to prescribers about medicines, the information presented is not without bias and rarely provides any objective discussion of available competitor products.

The influence of the pharmaceutical industry extends well beyond the traditional selling approach of using representatives, and is increasingly sophisticated. The pharmaceutical industry spends millions on advertising, company sponsored information from medical journals and supplements, sponsorship to attend conferences and meetings, and medical education. Over half of postgraduate education and training for doctors in the UK is sponsored by the pharmaceutical industry. The wide variety, volume and intensity of marketing activities the industry engage in are an important influence on prescribing by health care professionals. But on asking prescribers if they are influenced by the pharmaceutical industry, they usually deny that drug promotion affects their own prescribing practices, although they do believe that it affects other prescribers’ prescribing habits. This is clearly not the case, as research has shown that even the use of modest samples, gifts and food exerts a significant influence on prescriber behaviour.

Cognitive factors

Most prescribing decisions are made using the processes our brains develop to handle large volumes of complex information quickly. This rapid decision making is aided by heuristics, strategies that provide shortcuts that allow us to make quick decisions. This type of decision making largely relies on a small number of variables that we believe are important based on information collected by brief reading in summary journals (e.g. Bandolier, Drug and Therapeutics Bulletin and articles in popular doctors’ and nurses’ magazines mailed free of charge) and talking to colleagues. However, it is important to recognise that cognitive biases affect these heuristics (or shortcuts) involved in rapid decision making, and that experts as well as generalists are just as fallible to cognitive biases in decision making. At least 43 cognitive biases in decision making have been described. Some examples of cognitive biases that may affect prescribing decisions are shown in Table 2.4.

Table 2.4 Examples of types of cognitive biases that influence prescribing

Type of cognitive bias Description
Novelty preference The belief that the progress of science always results in improvements and that newer treatments are generally better than older treatments
Over optimism bias Tendency of people to over-estimate the outcome of actions, events or personal attributes to a positive skew
Confirmation bias Information that confirms one’s already firmly held belief is given higher weight than refuting evidence
Mere exposure effect More familiar ideas or objects are preferred or given greater weight in decision making
Loss aversion To weigh the avoidance of loss more greatly than the pursuit of an equivalent gain
Illusory correlation The tendency to perceive two events as causally related, when in fact the connection between them is coincidental or even non-existent

Strategies to influence prescribing

Health care organisations at local and national levels have been seeking to influence prescribing behaviour over many years, both to control expenditure on medicines and to improve quality of care. Medicines are one of the most well-researched interventions in health care, with a relative wealth of evidence to support their use. Despite this, there is still a wide variation in prescribing practice between clinicians and between health care organisations. This may reflect variation in clinical practice arising from the inconsistent implementation of evidence-based medicine and the impact of the many factors that influence prescribing. Strategies to improve prescribing can be managerial and process orientated, or more supportive and educationally orientated. Strategies that use a combination of different interventions on a repeat basis are more likely to be successful at influencing prescribing.

Managerial approaches to influence prescribing

Formularies are restricted lists of medicines, to which prescribers are encouraged or required to adhere. This helps consistency of prescribing, ensures that prescribers are familiar with a range of medicines, and can help contain costs. In secondary care, prescribers can usually only prescribe those medicines included within the formulary, as these are the medicines stocked in the pharmacy. In primary care a formulary is generally advisory in nature and less restrictive as community pharmacies can supply any reimbursable medicine. Medicines are included in a formulary if they are deemed to have met rational criteria based on clinical and cost-effectiveness. Health care organisations usually have a process for deciding which medicines are included within their local formulary, keeping the formulary updated, and monitoring the implementation of local formulary decisions. Some formularies are developed to cover prescribing in both primary and secondary care, which mean they can have a significant influence on prescribing patterns in the whole of a local health economy. Over recent years, formularies have developed beyond just being a list of medicines and often include useful advice for prescribers, for example about disease management.

Local and national guidelines

Guidelines for the use of a medicine, a group of medicines or the management of a clinical condition may be produced for local or national use. They can be useful tools to guide and support prescribers in choosing which medicines they should prescribe. Ideally, guidelines should make evidence-based standards of care explicit and accessible, and aid clinical decision making. The best-quality guidelines are usually those produced using systematically developed evidence-based statements to assist clinicians in making decisions about appropriate health care for specific clinical circumstances. In the UK, there is an accreditation scheme to recognise organisations who achieve high standards in producing health or social care guidance. Examples of accredited guidelines are those produced by NICE (National Institute for Health and Clinical Excellence, www.nice.org.uk) and SIGN (Scottish Intercollegiate Guideline Network, www.sign.ac.uk). Local guidelines are often developed to provide a local context and interpretation of national guidance, and offer guidance on managing patients between primary and secondary care. However, despite the availability of good quality accessible clinical guidelines, implementation in practice remains variable.

Clinical decision support systems are increasingly popular as a way of improving clinical practice, and influence prescribing. These often utilise interactive computer programs that help clinicians with decision-making tasks at the point of care, and also help them keep up-to-date, and support implementation of clinical guidelines. Clinical knowledge summaries (www.cks.nhs.uk) is a decision support system developed for use in primary care that includes PILs, helps with differential diagnosis, suggests investigations and referral criteria, and gives screens that can be shared between the patient and the prescriber in the surgery.

Support and education

One of the challenges for modern health care organisations is to ensure consistent implementation of evidence-based interventions and influence clinical practice. Simply providing prescribers with information or education about an evidence-based intervention rarely produces a change in practice. There is a need to understand the concerns that the adopting clinician may have about the change, recognise that these concerns are often legitimate but may change over time and that the concerns must be addressed and overcome before successful adoption can occur. Interpersonal influence, particularly through the use of trusted colleagues or opinion leaders, is a powerful way to change practice. This is the basis for using pharmacists as prescribing advisers or ‘academic detailers’ to influence prescribing practice particularly in primary care. Prescribing advisers present evidence-based tailored messages, allow the exchange of information and try to negotiate and persuade clinicians to change practice. Clinicians see pharmacists as a trusted and credible source of prescribing information, who can be moderately successful in changing practice, particularly if linked with an incentive.

In order to change prescribing practice, pharmacists need to be aware of how to use an adoption model-based approach to convey key messages to the prescriber to help them change practice. One such model is known as AIDA (see Table 2.5)

Table 2.5 AIDA adoption model for influencing prescribers

Awareness Make the prescriber aware of the issues, prescribing data and evidence for the need to change
Interest Let the prescriber ask questions and find out more about the proposed change: what the benefits are, what the prescriber’s concerns are
Decision Help the prescriber come to a decision to make a change. How can the change be applied to their patients, what support is there to overcome the barriers to change, provide further information and training to support the change
Action Action of making a change by the prescriber. Support this with simple reminders, patient decision support, feedback data and audit

More sophisticated multifaceted educational interventions can also be effective at changing prescribing behaviour but need to be flexible to meet the needs of individual clinicians. This sort of combination approach includes small group learning, audit and feedback, practical support to make changes in practice, and involvement and education of patients.

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