Guide explains disease management

James B. Couch, M.D., J.D., director-in-charge of disease management for Coopers & Lybrand Integrated Healthcare Consulting, has published his second book, "The Physician's Guide to Disease Management." However, the comprehensive guide to disease management's initiatives, strategies and trends is not intended only for physicians. Representatives may read it to strengthen their understanding of this popular trend in managed health care.

Pharmaceutical Representative: Why is a guide to disease management needed today?

Couch: There are so many misconceptions about what disease or health management is. Every group that has tried to define disease management in one way or another has had a different spin on it. Consequently, we need a book that can tie all the different perspectives together. We need to establish a common framework for what disease management is, as well as what it isn't.

Pharmaceutical Representative: Which diseases are the targets of the different programs?

Couch: Diabetes is one of the diseases and the book discusses how those patients were managed. Prenatal care, asthma and hypertension are also covered.

Pharmaceutical Representative: How can a pharmaceutical representative use your book?

Couch: The entire book is useful for salespeople who are in the business of calling on physicians to help them prescribe the best medicines.

One chapter specifically covers disease management in pharmaceutical companies. Others focus on evidence-based medicine, outcomes-validated clinical practice guidelines and examples of successfully implemented disease management programs.

These chapters would be relevant and interesting to a pharmaceutical representative. PR