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Wikibrands, Wikipatients – The Future of the Health Care Experience

[ 1 ] February 24, 2012 |
Wikibrands, Wikipatients

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I was thinking about writing a series of posts on the 5 “sacred cow” industries that are about to experience a head on collision with the power of digital evolution and seriously won’t know what hit them. This could get “insect splattered on a windshield” messy for the incumbents benefited by the status quo.

Do you want to hear who these top 5 endangered industries are?

– Government and public service – driven by deficits and the need for theirĀ  reduction, rearticulation of the public good, successful social innovation efforts

– Finance, banking and investing – driven by reductions in levels of trust, new regulations and easing the friction of digital, mobile and international trtansactions

– Education – driven by skyrocketing costs, the inability of the middle class to pay for them, the philosophical change in student’s expectation and the availability and value of content

– Energy and conservation – driven by cost increase, resource-driven politics, stricter environmental standards and the ability to track consumption to a local and individual level

and my focus for this post,

– Health Care

All the forces are lining up for a fairly big makeover in health care. Costs are skyrocketing (1/2 of our current provincial government’s budget is now dedicated to health care), patient expectations and knowledge are rising, technology and digital enablement is beginning to make big successful tears in the health care traditional armor, even tablets and iPads are starting surfacing in the hallways and emergency rooms across the world. The time is now for significant step change. And a good part of the health care profession, is not ready for it.

I recently asked a group of physicians what if you ran your practice like a restaurant. People love their favourite local restaurants, they talk about them passionately and refer others. They don’t do the same typically with their physician, hospital or health care provider. And why?

– First of all, it’s been noted that 30% of the time that nurses and front line staff spend in the customer experience is on administrative work – inputting, catalogueing and calling up records. Imagine if your waiter at the table spend a 1/3 of your meal taking orders.

– Next up, consumers now value collaboration, speed and innovation – having the doctor set up as the expert and the patient set up as the ignorant recipient of care is paradoxical with what the web has empowered people to do with information and fellow patient experience. Beyond perhaps the most arrogant Michelin-starred french restaurants, chefs can’t dismiss their customer’s issues as the function of their ignorance. Physicians need to demonstrate a much better, more nuanced bedside manner with a much more informed patient.

– Finally, people don’t like paying large amounts of money for sub-standard service and food at a restaurant. The same attitude exists with health care. Patients have never been more enabled by digitized information and social word of mouth on possible routes to treat their conditions, to evaluate their physicians and to understand the real costs and viable other options of their health care. Institutions need to get in front of this oncoming train before it runs them over.

Have a look at my attached presentation “Wikibrands, Wikipatients” for some health-specific insight, research and the early examples of health care reinvinting itself through digital, social and mobile means.

Category: Healthcare, Resources, Wikibrand Guidebook, Wikibrands Insights

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  1. Gypsy says:

    I really enjoyed your article. It would be great to get my Stake in the healthcare system and eat it too. This article made me think about my own approach on how to ask for services from my Doctor. No need to leave a tip if the service was mediocre.

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