Transparency during the consumerization of healthcare

I’m at the Cleveland Clinic Patient Experience Summit, where, over the next few days, we’ll be considering the transformation of healthcare through empathy and innovation. We’re just a few hours in and have already heard from some great speakers, been brought to tears more than once by moving video storytelling, and discussed barriers to innovation from digital disparities, to cost of entry, to regulation and privacy issues, to patient expectations and clinical realities.

Dr. William Morris, Cleveland Clinic; Dr. Wayne Guerra, iTriage; Dr. Imad Najm, Cleveland Clinic; Adrei Pop, Human API

Dr. William Morris, Cleveland Clinic; Dr. Wayne Guerra, iTriage; Dr. Imad Najm, Cleveland Clinic; Adrei Pop, Human API

The overarching theme thus far – from Mobile App creators, to physicians, and a Google executive – is the need for transparency.

When mHealth is adopted in this country, it will be because consumers demand it. But, to get consumers engaged using telehealth and health-related apps, we (developers, communicators, physicians, etc.) have to set accurate expectations from the start. We have to educate users about what to expect from the app, and be completely transparent about its limitations, and – most importantly – be clear that technology should augment the consumer experience of healthcare, not replace physicians.

The onus is on mHealth brands – and their communication professionals – to help guide patient expectations. If mHealth is to be a consumer product, communicators need to help users to understand what apps can and can’t do to improve or facilitate health care and health information seeking. According to William Morris, the Associate Chief Medical Information Officer at Cleveland Clinic and award-winning innovator, customers need us to tell them that these “technologies aren’t meant to replace physicians, but to augment [medical care].”

Consumers will be disappointed unless they have realistic expectations. Simply adding a page on your website with consumer instructions will go a long way toward ensuring that your paying customers get the experience they think they’re paying for. More happy customers means more positive reviews, and ultimately, more amplification of your value proposition. That’s what we’re all after – right?

Where do you think the consumerization of health care will lead? Who do you want tomorrow’s patient to be and how can you help today’s patient to become that informed consumer?

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