Why is the health landscape changing?
The health landscape has changed dramatically with advances in access to information.
We have previously discussed what changes are occurring in the healthcare landscape that may influence the extent of our practice. However, we have not given much thought to why? Doctors became employees.** In response to changes in different regulations, hospitals have been purchasing physician practices at an accelerated pace. Many seek to form systems that can coordinate the different points of care between doctors, hospitals and other health care points. At the end of the day, doctors are becoming employees. The thing about this is that they lose their ability to make final decisions when it comes to purchasing medical services and products. This is critical, since it may be one of the factors why they are away. Even more, of the marketing forms and possibilities. Everything is reflected in turn, when we discover that digital channels today surpass other more traditional channels. ** The greatest growth for medical and health practice marketing budgets. As well as pharmaceutical devices, diagnostics, biotechnology and medical devices is taking place on social media, mobile/tablet applications and digital sales materials. Consumers are becoming Avid Researchers We have already mentioned how the internet has given a twist to the figure of the patient. But we must learn to focus on this new vision that we have of them. Yes, they no longer blindly follow what the doctor may say and many do their homework and research before attending their appointment. They research their conditions and treatment options after also visiting a doctor. More than a conflict, we must take this opportunity for what it is: one to raise the bar of our practice. Our patients now see their health care as a collaboration between them and us (their doctors). They take responsibility for their health and the decisions that affect it. And everything happens online, so digital content is key to the decision process. Before making an appointment:
- 77% of patients searched for information online.
- 83% visited hospital sites.
- 54% visited insurance company sites.
- 50% visited health information sites.
- 26% left a consumer review. This is the current situation and although we have talked a lot about adapting, we understand that it is not something easy nor will it happen overnight, but we hope that, with this information, as a health expert you can take action on the matter. If you want more information, click here.
