At the 21st Annual Becker's ASC Conference in Chicago on Oct. 25, Atul Kumar, MD, staff gastroenterologist at Northport (N.Y) VA Medical Center and Stony Brook (N.Y) University Medical Center, discussed the emerging value of the effective use of digital communication tools for engaging patients and physicians.
"Communication is usually tied to outcomes," said Dr. Kumar. "Communication has a great impact on how patients engage and follow through on physician recommendations." Additionally, Dr. Kumar stressed that the feeling of trust is a critical component of the exchange between patients and physicians.
Just as the way we buy music, airline tickets or book hotel rooms has changed, so has the way patients engage with their healthcare. Digital technology enables this change, and though the healthcare system has largely relied on antiquated systems of communication, the online consumption of healthcare is now a reality, according to Dr. Kumar. Patients are becoming increasingly proactive by using websites that rank quality, satisfaction and patient reviews to "shop" for their healthcare providers.
The difference between these kinds of healthcare websites and those that allow consumers to access other services, such as purchasing airline tickets, is the "buy button," Dr. Kumar said. "Instead of patients only finding and reading about physicians online, they should be able to click a button and set up an appointment."
Dr. Kumar emphasized the need to think strategically about what it is patients want. "Healthcare is local, so practices must figure out where they stand, what their patients want, what kind of investment is required and what kind of value would be created through an online digital communication service," he said.
However, it is important to keep in mind that healthcare communication startups are not going to be the panacea. Dr. Kumar stressed that developing these kinds of tools is a process. "There is no perfect tool, but there needs to be some tool."