Worked for 26 years in ophthalmology, I well remember 2008, when I first realized that something wrong with the world.
We are experts in the industry and are dependent on payers and patients, but we focus on convincing doctors to use our technology.
And we assume that that "last mile" will deliver our technologies to the patient. And it worked for years... until I guess 2006 when total internet users reached 16%, which is about the threshold for the mass market by "the law of innovation". And since that time, we entered a new phase, where "Dr.Google" which doctors hate, started to grow its popularity.
People want to know. The Healthcare industry by nature is not able to explain all, that patients may worry about during counseling. So, evidence is that we have to "deliver educational materials". But... but that does not help too much, as we have millions of different people, billions of questions, and just a few standard answers.
Is something missing in many cases of patient education? The trust. People do not fully trust the paper or corporate, educational websites, well-tailored to be compliant and safe while saying nothing valuable to the majority of patients, who are keen to know.
I started the patients educational needs research in 2011, bringing my first insights to the professional audience in early 2012. And I can tell that no fundamental changes happen within 10 years in patient needs. Despite a lot of things that have changed in the industry, information available, and search engines, patients still suffer from a lack of valuable knowledge. Valuable by every person's meaning.
Do I have the solution? I think so. However, it is not something easy to do. It's a long journey, but I am sure I will improve the merge of industry-healthcare-patient, to help people to be healthier and happier. Let it rock! :)
Oleksii Sologub
Visionary and innovator
Merging the worlds of industry-clinics-patients for business success in ophthalmology
Comments