- EHR’s are in need of major disruption.
- Patients believe that medical records belong to THEM and that all their medical information should be stored in ONE place.
- HCP’s are tired of updating EHR software and working with other physicians who don’t have the same EHR software.
If ever an industry was ripe for disruption it’s electronic health records. Current versions are cumbersome, expensive and not user friendly and while some companies are trying to make inroads they haven’t reached enough physician offices.
Perhaps the biggest problem with EHR’s though, is that patients want ALL their medical information stored in one place so they don’t have collect records when they go to different doctors. One specialist told me that the biggest cause of delays in treating patients is that medical records often take a long time to get even when patients and physician’s request them.
Millennial’s are leading the charge for new types of EHR’s that are centrally located among all their doctors and can be accessed from mobile devices, but Boomers also want the convenience of online records in one place.
The other issue with EHR’s is both the cost of maintaining and updates that require the staff to “relearn” software. “The EHR software that’s out there is about as user friendly as a sharp cactus” one doctor recently told me. “I want to use my iPad more, but the experience is better on a laptop which in turn costs us more”. He also said.
Imagine if a drug company could target patients based on information in their EHR’s? Privacy issues? Not if the drug companies don’t get personal information and educational and marketing materials are based solely on anonymous information. The key to make such a program successful is to ensure that patients find it useful and educational without the pharma “hard sell”.
Online health seekers want relevant and credible information. With a huge stable of though leaders pharma companies have access to some of the best doctors in the world so why not use them to “talk to patients” through relevant communication?
Millennial’s especially want relevant health information. A company that could develop communication based on THEIR needs is slowly going to win them over, but a company that tries to sell them is going to hear silence.