A Harris Interactive survey has found patients desire online communication.
Harris Interactive recently released the results of a study into online healthcare. The study found that 81% of patients would like email reminders for preventive care based on their medical histories, 83% would like follow-up emails after doctor visits and 84% would like their doctor to be able to access and monitor their lab tests online. The study consisted of two phases. The first was conducted with 1000 healthcare consumers online, while the second involved an online focus group consisting of both patients and physicians.
The research provides strong support for the idea of the Internet as a medium to improve patient-physician communication. It also sends a clear message to healthcare providers: their patients expect online capabilities, especially regarding certain specific functions. As the healthcare environment continues to evolve to a more consumer service-focused industry, busy physicians are likely to look for ways of efficiently meeting patient expectations.
Pharmaceutical companies could step in and service this need by providing customized information for patients that have been prescribed their drugs. For example, a pharmaceutical company can offer a space on its website where a physician can log on and enter in some basic information about her patient’s condition, along with any specific instructions that she has. A program can then provide the physician with information customized to the patient, so that the patient receives a follow-up email from the physician reiterating the physician’s instructions alongside the pharma company’s information on the drug and the condition for which it was prescribed.
This system could go further by then providing an option for the patient to communicate directly with the pharmaceutical firm, receiving preventive care reminders and further information. Pharmaceutical companies stand to gain from this service, both by enforcing physician brand loyalty and by gaining access to patient consumers. This scenario is just one example of the many ways in which pharmaceutical companies can improve their market position by facilitating communication between patients and providers.
