Primary and
hospital care

eHealth to enhance, not to replace, the role of doctors

Poster
Benoît Gaillard
Autres auteurs
Dirk Lorré
Édition
2012/00
DOI:
https://doi.org/10.4414/smi.2012.00022
2012;28(00):
Affiliations
a consumer psychologist, brandstrategists.net

a Internet Marketing Entrepreneur, Ing. EPFL, wsibusinessperformance.ch

Publié le 20.08.2012

Many believe that e-health will make use of complex data and technology to drive efficiency like IT has done in other industries. Our findings about what patients actually need go against this belief: e-health raises interest of users if it helps to create a better doctor/patient relationship.
All our data points to this very simple fact: health providers seek efficiency and automation, while patients merely want information technology to facilitate more human contact medicine. Or to put it bluntly: use of information technology to have better contact with patients.
This paper is based on the research work delivered for annuairemedecin.ch, one of the leading medical directories in Switzerland (fig. 1).
Our innovative research methodology eConceptlab.com makes use of experimental Google search ads to test the value of new ideas. Click-Through-Rate is an indication of the interest for a given idea expressed as an advertisement.
Figure 1
Figure 2
Figure 3
The results? Patients are more interested in participating in Webinars by well known doctors, or in making online appointments with their doctor and to see the picture of the doctor before actually meeting them, compared to having an electronic medical file.
The authors combine 35 years of experience in marketing consumer goods internationally.
Correspondence:

Benoît Gaillard

Ing. EPFL

wsibusinessperformance.ch

benoit[at]wsibp.com

Publié sous la licence du droit d'auteur.

"Attribution - Non-Commercial - NoDerivatives 4.0"

Pas de réutilisation commerciale sans autorisation..

See: emh.ch/en/emh/rights-and-licences/

 

 

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