The following is a guest blog post by Sarah Bennight, Marketing Strategist for Stericycle Communication Solutions, as part of the Communication Solutions Series of blog posts. Follow and engage with them on Twitter: @StericycleComms
The week after HIMSS is certainly a rest and reflect (and catch up) time period. So much information is crammed into five short days that hopefully fuel innovation and change in our industry for the next year. We hear a lot of buzzwords during HIMSS, and as marketers in general. This year my biggest area of post-HIMSS reflection is on the human side of healthcare. Often, as health IT professionals, we can be so enamored with the techie side of things that we lose sight of what adding more automation does to our daily interactions.
The digital revolution has certainly made life easier. We can connect online, schedule an appointment, Uber to our destination, order groceries online, and pick them up on our way home with limited interactions with any real human. While the convenience for many far outweighs any downside, the digital world is causing its own health concern: loneliness.
Research by Holt-Lunstad found that “weak social connections carry a health risk that is more harmful than not exercising, twice as harmful as obesity, and is comparable to smoking 15 cigarettes a day or being an alcoholic.” But the digitization of our lives is reducing the amount of human interaction and our reasons to connect in real life. I keep hearing the phrase “we are more connected than ever, but we are feeling more alone”. How do we avoid feeding another health issue, such as depression, while making healthcare more accessible, cost-effective, and convenient?
In healthcare communications, I want both technological convenience and warm, caring human interaction depending on what my need is at a given moment. If I need to schedule an appointment, I’d better have the option to schedule online. But in the middle of the night, when my child has a 104F fever and I call my doctor, I want a real person to talk and ask questions to, who will listen to the state my child is in and make the best recommendation for their health.
I had the privilege of discussing this balance of human and tech in a meet up at HIMSS last week. We learned that my colleague and friend learned the gender of her baby via a portal while waiting patiently for the doctor’s office to call. This is pushing the line of being ok in my opinion. But what if it was something worse, such as a cancer diagnosis or something equally scary? Is that ok for you? Wouldn’t you prefer and need someone to guide you through the result and talk about next steps?
As we add even more channels to communicate between health facility and patient, we need to take a look at the patient interaction lifecycle and personalize it to their needs. We should address the areas where automation might move faster than the human connections we initiate to ensure we are always in step with our tools and technology. Healthcare relationships rely on confidence and loyalty, and these things aren’t so easily built into an app. Online interactions will never replace the human, day-to-day banter and touch we all need. But I believe that technology can create efficiency that allows my doctor to spend more quality time with me during my visits and better engage me in my health.
So the question stands: how do you think the healthcare industry can find the right tech and human balance?
The Communication Solutions Series of blog posts is sponsored by Stericycle Communication Solutions, a leading provider of high quality call center & telephone answering services, patient access services and automated communication technology. Stericycle Communication Solutions combines a human touch with innovative technology to deliver best-in-class communication services. Connect with Stericycle Communication Solutions on social media: @StericycleComms