Poster
e-health not to replace but to enhance the role of the doctor
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.
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Figure 1
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Figure 2
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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
Correspondence:
Benoît Gaillard
Ing. EPFL
wsibusinessperformance.ch
benoit[at]wsibp.com
Copyright
Published under the copyright license
“Attribution – Non-Commercial – NoDerivatives 4.0”.
No commercial reuse without permission.
See: emh.ch/en/emh/rights-and-licences/
