Apr 12

Health and electronics: high-tech and high-touch for an irresistible Patient Experience

E-Health represents a true paradigm of innovation, which includes various disciplines, such as clinical informatics, medicine and also business administration. In particular, the business management approach to electronic Health Service stresses the need to combine coherently new technologies, clinical and administrative processes of health care companies, skills and culture of people working in the system. E-Health offers the opportunity to lead innovation (technological and organizational) to the creation and communication of value to the Citizen-Customer ("marketing approach").

There are several key dimensions of technological progress in Health System. The first one is the increase of capabilities to integrate and consolidate clinical information in a digital format (for example, the creation of electronic health records or the creation of regional databases). This aspect contributes to design the “new face” of hospitals and health systems, which start to become paperless and filmless.

The second one is the evolution of diagnostic and biomedical technologies and the development of information systems and of systems for operational, managerial and strategic control of health companies (also through the adoption of new technologies in the administrative area).

One further dimension is the emphasis placed on the so-called Patient empowerment, which today addresses health companies with very different Patients’ expectations than in the past (less tolerance of discomfort, waiting times, unnecessary travels and greater awareness of the rights concerning the control over their clinical data). Health systems increasingly seek to respond to Patients’ changing attitudes by using Patient Relationship Management tools, including also ICT-based systems. Adopting a marketing approach means inspiring innovation and management, in order to design an irresistible Patient Experience.

However, the real challenge underlying the E-health revolution is undoubtedly the cultural change: health professionals, in order to take advantage from innovations, must embrace a new philosophy, truly based on Patient centrality and guided by the sharing and the transparently management of clinical information.

The critical success factor for the successful diffusion of ICT in the healthcare system is the ability to maintain a balance between an high-tech perspective and an high-touch one. This means not to forget human contact aspects, in order to respect all different Patients’ sensibilities and to create a successful process of diagnosis and care.