Today, everything we do is done on a digital device; we attach devices
to our bodies, we equip our homes with smart devices, we pay with our phones,
we speak to our doctor over Skype, we diagnose ourselves using a mobile health
app. When a new technology comes out, we simply adapt. And we can adapt because
we have a choice about whether we’ll use it or not – there is no one making us
use particular apps or devices.
In healthcare, it’s different. It’s not a consumer-driven market where we
can assume that patient-centred innovations will automatically influence
adoption within doctor communities. Pharma companies should consider the challenges
doctors face with new technology if they want to make a positive impact on the
lives of their customers.
In this article, Customer Experience Consultant Anna Tamasi highlights the
most common usability and user experience implications that the digitalisation
of healthcare poses on doctors professional lives.
Processes
that do not consider adoption models
With the low number of healthcare workers available for our growing
needs, healthcare remains a suppliers' market where primary care computing
suppliers have a significant effect on the delivery of information and information
systems.
We normally assume that doctors are happily using digital tools and
willing to receive data feeds from their patients or engage with digital
services. But for doctors to embrace new ways and new tools of clinical care,
new technology implementations have to hold a clear value proposition.
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