With a new mindset on how to view and reach patients, clinicians are developing technology that will create improved experiences. However, when creating these innovations, clinicians must work tediously to ensure their products match the needs of the patient and hospital.
During a session at Becker’s 5th Annual Health IT + Revenue Cycle Conference, panelists discussed the challenges of being a clinician entrepreneur as well as what it takes to attract new patients. The panel featured Jeff Johnson, vice president of innovation and digital business at Banner Health, Mihir Patel, MD, partner and treasurer of OrthoIndy, and Karn Feeny, clinical experience leader at Sterling.
To attract and retain patients in this new era of healthcare, with disruptors like CVS and Walgreens scooping up patients, hospitals and health systems must create brands that patients are “obsessed” with. Hospitals must also transition their values to be “customer obsessed.” Organizations can’t simply be customer-first companies. Rather, they have to make strategic changes around the customer, whether that be digital or operational.
Along with discussing healthcare organizations changing their view of patients, there has been a rise in clinicians become entrepreneurs. Clinicians are great resources for creating innovative products; however, they don’t always have the knowledge about the business side.
Before embarking on innovation initiatives, health systems must first define their strategic goals clearly. When trying to be innovative, health systems can invest millions of dollars in technology that doesn’t do anything to improve workflows or patient care.
Large health systems also have the opportunity to commercialize those various technologies and innovations. However, commercialization is not an easy task. Health systems must also know what it takes to get a consumer to purchase its product. It is very hard to commercialize a product. Clinicians are great resources for creating innovative products; however, they don’t always have the knowledge about commercializing the product.
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