Health systems and hospitals striving to succeed moving forward will have to adapt to the consumer-driven healthcare marketplace. Donald Adam, chief development officer for True Health Diagnostics, a Frisco, Texas-based healthcare services organization, spoke with Becker's Hospital Review on the changing healthcare environment and the role of the empowered patient.
Question: Before joining True Health as Chief Development Officer, you had an extensive career in healthcare. What major trends have you seen unfold during that time?
Donald Adam: It's analogous to television 20 years ago versus now. Then, it was either cable TV or antenna – consumers didn't really have choices. In healthcare back then it was the same; you went to your doctor, and he or she either took care of you at their office, or sent you to the hospital campus for additional evaluation or treatment. Today, consumers have real alternatives. There are so many healthcare providers and companies in the marketplace with innovative offerings – not only scientific and medical advancements but also "retail" treatment options. The bottom line is that if you are a hospital or health system, there is no longer a guarantee that patients will be funneled to you.
Q: So in the healthcare world, which options emerged in addition to the traditional doctor-hospital system?
DA: The new system has not been fully defined yet – it continues to transform almost daily – but whatever it is going to be, one thing is certain: it will be consumer driven. A patient may try to self-diagnose with internet sites, skip a referral from a primary care physician, or go to an urgent care center instead of a physician or emergency room. At the same time, the single largest entity paying for healthcare continues to be the federal government, and providers accustomed to the traditional framework might be hesitant to risk stepping away from that system. There is a lot of push and pull.
Q: Why is it imperative for hospitals and health systems to engage their physicians today?
DA: I saw some figures the other day from the Association of American Medical Colleges that the U.S. could have a shortage of 100,000 physicians in the next 10 or 15 years. You do not need to look any further to understand why it is critical for hospitals and health systems to offer physicians a great place to work, with leading-edge technology and services. Physicians, of course, see the expanding options that patients have – the glistening, stand-alone specialty treatment centers – and they are not going to align themselves with a health system that is falling behind. Just like there are health navigators for patients, True Health works with health systems to help physicians navigate this consumer-driven world that is developing. Our team of experts provides health systems the tools to help their physicians. We do the hard work, we navigate, we make the process seamless.
Q: What are some obstacles impeding a physician's ability to engage with patients on their diagnostic lab results? What strategies and tools does True Health equip physicians with to provide more comprehensive patient care in regard to disease management?
DA: I would say the obstacles do not really exist – there are simply perceived obstacles because years ago the healthcare system decided to use lab results in a limited way, so most laboratories continued to deliver results that way. In general, this has not changed. Most patients either do not see their lab results or are unable to understand the typical format that includes only numerical results with reference ranges floating off to the side of the page. It is the difference between delivering data and providing useful information. True Health results are color-coded with patient-friendly cues, so the areas of health that present the greatest risk immediately stand out on the page. We send two reports – one for the physician and one for the patient, so they can review the results together. Patients are better informed and more curious than they used to be about health issues. Physicians want to use the knowledge they have. True Health gives both groups the tools to accomplish what they are looking to do.
Q: Why is it important to ensure patient care extends beyond a diagnosis? How can physicians and patients benefit from True Health's mission to improve the quality of care for patients?
DA: A laboratory result is just the first step of a journey. If a patient finds out information about his or her health and takes no action, what was the value of seeking out the information in the first place? True Health provides not only "actionable" diagnostic results, but the tools and resources to help improve those results. By empowering the patient to take ownership in their own health, we can help extend the relationship between patient and physician.
Q: How does healthcare's transformation to a consumer-centric model of care alter the physician/patient relationship? How does True Health's 'retail' customer experience bolster this relationship? How does this model impact patient satisfaction and outcomes?
DA: Here is the main difference between what True Health does and what we see our competitors doing: yes, our customers are physicians, hospitals and health systems, but we never take our eye off improving the patient experience. I'll give you a real example: a woman who was clinically overweight, experiencing chronic obstructive pulmonary disorder and able to only walk short distances without becoming out of breath. This woman's cousin had True Health's testing done, worked with her physician and used True Health to change her diet, improve her lifestyle and lose weight. Her health improvement was so dramatic that the first woman, the one with COPD, intentionally sought out a physician utilizing True Health. Yes, look at all the data you want, but when we hear stories like that, our dedication to improving every patient's experience with the healthcare system grows stronger.
Q: Patient care is often being delivered/administered beyond a hospital's four walls. How is True Health providing a virtual access point for patients and does this change care coordination for patients?
DA: Just as True Health provides a behind-the-scenes disease analysis for a physician's practice, we do the same for hospitals and health systems. We are happy to be an invisible, helping resource. The patient gets a report that is easy to use, easy to understand, and with a team that can help interpret it. The patient can do phone consultations for health management, and everyone involved in helping that patient, together as a team, helps put him or her on a path to a healthier life. This results in greater patient engagement with their physician, which in turn creates a stronger bond with the health system. The hospital or health system gets high marks for tailoring its system to the patient and giving them the experience the patient is seeking out. We are happy to be behind the curtain providing the tools to help.