Scenario: Dynamic Health System has implemented the Epic Electronic Health Recor

Question

Scenario: Dynamic Health System has implemented the Epic Electronic Health Record and the integrated patient portal. The portal is branded as “myDynamic Health” and is used for basic functions such as: prescription refills, self-scheduling, reporting results, and referrals. Dynamic primary care doctors want to begin to offer electronic care (virtual) visits online for non-urgent illness to compete with the growing number of stand-alone urgent care centers and pharmacy urgent care clinics in their area. The physicians have read literature from other sites in the U.S. where eVisits are conducted on existing patients and paid for by private insurance and self-pay patients. They are anxious to get started and are looking toward a newly formed committee of top administrators at Dynamic and some external stakeholders to formulate a plan.

DISCUSSION POST.

1) As an Primary Care Physician provide additional insights or alternative perspectives on the above scenario.

2)Also, Discuss how by considering how Dynamic can market its new eVisits service.

3) What are the considerations from a branding, advertising and social media standpoint?

4) How does Dynamic differentiate itself in the marketplace with this HIT platform?

Explanation / Answer

1. e-visits for healthcare are gaining more grounds, and can be seen in many countries now. As a primary care physician, I find this idea very innovative and inclusive, but I have concerns regarding the extent of self care that patients would use. E-visits will allow patients to take care of their non-urgent illness, but I would suggest the portal to highlight recurring visits or symptoms to concerned healthcare organization or physicians, so in case the patient misunderstands his/her illness as non-urgent, he/she can be contacted and informed or advised for treatment with in time.

2. Dynamic should market its e-visits service to its current and potential patient base and rely on social media presence, word-of-mouth and other advertising platforms to generate more buzz for the service. To further market its service, Dynamic can offer package deals to its patients, where they can refer to physicians physically and use certain number of e-visits for themselves or their family by availing one package deal. Also, first e-visit or first few e-visits can be kept free to attract more traffic.

3. From a branding, advertising and social media standpoint, Dynamic should try to work on building a brand image of easily approachable / accessible medical services. E-visits can be marketed as the innovative solution to daily medical issues (read non-urgent), that don’t need physical visit and yet provides the medical expertise to the patient’s hand through the internet connectivity. This ease should be highlighted in social media campaigns as it is sought after in today’s times.

4. To differentiate itself in the HIT marketplace, Dynamic should highlight on the ease of use and connectivity and accessibility that its HIT platform with e-visits feature offers to its patients. E-visits will actually be the differentiating feature for Dynamic as it will offer not just medical expertise to the patient even for his/her non-urgent illness, but also allow the patient to get access to medical advice on the move, whilst saving his/her time and efforts.

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