Envisioning 2.0

A few weeks ago, I sent an invitation to a number of healthcare bloggers asking them to answer two questions about the growing consumer-driven healthcare movement. Thankfully, several of them responded to my request.

In this three-part series, I’ll be republishing their reponses to my questions.

Part one of this series features commentary from Amy Tenderich, author of the popular blog Diabetes Mine. Tenderich was diagnosed with type I diabetes in 2003 and writes her blog to inform, inspire and educate others coping with diabetes.

Q1: What does the term “consumer-driven healthcare” mean to you?

A: It means that healthcare organizations must now work with customers as partners, integrating them into decision-making processes — from new product development and design to post-purchase service and warranty program development.

This mirrors the move in traditional business towards “customer-driven marketing” — because the old addage “build a better mousetrap, and the world will beat a path to your door” no longer holds. A better mousetrap on its own is not good enough!

Customers can no longer simply be considered “targets” for a firm’s marketing efforts, but instead should be treated as integral partners with whom the firm must work to enhance the value of its products or services.
A report on this concept explains that when it comes to customer integration, firms go through three phases:

1) Bliss (ignorance)

2) Awareness (they set up customer hotlines and try to address “customer satisfaction”)

3) Commitment

In diabetes, some of the more nimble startup technology companies like DexCom (continuous glucose monitoring) and Insulet (next-generation insulin pumps) are already at the Commitment Phase, working directly with us consumers as they develop their products and services. But most of the big pharma companies, insurance providers, and larger healthcare organizations are now in Phase 2 at best. They’ve got a ways to go to reach “customer-driven healthcare.”

Q2: What do you believe people need to know to become successful “consumers” of healthcare?

I think people need to change their attitude about healthcare, becoming more active and assertive consumers. They have to realize that they can shop for healthcare products and services like they would for other items: do your homework, shop around, and speak up if you’ve had a poor customer experience.

We’re kind of trained to believe that healthcare is one area where we take a passive role, just accepting whatever we get. I say healthcare consumers should speak up more! Use the Internet and in particular the blogosphere to learn about your choices, and also to share experiences and air problems if and when appropriate.

This entry was posted on August 8, 2006 at 11:02 am and is filed under Consumer-Driven Healthcare: What It Means To Me, Health Policy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.