We spent an interesting evening a few weeks back brainstorming on best-in-class elements of the web experience in healthcare. What would the modern hospital system do differently? How would services delivery evolve? How would patients choose doctors? Why can’t every provider system have real-time appointment setting and management like OneMedical?
While a lot of interesting ideas came out of it, many of which we incorporated into our Hedgehog Capability Maturity Model, one in particular really resonated.
When we choose doctors, we are given a little information. A name, a photo, maybe a biography, their credentials, and maybe some research papers published. A few might have a video. How in the world do we know we’re making a good choice?
The more we dug into physician finder experiences, the more it seemed this is an area with great room for improvement. One idea seems very easy to implement that we’re looking to try with one or two of our clients is the persona matching tool for doctor selection.
Wouldn’t it make sense to look for a doctor whose interaction style meshed with yours? Someone who made jokes to keep you loose, or someone very clinical and professional to make you feel more confident in your choices? As you think about this decision, where major changes in your health will rest in this person’s hands, it seems very odd that we do not have better tools for understanding how well a doctor might fit with our personality.
Right now the main mechanism to do this seems to be trial and error. And that is not a very good approach.
We see this persona tool following one of many different paths, but the common thread is a way to characterize patients and doctors in complementary ways, and help them match up with each other to improve their ability to communicate and interact. Sounds an awful lot like a dating site, but shouldn’t that be the model?
I haven’t seen this in the marketplace, but I don’t think it’s a long step to introduce it into the process. Maybe Match will license their algorithms.