The insurance industry, along with other industries, has often been accused of directing the benefits of technology inward – to the “business of the business” – rather than outward toward clients. For many of us, outward direction means using technology to market more effectively – but this is just an extension of “business of the business.” What specific value and benefit does our technology bring to our clients?
The medical industry is similar in many ways to the insurance industry. They deliver health and recovery; we deliver a promise to help with recovery when needed. I know this is a simplified analogy, but it makes the point. In working with a major Medical Malpractice broker, I’ve seen comparable battles on the external vs. internal focus of technology. That’s why I thought this personal experience and perspective might help give all of us a better understanding of how technology can benefit both the business and the client.
During a quarter-century of living in California, our family had seen several doctors – from family practitioners, to specialists, and surgeons. The doctors and their locations varied over time, as we moved from Santa Monica, to Calabasas, to Thousand Oaks. The common factor among them, and the primary factor in our selection, was acceptance of our Health insurance.
Each visit to a new doctor required completion of a “new patient” form and a description of our medical history and medication regimen. We finally put all of the information for each family member into a computer, so we could simply print it and bring it with us. We never really gave this much thought, since that was the way things were. However, I must admit that I did feel a certain level of inconvenience when filling out those forms!
In 2005, we moved to Branson, MO. Skaggs Regional Medical Center is the only hospital actually in Branson, although there are several more in Springfield, which is only 30 miles away. Most of the doctors are certified at either Skaggs or one of the Springfield hospitals – and they all have remote group practice operations in the Branson area. Our family chose Skaggs as our hospital and selected physicians based on their connection to the hospital.
At this point, our experience was similar to what we had experienced in California, in terms of arranging medical resources – ranging from heart specialists to family practice. However, we were soon to learn about a major difference and a much-appreciated convenience – and it all had to do with technology.
At about the time that we moved here, Skaggs started implementing a massive, medical, community-wide computer system. Aside from the infrastructure, this implementation included a major educational program at the hospital and every associated medical practice.
Obviously, there were challenges to overcome in every phase of this transition. However, from the perspective of a patient who uses their services, we’ve experienced these benefits:
- Once we entered our medical information into the system, that was it! We no longer have to duplicate information for each and every doctor we see. Our information is already in the system and everyone associated with the hospital has access to it.
- Each of our doctors is immediately aware, via computer, of any activity at any other doctor’s office. For instance, my primary care physician merely opens my file and sees the comments, medication changes, etc. from a prior visit to my heart specialist.
- This transparency between our physicians has created a sense of confidence and security, because our respective physicians are not relying on what my wife or I might remember to tell them about visits to, and treatment by, other doctors.
- Emergency room or urgent care visits are also better. The doctors on duty have immediate access to all of our records and medications.
From a community perspective, Skaggs has taken this a step further. Recently, they donated a building to a non-profit charitable group that has established a Health Clinic for the working, but uninsured, in the Branson area. Doctor visits are pro-rated in accordance to income, and the hospital is donating necessary tests and lab work.
However, local people cannot register for this service at the clinic. They have to register at the local YMCA. The reason is that the clinic requires patients to become proactively involved in their health. If a doctor prescribes a weight loss or exercise program, or even an educational seminar, the patient’s participation in such activities at the YMCA are logged into the computer system as well. Now, doctors are privy to whether their patients are complying with medical recommendations. If they’re non-compliant, they can lose the benefits of the clinic. In conversations with people who are using this resource, there has been a generally positive response. People seem happy that the system (and the technology) is holding them accountable for the wellness programs. Most of them shared that without that accountability they might never have actually undertaken such a wellness regime.
Creating Loyal Customers
Despite those who might worry about privacy invasion, this particular medical consumer, along with my family, is very grateful to a medical organization that had the foresight to get a jump-start on reaping the benefits of technology with their operations and the community as a whole. In other words, they have exceeded my expectations and thus created a loyal and happy consumer of their medical resources.
Skaggs defines its mission as” Improving your life through medical, health, and wellness services.”
It’s interesting that their commitment to technology is actually included in the expansion of that mission which states:
“We are dedicated to achieving our mission by:
- taking a leadership role in wellness through education, prevention, and advocacy; and
- serving our patients through the use of modern technology by skilled professionals. [Emphasis added]
Everyone, in every industry, should assess the value that technology can bring to the end consumer, as well as to the business of the business. Are you keeping a focus on client benefits in your operations?