The Missed Opportunity
Posted by Gloria Caulfield on Thu, Feb 18, 2010 @ 04:10 PM
There is a great transition currently underway in healthcare. The transition from traditional patient to empowered consumer. The patient is discharged from the healthcare system and is often faced with how to choose the best health products for their treatment. At times, products are suggested during the visit or treatment regimen, but most products are purchased independently by the customer to advance their own healing process.
Very often, the customer is left to discern on their own, where to buy these products, which product brands are the safest and best options, and even if the product is appropriate given their specific medical condition. What is missing is the clinical connection; a strong endorsement by a trusted healthcare advisor in order for the patient to make the most beneficial choices. As an example, it is estimated up to $300 on average is spent after a hospital encounter, but often, there is no direct involvement or revenue sharing by the medical provider.
Now just imagine for a moment, a different relationship with that patient-turned-consumer. The patient visits the hospital to see a diabetic educator. During the visit, a number of specific products are identified as integral to managing health and lifestyle. In fact, the customer can now purchase those products on site at a hospital wellness store, which is merchandised with the diabetes department "favorites." Perhaps, the customer is directed to a hospital ecommerce store with select product offerings stocked for the diabetic patient. This online store is branded and on the hospital website. Best of all, products are shipped directly to the patient's home, eliminating trips around town and conversations with store employees who are not clinically trained.