Apple of Health Care

Those who know me, know I am a fan of Apple—the company and their line of products. Like most people, I find their devices highly intuitive, user friendly, fun and engaging. I love that they offer a complete portfolio of technology that meets all my needs. But most importantly, I admire how their products are completely integrated—my phone syncs with my watch/personal fitness monitor which talks to my iPad which then backs up to my personal computer—allowing all of my information to be accessed from one device. When you purchase an Apple product you step into a complete and closed system of technology and entertainment and rarely need or want to leave. In the business world, this is known as vertical integration. Whatever you call it—it’s a savvy strategy for developing loyal, lifelong customers.

At Jupiter Medical Center, we are striving to be the Apple of health care right here in Palm Beach County. By that I mean, our goal is to provide our patients with services at every point along their health care journey and do our best to make sure the care is seamlessly integrated along the way—decreasing time and costs while improving outcomes and value. We want our patients to be able to step into the Jupiter Medical Center system and get all the things they could possibly need from a flu shot, to maternity and pediatric care, to imaging and diagnostics or world-class oncology treatment, should they need it. Beyond building a robust set of services for patients, each time they come in contact with Jupiter Medical Center at any entry point, their health information is captured, electronic medical records sync, and this essential data can be accessed by members of the care team everywhere up and down the line.

In technology, Apple has championed vertical integration. Applying this model to health care will not only help remedy the sometimes fragmented and dysfunctional way care is currently delivered, it will ensure a more satisfying "user experience."

A Millennial Approach

I was recently talking about the state of health care with the nephew of a good friend. “Jake” is a millennial and sports enthusiast. He competes in Jiu-Jitsu and works out at a Cross Fit “box.” Last year, during a Jiu-Jitsu tournament, Jake suffered a tear in his quad as well as an injury to his MCL (medial collateral ligament).

He went to see an orthopedist who recommended surgery. This option did not sit well with Jake, particularly because a friend recently had the same procedure and was not pleased with the outcome.

Jake turned his attention to finding other options; he began to visit various websites as well as sports rehabilitation blogs. Since he suffered an injury common among athletes - both pro and amateur - there was a great deal of information to review.

Applying his research, Jake developed his own physical rehabilitation plan. Although there was a bit of trial and error, he was able to put together an exercise and rehabilitation regimen that has allowed him to get back to his active lifestyle and he is now largely pain-free.

When I learned of Jake’s story, I realized this is how millennials (those ages 18-34) will change health care as we know it. Tech savvy consumers like Jake expect instant gratification and they want to drive their health care decisions. They are a demographic that has grown up with technology and information at their fingertips. In fact, more than 54 percent of millennials said they search online for health information before seeing a physician, that’s according to ongoing research on the changing Art of Medicineby Nuance Communications. Not only do they use technology to gain insight about their diagnoses and treatment options, they compare notes using their social networks. An estimated 76% of millennials value online reviews from other patients when making decisions regarding their health or choosing a physician, that’s according to a recent report from Salesforce.

As health care providers, we need to understand patients’ preferences, behaviors and changing expectations. We must continue to find ways to reach people like Jake and connect with them at different points on their health care journey, offering them information and alternative services that might be more appealing to them.

#healthcare

The integration of technology into health care is nothing new. Despite significant advances in health care-based technology over the last decade, up until fairly recently, patients still received most of the information on their health and wellness directly from their physician. Today, the proliferation of mobile health care apps and wearable devices is reformulating the ways in which individuals monitor their own health and drive their health care choices.

Patients can now track their heart rate, count steps and calories, monitor their stress levels and sugar intake, as well as receive advice and health care tips all through a bracelet they wear on their wrist or by tapping an app on their smart phone. This has caused some in our sector to become increasingly concerned that by relying on these apps to drive their health and wellness, individuals will rely less on the advice and services of medical professionals.

The reality is that these apps are fostering patients to become more engaged in their own health and wellness and to take greater responsibility for staying healthy — eating better, exercising more and finding additional ways to reduce stress. This can lead to nothing but better outcomes.

So the question becomes: how then do we truly integrate this technology into today’s health care system? First, I think we have to view the increased engagement of patient’s in their own health care as an opportunity for doctors and patients to enter into more meaningful and “bigger picture” conversations about long-term health and wellness.

As providers, we also have to work with technology partners to create systems to collect and share mobile health care data with other providers as well as with our patients. This makes it possible to have treatment and disease management based on a 360-degree health picture visible by both patient and doctor. One organization that is doing this quite effectively is Ochsner Health System out of Louisiana. Through their Digital Medicine Program they monitor patients through their mobile devices or wearables and proactively engage with them to modify behaviors, adjust medications, etc. They even set up an O Bar, like an Apple genius bar, to assist patients who wish to use today’s emerging health technology. I believe that it is pioneers like the Ochsner Health System who are paving the way toward greater digital adoption among consumers and providers alike.