The constantly evolving digital world must be used in the practice of medicine to improve the care of patients. However, the only way to do so effectively is via evidence-based, meaningful and strategic use. Empowering the Connected Physician in the E-Patient Era provides practical guidance in this mission and is thus essential reading for all health stakeholders looking into approaching this.
Drawing on the author’s research and consulting practice, as well as on the practical experience of managers in medium-large organizations worldwide, the book will provide a proven framework to improve the development and implementation of physicians’ empowering digital programs in these organizations, a step-by-step guide for how companies can develop and implement programs aiming at empowering physicians while empowering patients. It is an engaging how-to/how-not-to book which will include tips, advice and critical reviews that every stakeholder must have in order to participate in the evolving healthcare system and be more active in making strategic patient-centered choices.
This book will help healthcare organizations chart a course within this new territory and thereby improve their ability to engage with empowered patients.
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ix | |
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x | |
| Acknowledgements |
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xi | |
| Preface |
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xiii | |
| Introduction |
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1 | (8) |
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PART I Defining patient empowerment in the digital era and the physicians' empowerment process |
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9 | (32) |
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1 Patient empowerment as a process: Creating and capturing value |
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11 | (19) |
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2 Physicians' reluctance to engage with technology |
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30 | (11) |
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PART II Developing a clear and sustainable digital strategy |
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41 | (102) |
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3 A simple model of the Digital Health Strategy Process |
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43 | (24) |
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4 Listening to physicians: How behavioral analytics and social media fuel more personalized communication (online market research and web listening) |
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67 | (16) |
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5 Developing a data strategy to gain physician insights for better decision-making |
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83 | (18) |
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6 How to ignite adoption and diffusion of new digital tools |
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101 | (27) |
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7 Opinion leader influencer mapping and management |
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128 | (15) |
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PART III Actions and tools to help physicians empower their patients |
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143 | (42) |
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8 Patient empowerment: A process and an outcome |
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145 | (32) |
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9 Creating the right setting to promote physicians empowerment |
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177 | (8) |
| Index |
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185 | |
Letizia Affinito is the Founder and CEO of Brandnew MC and has worked for over 25 years in Strategic Marketing Communications Management both as manager and consultant. She has advised several multinational companies and organizations on online/offline communication strategy matters. Author of the international book Socialize Your Patient Engagement Strategy and e- patient e social media published in Italy, Letizia has a Ph.D. in Management and teaches as Adjunct Professor at Boston College, The James A. Woods, S.J., College of Advancing Studies, and Saint Johns University of Rome. Her education includes the Teaching with Cases Online, the Case Method Teaching Seminar (Parts I and II), the Executive Program in Digital Marketing at Harvard Business School, and the Young Managers Executive Programme at INSEAD.
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