GE Healthcare has been running a series of commercials about their participation in the eHealth industry. The ads ran during the Super Bowl and the Olympics, so the messages have come with a price tag. The Super Bowl ad is the one that fascinates me.
It’s a great video from a marketing perspective – engaging, thought-provoking, and memorable. Plus there’s a chuckle at the end.
But it’s also indicative of what I see is the problem in healthcare. I know the GE commercial is meant to be an illustration. And there’s nothing wrong with making sure the primary care provider has all the relevant data at his fingertips to better inform his diagnosis and improve his care of the patient. But the ad focuses only on the doctor and ignores an equally important part of the equation.
The commercial shows a bunch of doctors talking about the patient while the patient sits there in his underwear – uncomfortable, uniformed, passive. He listens while the primary care provider and a room full of specialists talk about the series of tests and procedures that have been done and when. The doctors have the conversation but the patient’s not a participant.
That’s precisely where Geonetric comes in – we bring the patient into the conversation as an active participant. We give them the platform to have meaningful input into the conversations with their providers, so they’re engaged in managing their own health and contributing to positive outcomes.
We won’t be airing commercials during the Super Bowl anytime soon. But we’re here to make sure the patient remains an integral part of the patient-centered medical home.