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Use Emotion to Drive Adoption—Not Rejection—of Health IT

Last week I heard uber marketer Seth Godin speak about the power of fear. Fear is one of the strongest human emotions, based in the core of our brain–the “lizard brain” that evolved prior to our higher order thinking skills. Fear served us well throughout most of ancient history (stay away from the tiger!)–but it’s not always productive in modern day society.

Consumer fears about health information technology (health IT) privacy are a case in point. Surveys show that more than half of consumers voice fears which are, (in my opinion) appropriate, to an extent: risks such as discrimination are real, and public concerns should hold policymakers, vendors, and providers to the highest standard of privacy protection.

The real problem is fear mongering. Debroah Peel, founder of Patient Privacy Rights, has put herself and her organization on the map with sensationalism. As she said in a KTVU report earlier this month: “Anything that’s in there, any information that’s in there, can and will be used against you in the future. It’s very important to know that in the electronic health world…” and, “This is a nightmare. It’s nothing we’ve ever seen before in medicine.”

Extremist statements like this are usually misleading and often just plain wrong.. But a response that focuses on the logical and rational alone doesn’t cut it.  In March Peel wrote an opinion for the Wall Street Journal online called “Our Medical Records Aren’t Secure.”

It got 179 comments. A measured rebuttal by Mary Grealy, President of the Healthcare Leadership Council, got only 4.

On this blog, Matthew Holt has blasted Peel, calling her illogical and a “nutjob.” Peel and those who make similar arguments against health IT are not just “nutty,” but dangerous because they have found a way to tap deep into the human psyche. Even highly informed health IT professionals I know have been taken in by her siren song.

The struggle to control public perception will grow more intense as health IT becomes more mainstream via implementation of HITECH. It’s important to get the infrastructure, the policy, and the MESSAGING right if the public is going to participate.

Fortunately those of us who believe in the immense value of health IT can use emotion to sway people, too. If it’s fear you’re after, we hardly lack material:

–       How about being given a drug you are dangerously allergic to?

–       How about receiving a radical misdiagnosis—and the treatment to match?

–       How about enduring prolonged, unnecessary pain?

–       What abut the cures not found, or contagions not contained?

–       And how do you feel about you or your loved one dying because of an avoidable medical error… as 98,000 people do in this country every year?

But we need not limit ourselves to fear, the lowest common denominator.  We can also counter unproductive exaggeration with more holistic, moving stories. The importance of real patient stories was underscored by artist Regina Holliday and doctor Ted Eytan at a Health 2.0 meeting last week in Washington DC. As Holliday said, we need to “put a face”  on healthcare, which she does through her paintings.

While the faces of plenty of patients in the broken health system of today reflect fear, pain, and missed opportunities, there are also more positive stories, like that of e-Patient Dave, who worked with information and a team of caregivers to save his own life. You can read his story in his new book, Laugh, Sing, and Eat Like a Pig.

Stories and the emotions they tap into are powerful tools—they are necessary to help the general public and even those who work in the healthcare system make sense of it and envision something better. Let’s harness their power to bring about positive change rather than freezing the status quo.

Lygeia Ricciardi is the founder of Clear Voice Consulting (www.clear-voice.com) and part of the leadership team of Clinovations (www.clinovations.com) She specializes in strategy, policy and implementation of health IT–with a passionate focus on the consumer. Fol


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cheap michael kors handbagsKelly's BlogEmily PetersMargalit Gur-Ariehealthcare jason Recent comment authors
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{ {I have|I’ve} been {surfing|browsing} online more than {three|3|2|4} hours today, yet I never found any interesting article like yours. {It’s|It is} pretty worth enough for me. {In my opinion|Personally|In my view}, if all {webmasters|site owners|website owners|web owners} and bloggers made good content as you did, the {internet|net|web} will be {much more|a lot more} useful than ever before.| I {couldn’t|could not} {resist|refrain from} commenting. {Very well|Perfectly|Well|Exceptionally well} written!| {I will|I’ll} {right away|immediately} {take hold of|grab|clutch|grasp|seize|snatch} your {rss|rss feed} as I {can not|can’t} {in finding|find|to find} your {email|e-mail} subscription {link|hyperlink} or {newsletter|e-newsletter} service. Do {you have|you’ve} any? {Please|Kindly} {allow|permit|let} me {realize|recognize|understand|recognise|know}… Read more »

Kelly's Blog
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Last night I watched the news and it was just as depressing as usual. One of the larger grocery store chains here in the south in closing many of it’s stores. Now more people will be out of jobs and benefits with more families wondering what they are going to do. More than ever people are relying on the government for help but with our country already deep in debt and many programs being cut it just isn’t always enough. It upsets me when I think of how many families are out there struggling for help.

Emily Peters
Guest

Excellent, well-thought out post. Kudos to Lygeia!
I share positive health IT examples as part of my job with Practice Fusion (like our new video with a nurse practitioner making house calls thanks to health IT) but the negative, fear-mongering stories seem to be gaining ground. I’m hoping for more grassroots support as patients start to see health IT benefits first-hand.

Margalit Gur-Arie
Guest

“Use Emotion to Drive Adoption” I don’t think so. Fear is an emotion too. I’d rather use reason and sound logical arguments to drive anything, HIT adoption included. “It’s important to get the infrastructure, the policy, and the MESSAGING right if the public is going to participate.” It is also important to get the right legislation in place and, personally, I don’t want to be MESSAGED. There are facts and those facts need to be considered. All those emotional patient stories are as anecdotal as the lost laptops loaded with patient information stories. While it is not debatable, in my… Read more »

healthcare jason
Guest

You are so right about “fear”. People do alot of things out of fear like worry about their healthcare information being stolen, buying “health insurance” because the fear of financial loss. I agree alot of the decisions we make is emotional based.

Eva
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Eva

Great points. I read an article several years ago about how sometimes the quickest way to promote change is to incite fear, but that whatever change you ultimately get using that method is rarely sustained. Sustained change is almost always a result of something positive. Think quitting smoking: how many people quit smoking immediately after a heart attack – only to go back when the memory of the fear has subsided? On the other hand, how likely would it be for that same person to quit – for good – if his/her adult children asked them to quit because they… Read more »

e-Patient Dave
Guest

Thanks, Lygeia. Without knowing about Seth’s pitch on fear, I commented recently on Paul Levy’s blog that appealing to the reptilian brain (via fear, anger) was good as a political tactic to activate response, e.g. getting voters to vote, but it’s not so good at thinking things out. I don’t know what to say about Deborah Peel. Does she really believe that stuff? Does she really, honestly believe that every single thing in my EMR will be used against me? My creatinine level on March 13, 2007? The error in an x-ray report that said I’m a 53 year old… Read more »

Lygeia Ricciardi
Guest

Thanks, Ratings Guy. I agree that positive messages re health IT are useless or even pernicious if they are unsubstantiated. The point is not just to focus on the positive rather than the negative, but to recognize that communication and messaging play an incredibly powerful role. If we build the best health IT system in the world and people are afraid to participate, they won’t. And given that greater consumer demand would help a lot to get health IT more broadly deployed, we want to make sure the public is getting an accurate picture of its benefits and risks–but we… Read more »

BobbyG
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Did you know that Certified EHRs will have to be able to calculate BMI [703*(wt/ht^2)], and that this means that the federal government will be telling you what you can eat (should you run afoul of Mrs. Obama’s “obesity index”)?
😉
That’s a fav these days of the Tinfoil Hat battalion.

The Ratings Guy
Guest

I agree that the carrot is so much more engaging than the stick. Yet when Hospitals and Health Networks and CHIME name the “100 Most Wired Hospitals”, perhaps they should have some responsibiity to see whether their effort toward awarding a carrot was misguided and unsubstantiated, by checking the hospitals outcomes. So we do need to be careful how we package our optimism. The fact is that less than 40% of those hospitals named “100 Most Wired” performed in the top quartile for performance on measures of quality, patient safety, outcomes (30-day re-admissions and mortality), patient experience, efficiency and affordability!… Read more »