Do We Need Patient Relationship Management (PRM) Systems?

jordan shlainAs a primary care doctor in San Francisco and Silicon Valley, I have been searching for the holy grail of patient engagement for over 15 years. My journey began with alpha-numeric pager and a medical degree. I shared my pager number with my patients along with a pledge to call them back within 15-minutes, 24-hours a day. My communications evolved into email and texting, with the predicate that by enhancing communication, I could carefully guide my patients down the byzantine corridors of healthcare – with a high probability we could avoid mistakes – if they would agree to share the ownership of their treatment plan. My life’s work has been where the rubber meets the road; where doctors interface with patients: office, hospital, home or smartphone.

Technology has washed over almost every industry and transformed it, radically. Healthcare is on the precipice of destiny. The wave is here.

Over the past three decades healthcare has lurched from one existential crisis to another; often manifested by an acronym solution: HMO, ACO, PCMH, P4P, PQRS; each a valiant attempt to reign in costs and solve for aligning incentives. However, we can’t have hospitals, doctors, health systems and payers accountable to healthy outcomes if the 300,000,000 people (patients) are not paramount to the equation.

If you haven’t been paying close attention, ‘patient engagement’ is a white-hot topic in healthcare these days. It wasn’t sexy 5 years ago. In fact, at the keynote speech at HIMSS 13 (the national Health IT conference), it was announced that the “The blockbuster drug of the 21st century is Patient Engagement”.

While the mantra is strong, the industry seems to conflate “patient engagement” with “consumer engagement”, which in my view are two distinctly different propositions. Consumer engagement is predicated on the fact that there is choice, a free market and low barriers. As consumers, we can swing by the Apple Store and pick-up a Jawbone bracelet to monitor our exercise activity and sleep patterns, perform an in-home ECG screening with AliveCor’s iPhone Heart Monitor, or self-assess symptoms and find an appropriate doctor using the BetterDoctor service..

These products represent the innovative eye-candy that dominates the headlines, but I’m here to tell you that none of them are the killer app for patient engagement. They are all important pieces of the puzzle but the kernel of transformation lies in tapping into one of the most under-valued assets in health care, the doctor-patient relationship. Consumers, who strap on monitoring devices and crawl the web for solutions without the guidance of a doctor, are heading down a path towards anxiety – and likely more questionable consumption of healthcare resources. The always available Dr. Google enables anyone to self-diagnose, but what consumers don’t realize is that Dr. Google is an oncologist that often lists cancer as one of the possibilities….more anxiety.

Patients engaging with themselves are a noble aim, for sure, however coupling a patient to their doctor throughout their healthcare journey is simple, elegant, and necessary: essentially we need a Clinical CRM (or PRM – Patient Relationship Management). On the surface this may seem like an improbable proposition, as many doctors are already suffering from Chronic EMR Fatigue Syndrome, overloaded schedules and diminishing payments. They don’t want yet another solution.

Taking human physiology as a metaphor for complex systems (in the spirit of biomimicry), excess sugar in our food supply causes metabolic syndrome and ultimately diabetes – which extracts a huge drag on the body in terms of aging and pathologic opportunities. Our healthcare system is no different; excess technology and proprietary solutions have caused a digital opacity syndrome and ultimately a health care system of balkanized cash vacuums, people suffering unnecessarily and finger pointing. Healthcare is the diabetes of our GDP.

When technology understands what people want from healthcare, our system has a chance. This is not about what the system wants for itself and it’s not about what ‘consumers’ want for themselves; it’s what makes the most sense to achieve the ultimate outcome: a healthy population at the most efficient cost.

We need a new angle, a new dimension, something simple and human that provides demonstrable value; both in the short term and the long run. The good news is that we’re at a once-in-a-generation moment in time where great change is upon us….and where there is great change, there is great opportunity.

We need a new Healthcare Operating System; one that enables shared ownership between all parties and where innovative ideas fit together like Legos.

The four walls of medicine and the millions of telephones that occupy the space between doctors and patients must evolve.

It has failed to scale. Grab the eraser and let’s start all over. Please.

I have a few ideas…perhaps the next blockbuster drug of the 21st century is Physician Engagement…(wait, what?). Yep, if we do not get physicians involved and engaged in a new model and we try to commoditize them, we will have failed to appreciate the important role they play. There is plenty of talk about “the algorithm will see you now”. Meh.

People have always lived in tribes and relied on other people for help; physicians are people, too. While we (and I believe I speak for many physician) are as frustrated as patients about the oligopolistic and opaque healthcare system, we really just want to help people…and we need technology to work with us, not around us.

Jordan Shlain is a physician in San Francisco and a founder of HealthLoop.

5 replies »

  1. Problem with using pager as patient relationship system is that you can’t monitor your patient via using pages and also not accurate in providing prescription note to the patient via pager. every dentist need a system, which is easy to manage from anywhere and anytime. Therefore most of dentist prefer software which is easy to access via computer and mobile apps as well. There are certain companies like Docmate provides free demo at the beginning to guide you properly and clear your doubts on services.

  2. With the fast advancement in technology, every practitioner/hospital requires a patient management system. It not only helps in reducing the cost but it also helps in bringing the more patients, hence maximizing the profit.

  3. Great post, Jordan.

    I think a lot of people are probably missing what you’re saying here

    which is that our data silos need to be converted into relationship management tools ..

    I’ve argued before that EMR vendors would do well to look at the examples offered by CRM software (Highrise not Salesforce) and content management systems (WordPress non-technically) and streamline what they’re doing

    CRM software involves its own symptoms, but this is a good idea ..