By Therasa Bell

Many Pennsylvania patients will start their next visit to the doctor’s office the same way: by filling out registration paperwork. This simple act adds up to a big problem for the healthcare industry. Despite $19 billion of incentives to push digital patient records forward, many offices are buried in paperwork and other unstructured patient information that often fails to make it to the electronic medical record – whether it is paper, fax, a digital image, email attachment or smartphone app.

That doesn’t mean there’s a lack of effort to digitize these pieces of the patient record. In fact, there’s too much effort. Every source of unstructured content requires time-intensive processes to convert it into a standards-based format that any provider can access.

Typically, this process means a member of the staff scans every page, keying in patient information and other relevant details to ensure the file makes it to the right record and remains accessible. Beyond the time spent scanning and keying, the equipment also requires regular IT support to maintain functionality. And all of this must be in place before a single item is converted and connected to the correct medical record.

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By Derek Mabie

The process of finding a solution has transitioned to the online realm. We research potential solutions to our needs. We explore the steps involved in a purchasing process. We compare options from the comfort of our couch. Patients are doing the same thing when it comes to seeking health care. Whether exploring the reputation of a prospective physician or reading about different treatment options, patients use available resources to find answers.

Traditional Roles of Marketing and IT

Search behavior permits health systems to connect with current and potential patients in a fiscally responsible way, but marketing can no longer rely on its own skill sets. 

Traditionally, marketing and IT have each been built on a single skill set or goal, generating silos of intelligence and expectations across an organization. Marketing would use patient data to drive growth. Information technology would provide administrative support.

The internet changed everything. With the increased emphasis on the gathering and application of Big Data, chief marketing officers (CMOs) and chief information officers (CIO) should now collaborate to plan and reach organizational goals.

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By Theresa Zataveski

We live in a world in which every aspect of our life is fueled by technology. The healthcare industry is no different. Behind every healthcare solution is a technological innovation that transforms the way patients, caregivers, and healthcare providers interact. Case in point, you can now chat with a nurse at 2 a.m. when your elderly parent is struggling with side effects from their medication or receive a text message when your application for financial assistance in your child’s therapy regimen is approved. 

In recent years, however, the change in the healthcare landscape and regulatory environment has forced IT providers to become more agile and progressive, developing forward-thinking technologies that are easily adapted to a constantly changing world. 

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