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For Physicians, Digital Makes an Indelible Mark

For Physicians, Digital Makes an Indelible Mark | Cycling | Scoop.it

Like hospitals, physicians are care providers, so the two groups are facing some of the same challenges. Both are dealing with the new shift to outcome-based treatment and payment. Both have to work with an increasingly empowered consumer in an environment where their services will be rated and reviewed like any other consumer offering. But there are also several key factors affecting the physician community in particular, starting with the basic employment environment.

The Association of American Medical College (AAMC) Center for Workforce Studies predicts that by 2020, the U.S. will see a shortage of 45,000 primary-care physicians and 46,000 surgeons and specialists. That means that each practitioner is being burdened with more and more responsibility. Record low career satisfaction levels – particularly among general practitioners – reflect the outcome of this pressure.

In an attempt to cut out the additional cost and responsibility of running their own business, those working today are increasingly gravitating toward employment by an institution instead of private practice. In fact, this number has risen to between 50 percent and 75 percent, according to The New York Times. Last year, 64 percent of jobs filled by Merritt Hawkins (one of the nation’s leading physician placement firms) involved a physician being employed by a hospital, compared with only 11 percent in 2004.

To try to fill the gaps in this shifting environment, “physician extender” positions – nurse practitioners and physician’s assistants – are playing a greater role, as are pharmacists.

In addition to workload, changing patient expectations are also transforming a doctor’s job. Patients (especially younger patients) want their doctor visits to work the same way as everything else they have come to expect. Lurrie says, “As we talk about millennials as a cohort, we need to understand their expectations of engaging with healthcare. They expect to engage with it the same way they approach everything else … So the idea that they can’t make appointments online, email with their docs and check reviews is unthinkable to them.”

Millennials want their physician to have as robust a digital presence as their bank or taco shop. They want to rely on ratings of a doctor’s performance, much the same way as they would for a restaurant. Telehealth, a premium concierge service designed to meet the demands of digitally native patients or to serve under-resourced communities, is also on the rise.

Marketing and communications can help make sense of the disruption in the physician environment. While much attention is being paid to improving the patient experience, it’s equally important to focus on the physician experience since neither exists in a vacuum. Marketers can apply their skills to mapping and understanding the physician journey, emotional and rational drivers, and decision-making process.

Marketing insights can be leveraged to develop programs and tools that equip physicians for the brave new world in which they find themselves. These insights can help them achieve digital fluency, develop better communication skills and identify ways to engage with patients.

For example, the Physician Affiliate Group of New York conducted a 16,000-person interview with its patients across eight different service lines to find out what patients want and need as well as what would make them feel comfortable. “It boiled down to, out of all of those survey questions, respect,” says Zimmerman. “People felt that when they went in to meet a physician, they wanted the physician to look at them, acknowledge who they are, that they’re here and that the physician is ready and able to help them. It’s very humanistic.”

Facilitating communication between physician and physician extender is also crucial to a good patient experience. Defining roles and educating patients about what to expect from these “new” providers can help improve the overall system. Marketers, with their wealth of insight tools, can leverage data, analytics, profiles, personas and more to close the gap.


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Tweet from @BritishCycling

Tweet from @BritishCycling | Cycling | Scoop.it
Consistent political leadership and cross-party consensus is needed to achieve long-term cycling plans #choosecycling http://t.co/ok8VchzwMS
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The Ticket to Ride | Rapha

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The importance of cycling etiquette should not be overlooked and sets our beloved sport apart from other less gentlemanly (and gentle-womanly) activities: The gruff fat men in wee shorts, who spend 90-odd minutes thumping a leather case around a...
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Twitter / CotswoldOutdoor: Hope your journey to work was ...

Twitter / CotswoldOutdoor: Hope your journey to work was ... | Cycling | Scoop.it
Hope your journey to work was drier than for these cycling pros this morning! #wet #commute http://t.co/8ESLaVqluU
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Tinkoff-Saxo announce Tour Down Under team - Cyclingnews.com

Tinkoff-Saxo announce Tour Down Under team - Cyclingnews.com | Cycling | Scoop.it
Tinkoff-Saxo announce Tour Down Under team
Cyclingnews.com
The Tour Down Under will be the debut for Tinkoff-Saxo who were previously known as Saxo-Tinkoff.
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Watch the Rotterdam Six Day live

Watch the Rotterdam Six Day live | Cycling | Scoop.it
Live coverage of the Rotterdam Six Day event on Tuesday, January 7 2014
    
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British Riders of 2013: Number 15

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Monday, December 16: World team pursuit champion and world record holder Dani King is 15th in our list
    
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Cycling: Renshaw, Bakelants ride for Omega team in Australia - GlobalPost

Cycling: Renshaw, Bakelants ride for Omega team in Australia - GlobalPost | Cycling | Scoop.it
NEWS.com.au
Cycling: Renshaw, Bakelants ride for Omega team in Australia
GlobalPost
Australia's Mark Renshaw and Belgian Jan Bakelants will spearhead the Omega Pharma Quick-Step team at next month's Tour Down Under, organisers said on Monday.
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Peter Sagan ready for 'big challenge' of World Championships

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“Tour de France green jersey champion Peter Sagan is hoping to repeat his win in GP Montreal in the road race world championship”
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Cycling Team Defends American Chris Horner After Win In Spain - New Hampshire Public Radio

Cycling Team Defends American Chris Horner After Win In Spain - New Hampshire Public Radio | Cycling | Scoop.it
“velonews.competitor.com Cycling Team Defends American Chris Horner After Win In Spain New Hampshire Public Radio The cycling team of Chris Horner, the 41-year-old American who won Spain's Vuelta bike race on Sunday, says the racer followed the...”
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Tour of Britain 2013: Who to look out for

Tour of Britain 2013: Who to look out for | Cycling | Scoop.it
Tour of Britain 2013: We take a look as some of the likely key players and stars taking part in this year's Tour of Britain
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Endura to sponsor WorldTour squad Movistar kit

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Scottish clothing brand to supply Spanish squad from 2014 - Performance cycling brand Endura will sponsor the WorldTour squad Movistar's cycle clothing and apparel in 2014. The...
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UCI requests withdrawal of Astana licence - Cycling Weekly

UCI requests withdrawal of Astana licence - Cycling Weekly | Cycling | Scoop.it
Having received the audit on the Astana team's practices from the University of Lausanne, the UCI requests the team's licence to be withdrawn
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The Endurance-Enhancing Formula to Ease Blood Pressure Woes | Upbeat - Sports Drinks

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British Cycling launches plan to get Britain cycling

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Chris Boardman helps launch a new ten point plan which sets out what needs to happen to get Britain cycling.
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#ChooseCycling manifesto launch - Speeches - GOV.UK

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Speech regarding the goals, myths, investment and plans for cycling in the United Kingdom by Robert Goodwill.
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Alberto Contador launches School of Cycling in his hometown of Pinto

Alberto Contador launches School of Cycling in his hometown of Pinto | Cycling | Scoop.it
Two-time Tour winner's foundation to alloy local kids to “enjoy the bike” - Alberto Contador (Tinkoff-Saxo) was at the Plaza Eboli Mall, in his home town of Pinto, Spain, today to officially launch his new School of Cycling.
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Orica-GreenEdge reveals 2014 team kit

Orica-GreenEdge reveals 2014 team kit | Cycling | Scoop.it
Australian WorldTour team Orica-GreenEdge's kit features less green and a bit more blue in 2014
    
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Renshaw to lead Omega Pharma Quick-Step at Tour Down Under

Renshaw to lead Omega Pharma Quick-Step at Tour Down Under | Cycling | Scoop.it
Pauwels and Bakelants among other top riders heading to Australia
    
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Cross: Field wins consecutive National Trophy rounds - British Cycling

Cross: Field wins consecutive National Trophy rounds - British Cycling | Cycling | Scoop.it
Cross: Field wins consecutive National Trophy rounds British Cycling Coming into this round, Paul Oldham retained the lead in the men's Elite series but after Milton Keynes his dominance was looking fallible with challenges from both Oli Beckinsale...
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Pinotti to fly the flag for Italy in time trial world championships

Pinotti to fly the flag for Italy in time trial world championships | Cycling | Scoop.it
“Italian hoping for a top five behind Martin, Wiggins, Cancellara and Phinney ”
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Cavendish scales tactical heights

Cavendish scales tactical heights | Cycling | Scoop.it
“• Cavendish claims eighth Tour of Britain stage win • Sir Bradley Wiggins retains the yellow jersey The hilly profile of this stage did not look propitious for Mark Cavendish but the tactical situation played into the hands of the British sprint...”
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Tour of Britain 2013: The Big Preview

Tour of Britain 2013: The Big Preview | Cycling | Scoop.it
Tour of Britain 2013: The lowdown on this year's premier British stage race, starting on Sunday September 15
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