The doctor is no longer the "captain of the ship" rather he/she plays the role of the "expert advisor" and "navigator?". The traditional role of a doctor dominating the relationship with the patient is outdated. In this presentation we will explore the provider-patient relationship that has shifted from medical paternalism to the empowered patient. We will discover the dynamics and the challenging nature of an engaged, empowered, more health literate yet impatient patient that demands an equal partner role in the decision-making process. How can a health practitioner meet the rising expectations of a patient that seeks immediate gratification, transparency and a hustle-free, personalised experience? How can a provider successfully meet the patient’s will to get added value, as he/she is used to receive by other sectors such as technology, retail and banking?

1. The patient-provider relationship has changed
Welcome to the new era
Aida Sarkissian, MSc
CorporateCommunications Professional

2. Medical paternalism

3. The patient:
• Dominated by the provider
• Has limited access to information
related to his/her condition &
care options
• Has no say on pay negotiations
The provider:
• Makes the best possible decision
for the patient
• Acts as the “captain of the ship”
Medical paternalism

4. Sensitive paternalism or The informed consent
The patient:
• Is not an active partner in care
• Has the right to express his/her
concerns on the proposed
treatment plan
• Has the right to reject the
proposed course of action
The provider:
• Recommends the treatment plan
• Makes available related information
• Takes into account the patient’s needs,
thoughts and feelings

5. The empowered patient
The patient:
• Is engaged, empowered and more health literate
• Takes active responsibility for his/her well-being and demands an equal partner role in
the decision-making process
• Rests upon social networking channels, digital technologies and web platforms to obtain
information, establish empathy with other health consumers and share experiences
• Has no longer the “paying the bill” role

6. The empowered patient
• Is an active participant in the healthcare dialogue and is the shaper of the
healthcare ecosystem
• Asks for: transparency regarding cost & quality of service, accountability for the
promised & delivered results and a hustle free customer experience and
convenience
• Has no tolerance for long wait times, excess paperwork, miscommunication
• Looks for a retail-like experience (an increasing value & immediate gratification)
The patient:

7. The empowered patient
The provider:
• Is no longer the “captain of the ship”
• Acts as the “expert adviser”, as “the navigator” that will help the healthcare
consumer to make the right decision
• Has to meet patient’s rising expectations

8. The empowered patient’s characteristics
• He/she is interested in well-being & wellness
• He/she expects convenience
• He/she demands flexibility
• He/she looks for self-direction & self-management
• He/she seeks personalisation

9. The empowered patient’s profile
• Age: The younger the patients, the more willing to take well-informed decision in
cooperation with their physician
• Education: Better-educated people seek a greater level of involvement
• Condition: The outpatients are more likely to question the physician’s authority
and play active role in the decision-making process in contrary to the inpatients.
Patients with long term illness are more actively involved due to their
involvement and long-term experience with the healthcare system than those
with an acute illness
• Marital status: The married patients tend to leave the decision-making procedure
to their physician

10. Problem solving=In search of the single best solution to a problem
Decision making=A choice is made among several alternatives, involving
trade-offs of harms and benefits
Whereas the research has shown that the patients leave the problem-solving
tasks to the doctors, they do want to participate in the decision making-
process.
Problem Solving Vs Decision Making

11. The Future of Medicine - The 6 Ps
Predictive
Predictive analytics, big data and AI have been already established in the
healthcare value chain (diagnosis, management, delivery & post-care
relationship management). Deep data and intuitive analytics will empower
a better problem-solving and better decision-making procedure.

12. The Future of Medicine - The 6 Ps
Personalized
The patient expects to receive data-driven, personalized and on-demand
medical support, costumed on his/her needs, around the clock and
irrespective of location. The patients demand the same level of experience
that have received in other sectors such as technology, banking, retail and
travel.

13. The Future of Medicine - The 6 Ps
Preventive
The shift from episodic & reactive care systems to proactive care systems
with a clear focus on well-being and chronic care is already evident.
Numerous apps, wearables, sensors and smart devices enable self-
quantification and promote the support of health and fitness in everyday
life. The health-related technological means that are faster, smaller,
affordable and mobile educate the consumers about the importance of
adopting a health lifestyle.

14. The Future of Medicine - The 6 Ps
Participatory
A human-centric strategy in the design, delivery and evaluation of the
offered services is essential. Moreover, the providers should actively
encourage patients to take control of their health and their needs. Research
proposes that it is in the near future when patients will own their records
and will manage their options directly. The provider’s role is to empower
the informed decision-making process.

15. The Future of Medicine - The 6 Ps
Psycho-Cognitive
The provider is expected to design strategies that will shape an individual’s
behavior, will achieve the latter’s compliance and will sustain his/her
participation and engagement. The need to fight the increasing epidemic of
chronic diseases through self-management and health-literacy is pressing.

16. The Future of Medicine - The 6 Ps
Public
The providers should enable a two-way communication, transparency and
access to information. The patient expects to receive transparent
information regarding provider’s competency, treatment options, regimes
and pricing. If not, the social networking channels, the platforms and the
forums that connect patients, providers and researchers will shape patients’
view and decisions.

18. The 5 steps of empathy
• Watch & listen to what the other person is saying and what is his/her body
language
• Remember when did you feel the same way?
• Imagine how you might feel in that situation. Validate the wide range of
emotions that come up.
• Ask how he/she is feeling. Share with him/her what you are noticing.
• Show you care through your words and actions.