The personal electronic health record

Potentially the most disruptive threat to traditional care providers?

It’s not healthcare reform. Nor is it Walmart, CVS or managed care insurers entering the primary care business. What promises to be one of the most liberating consumer health advances in modern times may also be the biggest threat to ill-prepared hospitals, networks and physician practices.

Consumer choice can be a beautiful thing. Happy with the coffee service at your local barista? Great. Pour me another cup, blend me another Mocha Latte. But what happens the day you’re not treated the way you expect, you wait too long for your order, or their hours are no longer convenient to your schedule?

If you’re like most consumers, you head down the street to the nearest McDonald’s, Dunkin’ Donuts or Starbucks. You have consumer mobility and given the right circumstances, you will exercise it.

Their coffee may not be of the same pedigree as yours, but neither are they serving up a commodity. These national chains have a clear brand promise: we know what to expect from them and they are very good at meeting our expectations.

Right now, you (the providers) are still largely in control of where we (the patients) get our care. You make it difficult and uncomfortable to get our health records transferred, so it’s more of a hassle to switch than stick with the devil we know. Personal electronic health records will change all of that. We will be mobile and we will exercise our mobility.

If you have a competitive offering, a clear brand promise, and your organization is aligned to deliver on that promise, you’re golden. You will continue to attract and retain the most desirable patients. If not, you might want to think about addressing it.