Is There a Functional Shifting Educational Benefit?
Covid-19: Is There a Functional Shifting Educational Benefit?
This case does present some downstream positive benefits to one of the most tragic pandemics to affect the globe in modern times, the
Covid-19 public health crisis. It does result in a disruption of the channel of distribution of the health care system in a dramatic fashion as
the health care of primary care providers could no longer occur in most places in the United States unless it was a truly emergent situation.
As a result, individuals experienced, in many cases, their first telemedicine visit. Often people were asked to sign into their patient
portal again, or for many, it was the first time they had ever done so. While this may have been the first time a person had logged into the
portal, it was unlikely that the individual had not been given the opportunity to register for the portal previously by their provider practice.
That said, the challenge facing medical groups might be the following: is there a marketing opportunity in this that can be carried forward?
Will the cohorts that have not historically been used for adopting telemedicine sites for accessing diagnosis or care now consider
utilizing such alternatives? Will such cohorts now continue their patient journey in ways to provide information even with their own established
care provider practices that will make the monitoring of their own health care more effective? These are the challenging questions
in this issue of functional shifting to be posed in this case.
Questions:
1. If you were the marketing director of the Hopper Clinic now that the Covid-19 threat has passed, are there marketing research
questions you would explore with patients who had experienced telemedicine visits with their Hopper physicians?
a. What would those questions be?
b. Are there specific cohorts to whom you would pose those questions?
2. How would you determine what functions would be most likely to shift to patients in light of their telemedicine experience during
the Covid-19 pandemic?
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