The ubiquitous social media, fast-paced technologies that are replacing men with machines, high volume and growing expectations from empowered patients are changing the landscape of not just medicine and healthcare, but also doctors who are increasingly finding themselves in unfamiliar territories.
A global study done by McCann Health found that doctors find themselves at a crossroad with technology, lack of time and pressure from patients `briefed’ by social media driving them to a world of uncertainty and frustration. The tectonic plates of medicine, healthcare and patient expectations are surely on a fast-forward.
The study titled `Truth About Doctors’, the results of which were announced today in a press conference at J W Marriott, Mumbai , entailed interviews with nearly 2000 doctors globally across 16 markets and was jointly conducted by McCann Health and McCann Truth Central, two units of the global McCann World group marketing services firm.
The Health & wellness ecosystem is transforming at an amazing pace with the technological evolution, knowledge seems to be the key driver for the patients today. Doctors remain at the center of this emerging health & wellness ecosystem. A better understanding of these dynamics and the impact on how Doctors see them will help us deliver much better solutions, said Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India
The study found that 53% doctors interviewed felt time as their most valuable resource. Medicine has changed from a caring business to a business of care. 82 percent of doctors arou’[‘\d the world see ‘providing care’ as their primary role in society. However, these same doctors felt stripped of their ability to care by the commercial system