• UPS is open for business: Service impacts related to Coronavirus...More
Skip To Main Content
Brought to you by Longitudes

Brought to you by 


How to engage physicians in innovative healthcare efforts

How to engage physicians in innovative healthcare efforts

There is no shortage of digital health offerings in the market promising to enhance patient care and achieve aspects of the quadruple aim of enhancing the patient experience, improving population health, reducing costs and improving the work life of healthcare providers.

They include apps, devices, augmented intelligence and data analytics. However, it is unclear how many of these options solve the right problems based on actual user needs.

Because the digital health ecosystem is growing and evolving so rapidly, it has become difficult for physicians, patients and health system administrators to navigate potential solutions that can address multifaceted problems, as well as meet requirements for privacy, security, clinical efficacy, usability and interoperability.

To help address this problem, the American Medical Association created its Physician Innovation Network (PIN), which connects physicians, residents and medical students to health technology companies and entrepreneurs.

Through research and talking with physicians active on the platform, the AMA has gathered some best practices for engaging physicians, residents and medical students in healthcare innovation.

Below are some thoughts based on our interactions with physicians and innovators involved in PIN.

Engage early and often

It is critical for digital health companies to involve physicians (and patients) early in the development of their products to help articulate how they should function, touch a patient’s life and integrate into clinical practice.

The AMA, in collaboration with Sling Health, has created a Clinical Problem Database on PIN to provide physicians with a place to share unmet needs in healthcare delivery and clinical medicine, as well as enlighten the community to solutions that already exist in an effort to avoid duplication for similar problems.

AMA research shows that physicians want to be involved in decisions around new technology solutions. That includes design, development and the provider organizations’ selection and implementation.

Digital health solutions designed and developed with physician input early and often can avoid missteps driven by a lack of understanding of how the clinical environment works. Physicians also know their patients and can help startups understand how their products may impact patient care and engagement.

Health systems also can benefit from engaging their physicians early and often in the process of implementing a new tool or innovative solution. Decisions made at the top and pushed down to physicians and care teams often encounter resistance and a lack of enthusiasm and support.

Having the right people at the table upfront can help organizations anticipate such barriers, facilitate buy-in and minimize disruption to workflows.

“Digital health solutions designed and developed with physician input early and often can avoid missteps driven by a lack of understanding of how the clinical environment works.”

Obtain diverse perspectives

While the views of a chief medical officer of a health system or a family friend who happens to be a physician may be useful, it’s not enough to truly ensure a product or solution meets the mark.

To obtain valuable insights into how a product or solution will work once it’s introduced into the real world of patient care, digital health companies and health systems need the input of physicians with different backgrounds and in different specialties who collectively treat diverse patient populations.

Getting multiple perspectives can help answer key questions about potential applications such as scope, how it may fit into a workflow and which patients it best serves.

“If a digital health tool isn’t helping achieve the quadruple aim, it isn’t solving the right problem.”

Be respectful of time and expertise

When physicians provide their expertise and time, often they are sacrificing time with their patients — something companies should keep in mind when engaging with them.

We have found that some of the most successful interactions occur when there are aligned expectations around the problem, appropriate compensation and communication.

If you schedule time with a physician to get input, stick to it. If you have the funding to compensate physicians for their time and expertise, do it.

And finally, whether seeking volunteer or compensated input from physicians, companies should consider showing appreciation for their engagement by sharing progress and the impact the physician’s time and expertise had on the product and implementation of a new solution.

If a digital health tool isn’t helping achieve the quadruple aim, it isn’t solving the right problem. The best way for digital health companies and health systems to ensure that it’s doing so is involving physicians and patients.

Republished with permission, this article first appeared on Harvard Business Review.

Was this helpful?
Stay informed. Sign up for our emails.
Subscribe to UPS emails.

Email Examples

Sign up for email offers, insights, and industry news that can help improve your shipping. You can manage your preferences at any time.

News and Insights to help you ship smarter

Service Updates to alert you to severe weather and events impacting operations

Promotions and Offers to help you get the most for your money

Product News to keep you up-to-date on new services, tools, and features