The marriage between technology and physicians is not always an easy one and there have been a lot of bad breakups over the years. After all, physicians went to medical school to treat patients, change the world, etc. They did not set out to learn a new technology every time they turn around and/or to play a leading role in technology implementations. Yet today, they are finding themselves playing that role and feeling the frustrations that go along with that.

There is no shortage of research that talks about the challenges vendors face when it comes to technology adoption with physicians (and healthcare in general). Look no further than the EHR (electronic health record) technology market to learn more about those challenges and the lessons learned from them. In a 2015 study by Physicians Practice, physicians cite a long list of technology challenges (many of which relate to their experience with EHR technology), including: a drop in productivity when rolling out new technology; lack of interoperability between technologies; meeting regulatory requirements; cost to implement and use technology; resistance to technology; security and training.

MD Interconnect co-founder Dr. David Hoover was all too familiar with those challenges, having been on the user side (the resistance side may be more accurate) of numerous technology rollouts. He knew that MD Interconnect had to do things differently to ensure successful adoption.

With this in mind, the MD Interconnect team took a two-pronged approach to adoption. The first approach may seem obvious: design a product that solves a meaningful problem, but design it with your users (i.e. physicians, etc.) and their workflows (maybe not as obvious) in mind. Surprisingly, many technology companies develop a product that solves the first issue (meaningful problem) but neglect to consider the second (user workflows and preferences). Consequently, they experience poor adoption, limiting and or even eliminating the product’s ability to succeed.

The second approach is equally important but often overlooked – build an implementation process tailored to address a physician’s unique objections/concerns with an understanding of their job, their workflow, their practice, etc. With that in mind, you need to make it as easy as possible for them to get on board (hand-holding as needed), quickly demonstrate the value of using the technology (what’s in it for them), and ensure that they are motivated to continue using it (continued engagement, tracking, etc.).

When it comes to developing a secure communication solution for hospitals, there are some basic features and functionality that every solution must have at its core. The solution must successfully facilitate the delivery of messages between users. And, the solution must address mounting security requirements that hospitals face, including the need for HIPAA compliance. There are a number of vendors that offer products that address those core requirements, but MD Interconnect created a solution that goes beyond these basic requirements to engage users and ensure adoption. You can learn more about the company’s physician-driven design in this previous blog post. Here are some of the factors MD Interconnect considered while developing a product with adoption and sustained engagement in mind:

  • Physician adoption is of the highest priority. Lead with them and the rest will follow.
  • You must make it quick and easy for messages to be read, and provide visibility to senders about that status.
  • You must consider a physician’s personal preferences about when they should be reached and when they should not.
  • Call schedules and call hierarchies must be integrated into the communication platform.
  • It should also support the teaching hospital hierarchy and include residents, APPs, fellows and attendings at the appropriate times.
  • You must consider times when a physician cannot safely respond to a message, making it easy (and secure) for a proxy to respond on their behalf. See this blog post on RapidPair to learn more.
  • You must address the differences between cell phones and pagers, as well as the unique challenges, benefits, and behaviors associated with each.
  • Your pricing model must encourage adoption by the entire patient care team/community.
  • The ability to easily forward a message chain to a support team, including clinic schedulers and bed management must be built into the solution.

With RapidConnect, MD Interconnect knew they had a great product that hospitals, physicians and patients would benefit from, but they also knew their job wasn’t done. See our next blog post on what it takes to ensure a successful implementation and ongoing user engagement.