The Changing Landscape of Healthcare
By: Megan Davis, Director, Healthcare PR
At Baker Public Relations, healthcare businesses and practices make up a sizable share of our client base – and as the agency’s director of healthcare, it is my job to stay on top of industry news, changes and emerging challenges.
This task is not always easy given the complexity and speed with which innovations and patient demands evolve. And with so much information at our fingertips or on our screens, it can sometimes be difficult to decipher what’s credible and what’s not.
For me, one event that always lends clarity and provides a wealth of accurate information is The Albany Business Review’s Healthcare Power Breakfast. The annual forum brings the brightest healthcare minds and trusted decision makers together to have honest and enlightening conversations about the future of healthcare.
At this year’s event that took place on March 6, the panel jumped right in with a candid assessment of the current healthcare landscape. There was bad news, hopeful news and one piece of good news.
The Bad News
Panelists asserted that the future is bleak for private practices. Expenses are increasing while reimbursements are decreasing, hardly a sustainable business model. One panelist noted that practices must work harder to survive, or they won’t exist in the next 10 years.
Healthcare is in crisis and people are frustrated on all sides of healthcare delivery. Electronic health records, designed as a billing-only tool, are now fully – and sometimes woefully – integrated into the full patient experience. This has some benefits, but more pitfalls, with experts expressing the desire that EHRs evolve further to allow physicians to spend more quality time with their patients.
There is Hope
Amidst the bad news and challenges, the panel expressed hope, pointing out three areas to improve the delivery of care:
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1. Adopting a value-based care model – Also known as a risk sharing model, value-based care strips away some of the health care complexities. Rather than paying providers on the number of services performed, the model pays them based on the quality of care they deliver and the health outcomes of their patients.
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2. Reversing how we manage technology – Too often when the latest and greatest technology hits the market, healthcare entities fall into the trap of feeling they need to be early adopters to stay ahead of the curve. Technology then drives how patient care is met. Instead of letting technology drive the workflow, however, panelists argued a better approach would be to assess needs first and then find the right technology to support and deliver on those needs.
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3. Meeting patients where they are – As a cost-saving solution and healthcare improvement, panelists urged embracing a longer vision that includes more telemedicine and less expensive infrastructure.
The Good News
Panelists reminded us that life expectancy is higher than ever, and research and innovative therapies are changing people’s lives for the better. Amidst all the dire news and the challenges we face in healthcare, it’s important to keep this piece of good news top of mind.
And the Best News for You
If you’re a healthcare client of Baker Public Relations, you can rest assured that we are keeping a finger on the pulse of this complex and ever-evolving sector. By staying informed on the latest challenges and changes you face, we stay one step ahead in recognizing your pain points and your opportunities and develop plans and solution-based strategies to address your needs and goals.
Indeed, that’s what Baker does every day for every client in every sector. We stay informed. We listen. We get creative. And we deliver results.