The doctor-patient relationship is the foundation of good medicine. Unfortunately, the interaction between doctors and patients can no longer be classified as a relationship. Needless administrative burdens have forced doctors to spend more time doing paperwork than seeing patients, a fact that has robbed physicians of the public trust they once enjoyed. A recent article in the New York Times called “Doctor and Patient, Now at Odds” strongly suggests that many people don’t trust doctors. This is not a surprise. There is only so much that can be done in a 5-10 minute visit. Physicians are overwhelmed, overworked, and largely underpaid. In the current healthcare system, there is no time and little incentive for building true a doctor-patient relationship. Patients feel like they are being ignored. Doctors are frustrated that they can’t spend more time with their patients. The only happy party is that of the third order.

To promote our new medical practice (Hello Health) in Brooklyn, New York, we placed a couple of posters in the local subway stop. Our business model is based on making healthcare simple. We are tech-enabled and all about access and communication. We are a community-based medical practice and interested in listening to our patients. A prominent feature of our logo is a voice bubble graphic, signaling to our community that we are different and listening. Our subway posters, designed by the Barbarian Group, are eight voice bubbles with the heading “how do we feel today?”

Shortly after our posters went up, people started telling us how they felt by writing directly on our ads!

It’s great to know that the community I serve as a physician is not simply sick versus healthy. It’s nihilistic, absurd, elated, elongated, and in love. Now this is what I call the start of a meaningful relationship.

BTW, the Metropolitan Transit Authority (MTA) is taking our ads down, claiming they encourage “vandalism.”

More info: Doctors and Patients, Now at Odds, The Barbarian Group

Filed under: Innovation