Innovators recognise that the their circle of influence is contingent on an awareness of their customers’ world view. Seven trends now impact on whether people are likely to welcome innovation into their lives.
For many people mobile phones have replaced their wrist watch, camera and PDA. Phones are now used not only to keep in touch but also to access information with two taps. This is achieved on a ubiquitous device that is getting cheaper and more portable. An allied trend is for tablet computers that are little bigger than a phone to obviate the need for a laptop.
People now demand validity for professional advice that until recently was accepted as gospel because an authority figure proffered it as the truth. This means that you no longer trust me simply because I am a doctor. What’s more people want the results of medical tests in a format that makes sense to them regardless of their ability to digest complex information .
There is an increasing desire to measure and record whatever can be measured as if that in itself will be enough to influence our behaviour. Everything from blood pressure to how much we sleep. Quite what people are doing with all this information is a matter of debate but people are seeking ways to access this information.
Because of the almost unlimited source of information at their fingertips people are actively filtering data. A quick Google search for ‘best diet’ revealed 625 million results with page upon page of conflicting and confusing advice. On the one hand you could opt for intermittent dieting or you could take the advice to ditch the diet altogether. As I hold the view that it has to be proved scientifically before it can be deemed true I more or less ignored (i.e. didn’t read) anything that didn’t appear to conform to my own worldview for valid and reliable advice.
Concerned people want relief from the outpouring of adrenalin with its unpleasant physical effects. In a Googlised world iving with uncertainty is regarded as unnecessary. This means as a clinician you have to assume people will have done some homework before they speak with you. Either what you say will resonate with their ‘ informed opinion’ or your advice will be rejected unless you are able to say or do something that changes how they feel about their problem and or the treatment.
The cost of staying healthy increases every year . In Australia the cost of attending a doctor have fast outstripped the rate of inflation. As we age and need more maintenance we will either spend a greater proportion of our income on medicines or look for cheaper alternatives. There is now a compelling business case for marketing cheaper and more effective ways to deal with health problems that until recently required doctors’ appointments.
Want it now
Anyone living with a teenager knows that they no longer accept the wait for Christmas. If you want it, there must be a quick, cheap and immediate way to get it, preferably delivered to your door with a money back guarantee. Therefore speed of delivery is necessary, but not sufficient for success. Innovations that do what they say on the tin, at a reasonable price and come with excellent after sales service are almost guaranteed a bright future.
Lean medicine is about working in a world that has an insatiable appetite for quick, convenient, cheap solutions. The seven trends outlined here have a significant impact on the diffusion of innovation in healthcare. How have they impacted on the success of your ideas?