There are a variety of communication modalities available to health care consumers and health care providers. These modalities and venues of communication may entail benefits and challenges to both consumers and providers.
Select one communication modality used for marketing in health care.
- Identify one specific mode of communication used by consumers and health care providers, such as e-mail, a web-based forum, or electronic medical records.
- List and discuss the following:
o One benefit to the patient
o One aspect relating to the values and importance of maintaining patient confidentiality when using this mode of communication
o One reason this mode is an effective means of communication between consumers and providers
o How does this mode of communication differ from others?
o How might media and social networking change communication in health care?
o How is this mode of communication used to market health care products or services, if applicable?
Miller & Sim (2004) commented that "information technology is increasingly recognized as an important tool for improving patient safety and quality of care, especially by promoting the practice of evidence-based medicine.1 Of all the health information technology (IT) in current use, the electronic medical record (EMR) has the most wide-ranging capabilities and thus the greatest potential for improving quality. Research has demonstrated the quality benefits of electronic documentation and viewing, prescription and test ordering, care management reminders, and messaging, among other EMR functions."
Electronic medical records (EMRs) offer opportunities for meaningful patient participation in illness management, decision making, and knowledge creation. In reviewing the accessibility of electronic medical records (Mandl et al, 2001) observed that "any access to or modification of a patient's record should be recorded and visible to the patient. Thus, data and judgments entered into the record must be identifiable by their source." Mandl (2001) further states that "patients should be able to annotate and challenge interpretations in their records, though we believe they should not be able to delete or alter information entered by others. Patients should also be able to see who has accessed any parts of their record, under what circumstances, and for what purpose. Reliable ...
The expert examines health care communications. One benefits to the patients are determined.