PART B – Being Very Patient: From Consumer to “Customer”

This section traces the journey of the consumer’s transition from information seeker to health seeker, or “patient” as they become a customer of actual health care. From a design perspective, the persona changes significantly in this transition from the “uncertain investigator” of the consumer in Part A to the “informed person living with a condition” that signifies acceptance of a need for health services. At this point, users become much more motivated and potentially even more engaged with health information services. Two chapters capture the journey, user interactions, and design requirements.

Ch 4. The Empowered Patient: Self-educating and self-healing

Has the emergence of social technology helped health consumers self-educate and become highly knowledgeable “patients”? In DIY North America, consumers turn to the web to scan consumer reviews before purchasing any product. We see this trend in healthcare, where consumers now become “customers” rather than patients. People can shop around for second (and surprisingly informed) opinions on the web, for free. They can spend hours researching a condition and know about options and alternatives their physician may not have considered, especially for more uncommon conditions. They may find ways to minimize their costs for treatment and medication.