Technology development has a significant impact on the healthcare sector. The innovation of Electronic Health Records (EHR) led to the transformation of operations in the health industry, and there are ongoing efforts to continue the integration of new technology for better service delivery (Bhuyan et al., 2016). Direct marketing of pharmaceutical products to consumers is another recent development in healthcare. Analyzing factors influencing the selection and implementation of new technologies is essential in improving the adoption rate while discussing the pros and cons of pharmaceutical marketing is critical for evaluating the appropriateness of the practice.
Several factors influence the selection and application of new technology in healthcare facilities. Foremost is the public demand for better access to patient data and digital services in a secure environment. There has been a significant increase in consumers’ awareness in the health industry that requires fast communication and provision of information (Bhuyan et al., 2016). For example, the public needs technology to view their health records, get doctors reminders, and measure their vital signs. However, the public is cautious of the likely security threats that might occur during technology use. Therefore, hospitals must make their digital services secure from external threats.
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Cost is a critical determinant for the adoption of new technology in the healthcare sector. Introduction of new technology requires hefty monetary investments to cover the purchase costs, training expenses, maintenance prices, technical support and lost productivity due to employees’ resistance (Kruse et al., 2016). Consequently, hospitals have to evaluate the affordability of new technology before making adaption decisions.
Physicians’ reactions and concerns of new technology impact the acceptance of the innovations in the healthcare sector. Technology elicits different responses from physicians depending on their understanding and experience with applications. For example, some physicians may prefer using technology for different medical functions, while others may be opposed to the innovation if they perceive it to be a threat to patients (Jamoom et al., 2016). Since the physicians are integral to technology implementation, their opinions must be taken into consideration.
Direct marketing of pharmaceutical goods to consumers has its pros and cons. Advantages of direct marketing include increasing consumers’ awareness about pharmaceutical companies, greater patients’ involvement in their health, and higher market demand for products (Arnold, & Troyer, 2016). Disadvantages include the provision of inaccurate information, high consumption of pharmaceuticals, and patients pressurize physicians for specific prescriptions.
Undoubtedly, the impact of technology in the healthcare sector cannot be underestimated. Giving patients access to information has become a necessity in the industry. However, the technology implementation is influenced by public demand, physicians’ reactions, and cost. Direct marketing of pharmaceuticals through the Internet and other apps is a positive development, but it is essential to eliminate the disadvantages to increase its effectiveness.
References
Arnold, D. G., & Troyer, J. L. (2016). Does increased spending on pharmaceutical marketing inhibit pioneering innovation?. Journal of health politics, policy, and law, 41(2), 157-179.
Bhuyan, S. S., Bailey-DeLeeuw, S., Wyant, D. K., & Chang, C. F. (2016). Too Much or Too Little? How Much Control Should Patients Have Over EHR Data?. Journal of medical systems, 40(7), 174.
Jamoom, E. W., Heisey-Grove, D., Yang, N., & Scanlon, P. (2016). Physician Opinions about EHR Use by EHR Experience and by Whether the Practice had optimized its EHR Use. Journal of health & medical informatics, 7(4).
Kruse, C. S., Kristof, C., Jones, B., Mitchell, E., & Martinez, A. (2016). Barriers to electronic health record adoption: a systematic literature review. Journal of medical systems, 40(12), 252.
