Why did Google pull the plug on Google Health? Why is consumer adoption generally low across the entire landscape? In my opinion, the consumer has still not embraced the change required for this to happen. It will happen. We’re just not there yet. To explain this, I offer “The 7 Stages of Managing Our Health Information” (adapted from Elisabeth Kubler-Ross’ “The 7 Stages of Grief”).
Stage 1: “Wait a minute, I have to pay for that now?”
Stage 2: “I can’t afford all of this! I don’t know what to do! I should have lost weight, quit smoking, taken better care of myself!”
Stage 3: “This is outrageous! Can’t we go back to the old way? It’s the government’s fault! It’s the insurer’s fault!”
Stage 4: “Oh my God, I am so screwed! Who is going to help me?”
Stage 5: “Maybe I need to do something about this.”
Stage 6: “I seem to remember something about Online Tools and Resources.”
Stage 7: “OK, I’m signed up now. Let’s do this!”
Note: Progress through this framework is not smoothly linear. Some jumping back and forth occurs.
In my opinion, consumers are generally in stages 1 through 3. The light bulb will go on, and business models will become viable, when a large number of consumers get to stage 5. As I stated, we as a country are not there yet. But with the coming changes to Medicare and Medicaid, and the ongoing increases in deductibles, copayments and coinsurance, we soon will be. Stay tuned.
Finally, I am interested in what you think about consumer readiness. Please take the following brief poll, using the “7 stages” framework above. Select up to 3 answers.