Empowering the Connected Physician in the E-Patient Era

Letizia Affinito is the Founder and CEO of Brandnew MC and has worked for over 25 years in Strategic Marketing Communications Management both as manager and consultant. She has advised several multinational companies and organizations on online/offline communication strategy matters. Author of the international book Socialize Your Patient Engagement Strategy and e- patient e social media published in Italy, Letizia has a Ph.D. in Management and teaches as Adjunct Professor at Boston College, The James A. Woods, S.J., College of Advancing Studies, and Saint John’s University of Rome. Her education includes the Teaching with Cases Online, the Case Method Teaching Seminar (Parts I and II), the Executive Program in Digital Marketing at Harvard Business School, and the Young Managers Executive Programme at INSEAD.

"For the past 20 years I’ve worked to create a shared medical record between providers and patients - not separate silos for clinicians and families. This book will help us all understand the best practices that link digitally empowered patients and providers embracing new technologies" - John D. Halamka, International Healthcare Innovation Professor, Harvard Medical School "This book is timely. The burden of chronic disease is enormous and beyond the resources of any society to afford using traditional episodic care approaches. Chronic diseases management can only be meaningfully affected by patients who participate in their care. For centuries, responsibility, accountability and decision-making was solely the domain of the physician. Today, this model is counterproductive. Sharing of data, information, and knowledge, through electronic tools shifts the balance of power increasingly to patients. This book recognizes that this transition requires that physicians support the patient in becoming their partner in care." - David J. Cook, MD, FAHA, Emeritus Professor, Mayo School of Medicine, Rochester, Minnesota. Consultant, Massachusetts General Hospital, Boston, Massachusetts. Chief Clinical and Operating Officer, Jiahui Health, Shanghai, Peoples Republic of China. "Affinito argues that using a human-centered design strategy in understanding the nuanced behaviors of both physician and patient are crucial to the success of the new technologies and systems created for the digital health and wellness space. Her book provides a comprehensive overview of the challenges in today's integrated care systems and the necessary steps to bridge the gap between physician, patient and the successful adoption of new digital technologies." - Dennis Boyle, Design for Health, Partner and Founding Team Member, IDEO

• List of Figures, List of Tables, Acknowledgements, Preface, Introduction, Part I: Defining Patient Empowerment In The Digital Era And The Physician’s Empowerment Process, Chapter 1: Patient empowerment as a process: creating and capturing value, Chapter 2: Physicians reluctance to engage with technology, Part II: Developing A Clear And Sustainable Digital Strategy, Chapter 3: A Simple Model of the Digital Health Strategy Process, Chapter 4: Listening to physicians: how behavioural analytics and social media fuel more personalized communication (online market research & web listening), Chapter 5: Developing a data strategy to gain physician insights for better decision making, Chapter 6: How to ignite adoption and diffusion of new digital tools, Chapter 7: Opinion leader influencer mapping and management, Part III: Actions And Tools To Help Physicians Empower Their Patients, Chapter 8: Patient empowerment: a process and an outcome, Chapter 9: Creating the right setting to promote physicians empowerment, Index