NEW YORK, March 24, 2016 /PRNewswire/ -- The increasing complexity of the U.S. healthcare landscape combined with today's technology-enabled consumer has led doctors to conclude that "doctorness," or the traditional way that physicians practice medicine, is under threat, according to McCann's new "Truth About Doctors" study. Jointly conducted by McCann Health and McCann Truth Central, two units of the global McCann Worldgroup marketing services firm, the study found that the pressures of today's world have not only stolen time and autonomy from our doctors, but have simultaneously demanded they do more on someone else's agenda.
Hilary Gentile, EVP, Chief Strategy Officer, McCann Health North America, and a co-author of the study, said, "The autonomous, entrepreneurial role the doctor has played in the past has changed dramatically. In the last five years, doctors have gone from being the lynchpin in the healthcare system to a devalued cog in a larger wheel. Meanwhile, data from our recently updated "Wellness" consumer survey shows that nearly one-third (32%) of Americans between the ages of 18 and 34, think they could be doctors with little or no training."
Amar Urhekar, President, McCann Health Americas commented, "While patient empowerment and transparency in healthcare are good things – they can sometimes be at odds. The insights from our Truth About Doctors study suggest that a major paradigm shift is needed in the way healthcare stakeholders communicate with doctors in order to achieve better results. As communications experts, we must begin to create 'value' based messaging that supports doctors beyond the traditional brand story."
Laura Simpson, EVP, Global Director, McCann Truth Central and the other co-author of the study added, "Modern-day doctors have become trapped in a paradoxical standard where they're expected to forge a warm relationship with patients, yet operate with the cold precision of a machine. In our real-time, know-it-all culture, their authority and respect are eroding right under their feet. Advancing technology and the evolving healthcare system will redefine "doctorness" in the next decade."
The research involved interviews with 450 doctors across the nation and updated consumer survey information from McCann's "Truth About Wellness" study. Thirty percent of the doctors who were surveyed were actively employed in primary care and 70% were specialists, with 45% female respondents and 55% male. Separate from the physician interviews, McCann's "Truth About Wellness" update, which surveyed 1900 consumers in the U.S., revealed that nearly one-third (32%) of Americans between the ages of 18 and 34, think they could be doctors with little or no training.
About Truth About Doctors
McCann Health partnered with McCann Truth Central, the global intelligence unit of McCann Worldgroup, to conduct this research. Together, they are undertaking a three-part study designed to uncover the untold truth about health in America. "The Truth About Doctors," the first study in the series, aims to get to the heart of the human under the white coat to better understand what motivates doctors and how we can improve the way we communicate to them.
About McCann Truth Central
McCann Truth Central is McCann's global intelligence unit, with representation in more than 100 countries around the world. The group is dedicated to uncovering human truths to help brands make their mark in the world. For more about Truth Central or to access The Truth About Global Brands or previous Truth Studies, visit: http://truthcentral.mccann.com
About McCann Health
Comprising the world's most connected community of health and wellness experts, McCann Health (www.mccannhealth.com) is the most awarded professional and consumer health communications network with the largest international expertise spanning 20 countries and 60 offices. McCann Health consists of three strong marketing communications global networks: McCann Torre Lazur, McCann Healthcare (professional) and McCann HumanCare (consumer health & wellness). Specialty units include McCann Echo (professional), McCann Global Health (public health), McCann Pharmacy Initiative, McCann Managed Markets, McCann Complete Medical, and Double Helix (market access, medical communications, strategic consultancy & research). McCann Health is a part of McCann Worldgroup and the Interpublic Group (NYSE: IPG).
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SOURCE McCann Health