Health Technology
Article | September 12, 2023
Healthcare marketing, for a healthcare provider, is challenging as a lot of technologies are emerging in the market. What matters is choosing the right healthcare marketing techniques and technology to market your products and services. The global digital health market size was USD 51.3 billion in 2015. According to Global Market Insights, this is expected to have a compound annual growth rate (CAGR) of 25.9% from 2016 to 2025. However, to compete with your opponents and to face the challenges of increasing patients buying your products and services, you need an excellent and well-designed marketing strategy with the latest healthcare marketing trends.
As we have entered a new decade, healthcare providers should look into developments in the healthcare marketing brought out by the year 2020. The global pandemic has changed all the practices in the industry, including the style of healthcare marketing and technology. Since the turn of the century, online marketing has been a part and parcel of healthcare marketing. However, healthcare marketing is witnessing a new era. This can be attributed to the increasing integration of various smart devices in the everyday lives of people and the introduction of artificial intelligence algorithms. Are you ready to leverage these technological transformations and changes?
This article discusses some of the major healthcare marketing trends to be integrated into your healthcare marketing strategies.
Reviews Matter
One of the important healthcare marketing trends that you can use is online reviews from happy patients. Healthcare providers have largely relied upon these online reviews— the patient sentiment—to establish a reputation and acquire new patients. These reviews are widespread across multiple online platforms and anyone can easily access them.
A study conducted by Binary Fountain in 2019 claimed that 60% of people use online reviews to choose a healthcare provider. It also claimed that 75% are influenced by online feedback when they go for a healthcare provider. This shows how influential this healthcare marketing trend is. Thus, in 2021, healthcare providers should concentrate on acquiring positive reviews and replying to both good and bad reviews and feedback. It is crucial to respond to negative reviews for your online reputation management, as 70% of patients consider it important to address patient concerns publicly.
Content is King
Content marketing is yet another healthcare marketing trend that healthcare providers should focus on. Producing educational, entertaining, engaging, and high-quality content is crucial in increasing your online brand visibility and patient engagement. This aspect of online marketing came into existence ever since Google became the king in the search engine market and established their ever-evolving algorithms.
To leverage this healthcare marketing trend, healthcare providers should have a plan for creating content holistically and publishing it on multiple platforms in different forms. All content that goes online should be well-produced and authoritative. All forms of text-based content, such as articles, blogs, press releases, white papers, and case studies, should be well-written and have high-quality links. It is also good to add images to your content to increase engagement.
Within this healthcare marketing trend, video marketing is considered to be the most effective one because online visual content appeals to users more than any other form of content. To make the most out of your videos, you can run video ads on YouTube, share them on your social media pages, and post them on websites and landing pages.
Responsive, Fast Loading Websites
Among the online healthcare marketing techniques, it is very important to have a very responsive and fast loading website. Also, the navigation on the site should be smooth and easy. This is because the websites with these features win more patients.
Websites of healthcare providers with ads and pop-ups, navigation issues, and slow loading will make users leave the site in no time. This will be much realized in 2021 as patients expect websites to load instantly on all their devices, including their smartphones.
To increase patient acquisition, you may have to streamline and optimize your website for both mobile and desktop viewing. Here are some quick tips to make your website loading fast and navigation easy:
• Decrease image size on your website
• Switch to a faster web host
• Clean up unnecessary code.
Growing Influence of Social Media
Having a strong presence on all social media platforms is an effective digital healthcare marketing tactic. The online presence of your healthcare organization should not be limited to your website. To maximize your brand’s reach and to have an impact in 2021, you may have to make full use of all social media platforms. In terms of lead generation, engagement, marketing, and reputation management, Twitter, Facebook, and Instagram, among others, are turning more influential nowadays. According to Statista, social media has 2.82 billion active users. More specifically, according to Hootsuite, as of 2020, 90% of older adults use social media to seek or share healthcare information.
This most influential healthcare digital marketing trend can be effectively used by creating and promoting targeted ads on all these platforms. Also, by interacting with users through likes, comments, and shares and publishing content regularly, you can increase your organic reach. For any healthcare provider and marketer of 2021 and beyond, it is a massive mistake to neglect the power of social media.
Data-Driven Healthcare Marketing
In 2021, to personalize outreach campaigns, healthcare providers and marketers will have data and tools. Adhering to HIPAA regulations, healthcare providers can design various marketing materials according to key demographics, such as key health concerns, income levels, age range, etc. This is the more granular approach to reach new patients and to keep your regular and current patients loyal to your brand. This personalized healthcare marketing technique will make patients feel that they are treated well and slowly build up trust in your brand.
A customer relationship management (CRM) tool, which is reliable and healthcare-specific, can store relevant patient data. To optimize your marketing strategy, insights from the stored data can be considered. Thus, this important healthcare marketing technique—data-driven healthcare marketing—helps you personalize your healthcare marketing campaigns.
Turning to Telemedicine Technology
Demanding physical processes and spatial barriers are not yet a big restriction for healthcare providers. Artificial intelligence, telemedicine, automated systems, and IOT contribute a lot to make healthcare more efficient and accessible. Highlighting these features in healthcare also becomes an effective healthcare marketing technique.
Using telemedicine software, healthcare can be provided remotely, which eliminates the need for an in-house visit. Although this breakthrough happened at the start of the century, it will become more accessible, viable, reliable, and will be used widely than ever before in 2021. Patients with mobility and transportation issues prefer using remote healthcare services and adding these facilities to your services can be considered a part of healthcare marketing tactics. So start offering remote healthcare services, if you have not started yet. This will eventually increase your brand reputation and build up trust.
Self-Serving Technologies- Patient Profiles, Chatbots, and Appointment-Scheduling Modules
As part of healthcare marketing plan and strategy, patient profiles, chatbots, and appointment-scheduling modules are incorporated by providers in their websites. These additions provide more awareness and control of their health to the patients. Updating your website to include these self-serving technology will help you improve the patient experience online.
Look forward to the new developments in healthcare marketing technology to improve your healthcare marketing, which is suitable for you. Embracing all of these changes and transformation in healthcare marketing strategy will help you stay ahead of your competitors with effective healthcare marketing campaigns strategies.
Frequently Asked Questions
What are technological advances in healthcare?
The year 2020 witnessed a lot of technological advancements in the healthcare industry due to the pandemic. Some of the major ones among them are personalized medicine, telemedicine, blockchain, artificial intelligence, and machine learning.
What technology is used in healthcare marketing?
Blockchain, artificial intelligence (AI), chatbots, voice search, and augmented reality are some of the major technologies used in treatment and marketing in healthcare in 2021. However, the technology in healthcare marketing is ever-evolving as new trends are set every moment.
Why is technology important in marketing?
Technology is very important in businesses and marketing as technology helps businesses grow. It also creates relationships and it is necessary for communication between the customer and the organizations. Technology is an essential part of any business for development and growth.
What is the most effective healthcare marketing technology?
There are many existing and emerging healthcare marketing technologies in the global market. However, the most effective marketing technique is social media; generating leads through social media and websites.
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Health Technology, Digital Healthcare
Article | August 16, 2023
It’s no secret now that healthcare is an in-demand field. Today, business leaders need modern and intelligent decision-making solutions for their customers and clients. They must also focus on the right investment areas and learn the tricks for investing, spending, and setting goals for revenue generation to accelerate business.
With continuous developments in the healthcare sector, integrating AI into processes can help increase ROI. Therefore, if you, like any other business leader, are looking for solutions to empower your services and products in the healthcare domain, this article will help you through AI’s ultimate use cases and churn out a higher ROI.
What’s with AI in Healthcare at Present?
AI’s role in healthcare is evolving and enhancing traditional business operations, particularly marketing. According to a study by IBM, 71% of customers expect real-time communication. Thus, global demand is fueling the rising adoption of AI marketing solutions.
The effects of AI in healthcare are evident. Gartner reports increased marketing efficiency and effectiveness (86%), improved decision-making (71%), better data analysis and new insights (79%). Global AI spending will rise from $450 million in 2019 to over $28 billion by 2024 is not surprising.
Similar and further studies are ongoing on various use cases of AI in healthcare at scale. What are the efficient use cases of AI that will help healthcare businesses boost their ROI? Let’s find out.
How is AI Applied in Healthcare?
The promising applications of AI in healthcare to improve outcomes are very intriguing. While there is still much to achieve in the AI-dependent healthcare business, there is sufficient potential that tech companies are willing to invest in AI-powered tools and solutions.
Let’s examine the potential examples of AI in healthcare to prepare and support business strategies accordingly and foster higher ROI generation.
Predictive Analytics
AI-based predictive analytics impacts a business by automating administrative tasks, predicting sales outcomes for a year, customers’ behavior and making strategies accordingly. According to a Forbes study, AI-based predictive analytics can save businesses $18 billion in tasks, expenses, and pricing.
To understand this, one example of using AI to automate admin tasks is a collaboration between the Cleveland Clinic and IBM. Cleveland Clinic uses IBM’s Watson to mine big data and provides personalized services for customers and clients on marketing deeds.
Some of the practical applications of AI and predictive analytics in healthcare are:
Monitoring market trends to maximize marketing efforts
Organizing datasets
Creating marketing campaigns tailored to each demographic-based client
Mining collective data for future decision-making
Fraud Prevention
AmerisourceBergen Corp detects fraud and misleading business operations through AI. A sales account team conducts audits with AI to detect usual lea and queries to prevent hefty expenses for businesses.
The example explains that implementing AI in your process will help detect any significant fraud attempts inside your business operation. This will help your business save huge expenditures.
Boost Sales
By putting down false leads, AI helps in maximizing sales numbers, resulting in significant ROI generation. For example, AI transforms data into personalized data, which reduces the cost of operations.
Chatbots
Most healthcare businesses leverage chatbots on their websites to engage more and more customers and boost engagement. In this way, businesses tend to gain multiple leads and convert them into clients by providing the best marketing solutions.
Chatbots are fruitful for AI start-ups in healthcare—small businesses can deploy AI to their websites. By doing so, they can save millions in administrative costs and attract numerous leads.
The most prominent examples of AI in healthcare hail from giant tech titans such as IBM, Amazon, and Microsoft. They are assisting healthcare providers with AI to create and deploy digital-human employees.
Segmentation of Marketing Targets
Is your target audience not responding to your marketing campaigns (for example, by not clicking a link, subscribing or unsubscribing to a newsletter, or not registering for a medical event)? If that's the case, how should you go ahead?
Using AI-based tools allows your marketing to easily identify target behaviors and reactions based on the type of marketing actions to be carried out. Analyzing these actions can help segment targets based on your company's marketing objectives.
The most significant development took place in April 2022, when Amazon Alexa became fully HIPAA compliant. It works with health developers and service providers that manage protected information for customers.
AI Leads to Data Modernization
It’s all about the data—not any data!
There’s a precise association between AI and data management, resulting in data modernization. According to a Cognizant research study, healthcare leaders have made significant progress in modernizing their data. In contrast, most upcoming businesses are expecting to do so by 2024.
The maximum acceleration of AI in modernizing data will be seen in the manufacturing and marketing of healthcare products and services, respectively. It is because AI helps to churn data easily. The accessibility of data, in particular, becomes simpler with automation than doing it manually, which generates a massive amount of data. Such effects of AI in healthcare can be one of the prime reasons for the higher ROI of your business in the future.
“There has never been a greater need for skilled analytic talent in health care. Because AI is becoming more strategic, organizations must ensure access to this skill set, either by growing their analytic teams or seeking out experienced partners."
Steve Griffiths, CEO of Optum Enterprise Analytics
AI Expenditure is on the Rise
McKinsey says that by 2025, the use of AI in healthcare will be widespread, resulting in significant expenditure by global healthcare leaders.
AI is a significant concern for healthcare decision-makers, investors, and innovators as customers extensively engage and react to AI-powered services and solutions. AI is constantly bringing improvements to almost all processes, including cost savings, management of services and products, and monitoring of multiple operations. Even small businesses in the healthcare industry are proactively investing in AI applications to match steps with the current wave of innovation in healthcare services.
Accelerate ROI Using AI
AI in healthcare is becoming one of the prime responsible technologies for accelerating ROI. Technology can eradicate multiple business growth challenges. Let’s find out how.
Enhanced Performance
As previously stated, use cases of AI in healthcare can relieve stress on employees. This would allow them to devote their time to more value-added marketing activities to churn more ROI.
Emphasize Cost-Effectiveness
Most of the businesses associated with healthcare are concerned about the costs involved. With AI, they now develop policies to spend less on non-essential activities and necessitate profit-oriented actions.
"We believe in the potential of AI to deliver insights and operational efficiencies that unlock better health-care performance."
Robert Musslewhite, CEO at OptumInsight
Frequently Asked Questions
How is AI used in healthcare?
AI in healthcare automates and predicts processes by analyzing data throughout. It is used to predict potential customers, improve business management workflows, and manufacture medical products.
How does AI drive growth in the healthcare industry?
AI drives business growth by improving the ability to understand better day-to-day customer patterns and needs based on services and products.
How is AI changing the Healthcare industry?
AI applications in healthcare have demonstrated their potential to improve analytics and data management and assist service providers in making timely medical decisions.
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Healthtech Security
Article | November 29, 2023
Unleash the power of attending EHR events, empowering healthcare providers with accessible patient information for enhanced care. Stay updated with the latest trends at these top EHR summits.
Electronic health records (EHRs) have sparked a transformative revolution in the healthcare industry, empowering providers with readily accessible patient information. With technology progressing and digital healthcare solutions becoming increasingly vital, staying up-to-date with the latest EHR trends and developments has become crucial for healthcare professionals and C-suite executives.
This article highlights a curated list of EHR events that gather visionaries, experts, and pioneers from diverse domains to foster knowledge exchange, collaborations, and exploration of cutting-edge EHR advancements propelling the industry to new frontiers.
1. The MedTech Conference
October 9-11, 2023 | California
This EHR conference offers attendees an opportunity to stay abreast of the latest updates and insights through an extensive program featuring over 100 sessions that showcase diverse perspectives. From examining physicians' viewpoints on value-based care to exploring the approaches of policymakers in cybersecurity and trade considerations, as well as delving into the innovative applications of AI by scientists, the conference provides a platform for knowledge exchange. With world-class speakers, comprehensive educational programming, valuable networking opportunities, and the potential for business development, this EHR summit serves as a homecoming for the global medtech community, fostering collaboration and forming partnerships that drive innovative solutions for a healthier world.
2. IEEE International Conference on Digital Health
July 2-8, 2023 | Chicago
The IEEE International Conference on Digital Health (ICDH) stands as a powerful global platform where esteemed researchers and industry practitioners converge to exchange cutting-edge advancements in digital health technologies. With a focus on both the current state-of-the-art and practical applications, ICDH facilitates discourse on emerging research themes and the future trajectory of digital health. Its overarching objective is to unite prominent researchers, community leaders, visionaries from academia and industry, end-users, and healthcare professionals in the digital health domain. It fosters the exchange of research findings, practical expertise, and forward-looking perspectives on sustainable health and social care transformations.
3. EAI MobiHealth 2023
November 28-30, 2023 | Portugal
The 12th EAI International Conference on Wireless Mobile Communication and Healthcare (MobiHealth 2023) serves as a testament to the significant growth of the healthcare industry, propelled by factors such as an aging population, the prevalence of chronic diseases, and technological advancements. The healthcare sector has been greatly influenced by wireless communication & mobile computing and is constantly evolving with new technologies like 5G, IoT, robotics, and smart buildings. The integration of these innovations, along with e-health, m-health, edge computing, software-defined networks, and network function virtualization, has further revolutionized the industry. This hybrid conference aims to unite individuals and organizations worldwide in wireless communication, mobile computing, and healthcare applications.
4. 3rd IEEE International Conference on ICT Solutions for eHealth
July 9-12, 2023 | Tunisia
e-Health has emerged as a significant research area, attracting cross-disciplinary research groups interested in deploying new ICT technologies for healthcare, particularly cloud computing, IoT, and computational intelligence. After five successful workshop editions, ICTS4eHealth, which has transitioned into an International IEEE Conference, now announced its third edition. The conference brings together researchers from academia, industry, government, and medical centers to present the latest advancements in cloud systems for connected health infrastructure and applications and the utilization of IoT and computational intelligence techniques in eHealth. By fostering collaboration and knowledge exchange, this EHR conference aims to advance the field of e-Health and contribute to developing innovative ICT solutions for improved healthcare outcomes.
5. DigiHT 2023
October 19-20, 2023 | Virtual
The International Conference on Digital Health and Telemedicine 2023 (DigiHT 2023) will serve as a global platform for diverse participants, including academics, practitioners, technologists, application developers, students, and industry professionals. The conference will feature parallel sessions, enabling attendees to engage in knowledge-sharing and networking opportunities. It will also offer avenues for publishing research findings and host high-level forums featuring speeches from esteemed hospitals and health systems, both national and international, who will provide valuable perspectives, insights, and expertise. The central focus of the conference revolves around the theme 'Enhancing Health Equity and Improving Patient Outcomes: Empowerment Strategies for Patients to Take Control of Their Care and Well-being through Digital Healthcare.' EHR events like this one aim to increase access to health technology research and innovations while fostering collaboration and innovation among global digital health and telemedicine professionals.
6. MEDITECH LIVE 2023
September 20-22, 2023 | Massachusetts
This EHR conference aims to convene a diverse group of experienced healthcare innovators who are deeply committed to fostering collaboration amidst the ongoing transformation of health information technology. Through engaging in high-level panel discussions and specialized breakout sessions, participants will collectively explore the disruptive forces that impact the industry and brainstorm tangible solutions. EHR events like this serve as a platform for redefining the intersection of healthcare leadership and technology, focusing on making a meaningful impact on communities. Distinguished speakers at the event include Paul Keckley (Healthcare Policy Analyst and Managing Partner of Keckley Group) and Amer Kaissi, a nationally-recognized speaker, author & executive coach who will bring valuable insights to the discourse.
7. Electronic Medical Records Boot Camp
August 21-22, 2023 | Virtual
'Electronic Medical Records Boot Camp: Biostatistical Methods for Analyzing EMR Data' is a comprehensive two-day virtual event that offers seminars and interactive analytical sessions, providing participants with an in-depth understanding of electronic health data opportunities, statistical challenges, and the latest techniques. The widespread implementation of EHRs and EMRs in US hospitals has resulted in vast amounts of patient information, enabling cohort-wide investigations and personalized medicine. However, analyzing such extensive and diverse observational data poses technical difficulties. This intensive workshop addresses the potential of EMR/EHR data for health studies, statistical challenges, and advanced techniques through hands-on computer lab sessions and case studies. Participants will learn about data integration, addressing biases and missing data, comparative effectiveness studies, and predictive analysis. By the end of the boot camp, attendees will be well-versed in harnessing the power of EMR/EHR data for transformative healthcare research.
8. eClinicalWorks National Conference
October 20-22, 2023 | Tennessee
Gaylord Opryland Resort & Convention Center in Nashville will host electronic health records events like eClinical Works National Conference. This EHR summit will be an engaging and informative event for healthcare professionals. Attendees can delve into the latest enhancements and developments related to the V12 and Healow products for three days. The event will showcase these products' cutting-edge features and functionalities, demonstrating their potential to revolutionize the healthcare industry.
9. 2023 GSA Conference Workshop
November 8-12, 2023 | Florida
At the Gerontological Society of America (GSA) 2023 Annual Scientific Meeting in November, multiple principal investigator Vincent Mor, Ph.D., and colleagues will conduct a workshop titled 'The Long-Term Care Data Cooperative: Leveraging Nursing Home Electronic Health Records for Research.' Funded by National Institute of Aging, this initiative aims to enhance care quality in skilled nursing facilities by compiling comprehensive electronic health records data from over 2,100 nursing homes nationwide. The workshop will allow attendees to explore sample data, understand the core data model, and learn how to request access for research purposes. Additionally, interested participants can apply for 'real-world data scholars' training grants to leverage this valuable resource further.
10. International Conference on Global Healthcare
November 16-18, 2023 | France
The 10th edition of the upcoming scientific conference (Global Healthcare 2023) will be held in Paris. With a central theme of 'Fostering the Endeavors to Enhance Global Healthcare, ' this EHR summit aims to be the largest and most comprehensive event in the worldwide healthcare industry. The conference will focus on various aspects such as clinical best practices, research advancements, innovation, discoveries, and emerging trends in healthcare. Attendees can expect an enriching scientific program featuring symposiums, seminars, keynote addresses, oral presentations, and poster presentations showcasing the latest global best practices, research findings, industry regulations, and technological breakthroughs. EHR events like this one are held to empower attendees by providing comprehensive insights and fostering knowledge exchange in electronic health records and beyond.
Final Analysis
These electronic health records events offer medical professionals a comprehensive conference track that is tailored to their specific needs and interests. Attendees can engage in face-to-face conversations, access high-quality programming focused on current hot topics, and benefit from unparalleled networking with industry leaders, making these EHR events a must-attend! Furthermore, the conference track provides medical professionals with specialized sessions, workshops, and presentations that delve deep into the practical aspects of implementing, optimizing, and utilizing electronic health record systems. By actively participating in these sessions, medical professionals can gain practical skills, learn best practices, and acquire valuable insights that can directly impact their daily routine and patient care.
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Health Technology
Article | August 16, 2022
Workers in the healthcare industry are among the most burned out demographics following the COVID-19 pandemic. In fact, a report by Medscape on physician burnout and depression in 2022 calculated a five-percentage point increase in burnout overall, from 42% in 2020 to 47% in 2021. Critical care physician burnout was also found to increase from 44% to 51% last year, placing them at the top of Maryville University’s list of physician specialties with the highest cases of burnout. This is closely followed by rheumatology physician burnout, which was 50% in 2021. At the bottom of the list, emergency medicine physician burnout still came in close at a rate of 44%.
Burnout can result in, among other things, exhaustion and a loss of concentration, which can be dangerous in healthcare. With that, advancements in technology have been made to help mitigate stress and reduce the chances of burnout in healthcare.
Maximum Tasks, Minimum Efficiency
Reports show that many technological advancements in the healthcare industry actually aren’t appropriate for managing physician workloads. This is due to the range of tasks physicians need to perform, from creating treatment plans to managing EHRs. Our previous discussion on EHR-Generated Messages highlighted how the misapplication of this algorithm had actually led to these inboxes getting clogged. This has primary care physicians spending more than half their workday interacting with EHRs that only remind physicians to order certain tests, instead of dealing with critical messages from patients or colleagues. This has been counterproductive in terms of efficiency, leading to more burnout symptoms and the tendency to reduce clinical work hours. It is therefore important that technology integrations consistently consider the broader picture of the tasks of physicians.
Tech Developments for Reducing Burnout
Shifts in the industry have thus begun to focus on the quality of efficiency and physician assistance, rather than the quantity of technology available. Here are some notable examples of technology that has become finely integrated within the healthcare industry.
Ambient Technology in Clinical Documentation
Ambient computing streamlines the clinical documentation process by using artificial intelligence to respond to human behavior and needs. This provides front-end speech and computer-assisted documentation, reducing the time needed for physicians to work on admin tasks, and thereby minimizing burnout. Smart hospitals have started leveraging this through sensor-based solutions, and experts from Michigan University believe usage must be made easier and simpler to use for the provider if the healthcare industry is to further leverage ambient computing for CDI. As of 2021, adoption has only started to take off, especially in the revenue cycle.
Computer Modeling in Vaccine Development
The traditional process of designing novel vaccines usually lasts 10 to 15 years and can cost between $200 million and $500 million. However, a feature by News Medical highlights the recent development of COVID-19 vaccines, which uncovered the capabilities of computational modeling systems. This showed an ability to predict which parts of a pathogen may be recognized by the immune system’s B cells and T cells. This allows rapid identification of vaccine targets from a genetic sequence, which reduces the years required for preclinical research. Physicians are thus able to respond faster to vaccine developments, and reduce the overload of health systems during any future pandemics or epidemics in the long term.
Patient Placement Technology
The shortage of physicians is a common setback in the industry, one that staff at the Rice County District Hospital in Lyons, Kansas mitigated using patient placement technology. Patient placement technology coordinated care for patients inside the 25-bed, level 4 hospital, as well as those needing to be transferred to another facility. By integrating local EMS and other transport services with health systems, manual telephone calls were no longer necessary. Hence, physicians were able to quickly and effectively get patients the care they needed while managing time-critical diagnoses. This maximizes the limited resources available without stretching out the workforce. Physicians are able to focus solely on their patients, knowing that the time-consuming logistics are being efficiently handled by technology. The industry needs to continue to look into the practices of reducing burnout among physicians, more so as we continue to recover from the effects of the COVID-19 pandemic. By emphasizing physician wellness and efficient technology, we can continue to assure the health and productivity of healthcare workers into the future.
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