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Transforming Healthcare: Epocrates CEO Kirk Loevner | Sramana Mitra on Strategy " Why is the healthcare market so backward?"

KL: One of the main points I have addressed is that the incentives are misaligned. There is another inhibitor. You cannot require the healthcare providers to change their workflow. You have to be a tool or service that fits into their existing workflow. Too many of the products require them to change the way they interact with patients. It is too invasive. That is why we have experienced great adoption. Our tools are convenient and easy. We are not invasive. As we move into new areas, we have to be careful that we do not fall into the same trap of requiring clients to change to match us.

While most doctors have a lot of medical expertise, they are usually poor at practise management because they are often not well organised. There's a lot doctors can learn from clever software engineers and IT professionals as to how to streamline and improve their workflow !