Switzerland's first virtual doctor's office for the smartphone

CEO Pascal Fraenkler developed the idea for the app four years ago, during an eventful vacation in the Serengeti Desert. He was struck by a severe fever and suspected malaria. Medical treatment was not possible in the camp. Therefore, Fraenkler was transported to surrounding camps in the hope of meeting a doctor there - in vain. His fever broke on its own and he was able to continue his journey safely. What remained was the realization that the Swiss self-image of medical omnipresence is a fallacy. In typical innovative spirit, Fraenkler now forged a solid plan. Competent medical advice should be available all the time and everywhere, even in remote areas. Digitization played into the hands of the idea, because even in the desert camps the Internet connection was always excellent.Since August 2013, the eedoctorsTeam has been working with full commitment on the development of the first virtual doctor's office for the smartphone in Switzerland. They have developed an app that allows patients to connect with a doctor via video link. The image transmission builds a relationship of trust while giving the doctor the opportunity to make a better situational assessment. For example, patients point the camera at the affected area when they have a wound or rash. This process greatly enhances the quality of the findings. In this way, the video connection offers advantages over existing telemedicine services.callers can also be sure that they will be connected to a competent doctor in Switzerland. The company's own network of doctors is a major plus point for eedoctors, because the company has the quality of treatment under control at all times.Time is a precious commodity Congestion in primary care practices and hospital emergency departments is a systemic problem that causes long waiting times. For practices and hospitals, this is a test of strength between patient needs and economic reality. That's why eedoctors is participating in solving the problem as a useful addition. The app offers high-quality medical advice, is available anywhere in the world, and a relationship of trust is established through eye contact with the doctor. The service is fully in line with today's society; when the shoe pinches, we want a quick response. The video call with highly qua- lified doctors eliminates the need to make appointments and long waiting and travel times. The app is optimal for minor injuries or illnesses. "eedoctors is suitable for treating everyday medical problems such as back pain, skin rashes, fever, colds and minor wounds," says Oliver Hug, head of communications and media spokesperson for eedoctors AG. Hug continues: "In life-threatening situations, an emergency ward should be visited in any case".

Patients - not customers Swiss tourists at home and abroad, residents of rural regions, people with a high level of professional commitment or elderly people, athletes, outdoor activities and many more benefit from eedoctors. If an emergency occurs, the virtual doctor's office is available to everyone. Whether skier or manager, resident in Zurich or Kammersrohr, child or adult - every patient group receives competent care from the network doctors. This high-quality advice must be conveyed, because eedoctors is not a fitness app, but a real medical practice. The communication people of eedoctors therefore serve each patient group with its own message to highlight the respective benefits. All patient messages include the overriding parameters of "Competent consultation," "Immediate availability," "No travel or waiting times," and "Billable via Swiss health insurance companies." Data protection and discretion are also omnipresent beacons in communication. In addressing patients, the company has a consistent credo: eedoctors has patients - not customers. "At the moment, we are examining the extent to which an application in schools makes sense. Can teachers benefit from having the digital doctor with them in case of emergency on the break or in the gym? We are looking into this question. In addition, we are seeking contact with vacation destinations for summer and winter sports. Our doctors have excellent knowledge of sports injuries. That's why the eedoctors app is suitable for hotels or ski schools, for example," says Hug, looking to the future.Communication as a major challengeCommunication is as multilayered as a millefeuille. "We move in an area of tension between factual communication in healthcare and experience-oriented communication of a digital startup. The two areas are almost diametrically opposed," says Hug. Because eedoctors positions itself as a medical practice, potential patients want to be informed factually about medical services and not bombarded by over-motivated marketing communication. Trust in the service is the be-all and end-all. Therefore, communication must not leave the fine line between seriousness and coolness - it must not tip to one side or the other. eedoctors uses consistent brand management as a compass that guides the direction for all activities and content. The eventful origin story is perfect for brand management and beautiful storytelling. A startup like eedoctors wants to shape the future of healthcare, but it also wants to help shape digital communications in healthcare. A month after launch, the company plans to take an extravagant step forward. Oliver Hug outlines: "We will only be able to build and maintain the trust of potential patients if we create level-appropriate dialog opportunities - content marketing is the keyword. Interactions via social media will not be enough in the long term to convince the ramified patient structure of the eedoctors benefits. We need clout." But how? The communications team is planning a multi-channel digital platform that will guide patient groups to the service in a variety of ways, gathering them together and informing them in a way that is appropriate to their level. It will make good use of current technical capabilities - and deal openly with issues of the future. The approach takes into account the peculiarities of healthcare, the situation of patients, information procurement techniques and the communication of essential branding parameters of the company. According to Oliver Hug, this information hub will be able to convey information attractively and sensitively.