Who knew?

You don't need to see firsthand the long winding lines of devotees snaking around the Apple store or count yourself among the millions of YouTube users who clicked through a daffy South Korean music video—and there were a lot of you—to know that when it comes to technology these days we're all early adopters.

So it should come as no surprise that as consumers of health care we've come to expect instant access, hi-res imagery and a user-friendly interface—all on the mobile device (and operating system) of our choice. (Did I mention right now?)

But the story takes its O. Henry turn, though, when we look at medical professionals themselves, who seem to have lost the memo—or maybe it just got caught in their spam filter. Because while the rest of us were pinching and swiping on our iPads, Marcus Welby's still fumbling with file folders, 'scrip pads and his Mont Blanc.

At least that's the impression given by a new study from Optum Institute and Harris Interactive, which found that, sure, roughly 70 percent of the more than 4,000 doctors they surveyed have a basic electronic medical record infrastructure set up in their practice, only about 40 percent of them can say they have the ability to communicate with patients through email or provide patients with access to their health records.

Forty percent? I think my oldest daughter's middle school boasts a higher percentage of email addresses.

They better get with it. Consumers—your employees—are ready. Three quarters of them want to be able to hop online and peruse test results and medical records. And nearly two-thirds want to be able to simply email their doctors. Is that asking too much in this age of smart phones and mobile WiFi?

Don't think it's just those wacky Gen Y employees either. Seniors are now online more than ever, with more than half of them ready and willing to get online and manage their own health care, according to the survey.

This level of tech love rages on after patients leave the waiting room, with more than 80 percent of them demanding online prescription refills, as well.

There's a related social media aspect to this new generation of employees, and it applies to health care consumers and employers across the board.

Consider this: A separate study from Lab42, a market research firm, finds that half of consumers care more about a company's Facebook page than its Web page. For employers, and doctors, it's not just your online identity you have to have to worry about anymore, but what you do with it. A static online presence is so 2008.

I realize there are a host of privacy and compliance issues lurking in the new frontier, but doctors need to figure this out, like, yesterday. The electronic medical revolution is here. And it'll probably be tweeted.

Instant Insights /

Hashtag health care

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