#430: MedTech Language: Patient, Customer, or Partner?

In this episode, host Etienne Nichols and guest Dr. Allison Komiyama, CEO and Founder of Blue Stocking Health, dive into a fascinating dialogue about the language used in healthcare and MedTech, particularly the terms patient, customer, and user. They explore how these words influence the perception of care, service, and the entire medical device development process. The conversation touches on the friction and inefficiencies that arise when the relationship dynamic is unclear, highlighting the different nuances between passively receiving treatment and being an active consumer of health services.

The discussion delves into the historical context of the word "patient," which is rooted in the Latin patior, meaning 'to suffer.' Dr. Komiyama shares insights from industry conferences, noting that many individuals prefer to be called a "person" or an "empowered patient" rather than a passive sufferer. This ties directly into the growing movement of individuals seeking to own their health and be active participants in their care, fueled by readily available information and a focus on health span over just disease treatment.

Ultimately, the key takeaway for MedTech innovators is the importance of understanding their end-user and tailoring their language—in labeling, clinical studies, and human factors testing—to align with the user's preferred terminology. The shift from "caregiver" to "care partner" is highlighted as a prime example of evolving language that acknowledges a collaborative, mutual relationship, moving away from a hierarchical structure to one of shared purpose.

Key Timestamps

• [0:01:25] - Introduction to Dr. Allison Komiyama and Blue Stocking Health's mission to amplify the good of MedTech.
• [0:04:14] - Discussion begins: Patient vs. Customer vs. User in MedTech.
• [0:06:05] - The etymology of "patient" (patior, to suffer) and the push for "person" or "empowered patient."
• [0:08:22] - Historical context: Passivity of the patient role and the doctor's assumed knowledge.
• [0:09:50] - The impact of consumerism, AI, and the "health span" movement on patient empowerment.
• [0:12:35] - The value of seeking multiple opinions and the role of patient priorities in customizing care.
• [0:15:30] - Shifting terminology: Why "caregiver" is moving toward "care partner."
• [0:18:22] - How language diversity enriches the conversation and enhances communication.
• [0:21:00] - Tying diverse language use to MedTech innovation and product development.
• [0:22:15] - The importance of understanding end-user biases and assumptions in MedTech.
• [0:24:25] - Impactful personal stories: How specific interactions define a positive care experience.
• [0:29:10] - Concluding thoughts: Why plurality and qualifiers (e.g., "empowered patient") may be the ideal goal.

Quotes

"I think there's a lot of folks at FDA even that we're like, we don't want to use the word patient. We want to use the word person. And patient actually comes from the term patior, which means to suffer." - Dr. Allison Komiyama

Takeaways

1. Regulatory & Clinical Strategy: When defining the target population for your device—in 510k, IDE, or PMA submissions—be mindful of the terminology. Consider using terms like "end-user," "person living with [condition]," or "care partner" alongside "patient" to reflect a modern, inclusive understanding of the device's human context.
2. Human Factors & Usability: Language directly impacts product use. As an R&D or Human Factors professional, align your labeling and instructions with the language that resonates most with your defined user group. Utilizing terms like "care partner" for non-professional support ensures that instructions for use are mutually supportive and not hierarchical.
3. Marketing & Communication: MedTech companies should audit their external communications, including advertisements and white papers. A focus on "customer service" aspects (efficiency, speed, clear communication) can resonate more with the consumer/customer mindset than traditional "patient" messaging, provided it is balanced with clinical integrity.
4. Quality Management Systems (QMS) & Design Input: Use diverse language during design input collection to capture a broader range of needs. Focus groups that employ words like "user experience" and "customer journey" often uncover different, yet equally critical, insights compared to those solely focused on "patient safety" and "treatment protocol." Greenlight Guru's QMS and EDC solutions help capture and manage these diverse inputs effectively, ensuring alignment with both clinical and user needs.
5. Professional Dialogue: Embrace "strong opinions held loosely." MedTech leaders should cultivate internal and external dialogues that challenge existing assumptions about user terminology. A willingness to be corrected is key to identifying blind spots in product development and market strategy.

References

• Dr. Allison Komiyama's LinkedIn
• Etienne Nichols' LinkedIn: Connect with Etienne
• Blue Stocking Health: A company dedicated to redefining and amplifying the conversation around medical technologies.
• The Media Bias Chart / Ad Fontes Media (Vanessa Otero): Mentioned in the episode as an example of thoughtful dialogue and understanding different perspectives.

MedTech 101 Section

Caregiver vs. Care Partner

In the MedTech and healthcare world, the distinction between Caregiver and Care Partner is an important example of evolving language.

• Caregiver: Traditionally, this term suggests a one-way, hierarchical relationship where one person provides care and the other passively receives it. It often implies a professional role or a person solely responsible for the physical needs of another.
• Care Partner: This term signifies a mutual, collaborative relationship. It acknowledges that the person with the health condition is an active participant in their own care and that their support person (spouse, family member, friend) is working alongside them to manage the condition. It's a key linguistic shift that promotes empowerment and shared decision-making.

Analogy: Think of a dance. A Caregiver might be seen as the instructor directing every move, while a Care Partner is an equal on the dance floor, moving together with shared goals and rhythm.

Feedback Call-to-Action

We want to hear from you! Do you prefer to be called a patient, a customer, or a partner in your health journey? Your feedback drives our content and helps us bring the most relevant topics to the MedTech industry. Send your thoughts, episode reviews, and topic suggestions directly to us at podcast@greenlight.guru. We read every email and aim to offer personalized responses.

Sponsors

This episode of the Global Medical Device Podcast is brought to you by Greenlight Guru. In a complex and evolving industry, managing your processes efficiently is critical. Greenlight Guru provides the industry's leading suite of solutions: a Medical Device QMS to simplify compliance and accelerate product development, and Clinical Data Solutions (EDC) to streamline and digitize your clinical trials. The ability to embrace a user-centric approach, whether you call them a patient or a customer, requires robust quality and clinical data infrastructure—precisely what Greenlight Guru delivers. Learn how their solutions can power your next-generation medical device innovation.