Handheld tablets may cure the waiting room blues
NEW YORK – For many parents-to-be the excitement and nervousness is often difficult to contain. For Kyle Piechucki, the wait was decidedly boring.
Piechucki, now a father of two who lives in Oyster Bay, N.Y., is no deadbeat – he was ecstatic over his children’s births, but he grew tired of interminable waits at doctors’ offices. The boredom led Piechucki, 35, to develop a computer for those trapped in the purgatory of the waiting room.
His thin, handheld devices join a parade of efforts aimed at turning once-fallow minutes in the waiting room into productive time for patients and, of course, advertisers. The touch-screen tablets rely on wireless Internet connections to deliver basic information about medical conditions and treatments as well as Internet access.
Advertising in doctors’ offices isn’t new, of course, but thanks to technology, it’s becoming increasingly targeted at individual patients. The thinking goes that bored or curious patients will be eager for fresh alternatives to the waiting room doldrums.
“People are frustrated with waiting. They’re bored. They don’t want to pick up a stale magazine,” said Piechucki, who started distributing the computers through his company, InfoSlate, last year. InfoSlate has placed more than 250 devices in doctors’ offices in several states. He expects to have about 800 tablets in operation by the year’s end, and he expects to break even by early 2009.
Companies that have had a presence in waiting rooms for years are also homing in on individual patients. Healthy Advice Networks, a Cincinnati company, places digital screens on waiting room walls and plans to introduce digital technology to connect one-on-one with a patient. The company says its existing screens, which air a mix of health information and advertising, reach 100 million patients annually.
Smaller and cheaper computers are making it easier for companies to reach individual patients. Piechucki contends patients are drawn to InfoSlate not just because they can use the computers to complete medical histories and questionnaires, but also to check e-mail and surf the Internet. Doctors also can customize the devices to offer information such as physician biographies and office policies.
InfoSlate, like Healthy Advice Networks, doesn’t charge for the services and instead draws revenue from advertising.
The information isn’t designed to give patients an instant second opinion but to answer some basic questions. Doctors have used the device, for example, to show expectant mothers video on proper nursing techniques.