How texting can revolutionize the employee healthcare experience

Texting has revolutionized the way we share information at work and in life. It's often the first form of communication that people check before email, voicemail and snail mail. As the default for virtually all messaging, most folks often will say, "If you need to reach me right away, just shoot me a text." 

The same can be said about healthcare, though the industry has lagged behind in this area between the industry's inherent slow embrace of change and concern about privacy when it comes to complying with the Health Insurance Portability and Accountability Act (HIPAA). But the good news is that any such resistance is starting to crumble, and there's a trailblazer in the medical field who's leading the way.

This gentleman, Bryan Fine, M.D., who's fondly known as "the texting doctor," was the guest on a recent episode of my #RockstarsRocking podcast, which debuted soon after pandemic lockdowns. His insight was eye opening for benefit advisers who are passionate about elevating the employee healthcare experience. While it's easy for many of us to get caught up with the latest or greatest point solution, aka "shiny object syndrome," this approach is both simple and intuitive — and the potential payoff is tremendous. 

Read more: Do your employees need Ozempic? How to include GLP-1s in your health plans

"Patients simply use the same texting app they're already comfortable with and used to," he told my audience. "This, in and of itself, is the magic secret sauce."

The founder and CEO of Percentric, who hails from Norfolk, Va., is pioneering a unique approach to healthcare that's poised to redefine employee wellness. His story begins in South Florida, where, influenced by his physician father, he embarked on a medical journey that led him to the University of North Carolina at Chapel Hill and medical school in Tampa, Fla. His residency in pediatric healthcare in Washington, D.C. marked the beginning of an entrepreneurial and policy-focused approach to medicine.

What sets Dr. Fine apart is his innate ability to merge healthcare with technology. He realized the sincere need for direct one-on-one communication with his patients that didn't always involve in-person contact or private phone calls.

His venture sprouted from interactions with people who frequently sought his medical advice via text. Recognizing the potential for a more direct and accessible healthcare model, he combined his medical practice with technology to establish a service that facilitates healthcare access via simple text messaging that everyone is not only familiar with but typically prefers.

Read more: What your employee benefits need: More technology

His model is refreshingly straightforward: No apps, no complex portals — just direct text communication with a healthcare professional. Dr. Fine's approach is personal and continuous, unlike traditional telemedicine, which often lacks consistency and continuity in care.

The platform Dr. Fine uses on the backend integrates with a web-based electronic medical record system, ensuring that care is personal, secure and compliant with healthcare regulations like HIPAA. From the patient's point of view, they simply use their built-in text messaging app that already comes with every smartphone. No patient apps to download or fancy portals that require patients to log in; they simply use the same texting app they're already comfortable with and used to. This, in and of itself, is the "magic secret sauce" that Dr. Fine referenced, which sets him apart in the eyes of his patients.

But his model is not just about providing healthcare; it's about integrating healthcare into the fabric of a business's culture. The service is offered to employer groups on a per-employee-per-month basis, with the cost varying according to the company's size and needs. This approach ensures that healthcare is not a burden, but rather a seamless part of an employee's work life, enhancing satisfaction and productivity.

Read more: Can AI solve the mental health crisis?

Adopting such an innovative model hasn't been without its challenges. Dr. Fine encountered numerous hurdles with ensuring compliance and security, particularly in the context of HIPAA. He believes that healthcare should be accessible and barrier-free, and this belief is evident in every facet of Percentric's operations.

Ultimately, he emphasizes the need for healthcare to be simpler and more affordable. His model, which lies at the intersection of technology and healthcare, is a testament to the possibilities that await when we dare to rethink traditional systems.

Dr. Fine's journey is more than just a story of medical entrepreneurship; it's a beacon for the future of employee healthcare. His innovative approach challenges us to reimagine healthcare communication as a more accessible, personal and integral part of our lives.