Can you read my mind?


Posted by perlitamacaisa | Posted in HI 201 assignment blogs | Posted on August 10, 2012


The mind is the source of all thoughts and behavior. It is the subject of Psychology , which is both complex and at the same time, fascinating. If one can read one’s thoughts, then his actions can be predicted. But it is probably not this simple. If it is, then there would have been no use for marketers of products as long as we can predict what the consumer is thinking. Electronic health records have been in existence since the 1960s and yet up to now, its use has not been worldwide.


The electronic health record timeline



This mindmap below shows the 8 core features of electronic health record (EHR). Despite the advantages it possess, majority of Filipino doctors are still not using EHR.  The reasons for its non use were divided into 5 classifications namely: Financial barriers, Personal Barriers, Security Issues, Resource Issues and Technical Barriers.


MIND MAP on why Filipino doctors are not using EHRs


A doctor, more often than not, is hard to convince and difficult to please. Just like any consumer,  he will base his decision on using a certain product  on a variety of factors.  In the Psychology of marketing, marketers should appeal not only to the rational side of a consumer but also to one’s emotional aspect.  For doctors to embrace EHRs, they must have a reason in using it and they must have some form of emotional connection with the product.  Victor Schwab,  has compiled 40 key emotional drivers on choosing a product.

They are as follows:


What they want

to gain

What they want

 to save or reduce

What they want

 to be

What they want

 to do

Health Time Good parents Express their personalities
Popularity Discomfort Creative Satisfy their curiosity
Praise from others Risks Efficient Appreciate beauty
Pride of accomplishment Money Recognize authorities Win others’ affection
Self confidence Worry Up-to-date Resist domination by others
Time Embarrassment Gregarious Emulate the admirable
Improved appearance Work “first in things” Acquire or collect things
Comfort Doubts Sociable, hospitable Improve themselves generally
Advancement: social-business   Proud of their possessions  
Money   Influential over others  
Security In old age      
Increased enjoyment      
Personal prestige      


If Filipino doctors  can identify  to some of these emotional drivers that will make them want to use electronic health records, then barriers mentioned in the mindmap would not even matter.




What’s the story?


Posted by perlitamacaisa | Posted in HI 201 assignment blogs | Posted on July 17, 2012


         INFOGRAPHICS are visual representations that depict a way of life, religion, work,  culture and events of a particular time.  They can actually tell a story.  In HI 201,  our group was assigned on making an infographic on the role of free market forces in deploying the Philippine health information network (PHIN). This is our story…

          The idea of using the human body as the framework of the infographic came about because we wanted a representation that is organized and compartmentalized yet a real connection among compartments  still exist. The human body is exactly this! The organ systems are highly specialized yet they work together for a common goal, which is,  to live. That is what a successful network should be all about.  The different sectors working at their best for ONE goal and for this case, to increase the availability and use of timely, reliable health information in countries and globally through shared agreements on goals and coordinated investments on health information systems.  This is the goal of the PHIN.

          An infographic involving just free market forces was challenging because, even  the framework of the PHIN involves all sectors, the government playing a vital part.  The DOH (Department of Health) plays a central role complemented by service providers and beneficiaries which both come from different sectors.

          Our infographic was designed in such a way that the key functions of organ systems were identified and paralleled to what would be the role of free market forces in PHIN. For instance, the brain, which is the center for ideas was paralleled to institutions and  professional   organizations    which are good sources of leaders who can effectively  spread the goal of Philippine health information network.  The consumers or the users such as doctors, nurses, health workers, were likened to the oxygen that is vital for respiration.  They, as consumers, should be empowered in the sense that,    the  system that is given to them is specific for what they need to function effectively & efficiently. The heart that pumps the blood to perfuse all other organs, is like the financial support the PHIN need,  not just to start but to be sustained as well. The academe plays a significant role in the PHIN as data beneficiaries. They can be tagged to the role  of the liver in the body, which is to synthesize, because their work contribute to product development. The kidney which functions as the filter,  is compared to sectors that will make sure good product quality is maintained. The nervous system, which in itself is a network, is likened to connectivity, which is actually  one of the objectives of PHIN, that is, the  improvement  in  access and use of health information.  The skeletal body which acts as the framework,  is paralleled to health information system that will be most useful, most appropriate and most compatible for all functions.

     In reality, the PHIN need all the help it can get from all sectors to achieve their plans.  Although, the success  of the Philippine health information network is not in the horizon yet, the important thing is, the goal, the objectives and the principles  have been set and the journey towards their fulfilment has started.


Let’s make CHITS a hit!


Posted by perlitamacaisa | Posted in HI 201 assignment blogs | Posted on July 16, 2012



CHITS  is the acronym for Community Health Information Tracking System. It is the first electronic medical record of the Philippines and has won many awards both here and abroad. It has come a long way since its creation in 2004 by Dr. Herman Tolentino through a grant from the International Development Research Centre of Canada. Up to now, CHITS has been expanding to rural health units around the country.  It is currently being managed by the UP Manila National Telehealth Center.

According to Watts Humphrey , “Innovation is the process of turning ideas into manufacturable and marketable form.”   This idea can be an object, a process or a practice that is thought to be new and its rate of  adoption is a critical part.  CHITS has been used for 8 years now and it has been continuously improved for country-wide use. For our class in HI 201, we were tasked to make an Innovation Diffusion Plan for CHITS.

Here is a summary of the plan:

  1. Assessment of current status of CHITS use
  2. Plan of action – Education, Marketing & Implementation
  3. Evaluation of  changes made


1. Assessment of current status of CHITS

It is important to identify the current users of CHITS (can in the form of surveys, previous studies, observation). By doing so, users can  profiled as to the type of user, type of learner, the likes & dislikes of users and most importantly, what will make them continue using CHITS. According to Everett Rogers,  consumers can be categorized to as follows: innovators, early adopters, early majority , late majority and laggards.  Knowing the users of CHITS can play a role in identifying the strong and the weak links among those using CHITS.

For non CHITS users, reasons for not using it should be identified and re-evaluated so that ways to change their minds can be explored.

2. The plan of action – THE PARTHENON MODEL

2. The plan of action – The PARTHENON MODEL was created by my groupmate, Jay Martinez, to represent the strategies which can help promote CHITS.



Our Parthenon model shows the structure  of our plan of action.  The CHITS was created for the people and by the people using it, hence, the USER should be the empowered sector.  The government is the roof to give protection and the driving force for its success and the private sector should provide the base or support the government  needs. The three pillars education, marketing & implementation are the strategies for a successful diffusion of CHITS.


According to Nelson Mandela, “Education is the most powerful lesson which you can use to change the world”.

People ahould be made aware of CHITS and its awareness should be  multi-level – at the national, regional and local health units as well as the private sector. The way it should be presented should depend on who the audience is. For example, at the national level, forums should be held for CHITS to be presented to the DOH, Regional & City health officers but at the  local health center, it will be best appreciated if it is seen first hand.

Proper training for end users should be enhanced depending on the profile of users. Fast and slow learners should have separate training modules for education and training. Health worker workshops should be provided. On site training is beneficial and one-on-one evaluation for users would be useful.

Monthly brainstorming sessions should be done to continually improve the training session for CHITS use.  Immersion of people who we need to be convinced in using CHITS should be done by having these people observe and get involved in a center who is already using CHITS.


The 4 P’s in Marketing are as follows:


  • Benefits and advantages (capability & functionality) should be emphasized
  • Product should be simple to use (user-friendly)
  •  CHITS should be continuously improved


  • Free software
  • Free hardware & server
  • The set up cost should be as minimal as possible.
    • CHITS can be installed in health workers own laptops/smartphones
    • Discounts on hardware if health worker is going to use own computer or phone


  • Appropriateness of location should be ascertained
  • Start with big and well funded areas first and areas that are very receptive to change. They should be prioritized so that the units around them will eventually follow the lead.


*A massive campaign for CHITS use should be launched in the form of the following:

  1. Infomercial can be made featuring a celebrity or a government official endorsing it.
  2. Posters or infographics
  3. Online campaign thru facebook/twitter/website
  4. Media campaign – real stories of the success of health care units; creation of a jingle that is easily recognizable & memorable
  5. Create a TAG LINE – example “CHITS-para sa kalusugan pangkalahatan” or “CHITS–making life easy”

* Providing Incentives

  1. Annual awards for best CHITS user, most improved unit using CHITS, etc
  2. Free education/courses for best working HW using CHITS
  3. Free laptops or other gadgets for best units who uses CHITS


    1. Providing technical support for CHITS user such as a Hotline that is easily recognizable. Example : dial 88 CHITS
    2. CHITS on-site-trainer for a month at LGU for continuous support until user is well trained


3. Evaluation of changes made

There should be a time frame set for the plan of action, for example 1 year. At the end of the year, evaluation of the changes made should be done. What changes were successful and should be maintained and what changes failed and how to improve them.  In all these, the main focus should be the end user – the CHITS user.





Posted by | Posted in HI 201 assignment blogs | Posted on July 5, 2012


Back to school. I already forgot how hard it was but its all coming back now…:)

On a good note… learning new things and meeting new friends. I hope I can keep up though with all these new e-learning thingy.

Bad side? — no more “baon” from parents.

It’s good to be back and it’s always nice to hear the words – See you in class.

Hello world!


Posted by | Posted in HI 201 assignment blogs | Posted on July 5, 2012

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