Last week was our first Physician Advisory Board meeting as Spok (pronounced spoke). I felt privileged to be a proverbial fly on the wall during the discussion.
The first topic of conversation was, of course, our new brand. The board’s response was positive, in favor of the short name and the crispness of the logo. One physician asked how Spok came to be selected – did it represent anything? Actually, it was chosen from the category of arbitrary names, meaning that it is not descriptive of our products or our geography. Although the term ‘spok’ might be unrelated to our product portfolio, it was by no means an arbitrary selection. In an article in the StarTribune, our president nicely summarized the choice: “Spok, in respect to a wheel, is a very integral part of the greater whole. It’s about speed, mobility, reliability, and strength.”
After talking about the new brand, our board delved into discussion about the upcoming release of our newest secure mobile communication app, Spok Mobile™ 4.0. Being an integral part of the greater whole is also an apt description of the role many providers play in patient care. Our board’s comments revolved around the fact that as physicians, they serve as a supporting part of a larger care team. Being able to communicate with others is critical to their job, whether that means texting colleagues, sending messages to groups, or sharing details for consultations. In other words, the value of the secure texting application is less about security and more about the ability to support mobile workflows and be a hub for communications.
Top Row (L to R): DAN DEBEHNKE, MD, MBA; BABER GHAURI, MD, MBA, FHM, FACP; HERNANDO GONZÁLEZ, MD; KEITH JOE, MBCHB, FACEM, GRAD CERT CLIN EDU
Bottom Row (L to R): CHRISTOPHER A. LONGHURST, MD, MS; FEDERICO T. ROSSI, MD; CHRISTOPHER SHARP, MD; JOSEPH STOCK, MD, FACR
I enjoyed the opportunity to listen in and hear the parallel between providers in the clinical setting and Spok’s new identity. Are you a spoke in a larger wheel, helping to move things forward? What’s your workflow story?