Why is now the best time for approaching the significant relation between Life and Medicine

摘要

The present paper is aimed to analyze the need for an adequate engagement in a better understanding of the relation between “Life and Medicine”, within the increasing importance of the patient's point of view, while quality of life is managed within medicine and even going beyond. It is necessary to reconsider the essential role of communication in an adequate offering of the right answers in accordance with the changes in medical care, quality of life being one benefit. Science should inform the news agenda on the way of building a collaborative environment, turning up the conversation focused on patients' lives, while practicing medicine with an open heart for the physician-patient-family relationship and based on models of quality of life outcomes. That is why it is important to create new knowledge and competencies starting from intangible resources such as an engagement as a consequence of a communication programme which produces an increased level of perception of the outcomes of the necessary mature actions as meeting and surpassing patient expectations, not forgetting the vulnerability to the way in which choices are described. From here is resulting the imperative of the development of better abilities in innovation, differentiation, branding and patient-driven health care service, largely opening the window of opportunity for the educational mission to educate marketers who make a difference by taking the lead from a strategic planning position.