Skip to content
  • About
  • Contact
  • Contribute
  • Book
  • Careers
  • Podcast
  • Recommended
  • Speaking
  • All
  • Physician
  • Practice
  • Policy
  • Finance
  • Conditions
  • .edu
  • Patient
  • Meds
  • Tech
  • Social
  • Video
    • All
    • Physician
    • Practice
    • Policy
    • Finance
    • Conditions
    • .edu
    • Patient
    • Meds
    • Tech
    • Social
    • Video
    • About
    • Contact
    • Contribute
    • Book
    • Careers
    • Podcast
    • Recommended
    • Speaking

The Apple Genius Bar could learn some bedside manner

Rahul K. Parikh, MD
Tech
July 26, 2010
Share
Tweet
Share

My life is wired by Steve Jobs and Apple. When I was a kid, my first computer was an Apple IIc, followed by Macintosh Plus for college. In residency, I used a Newton for a while to take notes on patients. I have a MacBook, an iPod (I’ve actually had 3 and my wife has had 2), an iPhone, iPhone 3gs; an iPhone 4 on order; an iPad, AirPort Express, an AirPort Extreme base station and accessories for all them (headphones, keyboards, mice—or is it mouses?, cases) scattered all over my house.

So when things go wrong, I don’t call the Geek Squad. I make an appointment at the Genius Bar. For those unfamiliar, this is a place in the Apple store where you can take your Apple product (along with your ignorance of its inner workings) to get technical help from Apple’s Top Gun computer experts.

In a sense, the Genius Bar staffers are sort of like doctors—like me—except the patient is a computer. In my world, a patient gets a stuffy nose, a fever, some stomach pain and they make an appointment. I talk to them, examine them, make a diagnosis, and prescribe something to make them better.

In their world, you iPad doesn’t turn on, you iPhone stops ringing or—as in my case—the SuperDrive on your Macbook stops burning DVDs can CDs—you make an appointment. They talk to you, examine your product, make a diagnosis, and send it off the shop to get it repaired if they can’t fix it.

Now as a doctor, I try to be conscientious of not just my clinical acumen, but my bedside manner. I want to be professional, but courteous and empathetic as well. In short, I strive to be patient-centric. After all, who pays my salary?

That’s where the parallel drastically ends between the Genius Bar and the doctor’s office. My experience with the Geniuses is that—like a talented but arrogant physician—they know exactly what they’re doing but have little to offer in the way of bedside manner—ie, customer service. Most of the time, I sit at the bar and find myself being talked at by a condescending 20-something who figures we ought to know as much about computers as he does (they usually are men, by the way). I keep being reminded of that 90’s mediocre medical thriller called Malice, which starred Alec Baldwin as a surgeon. The line to remember is when Baldwin was being questioned by a lawyer about a malpractice case.

Lawyer: “Doctor, do you have a God complex?”

Baldwin: “You ask me if I have a God complex? I am God!”

All of these parallels between my job and the Geniuses have been in the back of my mind for quite some time. But today, after my experience at the Apple Store, it really hit me. A couple of days prior, I made that appointment for the problem with my MacBook as I mentioned above. I made the appointment for 1245pm, during my lunch hour—the Walnut Creek Apple Store is just down the street from my office. I got caught up with some issue at work, and I hustled over. As I was walking up the Genius Bar to wait my turn, I was intercepted by an employee dressed in her blue t-shirt. Like a nurse intercepting a patient before they get to see the doctor.

“Sir, are you here for a Genius Bar appointment?”

“Yes.”

“What’s your name?” I told he as she looked it up on the computer.

“Sir you’re 6 minutes late, she declared looking at the screen. “They’ve canceled your appointment,”

“6 minutes late? And you canceled me? Really? I’m a doctor, and even we’re not that mean to our patients.”

ADVERTISEMENT

“Yes,” she told me, “And there’s nothing we can do.” (that phrase has such gravity in medicine, by the way—I almost started laughing, except I was tired from walking over in near 90 degree heat)

Lesson learned the hard way: Don’t scorn the Geniuses.

I’m trying to think about how parents would react if I turned their kids away for being 6 minutes late. And what that would do to my professional reputation. There’s more than a little something about dismissing a customer for being 6 minutes that reeks of arrogance. Apple, with shares trading at over $200, has the largest market cap of any technology company in America—even its traditional nemesis Microsoft (is it me, or do most of the Geniuses act–and look–more like John “I’m a PC” Hodgeman instead of Justin “I’m a Mac” Long?).

I wonder, given some of what I’ve been reading about Steve Jobs, Apple vs. Adobe and their response to customers about the iPhone 4 reception problems, how high up the corporate ladder that arrogance goes.

So what should Apple do? Maybe take a page from my own health care group. After patients come to see me, a random group of them get a survey asking them about the quality of their visit. We take these survey results seriously: twice a year I get a report card with my performance and part of my compensation is tied to it. Docs who aren’t performing get help. I think it’s helped quite a bit to make our doctors patient-centric because service and quality are high priorities.

The irony of it all—I’ll be back there Friday (on time!) to get my MacBook checked. What else is an adoring Apple user supposed to do?

Rahul K. Parikh is a pediatrician and a writer.  He can be reached at his self-titled site, Dr. Rahul K. Parikh.

Prev

Chronic illness needs to be managed at home, not at the hospital

July 25, 2010 Kevin 4
…
Next

Defensive medicine forces residents to use test oriented care

July 26, 2010 Kevin 7
…

Tagged as: Health IT

Post navigation

< Previous Post
Chronic illness needs to be managed at home, not at the hospital
Next Post >
Defensive medicine forces residents to use test oriented care

ADVERTISEMENT

More by Rahul K. Parikh, MD

  • a desk with keyboard and ipad with the kevinmd logo

    Health care efficiency can mean different things

    Rahul K. Parikh, MD
  • a desk with keyboard and ipad with the kevinmd logo

    Medicine needs to get back to hands-on basics, rather than focusing on technology

    Rahul K. Parikh, MD
  • a desk with keyboard and ipad with the kevinmd logo

    What health reform can learn from Regina Holliday

    Rahul K. Parikh, MD

More in Tech

  • The future of clinical care: AI’s role in easing physician workload

    Michael Wakeman
  • Why Grok 4 could be the next leap for HIPAA-compliant clinical AI

    Harvey Castro, MD, MBA
  • AI is already replacing doctors—just not how you think

    Bhargav Raman, MD, MBA
  • A mind to guide the machine: Why physicians must help shape artificial intelligence in medicine

    Shanice Spence-Miller, MD
  • How digital tools are reshaping the doctor-patient relationship

    Vineet Vishwanath
  • The promise and perils of AI in health care: Why we need better testing standards

    Max Rollwage, PhD
  • Most Popular

  • Past Week

    • Who gets to be well in America: Immigrant health is on the line

      Joshua Vasquez, MD | Policy
    • Why specialist pain clinics and addiction treatment services require strong primary care

      Olumuyiwa Bamgbade, MD | Conditions
    • Harassment and overreach are driving physicians to quit

      Olumuyiwa Bamgbade, MD | Physician
    • Why peer support can save lives in high-pressure medical careers

      Maire Daugharty, MD | Conditions
    • When a medical office sublease turns into a legal nightmare

      Ralph Messo, DO | Physician
    • Addressing menstrual health inequities in adolescents

      Callia Georgoulis | Conditions
  • Past 6 Months

    • Forced voicemail and diagnosis codes are endangering patient access to medications

      Arthur Lazarus, MD, MBA | Meds
    • How President Biden’s cognitive health shapes political and legal trust

      Muhamad Aly Rifai, MD | Conditions
    • Why are medical students turning away from primary care? [PODCAST]

      The Podcast by KevinMD | Podcast
    • The One Big Beautiful Bill and the fragile heart of rural health care

      Holland Haynie, MD | Policy
    • Who gets to be well in America: Immigrant health is on the line

      Joshua Vasquez, MD | Policy
    • Why “do no harm” might be harming modern medicine

      Sabooh S. Mubbashar, MD | Physician
  • Recent Posts

    • The shocking risk every smart student faces when applying to medical school

      Curtis G. Graham, MD | Physician
    • Clinical ghosts and why they haunt our exam rooms

      Kara Wada, MD | Conditions
    • High blood pressure’s hidden impact on kidney health in older adults

      Edmond Kubi Appiah, MPH | Conditions
    • Deep transcranial magnetic stimulation for depression [PODCAST]

      The Podcast by KevinMD | Podcast
    • How declining MMR vaccination rates put future generations at risk

      Ambika Sharma, Onyi Oligbo, and Katrina Green, MD | Conditions
    • The physician who turned burnout into a mission for change

      Jessie Mahoney, MD | Physician

Subscribe to KevinMD and never miss a story!

Get free updates delivered free to your inbox.


Find jobs at
Careers by KevinMD.com

Search thousands of physician, PA, NP, and CRNA jobs now.

Learn more

View 17 Comments >

Founded in 2004 by Kevin Pho, MD, KevinMD.com is the web’s leading platform where physicians, advanced practitioners, nurses, medical students, and patients share their insight and tell their stories.

Social

  • Like on Facebook
  • Follow on Twitter
  • Connect on Linkedin
  • Subscribe on Youtube
  • Instagram

ADVERTISEMENT

  • Most Popular

  • Past Week

    • Who gets to be well in America: Immigrant health is on the line

      Joshua Vasquez, MD | Policy
    • Why specialist pain clinics and addiction treatment services require strong primary care

      Olumuyiwa Bamgbade, MD | Conditions
    • Harassment and overreach are driving physicians to quit

      Olumuyiwa Bamgbade, MD | Physician
    • Why peer support can save lives in high-pressure medical careers

      Maire Daugharty, MD | Conditions
    • When a medical office sublease turns into a legal nightmare

      Ralph Messo, DO | Physician
    • Addressing menstrual health inequities in adolescents

      Callia Georgoulis | Conditions
  • Past 6 Months

    • Forced voicemail and diagnosis codes are endangering patient access to medications

      Arthur Lazarus, MD, MBA | Meds
    • How President Biden’s cognitive health shapes political and legal trust

      Muhamad Aly Rifai, MD | Conditions
    • Why are medical students turning away from primary care? [PODCAST]

      The Podcast by KevinMD | Podcast
    • The One Big Beautiful Bill and the fragile heart of rural health care

      Holland Haynie, MD | Policy
    • Who gets to be well in America: Immigrant health is on the line

      Joshua Vasquez, MD | Policy
    • Why “do no harm” might be harming modern medicine

      Sabooh S. Mubbashar, MD | Physician
  • Recent Posts

    • The shocking risk every smart student faces when applying to medical school

      Curtis G. Graham, MD | Physician
    • Clinical ghosts and why they haunt our exam rooms

      Kara Wada, MD | Conditions
    • High blood pressure’s hidden impact on kidney health in older adults

      Edmond Kubi Appiah, MPH | Conditions
    • Deep transcranial magnetic stimulation for depression [PODCAST]

      The Podcast by KevinMD | Podcast
    • How declining MMR vaccination rates put future generations at risk

      Ambika Sharma, Onyi Oligbo, and Katrina Green, MD | Conditions
    • The physician who turned burnout into a mission for change

      Jessie Mahoney, MD | Physician

MedPage Today Professional

An Everyday Health Property Medpage Today
  • Terms of Use | Disclaimer
  • Privacy Policy
  • DMCA Policy
All Content © KevinMD, LLC
Site by Outthink Group

The Apple Genius Bar could learn some bedside manner
17 comments

Comments are moderated before they are published. Please read the comment policy.

Loading Comments...