ABC | Volume 113, Nº4, October 2019

Editorial Colafranceschi Behavioral economy and innovation uptake Arq Bras Cardiol. 2019; 113(4):664-666 1. Conselho Federal de Medicina. Resolução N o 2.227, de 13 de dezembro de 2018. Define a telemedicina como forma de prestação de serviços médicosmediado por tecnologias. DiárioOficial daUnião;Poder Executivo. Brasilia(DF), 6 fev 2019. Seção 1,p.58-59. [Internet]. [Citado em 20 maio 2019]. Disponível em: http://www.in.gov.br/materia/-/asset_publisher/ Kujrw0TZC2Mb/content/id/62181135 2. Conselho Federal de Medicina. Resolução N o 2.228, de 06 de março de 2019. Revoga a Resolução CFM 2.227 e restabelece expressamente a vigência da Resolução CFM N.1643/2002, Diario Oficial da União:Poder Executivo de 26 de agosto de 2002. Seção 1. p.205 [Internet]. [Citado em20 maio 2019]. Disponível em: http://www.in.gov.br/materia/-/asset_publisher/ Kujrw0TZC2Mb/content/id/65864894 3. MaldonadoJMSV,MarquesAB,CruzA.Telemedicinechallengestodissemination inBrazil.Cad.SaúdePública,RiodeJaneiro.2016;32(supl2):e00155615 4. Kahneman D, Knetsch JL, Thaler RH. Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias. Journal of Economic Perspectives., 19915(1):193-206. 5. Gourville JT. Eager sellers and stony buyers. Harvard Business Review. 2006;84(6):98-106,145. 6. Ariely D. The End of Rational Economics. Harv Bus Rev.2009; July-August; R0907H. 7. Christensen CM, Bohmer R, Kenagy J. 2004. Will Disruptive Innovations Cure Health Care? Harv Bus Rev.HBSP # 6972  8. Ripton, JT. 2017. Five ways Millennials are changing the healthcare industry. [Internet]. [Cited 2017 March 1 st ] Available from: https://www. beckershospitalreview.com/population-health/five-ways-millennials-are- changing-the-healthcare-industry.html References This is an open-access article distributed under the terms of the Creative Commons Attribution License in remote and peripheral areas and is a significant barrier to the dissemination and consolidation of telemedicine in Brazil. 3 Therefore, even with the implementation of all technological infrastructure required for telemedicine, which is typically an interdisciplinary activity, it would not guarantee an improved and more expanded access to healthcare. Conclusion The primary characteristic of telemedicine is its ability to make access to health services democratic. To accomplish that, legislative initiatives (economic and social) that support and encourage the use of this technology, a regulatory apparatus, mobilization of a core group of companies, and development of scientific capability are required. From the healthcare perspective, telemedicine is capable of promoting higher integration of the healthcare system, overcoming the still existing and deleterious fragmentation that prevents the access to full healthcare rights. Investments in infrastructure are mandatory to widespread adoption of telemedicine. Beyond that, other challenges that limit its development are most related to the stakeholder’s conflicts, interdependence, and demands. In this regard, understanding some of the concepts related to behavioral economy and innovation uptake failure may increase or create opportunities and approaches where the use of technology-enabled care might lead to societal benefit while being acceptable to physicians and other stakeholders. 666