You’ve been there. On a flight between somewhere and home, seated next to a stranger on their way to some other place. Conversations are usually light if they happen at all. We’re often trying to catch a nap or speeding our way through some sort of work on the laptop before touchdown. But this time I was seated next to a doctor who was winding down a practice he’d only recently sold and headed into what he called “halftime.” His plan was to start a new career. I couldn’t help asking him what he found the most rewarding about the one he was exiting.

The doctor had been the chief medical officer of a fifteen physician general practice with some areas of specialization but his primary focus was family medicine. I asked, “What do you think have been the top medical advances during you tenure?” His answer was winding until he decided to focus on the most recent 10 years or so and people.

He was hopeful about the big picture advances like the 2003 announcement that scientists had completed a draft sequencing of the human genome, or all the genes that make up our DNA.

The doctor appreciated the increased application of minimally invasive surgeries, laparoscopic surgery has become the norm for many operations, including gall bladder removal, hernia repair and appendectomies among other things.

And, medications like those that address sexual dysfunction, “in the way that Viagra is used to treat erectile dysfunction,” he said.

I thought out loud, ”That’s quite a journey from mapping the human genome to the bedroom. Do those things have anything in common?”

His answer was quick, “people.”

Of course, people.

It turns out that “relationship” is the thing he will miss most about practicing medicine. He made the connection this way:

Experts say sequencing each person’s genome would be beneficial to prevent a variety of heart ailments and even obesity. “Just knowing they have a higher risk of obesity could be enough motivation for patients to lead a healthier lifestyle,” he said, adding that it was one of the Top 3 issues his clinic addressed with patients.

Laparoscopic surgery matters because patients generally endure less pain, smaller scars and a shorter recovery period. “Patient types who might have tried to live with their conditions in the past were more inclined to seek treatment now. They feared missing work and losing jobs. Less recovery time means less time off the job.”

The pilot interrupted our chat to announce our descent into Memphis. So I asked, “Our time together is limited. I get the people part of the genome and surgical advances but where’s the people part intersect with Viagra?” I felt like an eighth grader.

“Relationships are about people. Medications like Viagra have helped to restore intimate relationships between husbands and wives.” He smiled and said, “These medications aren’t about feeling manly like some TV commercial might suggest. I’ve prescribed them to couples that had drifted apart. During counseling sessions I’d learned that they were no longer having sex and that it was often about the husband’s being physically incapable of performing. Men and women have written to tell me that a prescription to address erectile dysfunction saved their marriage.”

Relationships. People. Of course, it’s why any advance in medicine is relevant. And it’s also why social media matters. People want access to information that might be helpful in treatment of a condition they’re trying to manage or that might inform their ability to be useful to a friend or family member who suffers a medical condition.

Access to information from a trusted voice, like their doctor, could be the advance in medicine that makes the biggest difference in the life of someone in your patient community.

Map their genome? You may not be doing a personalized sequencing but we’re all learning from those who are.

Prescribe the right medication? Sure, that’s most likely within your realm of authority.

Sharing information that’s helpful? You can. You’re one of the most important people or relationships in a patient’s life. And advances in the use of social media for that purpose have made it one of (what may someday prove to be among) the top advances in medicine.

Tim C. Nicholson is the President of Bigfish, LLC. His Memphis-based firm connects physicians, clinics and hospitals to patients and one another through healthcare social media solutions, branding initiatives and websites. His column, “Hey Doc”, appears here monthly. Find him on twitter @timbigfish or email tim@gobigfishgo.com