Patient Centric Healthcare


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This is a deck I created to frame out my vision about healthcare and used in my job search. This is the exciting space in healthcare right now - communications, segmentation, data mining.

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Patient Centric Healthcare

  1. 1. Transforming from Claims Centric to Patient Centric Healthcare George Van Antwerp 1 © 2007 George Van Antwerp
  2. 2. Executive Summary The traditional healthcare model (delivery and insurance) is being challenged and will change. The graying and diversification of America make change more complex. Healthcare is massively ineffective and inefficient at driving consumer behavior. A research based approach to healthcare marketing using traditional marketing approaches will be successful for employers (wellness), managed care (CDHC), pharmacy (generics, mail), and providers (loyalty). 2 © 2007 George Van Antwerp
  3. 3. The Healthcare Marketplace is Changing Radically and will Continue to Change. CDHC Smart Devices VBID Hospital Telemedicine Experience 3 © 2007 George Van Antwerp
  4. 4. Everybody Wants to Communicate With the Patient PBM Pharmacy Pharmaceutical Manufacturer Employer Internet Companies Disease Management Primary Care Physician Companies Specialist CDHC Companies Hospital Health Savings Account Companies Managed Care 4 © 2007 George Van Antwerp
  5. 5. BUT, Nobody Does It Well Could I have Who do I trust? saved money? Safely? Am I supposed What action to pay this bill? am I supposed to take? Should I What is a ABEP Today’s Patient challenge this test? Is that what I suggestion? had done? “Consumer segmenation in the health-care industry is rudimentary at best” Health Care’s Retail Strategy, Strategy + Business, Spring 2007 5 © 2007 George Van Antwerp
  6. 6. Information Isn’t Timely, Personal, or Clear 6 © 2007 George Van Antwerp
  7. 7. The Patient Base is Becoming More Complex Example: • Hispanic households are 3.5x more likely to respond to a direct mail solicitation BUT • 60% of the direct mail sent to homes is in English and • 52% of the respondents speak only Spanish in their homes. 7 © 2007 George Van Antwerp
  8. 8. Having a Age-Oriented Segmentation Approach to Messaging Will Be Key 8 © 2007 George Van Antwerp
  9. 9. Segmentation is Critical Each group would require a different approach to get them to be compliant with their medications. 9 © 2007 George Van Antwerp
  10. 10. A Successful Shift in the Healthcare Market Means Breaking the “Glass Ceiling” “Employers are realizing that a Emerging Healthcare good health care strategy • Employee pays expenses directly includes health benefits and • Employer / government contribution with safety net programs that incentivize • Unlimited options (location, treatment, timing) employees to manage their own health” • Price and quality information available Larry Boress, chief executive of the Midwest Business Group on Health Traditional Healthcare “Consumerism combined with • Employee pays copay health advocacy will be the • Employer / government subsidized dominant trend.” • Limited choice David Cordani, President of CIGNA HealthCare Strategy + Business interview on 3/27/07 • Limited transparency around price and quality 10 © 2007 George Van Antwerp
  11. 11. “There is tremendous potential for those players who empower consumers in this arrangement, with information, tools, and services that help them take control of their health care immediately and in the future.” From “Health Care's Retail Solution” by David Knott, Gary Ahlquist, and Rick Edmunds in Strategy + Business Spring 2007 11 © 2007 George Van Antwerp