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Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
Internet Informed Patients Are A Good Thing
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Internet Informed Patients Are A Good Thing

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Details the benefits on online channels in the care of Sleep Apnea and CPAP users by CPAP.com and CPAPtalk.com. …

Details the benefits on online channels in the care of Sleep Apnea and CPAP users by CPAP.com and CPAPtalk.com.

Talk given to the Montana Sleep Society Sept 23rd 2010.

Published in: Health & Medicine, Business
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  • 1. © U.S. Expediters 2010© U.S. Expediters 2010Internet InformedPatients Are A GoodThingJohnny GoodmanCo-Founder + General ManagerCPAP.comTuesday, June 18, 13
  • 2. © U.S. Expediters 2010Who Are They?What Do They Do?Why Is What They Do Good?Why Do Patients Struggle?What CanYou Do?Tuesday, June 18, 13
  • 3. © U.S. Expediters 2010Who Are They?Tuesday, June 18, 13
  • 4. © U.S. Expediters 2010The Internet PatientTuesday, June 18, 13
  • 5. © U.S. Expediters 2010The Internet PatientTuesday, June 18, 13
  • 6. © U.S. Expediters 2010The Internet PatientTuesday, June 18, 13
  • 7. © U.S. Expediters 2010The Internet PatientTuesday, June 18, 13
  • 8. © U.S. Expediters 2010The Internet PatientTuesday, June 18, 13
  • 9. © U.S. Expediters 2010The Internet PatientTuesday, June 18, 13
  • 10. © U.S. Expediters 2010Beliefs• I Am My Own Best Healthcare Advocate• Open Discussions Good, Censorship Bad• If The System Doesn’t Help, Go Around• Learn By Stories of Other’s Experiences• Learn By Trial and Error or “Lab Ratting”• Help Newbies / Pay It ForwardTuesday, June 18, 13
  • 11. © U.S. Expediters 2010Themes• I Will Not Give Up, I Will Make This Work• I Am Doing This For My Family• I Will Choose, Give Me Tools That Help• I Will Learn, Surround Me In Community• I Seek And Share Sleep Performance Data• I Use Humor To Cope With Challenges• I Buy From Companies I Feel Good AboutTuesday, June 18, 13
  • 12. © U.S. Expediters 2010Support Quotes“Thanks to this site and a very good doctor who tookthe time to answer ALL of my questions, I can finally seethe light at the end of the tunnel...AND IT’S NOT ATRAIN!!” - fireman38355“That’s constructive whining. It is allowed,even encouraged.” - jnk“One year ago today... I started CPAP therapy.. So forthose newbies just hosing up, stick with it.You can do it!”- RustyolddudeTuesday, June 18, 13
  • 13. © U.S. Expediters 2010Honest Feelings“Singles, XPAP obvious at night or do you hide it untilyou get to know and trust your date? -new2“Quite truthfully, I am scared.” - snuginarugTuesday, June 18, 13
  • 14. © U.S. Expediters 2010HumorA Mattress For Side SleepersTuesday, June 18, 13
  • 15. © U.S. Expediters 2010HumorThe Sleep Apnea FairyTuesday, June 18, 13
  • 16. © U.S. Expediters 2010HumorCPAP Mask Decoration ContestTuesday, June 18, 13
  • 17. © U.S. Expediters 2010HumorBagpipes!Tuesday, June 18, 13
  • 18. © U.S. Expediters 2010What Do They Do?Tuesday, June 18, 13
  • 19. © U.S. Expediters 2010Shop (Online and Offline)Tuesday, June 18, 13
  • 20. © U.S. Expediters 2010Shop (Online and Offline)• The Internet Is A Communications Medium• Most People Buy From Local Providers• The Traditional System Is Here To Stay• PatientsValue Personal Care• You Guys Take Insurance,We Don’t• 3% Of A Big Number Is Still A Big Number!Tuesday, June 18, 13
  • 21. © U.S. Expediters 2010Create Product TrendsTypes of MachinesTuesday, June 18, 13
  • 22. © U.S. Expediters 2010Create Product TrendsWhat Is The Most Popular APAP For Those Paying Cash?Tuesday, June 18, 13
  • 23. © U.S. Expediters 2010Create Product TrendsHow Well Is The Market Accepting An Upgraded Product?Tuesday, June 18, 13
  • 24. © U.S. Expediters 2010Solve Product ProblemsBuild and Sell CPAP AccessoriesTuesday, June 18, 13
  • 25. © U.S. Expediters 2010Solve Product ProblemsBuild and Sell CPAP AccessoriesTuesday, June 18, 13
  • 26. © U.S. Expediters 2010Solve Product ProblemsBuild and Sell CPAP AccessoriesTuesday, June 18, 13
  • 27. © U.S. Expediters 2010Solve Product ProblemsBuild and Sell CPAP AccessoriesTuesday, June 18, 13
  • 28. © U.S. Expediters 2010Build CommunityTuesday, June 18, 13
  • 29. © U.S. Expediters 2010Build CommunityCPAPtalk.com Main PageViewTuesday, June 18, 13
  • 30. © U.S. Expediters 2010Build CommunityFresh Topics DailyTuesday, June 18, 13
  • 31. © U.S. Expediters 2010Build CommunityCPAPtalk.com Activity Stats• Half A Million Posts• 77,000 UniqueVisitors Each Month• 51,000+ Members• Growth Continues To Accelerate!Tuesday, June 18, 13
  • 32. © U.S. Expediters 2010Build CommunityBenefits To Patients• Breaks Down Stigmas• Social Structure of Encouragement• Engaged Patients = Successful Patients• Meet People Who Have Fought And Won• 24/7 Access To A Sleep GroupTuesday, June 18, 13
  • 33. © U.S. Expediters 2010Make Encyclopedias?!?You Betcha!Tuesday, June 18, 13
  • 34. © U.S. Expediters 2010Make Encyclopedias?!?CPAPtalk Wiki - Like Wikipedia But For CPAPTuesday, June 18, 13
  • 35. © U.S. Expediters 2010Make Encyclopedias?!?What’s A Wiki?• An Encyclopedia Anyone Can Edit• A Community Log Of Accepted Knowledge• An Easy Way For Newbies To Learn• A Great Quick ReferenceTuesday, June 18, 13
  • 36. © U.S. Expediters 2010Blog• Mile High Sleeper• http://smart-sleep-apnea.blogspot.com/• Joe Rogan’s Sleep Apnea Diagnosis Blog• http://blog.joerogan.net/archives/215• Ed Grandi’s Sleep Apnea Blog• http://www.sleepapneaed.blogspot.com/Tuesday, June 18, 13
  • 37. © U.S. Expediters 2010Evaluate Products• Would you buy a dishwasher withoutreading reviews? All it does is dishes...• Would you buy a car without readingreviews? All it does is drive...• CPAPs help you breathe.That’s important!• Better Product Decisions Through Data• Better Products Decisions = ComplianceTuesday, June 18, 13
  • 38. © U.S. Expediters 2010Evaluate ProductsWhat Do Others Who Have Used This Say?Tuesday, June 18, 13
  • 39. © U.S. Expediters 2010CPAP.com Customer ReviewsEvaluate ProductsTuesday, June 18, 13
  • 40. © U.S. Expediters 2010Evaluate ProductsProduct Challenge: Consumer Reports For CPAP EquipmentTuesday, June 18, 13
  • 41. © U.S. Expediters 2010• Competing Products Are Selected• Patient Enrollment and Screening• Trial Period• Voting Period• Results Published and AdvertisedThe Product Challenge In A NutshellEvaluate ProductsTuesday, June 18, 13
  • 42. © U.S. Expediters 2010Evaluate ProductsPatientsVote On QualityTuesday, June 18, 13
  • 43. © U.S. Expediters 2010Evaluate ProductsProduct Challenge Average Category RankingsSoftGel ComfortGelTuesday, June 18, 13
  • 44. © U.S. Expediters 2010Evaluate ProductsProduct Challenge Individual ReviewsTuesday, June 18, 13
  • 45. © U.S. Expediters 2010Why Is What They DoGood?Tuesday, June 18, 13
  • 46. © U.S. Expediters 2010• Patients driven tools > industry driven tools• Build tools for how people are, not how wewant them to be• “I don’t want TVs in patient rooms, but athome I need my TV on to go to sleep”• Good support is personal, relevant andoccasionally quite messyDo As I Say, Not As I DoBuild What Is NeededTuesday, June 18, 13
  • 47. © U.S. Expediters 2010• Cottage Industry Of Equipment Solutions To:• Equipment Adjustment Period• Leaky Masks• Red Marks• Sliding Headgears• Many, many more covered tomorrow...Custom Products Patch Gaps In Big Mfg OfferingsBuild What Is NeededTuesday, June 18, 13
  • 48. © U.S. Expediters 2010• Support forums are always on - 24/7/365• Veteran Internet Patients:• Love encouraging people• Love sharing their experiences• Love paying it forwardLeveraging The Internet’s PowerHuge Resource PoolTuesday, June 18, 13
  • 49. © U.S. Expediters 2010• Communities provide:• An “always learning” mindset• The latest news and equipment offerings• An incentive to compete on good health• An incentive to learn, share and berespected• A way to spend time very meaningfullySleep Apnea Is Not Set And ForgetKeep Patients EngagedTuesday, June 18, 13
  • 50. © U.S. Expediters 2010Why Do Patients Struggle?Tuesday, June 18, 13
  • 51. © U.S. Expediters 2010What Internet Patients Want• Custom Care• A Less Cumbersome Diagnostic Experience• Equipment That “Just Works”• Support Communities• Professional• Peer Group• To Be Respected and Listened ToTuesday, June 18, 13
  • 52. © U.S. Expediters 2010Billing Codes :-(What Internet Patients GetTuesday, June 18, 13
  • 53. © U.S. Expediters 2010Billing Codes Are BadPatient Billing Code Expectations• Insurance is magic. It covers everything.• Billing is something my provider handles andworries about.• If a provider doesn’t cover it, it must becausethey don’t care or “don’t get it”• When the codes and my needs get crossthreaded, you should discard the codesTuesday, June 18, 13
  • 54. © U.S. Expediters 2010Billing Codes Are BadThey Take Power Away From Front Lines Care Givers• They set down rules that force patients andproviders into a “this is how its done” box• They disallow care giver independentdecision making or discretion• They emphasize compliance over efficacy• Rigid codes ensure that the collectionsdepartment is bigger than the caredepartmentTuesday, June 18, 13
  • 55. © U.S. Expediters 2010Billing Codes Are BadThey Make Product Quality Far Less Relevant• No two CPAPs are the same• Yet they pay the same for any E0601 device• Patient opinion and device effectivenessaren’t driving the system• “Best” is now lowest cost certified product• Removing the patient weakens the processTuesday, June 18, 13
  • 56. © U.S. Expediters 2010Billing Codes Are BadThey Penalize Risk Taking and New Ideas• Regulations are ambiguous and ever changing• Effort goes into keeping up with regulationsinstead of trying new things• Have a good idea?You must convince thebilling code gate keepers that it is “worthy”• This locks innovators out• Change is a threat to entrenched powersTuesday, June 18, 13
  • 57. © U.S. Expediters 2010Billing Codes Are BadDriven By Patient Dollars Billing CodesLimited By Imagination RegulationPeer Support Wide and Rich LimitedProduct Quality Data Wide and Rich LimitedBarriers To Change Low HighOnline OfflineThe Great DivideTuesday, June 18, 13
  • 58. © U.S. Expediters 2010Why Else Are Patient’sStruggling?Tuesday, June 18, 13
  • 59. © U.S. Expediters 2010Hard To Meet ExpectationsFighting With One Hand Tied BehindYour Back• Patient’s walk out of the Apple store and intoa Sleep Lab or DME.• It is very difficult to meet a typicalconsumers expectations with billing codelimits.• One Size Fits All vs. CustomTuesday, June 18, 13
  • 60. © U.S. Expediters 2010Hard To Teach So QuicklyOverwhelmed Patient Seeks Caring Sleep Professional• Why Am I Here?• What’s Sleep Apnea?• What’s a Sleep Lab?• Is There A Different Between Equipment?• How Do I Wear This Stuff?!• How Do I Know Its Working?• How Do I Care and Freshen Equipment?Tuesday, June 18, 13
  • 61. © U.S. Expediters 2010When Billing Codes LimitYou...Go Around.Tuesday, June 18, 13
  • 62. © U.S. Expediters 2010What CanYou Do?Tuesday, June 18, 13
  • 63. © U.S. Expediters 2010Use The Internet To SolvePatient Issues• Sleep Apnea 101 Education• CPAP Lifestyle Adjustment Period• Uninsured or Underinsured Patients• Super Engaged Patients With Hours OfQuestions• Solve Common Equipment AnnoyancesRemotelyTuesday, June 18, 13
  • 64. © U.S. Expediters 2010Stock Comfort Items• Carry Comfort Items InYour Labs/DMEs• Explain what is available• Sell them for cash• Bill for (some of) them• Get Patients Oriented To TroubleshootingEquipment Through Tweaks• Know What Is AvailableTuesday, June 18, 13
  • 65. © U.S. Expediters 2010Use The Internet To Keep UpWith New Products• Subscribe to Email CPAP Newsletters• CPAP.com• TalkAboutSleep.com• Browse CPAP.com’s New Product Section• Get Involved With CPAPtalk.comTuesday, June 18, 13
  • 66. © U.S. Expediters 2010Tell Patient’s To Look OnlineGive Them The Tools To Learn On Their OwnTuesday, June 18, 13
  • 67. © U.S. Expediters 2010Questions? Feedback? Slides?Email: johnny@cpap.comThankYou!Tuesday, June 18, 13

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