Professional Choices


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Professional Choices

  1. 1. Professional Choices: Positioning the Virtual Community To Fit the Health Care Environment Dawn Marie Yankeelov, ASPectx 6/16/03
  2. 2. What We Will Cover • Landscape Snapshot • 5 Examples and 1 Standard • Satisfying the Growing Pains of Healthcare Delivery online • Upcoming Trends
  3. 3. Healthcare Sector’s Landscape • Healthcare players were latecomers to business use of the Internet • Healthcare data flows represent challenges to manage --little or no process-level integration (logic resides in isolated systems) • Healthcare systems are generally multi- layered and function independently
  4. 4. Healthcare Sector’s Landscape • The age of the Electronic Medical Record? – Users tend to connect to their systems directly with little or no automatic reporting – No data-level integration so inconsistencies across healthcare facilities, networks, regions and government agencies • Influence of Self-Service: Shift of power from providers of services to customers who use them
  5. 5. The Age of Good Health • 1997—Recognized Patient Information and Support online—United States activity • 1999—Provider-Sponsored, Virtual Healthcare Communities recognized for loyalty factor • 2000—European Markets expand into consumer-focused healthcare communities
  6. 6. Crossing the Quality Chasm • March 2001 Report from US Federal Institute of Medicine: • “The nation’s health care delivery system falls short in its ability to translate knowledge into practice and to apply new technology appropriately.” • A July 1999 report found that 90 percent of the 30 billion healthcare transactions per year take place by phone, fax or regular mail.
  7. 7. The Age of Good Health • 2000-2003 E-business for Healthcare entities – Payment portals tying docs and insurance – Patient data collection – Pharma marketing mushrooms online – Corporate Portals for compliance on record portability and compliance
  8. 8. VC Value Proposition • Socially-accepted • Technically stable • Economically reasonable • Disseminates timely information • Fosters anytime interaction
  9. 9. Healthcare VCs Categories *Pharmaceuticals *Social Support Extranets *Physician Portals *Disease Awareness *Compliance Portals *Plug ‘n Play VC Builds with Emarketing *Payment Communities for Insurance
  10. 10. 1. Social Support and Intervention •$49.90 fee – Cofounded by Daniel Seidman of the tobacco-cessation clinic at Columbia University – Detailed questionnaire on smoking and drinking habits – 10 Day Weblog to determine smoke triggers – Intuitive interface—smoke on the clock – Daily “quit” schedule/42% of last year’s users actually quit •—Quitter Support Online free
  11. 11. Social Support—A Top Ten Healthcare Destination
  12. 12. 2. Patient Connections
  13. 13. • In Top 50 of health sites by Traffic • 475,000 visitors per month/began Sept. 1999 • Viewers stop at 7-10 pages • Average time: 25 minutes; 3 times a week • 80 percent of visitors go straight into a chat • Targeted by disorder newsletters • 70 percent are female visitors • Online radio programming • 861 Links on the web
  14. 14. Segmentation and Organization
  15. 15. Weblog approach
  16. 16. Healthy Communities Sponsors • Forest Laboratories—Lexapro • GlaxoSmithKline—Paxil • Rader Programs—Eating Disorders Treatment Centers • Remuda Ranch—Programs for Anorexia and Bulimia • Wyeth—Effexor XR • Zoloft--Pfizer
  17. 17. Limited Patient Connections
  18. 18. Personal Boards
  19. 19. The Investment • Page views per user up 30 percent in the last three months • Number of total users down in 2003 for • Began June 2000/13 Links on web
  20. 20. The Standard for Health Sites
  21. 21. HONCode: Principles Adherence Other Principles: •Attribution—Clear references to source data •Justifiability— commercial products mentioned will be supported by balanced evidence •Transparency of Authorship—webmaster will provide other sources of support and email access •Transparency of Sponsorship—Sponsors will be known •Honesty in Advertising and Editorial policy
  22. 22. 3. Professional communities
  23. 23. Networking •MomMD Formed Sept. 1999 •100 Links to Community
  24. 24. 4. Employee Portals • Example: May, 2003 Premier Sourcing Partners of Premiere Inc. of Charlotte, NC partners with Park City Solutions to service 1,500 member hospitals for physician, employee, and patient portals • •
  25. 25. Trends To Follow to Every Office • Eight in 10 employers plan to make greater use of the internet to administer benefits and distribute health care information – Provide employees information on plan choices—92% – Annual enrollment—87% – Help employees navigate delivery system—83% – Health promotion and wellness—81% – Educate employees about self-care—81%
  26. 26. The Final Factor in US: HIPAA • In the US, The Health Insurance Portability and Accountability Act (HIPAA) mandates data formats, transaction standards, and privacy requirements • Total US market for community-based administrative and clinical transactions will hit $4 billion by 2010 up from $713 million in 2000 –predicted by Merrill Lynch senior analyst David Risinger
  27. 27. 5. Increasing Partnerships for Compliance •April 2002 — Humana, Inc. (NYSE: HUM) and Inc. introduced ZirMed’s Internet browser-based claims filing application in a co-branded portion of Humana’s website. Optionally, a provider office can subscribe to the ZirMed services to handle submission and routing of all payer claims electronically, easing the administrative burdens facing healthcare providers with a single solution.
  28. 28. Treating Healthcare Pain • Plug ‘n Play Tools for Pharmaceuticals – Softwatch’s SRS Enterprise Edition for communities tied to pharma emarketing – Siebel’s ePharma – Together they give web management platform and Call Center connectivity
  29. 29. Upcoming Healthcare Community Trends • More self-care surveying and patient interaction via communities for prevention and early diagnosis • More on-line video capabilities to review patient care • More online insurance processing for all parties • More online patient support • Integration of patient records and accessibility for all doctors treating one patient • Single portal sign-ons for physician practices to handle all transactions and patient entry
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