This is the premise of this talk. But, first, we’ll put this segment of health content in context.Once in digital form, content becomes “data” and can be programmed and analyzed.E-patient search behavior itself becomes a source of data, now called “infodemiology”. Ex: Google Flu where search trends are monitored to infer flu symptoms by location and time. More data are being captured, there is more demand for information from emerging e-patient segment opportunity for publishers to create information products for the e-patient community.Digitizing content has the long-term effect of commoditizing the content that can be reproduced digitally. Even clinical decisions can be commoditized as rules of diagnosing and treatment are programmed and information sources are embedded into the clinical tools.
HCA has an affinity for data publishers, but serves the entire spectrum. ICG has lived through evolution of content from print to databases to tools to workflow applications in finance, banking, legal, and business intelligence sectors and we understand how to turn digital content into “data that do stuff”.Okay, that’s the last slide with bullet points, I promise!
Many stakeholders. Don’t worry, this slide is intended only to illustrate the complexity of sector.Traditionally, linear segmentation: that is, research info was published for specific end-user market, with just occasional and minimal cross-promotion (e.g., news of results from major research studies published in newspapers). Far more cross-over opportunities exist in today’s environment. In part, a function of widespread availability of info and the tools to find and use the info.
Especially, how traditional medical publishers and new digital sources of health data can be packaged for e-Patients. Also, stresses how e-Patients themselves are “producers” of content. Role of intermediaries changes with new developments, but there is always a role for value-added intermediaries that can adapt information to add efficiency and added-productivity that leads to better outcomes.
Standalone reference required interrupting workflow and often required an intermediary.Content + tools is a big improvement, especially when well-designed for users application.Embedding in workflow ensures that appropriate standards are followed and can provide a record of transactions, events, outcomes for further analysis.
Print: Print-based periodicals, textbooks, reference works, newsletters, pamplets, etc. Long publishing cycle.Digital: Early online A&I databases. Special search language required; costly; marketed only to information specialistsAnalysis Tools: Bookmarks, bibliographic tools, more sophisticated taxonomy tools, federated seach. Contextual Info:Tools to improve findability & precision (semantic search); wiki-type shared repositories; instant feedback.Workflow solutions: Content is embedded in workflow; research is automated to enhance productivity & efficiency. C+IT = data that do stuffImportant point: evolution doesn’t mean that the next stage replaces the previous stage. Rather, they all co-exist but strengths of relationships change over time. For instance print, which once was the center focus of publishing, can take on a new role when clinical tools become the focus. Print can be used to promote, document, alert, and provide narrative that helps explain the workings of the tools.
Elsevier MedCounselor: Packaged for pharmacists and patients: http://www.goldstandard.com/ViewPress.aspx?ID=134Supply: PWC calls it secondary data from health IT.
Patient-generated data: correlations, longer-term outcomes, ability to track more variables in complex statistical models). Examples include structured sites like PLM, broader adoption of PHRs will lead to creation of huge repositories of data.
e-Patients Increase Supply & Demand for Health Content<br />D ↑ e-patients are Web-savvy and aware of online sources, but often hit <br /> pay walls and other hurdles when seeking medical research info.<br />S ↑ Electronic records provide hugely expanded universe of outcomes and transactions data (tests and test results, Rx fulfillment, patient history, payment records)<br />S ↑ IT plays fundamental role in transforming production & consumption of health content. Over time, IT drives down cost of once pricey assets & expertise.<br />Janice McCallum<br />Health Content Advisors<br />
What is Health Content?<br /><ul><li>Health Content Advisors (HCA) is a division of InfoCommerce Group (ICG), a consulting group that provides strategic market analysis and business model optimization services to B2B publishers with emphasis on “data” publishers. HCA provides same services to entire “health content” industry.
Our definition on “health content” includes all content produced by all health industry stakeholders: (more next slide)
Effect of IT on health industry will lead to an avalanche of new data sources that can serve as raw data for new information tools. Challenge rests on turning all that data into reliable, usable information, or what we refer to as “data that do stuff”. </li></ul>Janice McCallum<br />Health Content Advisors<br />
Janice McCallum Health Content Advisors<br />Today’s Talk Focuses on Producing Content for e-Patients and New Sources of Data Produced by e-Patients<br />Primary Sources Intermediaries End-Markets<br />Health and Life Science<br />Publishers <br />(journals, books, <br />cme)<br />Research Institutions<br />Articles, conf. presos.<br />Pharma<br />Clinical Trials,<br /> Drug Info<br />Medical Communications <br />Agencies<br />Patients, <br />Patient Advocates, <br />e-Patients<br />Payers<br />Search Engines, <br />Text Mining/Analytics,<br />Aggregators<br />Providers<br />Directory info<br />Librarians, Patient<br />Advocates,<br />Patient Navigators<br />Patients<br />User-generated, <br /> PHRs<br />Payers, Pharma<br />Consumer Media <br />Companies<br />EHRs, PHRs<br />
The fundamental trend in medical information content: moving to“data that do stuff”<br />Point of care workflow solutions<br />Standalone Reference Content<br />Content integrated with tools<br />Janice McCallum<br />Health Content Advisors<br />
Evolution from standalone content resource to point of care decision tools and workflow solutions<br />Reference works<br />Library resources<br />Specialized online <br />reference works <br />available at (or near)<br />point-of-care.<br />Integrated point-of-care data; clinical decision tools<br />Janice McCallum<br />Health Content Advisors<br />
Evolution of Health Publishing<br />Read Search Navigate Connect Do <br />Collabor-ation tools; integration across collections.<br />Workflow solutions<br />Info needs to be pushed.<br />Provides “peek” into full article. <br />.<br />Navigation <br />tools to sort through large and varied collections<br />Janice McCallum<br />Health Content Advisors<br />
New Research and Publishing Opportunities in Healthcare Information Market<br />Demand from e-Patients<br />Medical reference databases re-packaged for e-patient segment:<br />Examples:DeepDyve medical research engine with Netflix content rental model – announced today!<br /> Elsevier’s MedCounselor module for consumers.<br />Supply from e-Patients<br />Healthcare Data Analytics: <br /> Organize and mine data content that is byproduct of digital record keeping.<br />. Examples: Aetna, athenahealth, Cerner, Cure Together, MedMining, PLM, Safeway, Virgin Healthmiles. <br />Janice McCallum<br />Health Content Advisors<br />
Emerging Trends and Buzzwords<br />Supply-side<br />Infodemiology: Extracting patterns from search behavior, e.g., Google Flu Trends<br />Patient Generated Data: Expanded definition includes any and all patient- generated data that can be mined and analyzed.<br />Healthcare Data Analytics: Data mining; developing new statistical techniques for <br /> medical studies that deal with large universes of outcomes data.<br />Personalized medicine: genomic data will increase amount of data by order of<br /> magnitude.<br />Social Pharma: Social Pharmer group that studies new ways for pharma <br /> companies to interact with consumers online.<br />Janice McCallum<br />Health Content Advisors<br />
Where are Opportunities?<br />New information sources (supply) from e-Patients drive need for services that organize, cleanse, design, aggregate, integrate, market, sell, analyze and report healthcare data. <br />Demand from e-Patients drives need for more medical information directed at educated non-specialist audience.<br />$64K Question: Can traditional medical publishers make the transition or will new players outside of publishing (e.g., Health IT vendors and pharma/device companies, e-Patient groups) take the lead in providing health content for emerging markets?<br />Janice McCallum<br />Health Content Advisors<br />Content Value Pyramid<br />
Now It’s Your Turn: Q&A<br />Janice McCallum<br />Health Content Advisors<br />For more on Health Content Advisors, see<br />www.healthcontentadvisors.com<br />Twitter: @janicemccallum<br />Email: email@example.com<br />