Consumer Experience

Supporting Your Success in Health
1
Microsoft Corporation
Confidential and Privileged

If today’s healthcare system
was running the banking industry:
• You would only deposit your money at
one branch because that’s where
your records are;
• Your ATM card would only work
with the machines from your bank;
• Your balances would be wrong
because of the teller’s illegible
handwriting; and
• Making withdrawals would take hours
because a taxi has to bring your money
from the main office

Health – Advances Require a “Shift Left”
Source: Intel.com
The “total-system
healthcare win” is
in the home
• Lower cost (good for
plans, employers)
• Higher quality of life
(good for consumers)
The key focus for
all competitors will
be on home-based,
consumer-centric
healthcare solutions
HOME CARE FOCUS:
Prevention
• Knowledge
• Fitness
• Wellness
• Dr Communications
Chronic Care and
Outpatient
• Medications
• Monitoring
• Community
• Medical Communications
Cost of Care per Day
$1 $10 $100 $1,000 $10,000
0%
QualityofLife
COMMUNITY CARE
Healthy,
Independent Living
Chronic
Disease Management
Community
Clinic
Doctor’s
Office
100%
Assisted Living
Skilled Nursing
Facility
Specialty Clinic
Community Hospital
ICU
HOME CARE
ACUTE CARE
Specialty
Pharmacy
SHIFT
LEFT

‘Family-Centered Healthcare’

How do I keep
my family safe
and healthy?
The Family Health Manager = Mom

How do I keep
my family
healthy and out
of the hospital?
“It’s my job to protect my family…”

“It’s my job to protect my family…”

FHR
PHR PHR PHR PHR PHR
Self
FHM has
FULL
ACCESS
Spouse
FHM has
PARTIAL
ACCESS
Senior
FHM may have
FULL or PARTIAL
ACCESS
Minor
FHM has
FULL
ACCESS
Minor
FHM has
FULL
ACCESS
The “Family Health Manager”
or FHM runs the FHR
PHR
Pet
FHM has
FULL
ACCESS
Family Health Record (FHR)

FHR
PHR PHRPHRPHR PHR
Self
FHM has
FULL
ACCESS
Spouse
FHM has
PARTIAL
ACCESS
Senior
FHM may have
FULL or PARTIAL
ACCESS
Minor
FHM has
FULL
ACCESS
Minor
FHM has
FULL
ACCESS
The “Family Health Manager”
or FHM runs the FHR
PHR
Pet
FHM has
FULL
ACCESS
The “Prioritized” Family Health Record (FHR)
High
Priority
Low
Priority

Target Definition:
Who are Family Health Managers?
11
31
11A
38%A
Family
Health
Managers
General
Health DMs
80A65Married (%)
21A
15Employed part-time (%)
39A
31Unemployed (%)
$63,000A
$59,000Household Income (Mean)
Demographics Selected Health Issues
General
Health DMs
Family
Health
Managers
(1225) (828)(N)
Have a person with
Asthma in the house
32%
Keep a Food Journal 9
Have an Elderly Relative who
may need future care 35A
Use a Paper record
keeping system for their
medical records
51 59A
A = Significant difference observed at the 90 percent confidence level.

How will I take
care of my
parents as they
get older?
“I want my family to live long, healthy lives –
and it’s my job to protect them so they can…”

Consumers as the Aggregators

Stage Set hidden slide
1. Load Frustration Video

[Frustration video]
“Family Health
Manager Video”
hidden slide

Supporting Your Success in Health 16

Experience Map Profiles
Health is Always on My Mind
• Dealing with and managing a serious health issues –
on their mind every day, and sometimes every
second of every day.
• Knowledgeable, educated and organized, mostly
because they have to be.
• Need help and actively seek help, but at the same
time have developed a bit of armor and a bit of an
attitude, again out of necessity.
• No time or patience for anything that takes too long,
is not to the point or doesn’t speak to their need…
they need help and want help, but they need it now.
17
Maintenance
Health is extremely important and they seek ways to
maintain a healthy and happy environment for their
families.
• Some are very organized and aggressive in their approach
to managing their families’ lives.
• Some are less adventurous, less organized and less
interested in taking on new things, but they are interested
in little things that can help them make their families’ lives
a little better and make them feel like a better mom.

Top things we learned about
Consumers
1. Even well-organized moms have a tentative grip on their families’ health
information
– Implication: Need to raise the issue
2. Natural life events drive need for health information
– Implication: Engage users when they’re actively looking for help
3. FHMs do not want to be reminded about what they should be doing
– Implication: Wellness features may be a harder sell
18

Consumers
4. Paper files and calendars are currently at the root of everyone’s family
management system
– Implication: New systems must be familiar and intuitive
5. FHMs spend very little time at the computer, and are generally less
tech savvy than the typical Microsoft consumer
– Implication: Providing value in the initial experience, with minimal initial data
entry, is key
6. Microsoft is a highly trusted company, even with healthcare data
– Implication: Need to live up to their expectations
19

Stage Set hidden slide
1. Load Kimberly video

[Kimberly video]
“Family Health
Manager Video”
hidden slide

Supporting Your Success in Health 22

Physicians
1. Doctors see themselves as guardians of healthcare information
– Implication: Need to vet applications with physicians in advance
2. Doctors wish patients would simply know about their conditions and be
able to list their medications
– Implication: Start with low fruit that will make a difference immediately
3. Not all patients viewed as capable of controlling their own health
information
– Implication: Help physicians understand who will benefit most and how
24

Physicians
4. Primary Care physicians feel overwhelmed by the amount of
information in a consumer-controlled PHR
– Implication: Redirect concerns to benefits of data access
5. Strong need to explain how data is managed
– Implication: Include features that track data flow and provide assurance of
authenticity
6. Practice size and scope will be key drivers of adoption
– Implication: Start communications with physician thought leaders and
academic centers
25

• Patients and physicians are hungry for a better two-way
partnership with each other on health
– Patients want help supplementing what they get from their doctors,
physicians want patients who are engaged and involved in their own
care
• Both patients and physicians recognize the need for improved
information sharing
– Key will be appropriately targeting providers and patients and
matching them up (such as Pediatricians with new parents,
Cardiologists with rehab patients, Adult Day Care providers with elder
caregivers, etc.)
Overlap between Consumers and
Physicians

Healthcare isn’t about
sickness or wellness
It’s about life.

1. Think like an end-user
• Family Health Manager
• Physician
2. Remember what problems we’re trying to solve
• Create solutions to real-life issues first, then explore game-
changing opportunities
3. Recognize that applications should make life easier,
not harder
• Minimize effort needed to learn and engage
• Maximize benefits right out of the gate, before extensive health
history is deposited
Remember to….

31
Microsoft, HealthVault, and the HealthVault logo are trademarks of the Microsoft group of companies.
© 2008 Microsoft Corporation. All rights reserved. Microsoft Corporation, One Microsoft Way, Redmond, WA 98052-6399

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