The ability to create valuein healthcare

depends on accessto information

• Milisa– When started ER EMR docs said “my pts

are going to hate this”• Kathryn Teng – Cleveland Clinic

– SocMed instead of health fairs

True storiesof value arisingin social media

4• My kidney cancer• Monique’s painful side

effect• Robin’s Cushing’s med• Facebook brings vital

information

Stage IV, Grade 4

Renal Cell Carcinoma

?

What do you do when you’re diagnosed

with...

“My doctor prescribed ACOR”

ACOR members told me:

• The median isn’t the message

• This is an uncommon disease – get to a hospital that does a lot of cases

• There’s no cure, but HDIL-2 sometimes works.– When it does, about half the time it’s

permanent– The side effects are severe.

• Don’t let them give you anything else first

• Here are four doctors in your area who do it

Radical Proposition 1

Genuine value in healthcarecan and does arisefrom people with

no medical training.

“May Require Refrigeration”

cushings365.posterous.com, 9 / 17 / 10

• “Panic!  For the first time, I got a note on my florinef that it might (MIGHT?) need to be refrigerated. 

• I didn't know that.  Should I have been doing that all along? 

• No one told me.”

• “I called the pharmacy. 

• They read what is on the printout which comes with the drug.  I had already read that. It wasn't helpful.”

“May Require Refrigeration”

cushings365.posterous.com, 9 / 17 / 10

• “So, I asked the ones who know.

My "Cushie" friends who take it. Those who have had BLA’s.

• “The verdict: – No, that's a generic warning with

fludrocortisone (generic). – Only at extreme temps should it be

refrigerated in the U.S. – Some of the brands in the UK and

other countries need refrigerated.”

Today, because of the Web, patients can connect to

information and to each other (and other

doctors)

Charlene Li(“Groundswell”)

“Social networks will be like air”

Web 2.0: “When the web began to harness the intelligence of its users” – Tim O’Reilly

Cluetrain Manifesto, 1999:

“Markets are Conversations”30 years ago the “marketing funnel” was this:

(Graphics by Forrester)

Today’s buyer progresses like

this:

• 75% of USadults areonline

• 80% of themlook forhealth info

• That’s 60%of US adults– A filibuster-proof majority

Radical Proposition 2

“The people on ACOR

don’t need our help

and they don’t need our

permission.”

How a kidney cancer wife found the info she needed• No insurance;

no treatment. Then:

• Three bad hospitals;no help. Then:

• A friend said“I know a guy...on Twitter”

The ability to create valuein healthcare

depends on accessto information

The internetchanges everything.

Transformation