Professional Choices: Positioning the Virtual Community To Fit the Health

Care Environment

Dawn Marie Yankeelov, ASPectxdawny@aspectx.com

6/16/03

What We Will Cover

• Landscape Snapshot

• 5 Examples and 1 Standard

• Satisfying the Growing Pains of Healthcare Delivery online

• Upcoming Trends

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

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

The Age of Good Health

• 1997—Recognized Patient Information andSupport online—United States activity

• 1999—Provider-Sponsored, Virtual Healthcare Communities recognized for loyalty factor

• 2000—European Markets expand into consumer-focused healthcare communities

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.

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

VC Value Proposition

• Socially-accepted

• Technically stable

• Economically reasonable

• Disseminates timely information

• Fosters anytime interaction

Healthcare VCs Categories

*Pharmaceuticals *Social Support Extranets

*Physician Portals *Disease Awareness*Compliance Portals

*Plug ‘n Play VC Builds with Emarketing*Payment Communities for Insurance

1. Social Support and Intervention

• Smokeclinic.com--$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

• QuitNet.com—Quitter Support Online free

Social Support—A Top Ten Healthcare Destination

2. Patient Connections

Healthyplace.com

• 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

Segmentation and Organization

Weblog approach

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

Limited Patient Connections

Personal Boards

The Investment

• Page views per user up 30 percent in the last three months

• Number of total users down in 2003 for PatientCommunity.com

• Began June 2000/13 Links on web

The Standard for Health Sites

HONCode: Principles AdherenceOther 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

3. Professional communities

Networking

•MomMD Formed Sept. 1999

•100 Links to Community

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

• It.premierinc.com

• Parkcitysolutions.com

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%

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

5. Increasing Partnerships for Compliance

•April 2002 — Humana, Inc. (NYSE: HUM) and ZirMed.com 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.

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

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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