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Slide 1: New Strategy for Enterprise Competitiveness Christopher S. Rollyson and Associates Strategy | Marketing | Innovation | Knowledge | Technology How Social Networks Are Growing In Healthcare The Golden Opportunity to Support Reform Entire contents © 2009 by Christopher S. Rollyson
Slide 2: Copyrighted material Background: Chris Rollyson, 20 Years of Experience with Enterprise Transformation • • Web 0.1 Human capital: people – Coached executives to thrive on economic changes Web 1.0 Technology: Internet/enterprise software – Leading role, launching Java as an enterprise solution – One of Midwest’s first corporate Internet businesses • Web 1.0 Business process: e-business/knowledge – Corporate change agent at Big Four consultancy • Built websites, intranets and extranets to change business processes – Principal and subject matter expert at (another) Big Four consultancy • Led strategy engagements with auto, energy, CPG, financial services and others on creating the “real-time enterprise” • Business strategy for start-ups: transform industries with innovation • Web 2.0 Marketing & relationship: consumer empowerment – Customer-led communications revolution: what creates value and how – Globalization of colleagues/customers: P2P technology, relationships – What will stay the same, what will change 1/25/09 How Social Networks Are Growing In Healthcare 2
Slide 3: Copyrighted material Adoption Indicators: Can this Patient be Saved? “U.S. patients get the right healthcare 50% of the time.. the U.S. spends twice as much per capita as other developed countries” — Ian Morrison, Ph.D., Healthcare Futurist, 2008 “Healthcare administration accounts for $906 billion, 6.6% of U.S. GDP. It adds no value to quality; it's the cost of doing business” — Christopher Rollyson, Global Human Capital Journal, 2008 “In the U.S., 7,000 people die from medical errors each year, while there are 1.5 million preventable medical errors” — Robert L. Parkinson, CEO, Baxter International, 2008 “People (get) copayment but (not) benefits, which are too complex; they only understand half of the equation” — John A. Edwardson, CEO, CDW, 2008 1/25/09 How Social Networks Are Growing In Healthcare 3
Slide 4: Copyrighted material Adoption Indicators: Root Causes • Too much complexity: balkanized care environment – Silos of information generated by tribes of specialists – Little collaboration, extensive duplication • Accountability gap: pushing costs to each other – Payers ! Providers ! Patients – Healthcare administrative costs average one third of total cost • Collaboration no longer local to a hospital or a city – Global medical specialists: telemedicine, medical tourism – Patients’ families widespread and mobile • Complex financial/care situations – Economy: threat to employer-sponsored insurance – Questionable long-term health of Medicare/Medicaid 1/25/09 How Social Networks Are Growing In Healthcare 4
Slide 5: Copyrighted material Adoption Indicators: Immediate Drivers for Social Networks in Healthcare • Impending financial crisis – Medicare insolvency & lack of Boomer retirement savings – The need to shift from intervention to prevention $ 5 • Consumer (patient) empowerment – Expectations shifting to more collaboration, real-time sharing • Health-Wealth – Caring for aging Boomers • Globalization of supply and demand – Medical tourism, telemedicine 1/25/09 How Social Networks Are Growing In Healthcare
Slide 6: Copyrighted material Adoption Indicators: Web 2.0 Is Practical • Connections emerge where they need to form – Peer-2-peer/cross-boundary – Reduce transaction costs • Finding, connecting, relating and trusting • Information & employees, clients, partners… • “Social” has a personal connotation, but it’s all business – Knowledge is social: people develop and use it together – Collectively evaluating opportunity and mitigating risk • Imagine if Web 2.0 boosted productivity 20%.. – What would it mean to have your staff 20% more effective? – Or if competitors were doing it and you weren’t? • Web 2.0 is emergent, coexists with other systems, processes – Modest investment compared to enterprise or Web 1.0 1/25/09 How Social Networks Are Growing In Healthcare 6
Slide 7: Copyrighted material Case Studies: Social Networks in Healthcare, a Wide Range of Application • • • • • • • • Government, education and community HCO efficiency Employee and patient experience Personal Health Information/Records Administration and payments Innovation Patient community Physician community meritocracy efficiency accountability 1/25/09 How Social Networks Are Growing In Healthcare 7
Slide 8: Copyrighted material Case Studies: Education & Community Highlights • • • • Broad Web 2.0 program focuses on usergenerated content and tools Participation in virtual worlds: Second Life and games Many-to-many communication and education Mobility and security CDC collaborates with citizens for: – Disease and biocrisis prevention/education – Supporting seriously ill people “There (has been much) talk about re-inventing government. But we now have the opportunity, the ideas and the technology to change things. Web 2.0 is a tipping point.” – National E-Commerce Key insights • • CDC has an explicit enterprise 2.0 mission: – Using blogs, wikis, video to help employees to help/train each other inexpensively – Training combined with social tools, so employees can comment and share seamlessly Coord. Council, eC3 Annual Conf., Dec. 2007 1/25/09 How Social Networks Are Growing In Healthcare 8
Slide 9: Copyrighted material Case Studies: HCO Efficiency Highlights • • • Blog, "Discussion Group about the World Wide Web," opened discussion to people worldwide Wiki adoption "Pfizerpedia" began as a hack, now global RSS reduces emails, gives thousands globally granular control over what they receive Wiki enabled researchers globally to cross boundaries and collaborate—for a very modest investment Blog and wiki spread rapidly and virally “Part of the trick is not to (say) 'Try this new web 2.0 tool,' but instead to ground it in the realities of the average user.” Key insights • • – Simon Revell, Manager of Enterprise Technology and Development, Pfizer 1/25/09 How Social Networks Are Growing In Healthcare 9
Slide 10: Copyrighted material Case Studies: Customer Experience Highlights • • • • Facebook site lets patients connect with each other Enables patients tell their stories, in their own words Digitizes the word of mouth that's always happened "over the back fence" Podcasts of doctors talking about diseases Facebook enables people to affiliate with Mayo as "fans,” developing community Podcasts are a broad distribution medium – Enable listeners to access in small chunks – Create additional leverage for costly video content “This is a new reality... It is how people are communicating now.” Key insights • • – Lee Aase, Manager, Syndications & Social Media, Mayo Clinic 1/25/09 How Social Networks Are Growing In Healthcare 10
Slide 11: Copyrighted material Case Studies: Personal Health Information Highlights • SaaS Web solution enables individuals to store and give access to medical record information via their “HealthURL” – Continuity of Care Record – Personal Health Information/Record “The Health URL enables a practically unlimited number of participants for team consultation and medical education. Participants can be pre-registered or invited ad-hoc using a PIN.” – Medcommons • Create “care teams” with Facebook Group – Medical professionals – Family members – Other patients Key insights • • • • 1/25/09 Makes individual ownership of medical information actionable Patient-controlled access to healthcare professionals, family, significant others Facebook is a platform Also: Google Health, Microsoft HealthVault How Social Networks Are Growing In Healthcare 11
Slide 12: Copyrighted material Case Studies: Administration & Payments Highlights • • • • • • • • MedBillManager enables patients to share medical bill information anonymously, using “explanation of benefits” Information to enable patients to renegotiate medical bills Tools to manage myriad bills and compare insurance Locate and comment on providers Increases transparency of arcane medical billing practices Billing information about physicians and hospitals before treatment Enables patients to be more proactive about costs and procedures Enormous cost savings for consumers and companies, 20-30% average savings How Social Networks Are Growing In Healthcare “What we do is really simple. We just provide a tool that lets people ask, confidentially, anonymously, ‘Where did you go, what did you pay, and were you satisfied?’” – Christopher Parks, Co- Key insights Founder 1/25/09 12
Slide 13: Copyrighted material Case Studies: Healthcare Innovation Highlights • • • • KnowledgeMesh, a healthcare accelerator to drive life science innovation Explicitly uses Facebook and LinkedIn strategy as differentiator to shrink the business cycle Social network collaboration among industry, government, academie and practitioners “The Mesh” infrastructure includes blogs, wikis and social bookmarking as well as a private social network Social networks can drive strategy and differentiation When calibrated correctly, virtual and bricks and mortar can produce strong synergy “HCAR distinguishes itself (via) a virtual research park that allows experts from around the world to share ideas. It is the nexus for academia, industry, government, and support organizations." – Laura Butcher, Key insights • • Executive Director 1/25/09 How Social Networks Are Growing In Healthcare 13
Slide 14: Copyrighted material Case Studies: Patient Community Highlights • • • • People with terminal illnesses share information to improve quality and length of life ALS, HIV/AIDS, MS, Parkinson's, PTSD, Bipolar... Enables members to quantify all aspects of treatment Since patients provide specific information, the site is actionable, life-changing Debunks the assumption that people will not disclose personal health information Patientslikeme adds value by asking member questions to make data more valuable and actionable The structure enables patients to create valuable information—for themselves and research “‘Terminal illness’ will apply to a greater portion of the population, with the growth of genetic data. What if people could share information about their health to improve the lives of community members?” – Ben Heywood, Key insights • • • Co-Founder 14 1/25/09 How Social Networks Are Growing In Healthcare
Slide 15: Copyrighted material Case Studies: Physician Community Highlights • • • • • • • Community lets often-isolated U.S. doctors advise each other on any aspect of care, anonymously Medicine as it is really practiced Offers pharma and government clients limited access to interactions Explicitly leverages word of mouth ”Wisdom of crowds" MDs rate responses Aggregates and qualifies advice via specialists' opinions Harnesses wisdom of crowds to enable MDs to ask questions without embarrassment Significantly extends MD knowledge “The community generates ‘heat maps’ around different subject areas or ideas. This is valuable information to our clients.” Key insights • • – Daniel Palestrant, M.D., Founder 1/25/09 How Social Networks Are Growing In Healthcare 15
Slide 16: Copyrighted material Case Studies: Explanation of Benefits What Happens People find each other, relate and collaborate much more easily Why It Happens * Web 2.0 tools enable but users create own paths based on workstreams Combine professional/personal: create relationships, leverage into business Usage expands virally, inexpensively.. tools are social and fun to use Efficiency of sharing increases geometrically Enables intelligent crowds and communities to form and grow Proprietary solutions: impose process on users Tools built for social metainformation, which is key in service businesses One-click sharing adds value to each user—reused by 1000s: tagging, RSS One-click, in-workstream comments that quickly, emergently vet content 1/25/09 How Social Networks Are Growing In Healthcare 16
Slide 17: Copyrighted material Action Steps: Web 2.0 Adoption Roadmap Phase I: Preparation 2005-2008 • Security/legal diligence • Study user experience • Learn from employees/ external thought leaders • Push wikis/blogs on customer-facing projects • Create interest groups • Engage clients • Manage expectations Phase II: Buildout, Scaling 2007-2012 • Launch client-centric ventures – Threadless Phase III: Transformation 2010-2015 • Sponsor client-led business ventures • Clients lead innovation – Develop new businesses, offerings • Fit with other processes • Visible partnerships with external customerled businesses • Customers involved in innovation – Develop new offerings – Service offerings Client-informed 1/25/09 Client-involved How Social Networks Are Growing In Healthcare Client-led 17
Slide 18: Copyrighted material Action Steps: 2009 Plans for Healthcare Organizations • Assess & plan – Create Web 2.0/social network strategy that aligns business goals with emerging Web 2.0 capabilities – Engage businesses that will drive largest tactical benefits with emergent, cross-boundary collaboration • Act – Create programs that leverage employees who are active networkers, bloggers, vloggers and podcast contributors – Pilot social networks, forums, blogs and community spaces • Clients, partners and your organization’s businesses – Co-create plans to engage clients in open group interaction – Launch programs to leverage relevant public social networks – Aggressively pursue using social networks for recruiting 1/25/09 How Social Networks Are Growing In Healthcare 18
Slide 19: Copyrighted material Action Steps: 2009 Opportunities for Healthcare Organizations • Hospitals: community for professionals – Practitioners are frustrated by inefficient bureaucracy that interferes with their ability to treat people – Let them share numerous tips on all aspects of running their practices, including fixes for billing and other admin snafus • Hospitals: deploy wikis for patient-facing representatives – They create/maintain a wikipedia of online help for each other, training and mentoring… – Explore collaboration with patients and payors • Payers/Hospitals: medical billing social network – Patients present problems, and other patients, hospital and payer representatives advise them – Revenue by sponsorship, significant publicity • Hospitals: use Twitter to enhance communications – Patients, families, select hospital/admin/professional staff 19 1/25/09 How Social Networks Are Growing In Healthcare
Slide 20: Copyrighted material Action Steps: Q&A • Contact information – Christopher S. Rollyson, Managing Director, CSRA – chris@rollyson.net or +1.312.925.1549 • Health 2.0 thought leadership – – – – – – – The U.S. Healthcare System: Can This Patient Be Saved? CDC Web 2.0 Case Study Pfizer Enterprise 2.0 Case Study Mayo Clinic Web 2.0 case study Sermo Web 2.0 case study Healthcare Rating Disruptors Case Study http://globalhumancapital.org/plugin/tag/healthcare • The Social Network Roadmap – Framework for adopting aggressively by mitigating risk – http://socialnetworkroadmap.com 1/25/09 How Social Networks Are Growing In Healthcare 20