De bronkart osu panel 2011 10-7
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Transcript of De bronkart osu panel 2011 10-7
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The ability to create valuein healthcare
depends on accessto information
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• Milisa– When started ER EMR docs said “my pts
are going to hate this”• Kathryn Teng – Cleveland Clinic
– SocMed instead of health fairs
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True storiesof value arisingin social media
4• My kidney cancer• Monique’s painful side
effect• Robin’s Cushing’s med• Facebook brings vital
information
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Stage IV, Grade 4
Renal Cell Carcinoma
?
What do you do when you’re diagnosed
with...
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“My doctor prescribed ACOR”
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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
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Radical Proposition 1
Genuine value in healthcarecan and does arisefrom people with
no medical training.
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“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.”
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“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.”
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Today, because of the Web, patients can connect to
information and to each other (and other
doctors)
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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
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Cluetrain Manifesto, 1999:
“Markets are Conversations”30 years ago the “marketing funnel” was this:
(Graphics by Forrester)
Today’s buyer progresses like
this:
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• 75% of USadults areonline
• 80% of themlook forhealth info
• That’s 60%of US adults– A filibuster-proof majority
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Radical Proposition 2
“The people on ACOR
don’t need our help
and they don’t need our
permission.”
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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”
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The ability to create valuein healthcare
depends on accessto information
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The internetchanges everything.
Transformation