#Health3 Summarizing the conference

Live blogging from the 

Health 3.0: The Next Online Generation

 Conference in Orlando Florida.

Education of Employees and customers in use of Social Media is an essential component.

Health care is more than seeing your doctor for the annual checkup. It is about how we live and the legacy we leave behind.


#Health3 Panel discussion on risks in Social Media

Live blogging from the 

Health 3.0: The Next Online Generation

 Conference in Orlando Florida.

Here is the panel session outline: 

Panel Discussion: Health Plans and Social Media: The Barriers, Risks, Concerns, and Access Points for Future Trends
This panel will generate discussion around the barriers, risks, and concerns for utilizing social media and new technologies that allow health plans to access their patients. Focus of this discussion will lie on the opportunities to overcome these barriers and how various technologies can help. Members do not open up to their insurer about their conditions until they have to. How can health plans demonstrate good intentions and get members engaged for better health outcomes?

Mark Casazza (MC)
Director of Web Development

Mark Rogers (MR)

Roymi Membiela (RM)
Asst. VP Marketing & Public Relations

Mark Rogers (MR):  make sure you have effective policies about what should and shouldn’t be said in e-communications. Don’t assume you are anonymous on the internet.  

Don’t use abbreviations – there may not be a common understanding of the meaning.

We are starting to see social media and internet commentary from experts being used to support legal positions in court cases.

Q: @endogoddess. Is it a case of being truthful. 

(MR) Basically Yes.

Mark Casazza (MC): Challenged that Geisinger is growing beyond the geography of their clinics. This presents challenges. Many members don’t now see a Geisinger Doctor. They are challenged to integrate with many different (EMR) systems. Geisinger is know for their Medical Home model. They are looking to leverage this model on the web. Trust and Transparency is a huge issue. Be prepared to discuss policies in Social Media. Clinics have embraced social media, blogging and facebook etc. 

Partnership with DLife (DIabetes focus) has proved effective. “Cognitive behavioral therapy online. Of the 100 people involved – 75% got actively involved and really liked the program.

Roymi Membiela (RM): Monitor what competitors are saying about the industry and their own brand. You want to get involved in the conversation. Engagement in the conversation reduces the negative commentary.

IT was very technically competent but had no real capability in the social media sphere. We need to reach the Lifecasters.

Created an iPhone app. Pineapple, the logo for Baptist Health is the pineapple. the symbol for hospitality. The iPhone app is Pine.app. Baptist wanted to divert some traffic from ERs to Urgent Care Centers. Focus ERs on critical care. Pine.App shows real time wait times at Urgent Care Centers. Since launching they have seen a reduction of traffic in the ER. This has countered competitor claims about ER wait times.

Q: How to police the true Transparency in Social media. What can we do?

A: (RM) Educating employees on use of Social Media.  You may think you have multiple personae (Private and Professional) but you are one person.  

Q: What are top 3 legal objections to bringing in Social Media

A: (MR) Don’t engage one-on-one in a social media setting /  public forum. Still many Docs that engage with patients via unencrypted emails.  Don’t talk about patients in Social media. Set expectations – be transparent and make clear the responsibilities for ALL participants (include the members/patients).

Q: How do you engage in public forums where consumers can help each other

A: (MR) If you as a plan are monitoring and engaging then you may want to do that in a secure forum, otherwise stay out of the patient conversations.

Q: Do disclaimers help?

A: (MR)  Patient consent forms are helpful. Take people through a positive acknowledgement of their responsibilities. (RM) teaching employees about Social Media. (MC) Some organizations are presenting Terms and Conditions but also summarizing in simple terms what those terms say.

#Health3 My Navigating risk in #hcsm / mobile session and followed by mHealth Innovations by @endogoddess

Live blogging from the 
 Conference in Orlando Florida.

Here is my session outline: 

Understand and Navigate Risk and Exposure Associated with Social Media and Mobile Technology in Medical Information Exchange
Health Care organizations navigating the world of Social Media and Mobile Interaction with consumers have to tread carefully to avoid alienating their audience, upsetting regulators, and complying with changing legislation. In this session learn some approaches to minimize the risk and maximize the value from these new channels. In this session we will cover:

  • Keeping it simple, plan for the inevitable and learn from the trailblazers
  • Empowering your members and associates to think – it’s just another day
    and another channel
  • Putting the member/patient in charge of the information exchange

Mark Scrimshire
Director of Internet Channel Strategy

My presentation has been posted to Slideshare: 

I was followed by a fascinating example of mHealth by Dr. Jennifer Dyer (@endogoddess):

How to Use mHealth Innovations to Improve Health Outcomes and ‘Cut the Cost Curve’ for Patients with Diabetes
Learn about a successful mhealth case study in the pediatric endocrinology clinic at Nationwide Children’s Hospital in Columbus, Ohio that used weekly SMS texting to improve health outcomes and insulin adherence in teens with type 1 diabetes. Discussions include practical theories of behavior change associated with texting such as improved patient engagement and how such patient engagement defines the evidenced-based standard of care for quality diabetes care. The bolus-reminder iphone app developed by Dr. Dyer to both automate and personalize the text messages for optimizing insulin adherence will be demonstrated. Cost-curve savings and analysis will be applied as well as practical examples of how mhealth can fit into the physician workflow. Lack of physician reimbursement is discussed as a current barrier to the growth of such cost-saving innovations. Learning objectives:

  • Define mhealth
  • Define patient engagement and health behavior changes through the use of mobile phones
  • Review significant morbidity savings and rehospitalization savings with increased patient engagement
  • Discuss how mobile health applications can fit into a physician’s workflow
  • Physician reimbursement for communications time: current mhealth barrier

Jennifer Shine Dyer MD, MPH
The Ohio State University, Nationwide Children’s Hospital

Great presentation from @endogoddess on the use of text messages and Applications to reduce the cost of Diabetes management.

Text messaging provides greater adherence at a greatly reduced cost.

#Health3 Redesigning Finding a Provider

Live blogging from the 

Health 3.0: The Next Online Generation

 Conference in Orlando Florida.

Here is the session outline: 

Enhance the Membership Portal to Ease Online Billing and Provider Finding
Lifestyle and technological changes are creating the expectation and demand for instant access to information from anywhere in the world. In this changing environment, it’s important for health plans to be able to provide members with online services that delivers intelligent decision support in finding a provider. The question becomes less about should health plans provide this level of access, but more about how can we deliver these services via online & mobile channels in such a way that is intuitive and reduces costs while increasing member satisfaction and health plan loyalty. In this strategy and case study, participants will:

  • Clarify what today’s membership needs are in a web 3.0/mobile connected
  • Examine performance metrics and usage behavior of finding a provider
    anywhere-type services
  • Explore improvements in customer loyalty

Eskander Matta
Vice President Business Transformation & eBusiness

Find a Provider Redesign

Online banking and retail sites are leading consumer expectations for delivery of secure sensitive data online.
Users expect to access information quickly and easily

– Real time access
– Available and easy to understand
– Comprehensive
– Intuitive design

The term “Provider” is hotly debated inside the company. Should it be “Doctor” or “Physician”? Provider is an insider term. Cigna doesn’t use the term provider.

Physician Finder is the most heavily used application on Health Plan sites.
137,000 visits per month. 3 Million searches per year.

29% of members surveyed rated the feature as Poor – citing navigation and search as primary pain points. Despite the poor results the competitive analysis put the feature as a leader in functionality. ie. Do a lot but hard to use.

In revamping the Find a Provider feature they aimed for:
– Easier and faster searches
– Redesign format in a concise space above fold
– Provide more guidance for visitors
– Make data on doctor profiles easier to find.

Agile development methodology used to deliver incremental product features and enhancements.

Lessons Learned: 
– Look outside the industry
– More features doesn’t necessarily mean better experience
– Ongoing customer research
– User Centered Design
– Agile development results in faster, better, cheaper results.

#Health3 Create Cost Transparency

Live blogging from the 

Health 3.0: The Next Online Generation Conference in Orlando Florida.

Here is the session outline: 

Create Cost Transparency: Innovative Technology Health Plans Can Implement to Lower Costs and Increase Consumer Purchasing Involvement
This session will provide answers for health plans searching for solutions that will make payment options, transactions, and billing methods more transparent for the consumer. Clarifying health care costs has proven to lead to higher-quality, lower-cost health care and increased patient involvement in buying health care. In this session, you will specifically learn:

  • Proven results of cost transparency
  • Strategies applicable to health plans for better health savings and outcomes

Vicki Whichard
Dir Consumer Driven Health Plans

HSA Bank integrated in to BCBSSC Portal with Single Sign On.
No PHI/PCI is traded between BCBSSC and HSA Bank. Transactions are dealt with in real time. Credit card information is not stored.
Member signs up for HSA program and it does automatic payment from the debit card in the portal. One advantage is a history of receipts for payments made.

Information also goes to Mobile application.

Members: Tools for integrated quality, personalized cost benefit info and purchasing involvement.
Strategic Accounts: Helps promote move to Consumer Driven Health Plans and value added service to employees.
BCBSSC: Essential component of overall corporate transparency strategy and provides a competitive advantage.

#Health3 Drive Engagement and Change Behavior for Wellness and Care Management

Live blogging from the 

Health 3.0: The Next Online Generation Conference in Orlando Florida.

Here is the session outline: 

How Health Plans Use an Integrated Tailored Online
Strategy to Drive Engagement and Change Behavior for
Wellness and Care Management
Member engagement and motivation are key to wellness prevention and care management. This session will demonstrate how health plans can improve member health through the utilization of online health assessments, digital coaching, member health profiles, social networking and targeted messages. In this discussion you will also learn:

  • How a health plan developed an integrated online strategy to increase
    member engagement and produce outcomes
  • Integration of online components with wellness and care management
    products and customer tailored solutions
  • Using solution analytic models to create savings and ROI on customer
    tailored solutions

Cindy Bjorkquist, MS
Director of Wellness and Care Management Consulting

Categories of people online: Observer, Joiner, Gatherer, Commentator, Producer

BCBSMI wanted an integrated strategy.

BCBSMI: 4M members, $10B paid annually to providers, 100M inquiries annually from customers and providers, 30,000 providers and 150 hospitals.

Integrated Model: healthybluechoices.
Embrace total health: Providers are a key element. Incent them to get and keep members healthy.
Consultative tailoring process to match client to interactive strategy: Listen, Propose, Tailor, Deliver, Measure, Report.

Employers want soulutions: Customized and Personal.
100% engagement – not just the sick people.
Incentives – Prompt engagement – Leads to Behavior Change.

“Engage” Online Platform (partnership with Staywell Custom Communications)
– Personalized Platform
– Prioritized Digital Coaching Interventions
– Scalability
– Interventions that deliver results.

Personalized, even down to relevant images to match member profile.
Health Assessment is embedded in the portal. 
Coaching interventions – Wellness and Chronic Conditions.

BCBSM gives employers Lost Productivity estimates.

Weight Loss Program Participants: 65% lost weight

Physician Qualification Process. Form taken to doctor to do labs. Doctor submits form to BCBSM and they load in to the portal. Physician gets the results of the labs. This also enhances the member physician relationship.

Healthy Blue Incentives: Higher copay and deductibles if non-compliant. On this plan 79-85% of plan members are compliant and receive the lower co-pays and deductible benefits.
The latest product is Healthy Blue Outcomes. A plan that rewards members for health outcomes.

Maximum ROI does not lead to maximum savings. Expanding to large penetration of engagement leads to lower ROI but higher Gross savings through increased engagement.

BCBSM has a social presence. AHealthierMichigan.org. 2FTEs blogging. Facebook and Twitter presence.