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Connected Vitality -
                      The Rise of the
                   Empowered Consumer



                       HealthCampRDU Durham, NC - May 14, 2010
Friday, May 14, 2010
Connected Vitality -
                      The Rise of the
                   Empowered Consumer
                                     Mark Scrimshire
                           Director, Internet Channel Strategy




                       HealthCampRDU Durham, NC - May 14, 2010
Friday, May 14, 2010
@ekivemark                                              #HealthCamp




                                  mscrimshire@gmail.com

             http://healthca.mp
Friday, May 14, 2010
@ekivemark                                             @ekivemark
                                                         #HealthCamp


                       The views expressed here are
                        my own and don't necessarily
                             represent the positions,
                                strategies or opinions
                                          of CareFirst




             http://healthca.mp
Friday, May 14, 2010
@ekivemark
                            Houston,
                       we have a problem...




                                              nasa.gov

Friday, May 14, 2010
@ekivemark


                       “NO ONE IS HAPPY WITH THE
                         AMERICAN HEALTH-CARE
                       EXPERIENCE TODAY. IT IS AN
                          EXPENSIVE, COMPLEX
                        SYSTEM TO WHICH PEOPLE
                          RESORT ONLY WHEN A
                          PROBLEM HAS GROWN
                             THREATENING.“
                                        BUSINESSWEEK




Friday, May 14, 2010
@ekivemark                                                             South America

                 We are not getting any younger The Ch
                                             1980                                                         2025
                                  Male            Age            Female                        Male            Age            Female
                                                  80+                                                          80+
                                                 75-79                                                        75-79
                                                 70-74                                                        70-74
                                                 65-69
                                                 60-64
                                                 55-59
                                                                                                              65-69
                                                                                                              60-64
                                                                                                              55-59
                                                                                                                                                                 Region
                                                 50-54
                                                 45-49
                                                                                                              50-54
                                                                                                              45-49
                                                                                                                                                                 Structu
                                                 40-44                                                        40-44
                                                 35-39                                                        35-39
                                                 30-34                                                        30-34
                                                                                                                                           The term
ulation                                          25-29
                                                 20-24
                                                 15-19
                                                                                                              25-29
                                                                                                              20-24
                                                                                                              15-19
                                                                                                                                           transition
                                                 10-14
                                                  5-9
                                                                                                              10-14
                                                                                                               5-9                         gradual p
ucture:                 20   15    10    5   0
                                                  0-4
                                                         0   5     10     15   20    20   15    10    5   0
                                                                                                               0-4
                                                                                                                      0   5     10   15 20
                                                                                                                                           whereby
                                                                                                                                           moves fro
0 and                                                                                                                                      of high ra
5                                                                         North America                                                    and mort
 ions)                                                                                                                                     low rates.
                                             1980                                                         2025                             is charac
                                  Male                           Female                        Male                           Female
                                                  Age
                                                  80+
                                                                                                               Age
                                                                                                               80+
                                                                                                                                           declines
                                                 75-79
                                                 70-74
                                                                                                              75-79
                                                                                                              70-74
                                                                                                                                           childhood
                                                 65-69
                                                 60-64
                                                                                                              65-69
                                                                                                              60-64
                                                                                                                                           infectious
                                                 55-59                                                        55-59                        diseases




                                                                                                                                         Source: Census Bureau
                                                 50-54                                                        50-54
                                                 45-49
                                                 40-44
                                                                                                              45-49
                                                                                                              40-44
                                                                                                                                           Whole po
                                                 35-39
                                                 30-34
                                                                                                              35-39
                                                                                                              30-34
                                                                                                                                           begin to a
                                                 25-29
                                                 20-24
                                                                                                              25-29
                                                                                                              20-24
                                                                                                                                           fertility ra
                                                 15-19
                                                 10-14
                                                                                                              15-19
                                                                                                              10-14
                                                                                                                                           and mort
                                                  5-9
                                                  0-4
                                                                                                               5-9
                                                                                                               0-4
                                                                                                                                           all ages i
                        20   15    10    5   0           0   5     10     15   20    20   15    10    5   0           0   5     10   15 20 Successiv
                                                                               Millions                                                    may even
                                                 Central America and the Caribbean                                                         smaller a
             Changing age                    distribution drives up cost by2025
                                              1980
                                                                                  22%                                         per person for N
                                                                                                                                           seen
                                                                                                                                           in 1980.
                                  Male            Age            Female                        Male            Age            Female
 Friday, May 14, 2010                                                                                                                      declines
@ekivemark                                                       South America

                 We are not getting any younger The Ch
                                               1980                                                2025
                                   Male          Age       Female                      Male          Age              Female
                                                 80+                                                 80+
                                                75-79                                               75-79
                                                70-74                                               70-74


                                  $9,000
                                                65-69
                                                60-64
                                                55-59
                                                                                                    65-69
                                                                                                    60-64
                                                                                                    55-59
                                                                                                                                                       Region
                                  $7,500
                                                50-54
                                                45-49
                                                                                                    50-54
                                                                                                    45-49
                                                                                                                                                       Structu
                                                40-44                                               40-44
                                  $6,000        35-39                                               35-39
                                                30-34                                               30-34
                                                                                                                                    The term
ulation                           $4,500        25-29
                                                20-24
                                                                                                    25-29
                                                                                                    20-24
                                                                                                                                    transition




                                                                                                             Source: Kaiser
                                                15-19                                               15-19
                                  $3,000        10-14                                               10-14
                                                                                                                                    gradual p
                                                 5-9                                                 5-9
                                  $1,500                                                                                            whereby
ucture:                 20   15     10    5  0
                                                 0-4
                                                       0     5   10   15    20      20    15 10    5
                                                                                                     0-4
                                                                                                        0       0    5   10   15 20
                                       $0                                                                                           moves fro
0 and                                  Under 5           5 - 17     18 - 24        25 - 44      45 - 64           65+               of high ra
5                                                                    Annual Spend Per Person
                                                                      North America                                                 and mort
 ions)                                                                                                                              low rates.
                                               1980                                                     2025                        is charac
                                   Male                        Female                        Male                      Female
                                                  Age
                                                  80+
                                                                                                           Age
                                                                                                           80+
                                                                                                                                    declines
                                                 75-79
                                                 70-74
                                                                                                          75-79
                                                                                                          70-74
                                                                                                                                    childhood
                                                 65-69
                                                 60-64
                                                                                                          65-69
                                                                                                          60-64
                                                                                                                                    infectious
                                                 55-59                                                    55-59                     diseases




                                                                                                                               Source: Census Bureau
                                                 50-54                                                    50-54
                                                 45-49
                                                 40-44
                                                                                                          45-49
                                                                                                          40-44
                                                                                                                                    Whole po
                                                 35-39
                                                 30-34
                                                                                                          35-39
                                                                                                          30-34
                                                                                                                                    begin to a
                                                 25-29
                                                 20-24
                                                                                                          25-29
                                                                                                          20-24
                                                                                                                                    fertility ra
                                                 15-19
                                                 10-14
                                                                                                          15-19
                                                                                                          10-14
                                                                                                                                    and mort
                                                  5-9
                                                  0-4
                                                                                                           5-9
                                                                                                           0-4
                                                                                                                                    all ages i
                        20   15     10    5    0       0     5   10   15    20      20    15 10    5    0       0    5   10   15 20 Successiv
                                                                             Millions                                               may even
                                                         Central America and the Caribbean                                          smaller a
             Changing age                     distribution drives up cost by2025 per person for N
                                               1980
                                                                                                             22%                    seen
                                                                                                                                    in 1980.
                                   Male           Age          Female                        Male          Age         Female
 Friday, May 14, 2010                                                                                                               declines
@ekivemark

                       Rising Health Care Costs
     $12,000
                                                                                                                                                                       18.0%


       $9,000
                                                                                                                         %GDP                                          17.0%


                                                                                                                                                                       16.0%
       $6,000




                                                                                                                                                             $11,907
                                                                                                $ 7,421
                                                                                                                                                                       15.0%


       $3,000                                                                                                                                                          14.0%


                                                                                                                                                                        13.0%
                                                                                                                    2013 2014 2015 2016
                                                                                      2007 2008 2009 2010 2011 2012
                                1999    2000     2001    2002     2003 2004 2005 2006
                1997    1998                                                                   Actual Health Expenditure as percentage of Gross Domestic Product
                   Actual Health Expenditure Per Capita
                   Projected Health Expenditure Per Capita



                                                                             ... But this is only half the story
                                     Source: Centers for Medicare and Medicaid Services, Office of the Actuary, National Health Statistics Group

Friday, May 14, 2010
@ekivemark

                       Wellness Pyramid




                       Pop
                           ulat
                                ion

Friday, May 14, 2010
@ekivemark

                       Wellness Pyramid




                                      Ca
                                        re

                                             M
                                              an
                                                 ag
                                                   e
                                                       Pr
                                                         ev
                                                           en
                                                           t
                       Pop
                           ulat                ing
                                ion       p end
                                         S
Friday, May 14, 2010
@ekivemark


                       Does this look like home?


                             Is the
                             Patient Centered Medical Home
                                               a misnomer?




Friday, May 14, 2010
@ekivemark


                       Does this look like home?


                             Is the
                             Patient Centered Medical Home
                                               a misnomer?


                               Consumer Care
                                 Continuum

Friday, May 14, 2010
@ekivemark


                                  Does this look like home?


                                        Is the
                                        Patient Centered Medical Home
                                                          a misnomer?
                     Ambulatory




                                          Consumer Care
         Inpatient




                                              Self Managed
                                            Continuum

Friday, May 14, 2010
Welcome to the
                        Primary Care
                       Medical Home
Friday, May 14, 2010
@ekivemark




                                                Consumers
                                  are still kept in the dark
             http://healthca.mp                 Joachim @ daysoff.wordpress.com
Friday, May 14, 2010
@ekivemark




                           HIPAA
                       is a challenge


Friday, May 14, 2010
@ekivemark




                       “F
                          indt
                                 he
                                    Crac
                                        k”


Friday, May 14, 2010
@ekivemark




 It is up to...               O U
                         Y



                       Check out http://bit.ly/fightDPS
Friday, May 14, 2010
“Your
                       Medical Information
                        is Currency You
                        Can Trade With”

Friday, May 14, 2010
@ekivemark

                         We have to
                       empower vitality


                                     Clo Loop
                                     the
                                        sin
                                            g



                       in a world where the Patient is the Integrator
Friday, May 14, 2010
@ekivemark

                   How Do We Trigger That Leap
                        of Engagement?




                                             Baldface Lodge

Friday, May 14, 2010
@ekivemark

        An ultra compact Web 2.0 definition....




            Web 2.0 = (Me + You )                n US




             http://healthca.mp
Friday, May 14, 2010
@ekivemark              @ekivemark




                       Laziness
Friday, May 14, 2010
@ekivemark




WIFM@ekivemark         http://healthca.mp
Friday, May 14, 2010
@ekivemark




    @ekivemark
Friday, May 14, 2010
                       Competitiveness
                                    http://healthca.mp
@ekivemark




                          10 US
      Health 2.0 = (Me + MD )




Friday, May 14, 2010
@ekivemark




Friday, May 14, 2010
@ekivemark




  Take advantage of
  the growing PHR ecosystem
Friday, May 14, 2010
@ekivemark

                       Technology is evolving quickly




                                     O.D.L.


                           Observations of Daily Living

Friday, May 14, 2010
@ekivemark

                       The Future is a world of


                          PHR           ODL

                                              Personalized
                                                   Sensors,
                                  API           Filters and
                                                Semantics
Friday, May 14, 2010
@ekivemark




                       “Use simple tools to
                         do great things”


             http://healthca.mp
Friday, May 14, 2010
@ekivemark
  @ekivemark




                       The future is mobile

Friday, May 14, 2010
@ekivemark

         Don’t underestimate the
         power of a simple text...




Friday, May 14, 2010
@ekivemark

         Don’t underestimate the
         power of a simple text...



                                     BP 135/83-62
                                     Feeling Good




Friday, May 14, 2010
@ekivemark

         Don’t underestimate the
         power of a simple text...



                                       Did you take
                                      BP 135/83-62
                                     your medication?
                                      Feeling Good
                                       Reply Y or N



Friday, May 14, 2010
@ekivemark

         Don’t underestimate the
         power of a simple text...



                                       Did you take
                                       Open Mobile
                                      BP 135/83-62
                                     your medication?
                                     Health Exchange
                                      Feeling Good
                                       Reply Y or N
                                         (OMHE)



Friday, May 14, 2010
@ekivemark
                       Everything is becoming
                             connected




Friday, May 14, 2010
@ekivemark
                           Independently
                           Aging in Place

                       • Ingestible Sensors
                       • Personal Monitoring Services
                       • Online Care



Friday, May 14, 2010
@ekivemark

  Expect an explosion of                       Health
                                             Applications
                                                            Twitter


  solutions                     Health
                              Applications

                                               Health
                                                            Facebook
                                             Applications

                                Health
                              Applications

                                               Health
                                                            Monitors
                                             Applications


                                Health
                              Applications
                                               Health       Mobile
                                             Applications   Devices
                  EMR   EHR



Friday, May 14, 2010
@ekivemark

  Untethered PHRs will                         Health
                                             Applications
                                                            Twitter


  be a data conduit             Health
                              Applications

                                               Health
                                                            Facebook
                                             Applications

                                Health
                              Applications

                                               Health
                                                            Monitors
                                             Applications


                                Health
                              Applications
                                               Health       Mobile
                                             Applications   Devices
                  EMR   EHR



Friday, May 14, 2010
@ekivemark
        Patients are doing it for themselves
                            “D keasODL
                            swam 2 miles in 60 minutes”
                            “#mydiet food spaghetti pasta
                       40

                            with sauce lunch small
                       40


                            homemade #keas”
                        4



                            “D keasODL 120/80 p60”




Friday, May 14, 2010
@ekivemark
                               Tap in to Health
                               Self Management
                  Ambulatory
      Inpatient




                                     Self Managed




Friday, May 14, 2010
@ekivemark
                                  Tap in to Health
                                  Self Management
                  Ambulatory
      Inpatient




                                           Self Managed




                                           Mobile         ODLs
                                           Devices
                               Reminders

           EHR                                 PHR



Friday, May 14, 2010
@ekivemark
      Openness is the
        new tie-in




            and must be bi-directional
Friday, May 14, 2010
A light at •   Embrace the PHR
                    the end of      •   Engage the Patient
               the tunnel
                                   •     Use their measurements


Friday, May 14, 2010
                                   •       Bi-directional data flows estaesmivida.net/
Mark Scrimshire
                             Director, Internet Channel Strategy




                          e: mscrimshire@gmail.com
               o: +1.410.998.4857          t/a/s: @ekivemark

                         http://www.slideshare.net/ekivemark
             http://healthca.mp
Friday, May 14, 2010

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Connected Vitality and the Empowered Consumer

  • 1. Connected Vitality - The Rise of the Empowered Consumer HealthCampRDU Durham, NC - May 14, 2010 Friday, May 14, 2010
  • 2. Connected Vitality - The Rise of the Empowered Consumer Mark Scrimshire Director, Internet Channel Strategy HealthCampRDU Durham, NC - May 14, 2010 Friday, May 14, 2010
  • 3. @ekivemark #HealthCamp mscrimshire@gmail.com http://healthca.mp Friday, May 14, 2010
  • 4. @ekivemark @ekivemark #HealthCamp The views expressed here are my own and don't necessarily represent the positions, strategies or opinions of CareFirst http://healthca.mp Friday, May 14, 2010
  • 5. @ekivemark Houston, we have a problem... nasa.gov Friday, May 14, 2010
  • 6. @ekivemark “NO ONE IS HAPPY WITH THE AMERICAN HEALTH-CARE EXPERIENCE TODAY. IT IS AN EXPENSIVE, COMPLEX SYSTEM TO WHICH PEOPLE RESORT ONLY WHEN A PROBLEM HAS GROWN THREATENING.“ BUSINESSWEEK Friday, May 14, 2010
  • 7. @ekivemark South America We are not getting any younger The Ch 1980 2025 Male Age Female Male Age Female 80+ 80+ 75-79 75-79 70-74 70-74 65-69 60-64 55-59 65-69 60-64 55-59 Region 50-54 45-49 50-54 45-49 Structu 40-44 40-44 35-39 35-39 30-34 30-34 The term ulation 25-29 20-24 15-19 25-29 20-24 15-19 transition 10-14 5-9 10-14 5-9 gradual p ucture: 20 15 10 5 0 0-4 0 5 10 15 20 20 15 10 5 0 0-4 0 5 10 15 20 whereby moves fro 0 and of high ra 5 North America and mort ions) low rates. 1980 2025 is charac Male Female Male Female Age 80+ Age 80+ declines 75-79 70-74 75-79 70-74 childhood 65-69 60-64 65-69 60-64 infectious 55-59 55-59 diseases Source: Census Bureau 50-54 50-54 45-49 40-44 45-49 40-44 Whole po 35-39 30-34 35-39 30-34 begin to a 25-29 20-24 25-29 20-24 fertility ra 15-19 10-14 15-19 10-14 and mort 5-9 0-4 5-9 0-4 all ages i 20 15 10 5 0 0 5 10 15 20 20 15 10 5 0 0 5 10 15 20 Successiv Millions may even Central America and the Caribbean smaller a Changing age distribution drives up cost by2025 1980 22% per person for N seen in 1980. Male Age Female Male Age Female Friday, May 14, 2010 declines
  • 8. @ekivemark South America We are not getting any younger The Ch 1980 2025 Male Age Female Male Age Female 80+ 80+ 75-79 75-79 70-74 70-74 $9,000 65-69 60-64 55-59 65-69 60-64 55-59 Region $7,500 50-54 45-49 50-54 45-49 Structu 40-44 40-44 $6,000 35-39 35-39 30-34 30-34 The term ulation $4,500 25-29 20-24 25-29 20-24 transition Source: Kaiser 15-19 15-19 $3,000 10-14 10-14 gradual p 5-9 5-9 $1,500 whereby ucture: 20 15 10 5 0 0-4 0 5 10 15 20 20 15 10 5 0-4 0 0 5 10 15 20 $0 moves fro 0 and Under 5 5 - 17 18 - 24 25 - 44 45 - 64 65+ of high ra 5 Annual Spend Per Person North America and mort ions) low rates. 1980 2025 is charac Male Female Male Female Age 80+ Age 80+ declines 75-79 70-74 75-79 70-74 childhood 65-69 60-64 65-69 60-64 infectious 55-59 55-59 diseases Source: Census Bureau 50-54 50-54 45-49 40-44 45-49 40-44 Whole po 35-39 30-34 35-39 30-34 begin to a 25-29 20-24 25-29 20-24 fertility ra 15-19 10-14 15-19 10-14 and mort 5-9 0-4 5-9 0-4 all ages i 20 15 10 5 0 0 5 10 15 20 20 15 10 5 0 0 5 10 15 20 Successiv Millions may even Central America and the Caribbean smaller a Changing age distribution drives up cost by2025 per person for N 1980 22% seen in 1980. Male Age Female Male Age Female Friday, May 14, 2010 declines
  • 9. @ekivemark Rising Health Care Costs $12,000 18.0% $9,000 %GDP 17.0% 16.0% $6,000 $11,907 $ 7,421 15.0% $3,000 14.0% 13.0% 2013 2014 2015 2016 2007 2008 2009 2010 2011 2012 1999 2000 2001 2002 2003 2004 2005 2006 1997 1998 Actual Health Expenditure as percentage of Gross Domestic Product Actual Health Expenditure Per Capita Projected Health Expenditure Per Capita ... But this is only half the story Source: Centers for Medicare and Medicaid Services, Office of the Actuary, National Health Statistics Group Friday, May 14, 2010
  • 10. @ekivemark Wellness Pyramid Pop ulat ion Friday, May 14, 2010
  • 11. @ekivemark Wellness Pyramid Ca re M an ag e Pr ev en t Pop ulat ing ion p end S Friday, May 14, 2010
  • 12. @ekivemark Does this look like home? Is the Patient Centered Medical Home a misnomer? Friday, May 14, 2010
  • 13. @ekivemark Does this look like home? Is the Patient Centered Medical Home a misnomer? Consumer Care Continuum Friday, May 14, 2010
  • 14. @ekivemark Does this look like home? Is the Patient Centered Medical Home a misnomer? Ambulatory Consumer Care Inpatient Self Managed Continuum Friday, May 14, 2010
  • 15. Welcome to the Primary Care Medical Home Friday, May 14, 2010
  • 16. @ekivemark Consumers are still kept in the dark http://healthca.mp Joachim @ daysoff.wordpress.com Friday, May 14, 2010
  • 17. @ekivemark HIPAA is a challenge Friday, May 14, 2010
  • 18. @ekivemark “F indt he Crac k” Friday, May 14, 2010
  • 19. @ekivemark It is up to... O U Y Check out http://bit.ly/fightDPS Friday, May 14, 2010
  • 20. “Your Medical Information is Currency You Can Trade With” Friday, May 14, 2010
  • 21. @ekivemark We have to empower vitality Clo Loop the sin g in a world where the Patient is the Integrator Friday, May 14, 2010
  • 22. @ekivemark How Do We Trigger That Leap of Engagement? Baldface Lodge Friday, May 14, 2010
  • 23. @ekivemark An ultra compact Web 2.0 definition.... Web 2.0 = (Me + You ) n US http://healthca.mp Friday, May 14, 2010
  • 24. @ekivemark @ekivemark Laziness Friday, May 14, 2010
  • 25. @ekivemark WIFM@ekivemark http://healthca.mp Friday, May 14, 2010
  • 26. @ekivemark @ekivemark Friday, May 14, 2010 Competitiveness http://healthca.mp
  • 27. @ekivemark 10 US Health 2.0 = (Me + MD ) Friday, May 14, 2010
  • 29. @ekivemark Take advantage of the growing PHR ecosystem Friday, May 14, 2010
  • 30. @ekivemark Technology is evolving quickly O.D.L. Observations of Daily Living Friday, May 14, 2010
  • 31. @ekivemark The Future is a world of PHR ODL Personalized Sensors, API Filters and Semantics Friday, May 14, 2010
  • 32. @ekivemark “Use simple tools to do great things” http://healthca.mp Friday, May 14, 2010
  • 33. @ekivemark @ekivemark The future is mobile Friday, May 14, 2010
  • 34. @ekivemark Don’t underestimate the power of a simple text... Friday, May 14, 2010
  • 35. @ekivemark Don’t underestimate the power of a simple text... BP 135/83-62 Feeling Good Friday, May 14, 2010
  • 36. @ekivemark Don’t underestimate the power of a simple text... Did you take BP 135/83-62 your medication? Feeling Good Reply Y or N Friday, May 14, 2010
  • 37. @ekivemark Don’t underestimate the power of a simple text... Did you take Open Mobile BP 135/83-62 your medication? Health Exchange Feeling Good Reply Y or N (OMHE) Friday, May 14, 2010
  • 38. @ekivemark Everything is becoming connected Friday, May 14, 2010
  • 39. @ekivemark Independently Aging in Place • Ingestible Sensors • Personal Monitoring Services • Online Care Friday, May 14, 2010
  • 40. @ekivemark Expect an explosion of Health Applications Twitter solutions Health Applications Health Facebook Applications Health Applications Health Monitors Applications Health Applications Health Mobile Applications Devices EMR EHR Friday, May 14, 2010
  • 41. @ekivemark Untethered PHRs will Health Applications Twitter be a data conduit Health Applications Health Facebook Applications Health Applications Health Monitors Applications Health Applications Health Mobile Applications Devices EMR EHR Friday, May 14, 2010
  • 42. @ekivemark Patients are doing it for themselves “D keasODL swam 2 miles in 60 minutes” “#mydiet food spaghetti pasta 40 with sauce lunch small 40 homemade #keas” 4 “D keasODL 120/80 p60” Friday, May 14, 2010
  • 43. @ekivemark Tap in to Health Self Management Ambulatory Inpatient Self Managed Friday, May 14, 2010
  • 44. @ekivemark Tap in to Health Self Management Ambulatory Inpatient Self Managed Mobile ODLs Devices Reminders EHR PHR Friday, May 14, 2010
  • 45. @ekivemark Openness is the new tie-in and must be bi-directional Friday, May 14, 2010
  • 46. A light at • Embrace the PHR the end of • Engage the Patient the tunnel • Use their measurements Friday, May 14, 2010 • Bi-directional data flows estaesmivida.net/
  • 47. Mark Scrimshire Director, Internet Channel Strategy e: mscrimshire@gmail.com o: +1.410.998.4857 t/a/s: @ekivemark http://www.slideshare.net/ekivemark http://healthca.mp Friday, May 14, 2010