ePatientConnections2009 Health Content for ePatients

Publishing for e-Patients

Janice McCallumE-Patient Connections 2009October 27, 2009Philadelphia, [email protected]

Health Content AdvisorsInfoCommerce Group Inc.

E-Patient Connections 2009 October 26-27, 2009

e-Patients Increase Supply & Demand for Health Content

D ↑ e-patients are Web-savvy and aware of online sources, but often hit pay walls and other hurdles when seeking medical research info.

S ↑ Electronic records provide hugely expanded universe of outcomes and transactions data (tests and test results, Rx fulfillment, patient history, payment records)

S ↑ IT plays fundamental role in transforming production & consumption of health content. Over time, IT drives down cost of once pricey assets & expertise.

Janice McCallumHealth Content Advisors

E-Patient Connections 2009 October 26-27, 2009

What is Health Content?

• Health Content Advisors (HCA) is a division of InfoCommerce Group (ICG), a consulting group that provides strategic market analysis and business model optimization services to B2B publishers with emphasis on “data” publishers. HCA provides same services to entire “health content” industry.

• Our definition on “health content” includes all content produced by all health industry stakeholders: (more next slide)

• Effect of IT on health industry will lead to an avalanche of new data sources that can serve as raw data for new information tools. Challenge rests on turning all that data into reliable, usable information, or what we refer to as “data that do stuff”.

Janice McCallumHealth Content Advisors

Janice McCallum Health Content AdvisorsE-Patient Connections 2009 October 26-27, 2009

Research InstitutionsArticles, conf. presos.

Pharma Clinical Trials, Drug Info

Medical Communications Agencies

Search Engines, Text Mining/Analytics,

Aggregators

Librarians, PatientAdvocates,

Patient Navigators

Payers, Pharma

Patients, Consumers

Physicians, CliniciansResearchers

Payers Insurance, Employers, CMS/govt

Pharma, Biotech, Devices

Providers Hospitals, clinics

Payers

Providers Directory info

Patients User-generated, PHRs

Publishing/Media Companies

Health and Life SciencePublishers

(journals, books, cme)

The Complex Health Content Industry: All Stakeholders

EHRs, PHRs

Janice McCallum Health Content AdvisorsE-Patient Connections 2009 October 26-27, 2009

Primary Sources Intermediaries End-Markets

Research InstitutionsArticles, conf. presos.

Pharma Clinical Trials, Drug Info

Medical Communications Agencies

Search Engines, Text Mining/Analytics,

Aggregators

Librarians, PatientAdvocates,

Patient Navigators

Payers, Pharma

Patients, Patient Advocates,

e-Patients

Payers

Providers Directory info

Patients User-generated, PHRs

Consumer Media Companies

Health and Life SciencePublishers

(journals, books, cme)

Today’s Talk Focuses on Producing Content for e-Patients and New Sources of Data Produced by e-Patients

EHRs, PHRs

Physicians, CliniciansResearchers

E-Patient Connections 2009 October 26-27, 2009

The fundamental trend in medical information content: moving to

“data that do stuff”

Standalone Reference Content

Content integrated with tools

Point of care

workflow solutions

Janice McCallumHealth Content Advisors

E-Patient Connections 2009 October 26-27, 2009

Evolution from standalone content resource to point of care decision tools and workflow

solutions

Reference worksLibrary resources

Specialized online reference works available at (or near)point-of-care.

Integrated point-of-care data; clinical decision tools

Janice McCallumHealth Content Advisors

E-Patient Connections 2009 October 26-27, 2009

Evolution of Health PublishingRead Search Navigate Connect Do

Print Digital Databases Analysis Tools Linked Contextual

Information Workflow

application

Info needs to be pushed.

Provides “peek” into full article.

.

Navigation tools to sort

through large and

varied collections

Collabor-ation tools;

integration

across collections.

Workflow solutions

Janice McCallumHealth Content Advisors

E-Patient Connections 2009 October 26-27, 2009

New Research and Publishing Opportunities in Healthcare Information Market

Demand from e-Patients

Medical reference databases re-packaged for e-patient segment:Examples:DeepDyve medical research engine with

Netflix content rental model – announced today! Elsevier’s MedCounselor module for consumers.

Supply from e-Patients

Healthcare Data Analytics: Organize and mine data content that is byproduct of digital record

keeping.. Examples: Aetna, athenahealth, Cerner, Cure Together, MedMining, PLM, Safeway, Virgin Healthmiles.

Janice McCallumHealth Content Advisors

E-Patient Connections 2009 October 26-27, 2009

Emerging Trends Supply-side

Infodemiology: Extracting patterns from search behavior, e.g., Google Flu Trends

Patient Generated Data: Expanded definition includes any and all patient- generated data that can be mined and analyzed.

Healthcare Data Analytics: Data mining; developing new statistical techniques for medical studies that deal with large universes of outcomes data.

Personalized medicine: genomic data will increase amount of data by order of magnitude.

Social Pharma: Social Pharmer group that studies new ways for pharma companies to interact with consumers online.

Janice McCallumHealth Content Advisors

E-Patient Connections 2009 October 26-27, 2009

Where are Opportunities?New information sources (supply) from e-Patients drive need for services that organize, cleanse, design, aggregate, integrate, market, sell, analyze and report healthcare data. Demand from e-Patients drives need for more medical information directed at educated non-specialist audience. $64K Question: Can traditional medical publishers make the transition or will new players outside of publishing (e.g., Health IT vendors and pharma/device companies, e-Patient groups) take the lead in providing health content for emerging markets?

Janice McCallumHealth Content Advisors

Content Value Pyramid

E-Patient Connections 2009 October 26-27, 2009

Now It’s Your Turn: Q&A

Janice McCallumHealth Content Advisors

For more on Health Content Advisors, seewww.healthcontentadvisors.comTwitter: @janicemccallumEmail: [email protected] (mobile)