Consumer Experience
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Transcript of Consumer Experience
Supporting Your Success in Health 1 Microsoft Corporation
Confidential and Privileged
Supporting Your Success in Health
If today’s healthcare system was running the banking industry:
• You would only deposit your money at one branch because that’s where your records are;
• Your ATM card would only work
with the machines from your bank; • Your balances would be wrong
because of the teller’s illegible handwriting; and
• Making withdrawals would take hours
because a taxi has to bring your money from the main office
Supporting Your Success in Health
Health – Advances Require a “Shift Left”
Source: Intel.com
The “total-system healthcare win” is in the home • Lower cost (good for
plans, employers) • Higher quality of life
(good for consumers) The key focus for all competitors will be on home-based, consumer-centric healthcare solutions HOME CARE FOCUS: Prevention • Knowledge • Fitness • Wellness • Dr Communications Chronic Care and Outpatient • Medications • Monitoring • Community • Medical Communications
Cost of Care per Day
$1 $10 $100 $1,000 $10,000
0%
Qua
lity
of L
ife
COMMUNITY CARE
Healthy, Independent Living
Chronic Disease Management
Community Clinic
Doctor’s Office
100%
Assisted Living
Skilled Nursing Facility
Specialty Clinic
Community Hospital
ICU
HOME CARE
ACUTE CARE
Specialty Pharmacy
SHIFT LEFT
Supporting Your Success in Health
‘Family-Centered Healthcare’
Supporting Your Success in Health
How do I keep my family safe and healthy?
The Family Health Manager = Mom
Supporting Your Success in Health
How do I keep my family
healthy and out of the hospital?
“It’s my job to protect my family…”
Supporting Your Success in Health
“It’s my job to protect my family…”
Supporting Your Success in Health
FHR
PHR PHR PHR PHR PHR Self
FHM has FULL
ACCESS
Spouse FHM has PARTIAL ACCESS
Senior FHM may have
FULL or PARTIAL ACCESS
Minor FHM has
FULL ACCESS
Minor FHM has
FULL ACCESS
The “Family Health Manager” or FHM runs the FHR
PHR Pet
FHM has FULL
ACCESS
Family Health Record (FHR)
Supporting Your Success in Health
FHR
PHR PHR PHR PHR PHR Self
FHM has FULL
ACCESS
Spouse FHM has PARTIAL ACCESS
Senior FHM may have
FULL or PARTIAL ACCESS
Minor FHM has
FULL ACCESS
Minor FHM has
FULL ACCESS
The “Family Health Manager” or FHM runs the FHR
PHR Pet
FHM has FULL
ACCESS
The “Prioritized” Family Health Record (FHR)
High Priority
Low Priority
Supporting Your Success in Health
Target Definition: Who are Family Health Managers?
11
31
11A
38%A
Family Health Managers
General Health DMs
80A 65 Married (%)
21A 15 Employed part-time (%)
39A 31 Unemployed (%)
$63,000A $59,000 Household Income (Mean)
Demographics
Selected Health Issues
General Health DMs
Family Health Managers
(1225) (828) (N)
Have a person with Asthma in the house
32%
Keep a Food Journal 9
Have an Elderly Relative who may need future care 35A
Use a Paper record keeping system for their medical records
51 59A
A = Significant difference observed at the 90 percent confidence level.
Supporting Your Success in Health
How will I take care of my
parents as they get older?
“I want my family to live long, healthy lives – and it’s my job to protect them so they can…”
Supporting Your Success in Health
Consumers as the Aggregators
Supporting Your Success in Health
Stage Set hidden slide
1. Load Frustration Video
Supporting Your Success in Health
[Frustration video]
“Family Health Manager Video”
hidden slide
Supporting Your Success in Health
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Supporting Your Success in Health
Experience Map Profiles
Health is Always on My Mind • Dealing with and managing a serious health issues –
on their mind every day, and sometimes every second of every day.
• Knowledgeable, educated and organized, mostly because they have to be.
• Need help and actively seek help, but at the same time have developed a bit of armor and a bit of an attitude, again out of necessity.
• No time or patience for anything that takes too long, is not to the point or doesn’t speak to their need… they need help and want help, but they need it now.
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Maintenance Health is extremely important and they seek ways to
maintain a healthy and happy environment for their families.
• Some are very organized and aggressive in their approach to managing their families’ lives.
• Some are less adventurous, less organized and less interested in taking on new things, but they are interested in little things that can help them make their families’ lives a little better and make them feel like a better mom.
Supporting Your Success in Health
Top things we learned about Consumers
1. Even well-organized moms have a tentative grip on their families’ health information
– Implication: Need to raise the issue
2. Natural life events drive need for health information – Implication: Engage users when they’re actively looking for help
3. FHMs do not want to be reminded about what they should be doing – Implication: Wellness features may be a harder sell
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Supporting Your Success in Health
Top things we learned about Consumers 4. Paper files and calendars are currently at the root of everyone’s family
management system – Implication: New systems must be familiar and intuitive
5. FHMs spend very little time at the computer, and are generally less tech savvy than the typical Microsoft consumer
– Implication: Providing value in the initial experience, with min imal initial data
entry, is key
6. Microsoft is a highly trusted company, even with healthcare data – Implication: Need to live up to their expectations
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Supporting Your Success in Health
Stage Set hidden slide
1. Load Kimberly video
Supporting Your Success in Health
[Kimberly video]
“Family Health Manager Video”
hidden slide
Supporting Your Success in Health
22
HealthVault Ecosystem
Supporting Your Success in Health
Top things we learned about Physicians 1. Doctors see themselves as guardians of healthcare information
– Implication: Need to vet applications with physicians in advance
2. Doctors wish patients would simply know about their conditions and be able to list their medications
– Implication: Start with low fruit that will make a difference im mediately
3. Not all patients viewed as capable of controlling their own health information
– Implication: Help physicians understand who will benefit most an d how
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Supporting Your Success in Health
Top things we learned about Physicians 4. Primary Care physicians feel overwhelmed by the amount of
information in a consumer-controlled PHR – Implication: Redirect concerns to benefits of data access
5. Strong need to explain how data is managed – Implication: Include features that track data flow and provide a ssurance of
authenticity
6. Practice size and scope will be key drivers of adoption
– Implication: Start communications with physician thought leaders and academic centers
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• Patients and physicians are hungry for a better two-way partnership with each other on health – Patients want help supplementing what they get from their doctors,
physicians want patients who are engaged and involved in their own care
• Both patients and physicians recognize the need for improved information sharing – Key will be appropriately targeting providers and patients and
matching them up (such as Pediatricians with new parents, Cardiologists with rehab patients, Adult Day Care providers with elder caregivers, etc.)
Overlap between Consumers and Physicians
Supporting Your Success in Health
Healthcare isn’t about sickness or wellness
It’s about life.
Supporting Your Success in Health
1. Think like an end-user • Family Health Manager • Physician
2. Remember what problems we’re trying to solve • Create solutions to real-life issues first, then explore game-
changing opportunities
3. Recognize that applications should make life easier, not harder
• Minimize effort needed to learn and engage • Maximize benefits right out of the gate, before extensive health
history is deposited
Remember to….
Supporting Your Success in Health
Supporting Your Success in Health
31 Microsoft, HealthVault, and the HealthVault logo are trademarks of the Microsoft group of companies.
© 2008 Microsoft Corporation. All rights reserved. Microsoft Corporation, One Microsoft Way, Redmond, WA 98052-6399