Copernican Shift

Supporting Your Success in Health 1 Microsoft Corporation

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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


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


‘Family-Centered Healthcare’


How do I keep my family safe and healthy?

The Family Health Manager = Mom


How do I keep my family

healthy and out of the hospital?

“It’s my job to protect my family…”


“It’s my job to protect my family…”


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)


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


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.


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…”


Consumers as the Aggregators


Stage Set hidden slide

1. Load Frustration Video


[Frustration video]

“Family Health Manager Video”

hidden slide


16


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.

17

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.


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

18


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

19


Stage Set hidden slide

1. Load Kimberly video


[Kimberly video]

“Family Health Manager Video”

hidden slide


22

HealthVault Ecosystem


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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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


Healthcare isn’t about sickness or wellness

It’s about life.


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….



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

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