The HIT Blog
2Jan/100

Dividing the Diabetic population into Personas

I recently wrote a BLOG entry about personas and their usefulness in User Centric Design. [LINK] Personas are fictitious characters that represent segments of the target population. A persona has the following characteristics: (per usability.gov [LINK])

  • a name and picture
  • demographics (age, education, ethnicity, family status)
  • job title and major responsibilities
  • goals and tasks in relation to your site
  • environment (physical, social, technological)
  • a quote that sums up what matters most to the persona with relevance for your site

Defining diabetic personas is information driven

Research and information drive the segmentation of populations into discrete user groups whose characteristics will affect the design of our solution. I am particularly interested in designing software for self-management and health engagement of diabetes.

Choose which characteristics to segment population with.

Choose characteristics that will affect the design of your solution. Research and information will help determine these characteristics. I did some general reading / discovery and found research that evidenced certain characteristics affecting diabetic rates.

  • Age
  • Obesity
  • Educational Level
  • Socioeconomic status (income level)

I then found research from Forrester Research that segments the population at large according to their adoption & acceptance of technology – important for my focus (self-engagement). Forrester calls this Technographic Segmentation, meaning they segment populations based on their attitude towards and adoption of technology. They define 10 specific groups of individuals.

The table below characterizes all potential users of technology into 10 groups based on their attitudes, income characteristics and family status.

From IP Business (refers to the 2007 North American Technolographics Benchmarks Survey):

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Segment the population using research:

First I find research that divides the diabetic population into discrete groups / segments. This CDC Document segments the population by age:

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Choose a specific group and further refine the segmentation

I am specifically interested in the 40-59 year age group representing 10.8% of the population.

According to the National Bureau of Economic Research, diabetic rates vary according to socioeconomic and educational levels. I’ve summarized their general findings in the two trending charts below, essentially lower income and less education equates to higher diabetic rates.

Education level affects diabetes

Comparing prevalence by education group, the author finds that high school dropouts are roughly sixty percent more likely to have diagnosed diabetes and twice as likely to have actual diabetes as men who have attended college. The improvement in diabetes detection over the past twenty-five years has been larger for college-educated men (from 50 percent of cases undiagnosed to 16 percent) than for high school dropouts (from 49 percent to 31 percent).

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Socioeconomics / Income affect diabetes

Further research from BMC Health Services Research concludes: 

Low income is associated with a higher prevalence of diabetes and a higher population rate of referral.

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The Rand institute reported similar findings [ LINK ]

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Obesity increases with lower income / socioeconomic status

Perhaps this isn’t surprising as there are numerous studies that find inverse relationships between income and obesity:

WorldFoodPrize.org : 52% of food insecure (lower income) people become overweight.

This paper by Dr Marguerite Bryan (Xavier University) states: The disease of obesity disproportionately impacts subpopulations of African-Americans/Hispanics, people of lower socioeconomic status and women.

DocShop.com puts it succinctly: Statistics show that low-income individuals are significantly more likely to be overweight or obese than those who are financially well-to-do.

CDC also states: Body weight is the result of genes, metabolism, behavior, environment, culture, and socioeconomic status. 

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Type II Diabetes rates increase with obesity rates.

Science daily: Obesity is probably the most important factor in the development of insulin resistance

Obesity.org: Carrying extra body weight and body fat go hand and hand with the development of type 2 diabetes

Thus I’m making the inference:

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Build Personas from your segmented population:

Forresters Technographic segmentation of the population resonates with me. So I’m going to try and map the diabetic population into Forrester Research’s 10 technographic segments. Further more, I’ll do a bit of hand waving and try to quantify how much of the population is in each segment.

1) I’m focusing on the 40 – 59 year old diabetic population.

2) I’m going to cut that population into Forrester’s High and Low Income earners, of which the low income earners with have a higher diabetic population and higher obesity population (given research above)

3) I’ll then use Forrester’s values to create personas.

Referring back to Forrester’s Technographic table (I’ll provide 2 here, from 2 sources):

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Ref: IP Business

  1. Techno Optimist : High Income Career
  2. Techno Optimist : High Income Family
  3. Techno Optimist : High Income Entertainment
  4. Techno Optimist : Low Income Career
  5. Techno Optimist : Low Income Family
  6. Techno Optimist : Low Income Entertainment
  7. Techno Pessimist: High Income Career
  8. Techno Pessimist: High Income Family
  9. Techno Pessimist: High Income Entertainment
  10. Techno Pessimist: Low Income Sidelined Citizens

Now I’m going to focus in on a select few of these. I’m going to toss 7 & 8 and address them using a persona geared for the 10th segment. Why? B/c 7 & 8 are difficult to address with technology (as is 10) and they are less likely to have diabetes, so by having a 10 persona I can provide tools that 7&8 can use without putting much effort into them. That leaves us with:

  1. Techno Optimist : High Income Career
  2. Techno Optimist : High Income Family
  3. Techno Optimist : High Income Entertainment
  4. Techno Optimist : Low Income Career
  5. Techno Optimist : Low Income Family
  6. Techno Optimist : Low Income Entertainment
  7. Techno Pessimist: High Income Entertainment
  8. Techno Pessimist: Low Income Sidelined Citizens

 

Personas:

  • a name and picture
  • demographics (age, education, ethnicity, family status)
  • job title and major responsibilities
  • goals and tasks in relation to your site
  • environment (physical, social, technological)
  • a quote that sums up what matters most to the persona with relevance for your site

     

    1. Jack (Techno Optimist : High Income Career)

    • Age: 40-50’s
    • College degree (+)
    • Single – no kids
    • White Collar worker (manager – executive)
    • Wants to manage his diabetes given a very busy schedule.
    • Has Time for exercise, eats out often.

    My career and work activities dominate my life, I need a tool to help me manage my diabetes and help me stay on track.

    Likely Technologies:
    • PC
    • SmartPhone [ IPhone or Blackberry ]

     

    2. Sue (Techno Optimist : High Income Family)

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    • Age: 45-55
    • College degree (+)
    • Married w/ kids
    • White Collar worker (manager – executive) and parent
    • Wants to manage her diabetes given a very busy schedule in a family friendly way
    • She has video on demand, net book, a smart phone
    • Little time for exercise, has control over meals cooked at home & bought out

    My personal time is spent on family matters and my work life is demanding as well, I need a convenient tool to help me manage my diabetes that works around my family and my work.

    Likely Technologies:
    • PC
    • SmartPhone [Blackberry/IPhone] or Cell [SMS]

     

    3. Curtis (Techno Optimist : High Income Entertainment)

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    • Age: 40-55
    • College degree (+)
    • Married w/ older kids
    • White Collar worker (manager – executive) and parent
    • Wants to manage his diabetes in the most convenient way
    • Little time for exercise, no control over meals cooked at home and eats out regularly

    I enjoy using interactive technology in convenient ways, namely on my PC.

    Likely Technologies:
    • PC

     

    4. Katie (Techno Optimist: Low Income Career)

    image

    • Age: 40 - 50
    • Highschool or College degree (+)
    • Single no kids
    • Low level wage earner – retail, help desk, fringe white collar worker
    • Wants to manage her diabetes using new / hot technologies
    • Does not exercise often, financial constraints limit control over meals cooked at home and eats out at less expensive restaurants (fast food)

    I try to adopt new technologies and want to manage my diabetes using the newest applications.

    Likely Technologies:
    • PC
    • IPhone

     

    5. Suzie (Techno Optimist: Low Income Family)

    image

    • Age: 40 - 50
    • Highschool or College degree (+)
    • Family with kids
    • Low level wage earner – retail, help desk, fringe white collar worker
    • Wants to manage her diabetes using technologies her family uses
    • Does not exercise often, financial constraints limit control over meals cooked at home and rarely eats out.

    Our family has a few basic technologies that I can use to control my disease

    Likely Technologies:
    • Low cost PC
    • Gaming console
    • SMS
    • IVR

     

    6. Drew (Techno Optimist: Low Income Entertainment)

    image

    • Age: 40 - 50
    • Highschool
    • Single
    • Low level wage earner – retail, help desk, fringe white collar worker
    • Wants to manage his diabetes using entertainment based technology
    • Does not exercise often, eats out at low cost restaurants (e.g. fast food)

    I use technology for entertainment and want to track my diabetes in the same way.

    Likely Technologies:
    • IPod
    • Gaming Consoles

     

    6. Drew (Techno Pessimist: High Income Entertainment)

    • Age: 48-59
    • College +
    • Married
    • High wage earner, manager or executive
    • Wants to manage his diabetes but generally dislikes technology except for entertainment.
    • Does not exercise often, eats out often at nice restaurants and can afford nutritious food when cooking at home (him or his wife)

    I use technology for entertainment but otherwise want to stay away from technology. If it isn’t easy, I won’t use it.

    Likely Technologies:
    • SMS
    • PC (though unlikely)

     

    6. Don (Techno Pessimist: Low Income Sidelined Citizens )

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    • Age: 40-59
    • Highschool
    • married or single
    • Low wage, blue collar worker
    • Wants to manage his diabetes but does not use new technologies
    • Does not exercise often, eats at home but financially constrained as to what food he can purchase or at low cost (e.g. fast food) restaurants

    I don’t use technology. I have a cell phone and a TV. I don’t use the internet often outside of maybe email.

    Likely Technologies:
    • SMS

  • 26Nov/090

    Reduce Healthcare Spend: Focus: Chronic Diseases

    Behavior aligns with incentives. If a salesman’s pay is tied to new sales, they will seek new sales. If car mechanics are paid by the hour, they will work slowly, not rushing to get their job done quickly – pay them by the job and they will rush, perhaps too much. This rule holds in healthcare as well: Physicians, hospitals, insurance companies act according to their incentives.

    The US healthcare system is diverse and poorly integrated, why? Because there is little incentive for Physicians, hospitals & insurance companies to integrate. Furthermore, our “free market system” does create market forces that push these various entities to integrate.

    Though many experts realize the crisis facing our healthcare system, patients are grossly unaware.

    http://www.gallup.com/poll/123149/cost-is-foremost-healthcare-issue-for-americans.aspx

    Overall, 80% are satisfied with the quality of medical care available to them, including 39% who are very satisfied. Sixty-one percent are satisfied with the cost of their medical care, including 20% who are very satisfied.

    image

     

    http://www.realclearpolitics.com/articles/2009/08/13/the_health_care_reform_paradox__97866.html

    Most Americans continue to support major reform. But multiple polls show they are also overwhelmingly satisfied with the quality of their personal medical care, as well as their insurance coverage.

     

    US Healthcare: the cost without the value

    We spend more than any other country in the world on a per capita basis.  The total Healthcare spend in the US is $2.4 trillion or $2,400,000,000,000. The graphic (Cost of a Long Life) shows the relative spend rates versus life expectancy across countries.

    Though the US shows a huge cost spike, we rank low on the life expectancy list. To put it another way, spend does not correlate with an longevity outcome.

    http://ucatlas.ucsc.edu/spend.php (the purple line represents spending)

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    Chronic Diseases (75% of costs: $1.8T of $2.8T)

    Pragmatism begs focus on the largest part of the problem: of the $2.4 trillion, $1.8 trillion or 75% of the total healthcare spend is used on chronic diseases. These “frequent flier” patients suffer more, cost more and have worst outcomes than they need to. Much cost could be reduced by addressing this population.

    Chronic diseases (at a glance: http://www.cdc.gov/nccdphp/publications/AAG/pdf/chronic.pdf)

    CDC: http://www.cdc.gov/nccdphp/publications/AAG/chronic.htm

    • Chronic diseases cause 7 in 10 deaths each year in the United States.
    • About 133 million Americans—nearly 1 in 2 adults—live with at least one chronic illness.
    • More than 75% of health care costs are due to chronic conditions.
    • Approximately one-fourth of persons living with a chronic illness experience significant limitations in daily activities.
    • The percentage of U.S. children and adolescents with a chronic health condition has increased from 1.8% in the 1960s to more than 7% in 2004.

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    http://www.chcf.org/topics/chronicdisease/index.cfm?itemID=134063

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    Can the outcome be better? (more value for lesser cost?)

    The answer seems to be a resounding YES. According to the CDC, these chronic diseases are preventable.

    http://www.cdc.gov/nccdphp/publications/AAG/chronic.htm

    Four common, health-damaging, but modifiable behaviors—tobacco use, insufficient physical activity, poor eating habits, and excessive alcohol use—are responsible for much of the illness, disability, and premature death related to chronic diseases.

    image

    This report by lewin.com provides a framework: http://www.lewin.com/content/publications/LewinReport-CostDrivers.pdf

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    Episodic care + Chronic diseases = poor outcomes

    Our healthcare system focuses on episodic care via poorly coordinated care givers and institutions which results in fragmented, sub-optimal care for chronic patients.

    An article published by California Healthcare Foundation highlights specific issues: http://www.chcf.org/topics/chronicdisease/index.cfm?itemID=134063

    • 33% of chronically ill patients leave a doctors office confused as to how to continue their care
    • 57% said their doctors did not ask how they could manage their health at home
    • Patients receive preventative care only 56% of the time (as of 2003)

    In essence, the research indicates that US Healthcare takes a patchwork, episodic approach to managing chronic disease as opposed to a continual and integrated approach that seeks wellness as the outcome.

     

    How to address chronic diseases better?

    If wellness is our outcome and prevention possible, then episodic care should not be only strategy used to address chronic disease.

    Improving Chronic Disease Care Organization: http://improvingchroniccare.org/

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    Their Model focuses on a more integrated model that extends beyond hospital / doctor visits and episodic care to a more encompassing model. The primary players being a well informed patient and integrated healthcare systems – very different from the current state of Healthcare.

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    What needs to be overcome / done?

    http://improvingchroniccare.org/index.php?p=The_Chronic_Care_Model&s=2

    • Rushed practitioners not following established practice guidelines
    • Lack of care coordination
    • Lack of active follow-up to ensure the best outcomes
    • Patients inadequately trained to manage their illnesses

    Overcoming these deficiencies will require nothing less than a transformation of health care, from a system that is essentially reactive - responding mainly when a person is sick - to one that is proactive and focused on keeping a person as healthy as possible

    Elements of the solution:

    • Patient Safety (in Health System);
    • Cultural competency (in Delivery System Design);
    • Care coordination (in Health System and Clinical Information Systems)
    • Community policies (in Community Resources and Policies); and
    • Case management (in Delivery System Design).

    A large body of papers & studies have findings presented on the site. [ here ] I found this one interesting:

    http://www.rand.org/health/projects/icice/ccm.html

    Chronic Care Model (CCM) Implementation Emphases,
    Marjorie L. Pearson, Shinyi Wu, Stephen Shortell, Jill Marsteller, Peter Mendel, Michael Lin, Emmett Keeler (not yet published)

    Conclusions: Of 23 change emphases, only 4 distinguished the best CCM implementers (i.e., the organization whose change activities were most likely to have impact, according to CCM principles). These key emphases included organizing and engaging practice teams, collaborative decision making with patients, encouraging provider participation in QI efforts, and de-emphasis on traditional patient education. …

    To successfully implement CCM, organizations should be encouraged to emphasize practice teams, patient collaboration, and provider participation in their QI strategies and to not over emphasize traditional patient education.

     

     

    Using patient participation to help manage chronic diseases.

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    http://www.chcf.org/topics/chronicdisease/index.cfm?itemID=134063

     

    Participatory Health: Online and Mobile Tools Help Chronically Ill Manage Their Care

    Jane Sarasohn-Kahn, THINK-Health

    Patients recorded various biometrics through out the day, such as blood pressure. An ideal system put forth in the article would contain:

    1. Support for self-defined health regiments (activities).
    2. Monitor patient “status”
    3. Continual modification of health regiments (patients + health coaches + providers)
    4. Interpret recorded data as it relates to individual treatment goals
    5. Continual learning about patient health by both patient & provider
    6. Continual, timely communication to patient and actionable recommendations.

     

    Consider what sources / information patients value & trust:

    What is of particular interest is the trend of traditional care givers taking on ever more important roles, i.e. making doctors more accessible is highest value.

    [Contradiction]

    This article states: Patients w/ Chronic diseases use the internet MORE to access healthcare information.
    e-Patients states that Patients w/ Chronic are disproportionately offline

    Regardless, e-Patients (patients that look for healthcare information online) is an increasing trend.

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    e-Patients : A new trend to participatory healthcare

    http://e-patients.net/archives/2009/10/participation-matters.html

    Internet penetration:

    Adoption:

    • 60% of e-patients (internet users who go online for health information) have engaged in some sort of social media related to health and health care.
    • 42% of all adults say they or someone they know has been helped by following medical advice or health information found on the internet.

    However, while mobile adoption is creating greater access and participation among African American adults, for example, there are other groups who remain disproportionately offline, such as people living with chronic disease or disability. They may be missing out on opportunities, but just as importantly, we are missing their voices in the conversation.

    The Pew Internet/Health FAQ

    by Susannah Fox on November 20, 2009

    This talks about the trend.   http://e-patients.net/archives/2009/11/the-pew-internethealth-faq.html

    Most people’s first stop for health information is a general search site. Google dominates the search market. A British Medical Journal article found that Google is a pretty good diagnostician. Very fewpeople report bad outcomes from their online health research.

     

    How to get patients to participate?

    Health Gaming

    Health games are an entertaining idea. http://www.healthgamesresearch.org/  [Twitter: http://exergaming.pbworks.com]

    The idea is to use entertainment to teach. By making players keep their avatars (game actors) healthy, they learn how to keep themselves healthy.

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    Even social health gaming sites have begun to pop-up: http://gaming4health.com

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    Medication management:

    Getting patients to take and complete their prescribed medications is important, difficult to enforce and a large issue in modern healthcare. According to California Healthcare Foundation:

    • 60% of all patients do not comply with their prescription regiments.
      • Reasons: (per InRange )
        • Forgetfulness. Many people forget to take their medications or forget that they have already taken their medications and take them again.
        • The medication regimen is very complex. Many people take multiple medications and the instructions for taking them can be confusing. When and how one takes their medications is critical to proper treatment.
        • Medication changes. Prescriptions are discontinued, doses are changed and new prescriptions are added. It is not uncommon for a physician to stop one medication and prescribe an alternative. However, the patient may not remember to stop taking the original medication.
    • 50% of patient’s do not adhere to maintenance medication regimens within 12 months.

    There are solutions addressing this such as:

    In)Range’s EMMA product:

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    Benefits of Emma: http://www.inrangesystems.com/index.php?page=benefits-of-emma

    eMedMobile uses mobile phone reminders.

    I couldn’t find any reviews or online posts of people using this application.

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    HealthHonors: point system to incentivize regimen adherence

    Currently unavailable as they are building their mobile platform.

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    The Carrot.com helps track compliance and health activiites:

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    They provide a more comprehensive list of trackers that are listed here: http://thecarrot.com/index.php?m=trac&a=tracIndex&modMode=list

    Partial list:

    image

     

    Various other Health applications:

    image (Crohn’s disease)

     

    image (Diabetes)

    The Four R's - Remember, Record, Review & Respond

     

    image (Wellness)

     

    image (Weight loss)

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    How to get better outcomes

    At the beginning of this blog, the point of alignment of incentives was put forth. The system has to work together and move away from incentivized episodic care. How do we get there?

    California Healthcare Foundation puts forth a road map in their article.

    1. Align incentives
    2. Engage Clinicians
    3. Clarify Regulations
    4. Inspire health engagement through incentives and personalization

     

    Align Incentives:

    As this blog shows, there are an ever growing number of applications that address various healthcare issues, but payers (insurance companies) often do not cover these pro-active solutions.

    Engage Clinicians:

    Doctors are paid for episodic care – when patients come in and are sick. They do not get paid for health patients. Doctor engagement must be incentivized.

    Clarifying Regulations:

    With Healthcare reform pushing through the Senate with a 2,000+ page bill, clarifications looks murky at best, but we’ll hold out hope until a bill is passed.

    Inspiring Health Engagement:

    To change requires inspiration and tools that enable engagement. There are a variety of ways people are inspired to change, incentives could play a role. One idea is P4P4P, Pay-For-Performance For Patients, even paying patients a small amount can have positive outcomes.

    http://www.healthpopuli.com/2009/06/p4p4p-paying-patients-to-be-healthy-and.html

    • 9.4% of smokers who were offered $750 in incentives to quit smoking were able to remain smoke free for 18 months, compared with just 3.6% of smokers who tried to quit without financial incentive
    • Dieters who could earn money by loosing weight lost more pounds more quickly than those who weren't offered a monetary reward
    • Patients who regularly forget to take their medication and have the chance to win an average of $3 per day in a daily lottery pushes many of them to remember to take their daily doses.

     

    Conclusion

    No doubt, patient participation, more integrated providers and engaged clinicians would help reduce costs and drive better outcomes… But as the 4 part road map shows, the way is paved with hardships. Payers will need to change their payment structure & formularies, clinicians must change their behavior, regulations must be clear & aligned and patients inspired to get involved.

    We have much work to do…

    28Oct/090

    Healthcare 2.0 Sites (3) : Voxiva feature deep dive

    image

    Reach anyone anywhere anyhow.

    Located in Washington D.C., Voxiva connects with patients using mobile devices (primarily).

    Contact Information

    Back Story

    Founded in 2001, Voxiva focused on developing countries that often had poor infrastructure (land lines, internet connectivity, etc..) and latched on to what they did have: MOBILE PHONES.

    By using mobile phones, Voxiva enables timely notification of medical alerts. Their platform known as mHealth supports a variety of communication channels. Though primarily focused on mobile phones, they also support normal web [ not just mobile ].

    Voxiva has helped in various developing countries including Jakarta to broadcast information about H5N1 [ WSJ ]

    They have presence in a number of developing countries.

    • Argentina
    • India
    • Kenya
    • Mexico
    • Nigeria
    • Peru
    • Rwanda
    • Tanzania

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    Platform Characteristics:

    Multi-device access

  • SMS
  • IVR
  • Web
  • Hand held
  • PC Client
  • POS

     

    Real-time data collection

    Submitted data is stored in databases.

    Analysis and Alerts

    Data is transformed into information that can be visualized and actionable (e.g. alerts conditionally sent out)

    SAAS (Software As  A Service) Model

    No hardware to buy or maintain, but based on #’s I’ve been given, the price isn’t cheap.

    Integration with Existing systems (e.g. EMR)

     

    Solutions:

    HealthConnect:

    Helps notify / prod people into living more healthy lives. They work with academics & industry partners to develp the content & programs, but they also provide custom solutions.

    Health Connect Services:

    1. Smoking Cessation
    2. Pregnancy
    3. Diabetes
    4. HIV/AIDS
    5. Flu
    6. Immunization

    Interaction with MHealth (creating, adding, editing & viewing information) happens through web forms.

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    HealthWatch: Disease Surveillance

    A tool built for governments & public health agencies to detect outbreaks and get more timely information from the field.

    1. Disease Reporting
    2. Database Mining
    3. Outbreak Detection and Analysis
    4. Alerts on Health Events
    5. Case Investigation
    6. Outbreak Management

    HealthNet: Health Management Information System

    HealthNet is a scalable and secure Health Management Information System (HMIS) designed to support real-time collection, analysis, and exchange of critical health data. Example, tracking anti-viral treatment in Rwanda: [Link]

    1. Real-Time Data Collection
    2. Management Dashboard, Data Mapping and Analysis
    3. Automated Notification
    4. Information Services
    5. Field Support

    Custom Solutions: Leveraging mHealth

    Voxiva leverages mHealth to provide solutions deployed in geographically diverse regions.

    Partners: Varied

    See their [LINK]

    Health Organizations

    • Rockefeller Foundation
    • HHS
    • CDC Foundation
    • CDC
    • CARSO Health Institute
    • UN Foundation
    • PEPFAR
    • SCMS
    • HMHB

    Industry Partners:

    • Grey Healthcare Group
    • Johnson & Johnson
    • WPP
    • Quinnian Health
    • Accenture

    Academic & Research Partners:

    • Columbia University
    • University of Cayetano, Peru
    • KIST
    • Tulane University
    • George Washington University

    Technology & Telecom:

    • Motorola
    • MTN
    • Verisign
    • Microsoft
    • GSM Association
    • Telcel
    • America Movil

    Voxiva / Mobile Health in USA

    CTIA.org has an article that indicates eight in ten Americans (78%) expressed interest in mHealth (or mobile health) solutions and more than one in ten (15%) said they were extremely/very interested in learning more about it.  Interest in mHealth service options was so strong that nearly 1 in 5 (19%) people surveyed said they would upgrade their existing wireless plan to participate and 11% said they would even consider switching wireless providers to receive mobile healthcare services.

    • 1 IN 5 (19%) indicated tey would upgrade their mobile service to get healthcare news on their mobile phones.

    100% Mobile Phone penetration in USA by 2013

    Engadget indicates 100% penetration is imminent  [ 2007 ]

    According to [ weblog.cenriqueortiz.com ] With 88% penetration in 2008 and 104% penetration by 2014 in the United States. The above numbers for the US matches the penetration numbers reported by CTIA for 2008 of 88%.

    According to [ pr-usa.net ] By 2012, the percentage of U.S. physicians using smartphones will increase to 81%. The current rate of penetration is 64%.

    Given such strong presence of mobile phones, Voxiva would seem a natural candidate, but given the penetration of smart phones (IPhone, Android, etc..) SMS may be less important. But having a platform that can service anyone anywhere anytime is a powerful offering.

    In an blog entry found here: http://histalk2.com/2009/11/11/histalk-interviews-paul-meyer/, Voxiva co-founder Paul Meyer said this in regards to USA adoption of mobile health:

    We focus on trying to leverage and define innovative solutions for solving important problems. We believe if we can do that, we’ll get paid for it and make money at it.

    Henry Ford had a pretty good line on this — a company whose only purpose is making money has no reason for being.

     

    In the rest of the world, in emerging market countries, there was no alternative. There was no Internet to reach those people. Necessity being the mother of invention, people went right to mobile.

    Secondly, the U.S. is the only country in the world where you actually pay to receive text messaging on cell phones. That’s also been a barrier to the adoption. Not just to health applications, but mobile applications in general.

    the real reason that the U.S. is behind on mobile is because we have the Web.

    I think obviously the U.S. is waking up to this. Secretary Sebelius last week gave a great speech… One of the things I was really gratified to hear in her speech last week was that the importance she attaches to mobile phones as a tool for really informing and engaging your power in patients, seeing the mobile phone as the obvious extender of electronic health records.

    We then took some of the Pew Research data and looked at the Internet vs. cell phone penetration among the sub-populations with the highest infant mortality. There was just a 20-30% gap between broadband Internet and cell phone penetration in the population that we’re trying to reach.

    African-Americans and Hispanics are disproportionately much higher users of SMS and other mobile data services because they have a relatively lower level of internet access. If one is looking at how to extend and improve health services and extend healthcare to under-served and low-income populations, the mobile phone is an even more indispensable tool.

    We’ve done a lot of work in improving adherence and compliance in HIV/AIDS care treatment. There have been some really, some good studies showing improved efficacy of weight loss programs when enhanced by a mobile service. It’s still early, but I think there are some good initial studies showing the improved health outcomes in these kinds of interventions.

    Given Widespread adoption of Mobile Phones…

    Healthcare 2.0 would do well to focus on the prevalence of mobile phones in the market place. The ability to engage patients over various media can only strengthen a platform. Though computer penetration will increase, it will undoubtedly lag mobile adoption. A platform that can transmit important health information over various channels will be at a significant advantage.

    Ideal ubiquitous broadcast medium:

    • Web & Mobile web
    • Smart Phone Applications (providing rich user experiences)
    • SMS (texting) servies
    • Email notifications
    • Social Media (Twitter, Facebook, etc…)
    • Fax
    • Mail Merge (snail mail – postal service)
    • IVR (telephony)

    Conclusion:

    Voxiva is in a good position to provide healthcare information to Americans (USA) and most every other person on earth.