"You better start swimmin, or you'll sink like a stone; for the times they are a-changin" - Bob Dylan
Managed care got us through the ’90s.
Then, Consumer Driven Health Plans emerged toengage employees directly by empowering them through
new benefit designs to take a decisive role in where, when, and from whom they
receive care. Now, in 2008 we’re seeing the evolution of a next generation health
care model – Health 3.0.
Are you ready for:
able to store their personal health record in an online “safe deposit box”
physicians and hospitals managing integrated care systems designed around
inter-generational, multi-site (even global) services
using Internet social networks to collaborate on a cancer treatment vetted by
fellow patients, or collaborating with complete strangers on rating physicians
in their community
crisscrossing genomics, proteomics, nanotechnology, cosmeceuticals and nutraceuticals
is a term coined by Jeff Gruen, MD, Senior Advisor at Revolution Health, one of
the leading Health 3.0 companies. It describes
the newest wave in health care structural change. Three areas of innovation characterize
Health 3.0—information technology grounded in sweeping web-based connectivity,
personalized health care delivered in clinically relevant settings, and insurance
financing mechanisms embracing consumer-centric business models.
Digital Customers Consumers
have long been using the internet to shop for an array of products, from books
and music to TVs and clothing. Over the last few years, consumers routinely
turn to the Web to research and buy health insurance products on websites
called Tonik, Insurance Store, Vimo and eHealthInsurance.
million people used the web last year to gather information and make purchase
decisions involving their health care. They’re turning to websites, both
commercial and social networking, to manage their medical and financial
for doctor’s visits
diagnoses and treatments
to wellness “frequent flyer-type” healthy reward programs
medical tourism care alternatives
Health Savings Account budgeting
shop for vaccinations, medications and medical equipment
and coordinate in-home caregiver options
that’s not proof enough, check-out the new buzz words starting to show-up in health
care glossaries – googlediagnosing, personal health simulation, cyberchondria, body
hacking, biocitizens, boomer future proofing and theragnostics.
The vast wealth
of health care intelligence is turning the digital consumer into a new type of
customer—one which many organizations are not prepared to serve. Companies are
not yet equipped to effectively manage these enlightened and empowered
customers. In order to adapt and survive in this changing
technological landscape, health companies (insurers and providers alike), need
to find ways to maximize web tools, video content and mobile technology to
communicate with, and service digital customers.
Health 3.0 is the convergence of innovative
medical delivery models, a retail-based health insurance purchasing landscape,
value-based financing schemes and most importantly, the digital customer—an
activated consumer with any time / any
place / any device connectivity accessing an almost bottomless information
reservoir, with the confidence and savvy to put it to use.