HealthContentAdvisors

Archive for August, 2008

AARP Launches Health Tools on Its Website

• Posted August 27th 2008
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• by Marji

AARP last week announced the addition of four new health tools to its website. The tools, which will enable site visitors to locate doctors and hospitals as well as learn more about their health conditions, were designed to provide users with a new reliable health information source.

 

The tools are accessible at www.aarp.org/health. One tool is Symptom Search, which is powered by Healthline Networks, using Medically Guided search technology to analyze user symptoms and produce a ranked list of likely causes. It also has a relational database of more than one million diseases, symptoms and their synonyms. Symptom Search also has personalization options that enable users to refine their searches to yield more relevant results.

 

Another tool is the Health Illustrated Encyclopedia, which is provided by A.D.A.M. This information resource is updated continuously and includes more than 3,600 articles and 2,000 images covering categories such as diseases and conditions; injuries; symptoms; nutrition; surgeries; test; poisoning; and special topics.

 

HealthGrades provides Doctor and Hospital Finder, which has been specially customized to AARP’s demographic. It helps users research doctors and compare the quality ratings of hospitals by specific location and medical condition or specialty. It also includes a “map it” feature powered by MapQuest that can show users the distance to a doctor’s office or hospital from their location. There is also a “patient experience” feature that allows uses to view patient ratings on doctors and provide their own.

 

The Drug Database & Interaction Checker, powered by Gold Standard, is a database that provides information about prescription drugs, over-the-counter products, and alternative medicines. It also has a MedCounselor Drug Interaction Alert that reveals and ranks interactions between prescription medications, over-the-counter, herbal and nutritional products, as well as lifestyle factors such as caffeine, tobacco and grapefruit juice.

 

An initial first thought about this could be, why would consumers turn to AARP for health tools instead of a traditional health information website? But the truth is, consumers will go to the information source that they trust. For that reason, this should be a successful venture for AARP. Individuals who already trust their other content will likely give these tools a try. AARP has certainly paid attention to what consumers want from health-related sites, such as more personalization features that can help them conduct more relevant searches related to their specific symptoms and overall needs. Plus, AARP knew where to get the functionality–the organization has partnered with well-established players, such as A.D.A.M. and HealthGrades, to ensure users have a positive and productive web experience.

 

And as more and more consumers turn to the Internet for health resources, this suite of new tools has the potential to become a main driver of traffic to the AARP website, thus helping the organization bring more attention to its other online offerings.

 

Surviving the Shakeout in Consumer Health Sites

• Posted August 26th 2008
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• by Janice

Earlier this year, Steve Case used the phrase “not for the faint of heart” to describe the environment for producers of online consumer health sites.  By now, most readers of this blog have heard that Revolution Health is on the block.  Also, we learned last week that Xoova, a shining star among health 2.0 companies just a year ago, has quietly shut down.   

These events point to a more widespread shakeout in online consumer health sites.  We’re not predicting a collapse in online consumer healthcare resources; the long-term outlook is still very positive.  However, some companies in the most crowded, undifferentiated and geographically dispersed segments (e.g., sites for rating practitioners, general health and wellness sites, and social media sites where patients share experiences) will fail and some will consolidate. It’s a fairly predictable outcome as this hot new market matures. 

The reality is that having a plan to fill a perceived gap in the information needs for consumers is not enough to guarantee success, even in a growth market[1].  Consumer health sites face competition from every sector of the medical and health & wellness publishing industry.  Each group is pursuing opportunities to adapt their information or create new services for consumer audiences. Add in the new players, many of which rely solely on Web technology and have little or no publishing experience, and the result is an overly hyped and overcrowded market. 

Furthermore, while many of the new players rely on advertising dollars from pharmaceutical companies, pharma advertising hasn’t migrated to the Web as quickly as most analysts had predicted.  It’s a safe bet that pharma companies, as well as medical device companies and related health services businesses, will eventually transfer more of their marketing dollars to online media, but it isn’t clear that those dollars will be spent on online ads as they exist today.     

We regard the current shakeout as a correction, not a collapse. Too many companies are chasing the same customers and advertisers.  The survivors will have done their homework and will bring technology and editorial experience to bear to solve an information overload or scarcity problem that someone is willing to pay for-either directly via paid content or indirectly via advertising or sponsorship.  We put our bets on companies that not only deliver reputable information services, but also have business plans that include multiple sources of revenue to help them ride out the ebbs and flows that are inevitable in the long-term growth cycle for online consumer healthcare resources.

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[1] There is even some debate about whether demand for online consumer health information has plateaued.  See Matthew Holt’s blog entry for links to two recent surveys that reveal somewhat contradictory results.

 

Early Registration Ends Aug 31 for Health Content08

• Posted August 25th 2008
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• by Janice

This courtesy reminder has been distributed to our e-newsletter recipients, but I don’t want our RSS readers to miss it, so I’m posting it here, too:

Now’s the Time to Register for the Networking Event of the Year! At HealthContent08 you’ll not only get Health Content Advisor’s road map to the health content industry, you’ll also meet those standout companies that are charting its course.  Final Chance for Early Bird Discount Savings.  Rates Increase in 7 Days!

Whether you are motivated by money or by the chance of being left out, now is the time to register for Health Content08! Thanks to the excitement and connections made last year, a sellout crowd is expected this November.

Also this year’s new kick-off event, Innovators Showcase, will be packing them in to see the 10 companies that are not yet on everyone’s radar scope but that are sure to impact the future of health content in a big way.

Seats are going, and time is running out - just 7 days remain on the discount rate of $795 (a $100 savings).

So don’t wait. Get it done. Assure your place at the one event devoted solely to commercial health content producers and syndicators. Register online or by calling 610-505-9189.

 

StayWell, HealthMedia Form Alliance To Bring Personalized Offering to Market

• Posted August 22nd 2008
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• by Marji

StayWell Custom Communications (SCC) has formed a strategic alliance with HealthMedia Inc. that will bring together SCC’s custom health information and engagement solutions with HealthMedia’s online behavior change programs to yield a more robust information source for SCC clients. (StayWell is a division of MediMedia USA).

 

HealthMedia’s online intervention programs for health and wellness, disease management, behavioral health and medication adherence will become part of SCC’s private health portal suite. The new StayWell Custom Health Portal is a personalized tool for health payers who seek to improve the health and wellness of their members. The personalization is extended to each individual user of the portal as well as each client organization.

 

SCC expects this partnership with HealthMedia to help its clients offer a robust and personal experience. HealthMedia’s online intervention programs are designed to yield measurable behavior change and ROI. The online interventions include a Health Risk Assessment (HRA) that gathers information about a member that can be used to create a customized health management program. They include programs designed to address areas such as nutrition, weight management, chronic illness, depression, insomnia, binge eating, stress management, diabetes, back care, smoking cessation and chronic pain.

 

This is yet another example of the possibilities out there around offering more than just traditional and basic health information online. Oftentimes, when healthcare information providers decide to target a niche and become a more personalized and specialized site, they focus on all of the needs around one particular disease or ailment.

 

In this case, SCC is focusing on a wide range of healthcare issues–which will naturally yield a larger pool of interested consumers. And the personalization is a bit deeper too, as it goes beyond just content. Through their health providers, consumers will have access to both content and services that will be designed to meet their specific requirements. There should be a lot of winners as a result of this alliance. While SCC is likely to garner more interest from its clients, those clients will be able to use the new portal as a tool to help them build stronger relationships with their end clients (the consumers).

 

Thomson Reuters Launches Niche Database for Pharma Industry

• Posted August 21st 2008
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• by Marji

Thomson Reuters has launched BIOMARKERcenter, a biomarker intelligence resource for the pharmaceutical industry. It will enable users to assess the potential of biomarkers, which are measurable indicators that can be used to define a biological state.

 

BIOMARKERcenter covers the biomarkers identified in literature, patents, conferences, clinical trial information and other sources for all major therapeutic areas, such as oncology, cardiovascular diseases, diabetes, respiratory disorders, autoimmune diseases and neurological disorders. Each therapy are includes biomarkers with established clinical usage as well as emerging uses for biomarkers.

 

Each record is created by Thomson Reuters experts and it provides a unique report on the biomarker using a lifecycle model. Other data that users will be able to access includes the name, classification, biological entities/processes involved, associated drugs, role or utilities, measurement techniques, regulatory status and related diagnostic kits.

 

Thomson Reuters is making access to BIOMARKERcenter very easy for users through a variety of delivery methods: a standalone web solution, fully integrated into Prous Science’s Integrity platform, or as an XML feed to internal customer databases.

 

This is a very innovative idea for a couple of reasons. First of all, it addresses a niche that most likely hasn’t previously received a lot of attention from healthcare information providers. Instead of focusing on a broad pharmaceutical issue, Thomson Reuters has targeted a very specialized area that will attract a small, but loyal, audience.

 

Also, the database contains information that can strongly impact pharmaceutical companies’ bottom lines and provide them with a competitive advantage in the marketplace. This is very powerful content, and it should attract many new customers over time. Another strong selling point is the varied delivery methods in which users can access the database. This should, without question, assist in the rapid adoption of this new product offering.

 

BMJ Using Partnerships to Fuel its Re-invention

• Posted August 19th 2008
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• by Janice

Last month BMJ launched a new clinical information service for point-of-care use by physicians in conjunction with Epocrates, the leader in mobile point-of-care drug information delivery to physicians. We covered the story in an earlier post from the perspective of Epocrates. Last week, I had the opportunity to have a demo and speak with Dr. Carolyn Simpkins, the product manager and Trish Joyce, the marketing manager for BMJ Point of Care.

BMJ is well-known for their Clinical Evidence resources which are based on a rigorous methodology for assigning evidence grades to published research. For the Point of Care product, this methodology needed to be adapted for physicians who are seeking immediate diagnostic and treatment support.

BMJ faced an editorial production challenge in designing the content to fit with the Epocrates interface. Traditionally, medical writers are accustomed to writing lengthy disease-focused articles. For Point of Care, they had to write in shorter chunks more appropriate for patient-focused applications. Changing the orientation of the writers took some training.

This is an important point for medical publishers that you will hear more about at this year’s HealthContent08 conference, and directly from Dr. Simpkins herself in the Clinical News to Clinical Tools session.  Repurposing content for new applications and platforms may require more than an investment in new technology. In order to truly evolve from reference publishers into decision support providers, publishers may have to re-invent their editorial process, not just rework content that was produced for a textbook or journal.

By next year, BMJ Point of Care will be available on Epocrates’ mobile platform. The next step will involve finding a partner to integrate Point of Care with electronic medical records (EMRs). Kudos to BMJ for understanding the power of partnering to extend their expertise in publishing clinical evidence-based medicine (EBM) content into new channels.

 

SDI Launches Asthma Information Site

• Posted August 19th 2008
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• by Marji

Healthcare analytics company SDI has launched Azma.com, an asthma information site geared toward consumers. Azma.com includes four-day forecasts for all U.S. ZIP codes, disease-specific educational information, opt-in email alerts and an air quality index.

 

The site is essentially being modeled after other consumer health alert websites that SDI also operates. One such site is Pollen.com, which focuses on allergies. In fact, users of Pollen.com request an asthma-specific site, which led the SDI folks to launch Azma.com.

 

While Azma.com provides access to current asthma and allergy information, it also offers two years of archived allergy news. Azma.com is also available through a network of affiliated health- and weather-related national websites.

 

The main goal of the site is to enable consumers to better manage their conditions. With the features that SDI has included in the site, they should be able to do just that.

 

SDI’s idea to launch these disease-specific sites is a good one. The web is already cluttered with general information sites; and people seem to prefer one site that can provide them will all of the content and services they need to deal with a particular medical issue. By continually launching disease-specific site, SDI could truly separate itself from the competition and become a powerful resource for individuals suffering from a wide range of ailments.

 

LLR Partners Helps Finance SDI-Verispan Deal

• Posted August 7th 2008
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• by Marji

Recently we reported on healthcare analytics company Surveillance Data’s (SDI) recent acquisition of Verispan, a healthcare information and services company. The deal creates a company that will offer a database that serves the pharmaceutical, biotechnology, medical device, medical/surgical, hospital, pharmacy, financial, payer, consumer packaged goods and government healthcare market segments.

 

We mentioned how the database effective combines the market strengths of both SDI and Verispan. It utilizes SDI’s custom patient-level data analytics along with Verispan’s syndicated patient-level data and audit-based analytic solutions; healthcare lists and profiles; and marketing services.

 

Customers will undoubtedly benefit from the analytics giant that this acquisition creates, and now SDI and Verispan are positioned for very healthy, future growth. Another piece that should help yield that growth is the financial support SDI just received from LLR Partners to help finance the acquisition. This marks the first investment made by LLR Equity Partners III, the firm’s recently launched $800 million fund. LLR is certainly no stranger to this market, providing capital to companies in industries such as healthcare, financial and business services, information technology, and education. As a result of LLR’s involvement should make for a very smooth integration in the short term and solid growth in the long term.

 

Epocrates Enhances Site with Disease-Related Information

• Posted August 7th 2008
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• by Marji

Epocrates, which operates an online drug reference database, has expanded its offerings to include disease diagnosis and treatment information for physicians. Access to the new information is free.

 

Epocrates created Epocrates Online through a partnership with BMJ Group, the London-based publisher of the British Medical Journal. Epocrates Online features peer-reviewed content, which is prepared by physicians under the guidance of BMJ Group. The content is integrated with Epocrates’ drug database.

 

The new disease-specific information includes an overview of the condition and risk factors, treatment options, suggestions of tests to order and national medical society guidelines.

 

Epocrates is following a similar revenue model with the new content that is has with its previous offerings. Physicians can pay an annual fee for a subscription to a premium version of the product. The subscription also gives physicians access to additional clinical content and decision support.

 

While the drug reference database is certainly a valuable tool, adding this new disease information should serve to make Epocrates an even more valuable resource for physicians. Now, physicians have another reason to visit as Epocrates offers another tool that will aid these physicians in the treatment of their patients. If the goal of Epocrates is to become that “one-stop-shop” for physicians, it’s on the right track. Since the online healthcare information market is so competitive, companies need to do all they can to give visitors ample reasons to visit their sites. That seems to be exactly what Epocrates is doing here. It will be interesting to see what the company launches next, and when.

 

RemakeHealth Launches Radiology Site

• Posted August 6th 2008
• Comment (1)
• by Marji

RemakeHealth Inc. has launched a website that is designed to offer consumer a complete resource for radiology services. The site (www.remakehealth.com) will enable visitors to find local imaging centers, request appointments for radiology tests and investigate medical imaging pricing.

 

The site also includes 200 different radiology tests, such as MRIs, CT Scans and X-rays. In addition to directing consumers to local centers, the site can also display facilities that accept their insurance and performed their desired tests. Some centers provide information related to cash prices for users who are not using insurance.

 

Each center’s profile contains information such as office hours, location, imaging tests and certification. RemakeHealth has partnered with imaging centers in the San Francisco Bay area, Orlando/Central Florida, Las Vegas and Phoenix.

 

The online healthcare information market is most definitely a competitive, and at times, cluttered space. Providers are constantly trying to figure out how to separate themselves from the competition. It looks like RemakeHealth may have just done that, and created a niche for itself with this launch.

 

Using online directories to find doctors, and even hospitals, is nothing new. But a site devoted to radiology could be a new invention. It could also be a true winner. As consumers continue to take more active roles in their healthcare, it seems logical that they will want to use a resource that will educate them on radiology providers as well.

 

Perhaps one challenge will be brand recognition and actually getting consumers to visit the site. But with partnerships already formed with a variety of imaging centers, RemakeHealth could be well on its way.