Jim Lefevere | Digital Strategy, Interactive Marketing and Connected Health Care

It's All Uphill Sometimes

2009-11-05T19:56:00.002-05:00

Via gapingvoid.com

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A Macro View of Health Care Reform

2009-10-29T22:59:00.004-04:00

I really like the approach Microsoft is taking with HealthVault marketing. It's organic, social and not profit focused. However, I am still skeptical, as I have chronicled in the past, about how they much critical mass they can drive at this stage in the game. I think they may be taking the "do nothing is not a strategy" approach, but I also think it is very, very early in the marathon.

We can talk health care reform until the cows come home, but there will need to be a confluence of events as older generations move on, current Xer's and Millenials enact change and younger and future generations come up with new behavior instilled. I realize that is a very macro perspective, but frankly history tells us that change is very hard and for many impossible.

Interesting video about Millenials.

New York Health Group Will Grow

2009-10-28T11:32:00.002-04:00

via civsourceonline.com

I normally don't post breaking news, but I saw this come through and wanted to comment on it. Dave Whitlinger, founder and former President of Continua Health Alliance has been tapped to lead a New York connected health approach. Interesting and good pick for the post. I've worked with Dave a little and he is an outstanding leader. He will make it happen. I think we can look to New York in the future to see where real traction will be when it comes to connected health.

The New York eHealth Collaborative, a public-private partnership focused on improving healthcare quality, safety and efficiency, announced yesterday the infusion of a $35 million grant and the appointment a new executive director.

Mr. David L. Whitlinger will serve as NYeC's new executive director and will use his history at Intel and his knowledge of electronic health records to help the organization build a 21st century healthcare information highway in New York. And the task of building that infrastructure will be aided by the $35 million grant from the State of New York through Phase 10 of the Healthcare Efficiency and Affordability Law for New Yorkers (HEAL 10).

"New York State and NYeC are at a critical crossroads," Carol Raphael, NYeC board chair said, adding that the funds will help create a flexible, interoperable health IT network capable of interacting with the federal government. Ms. Raphael said the federal government was preparing to "invest heavily in state-based health information exchanges and adoption programs," and that investments like the HEAL 10 grant will play a central role in facilitating improvements in the nation's healthcare system.

As part of Mr. Witlinger's ten years experience in health IT, he founded the Continua Health Alliance, an industry alliance of more than 200 healthcare companies developing interoperability for personal health devices and services. He has also worked extensively on health IT standards development and coordination of health policy.

"David Whitlinger brings a unique set of skills and experiences that I believe will help NYeC and the state accelerate the realization of a higher quality, patient-centered and more efficient health care system for all New Yorkers," Ms. Raphael said.

I Love Good Strategy

2009-10-19T15:58:00.003-04:00

Whether it's business strategy, the strategy of a negotiation or in this case, President Obama's strategy for how they "controlled" (quotes mine) the media during the campaign. Now, I caveat, that I think these tactics in no way are controlling the media, when they choose what is "news" (quotes mine) and what's not, e.g. Balloon Boy (I'm not linking out to that bit of non-news).

But I do think it is deep understanding of how things work and putting that knowledge to work for you. That, in my book, is good strategy. If the media zigs, you zag.

As it applies to marketing, I think there is an all too familiar trap that all marketers can fall into. That trap is very reliant on primary research, competitive intelligence and your spot in the market pecking order. In essence, it creates a lemming effect and sameness in a category. Competitors model the category leader or all competitors are targeting the same customer and are unable to differentiate because everyone is going after the same space. You can see this all over Rx/Dx where there is very little differentiation between brands.

Like President Obama, in order to change the tired model, you have to be bold and do something different. I particularly like the Blue Ocean Strategy .

The only way to beat the competition is to stop trying to beat the competition.

Doing something different is tough. That's why more people don't do it.

Check out the video here and the article here.

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Gametime--Go Irish

2009-10-17T15:38:00.000-04:00

Social Media Framework

2009-10-15T09:22:00.003-04:00

Here is a nice social media framework from Ross Dawson. I think it covers the bases and the hard part is the right hand portion--establishing the listening and overall governance processes. You must establish this before you can more on to engagement and conversation--particularly if you are in the Rx/Dx space.

Twitter Tips, Tricks and Tweets

2009-10-14T22:42:00.003-04:00

I just wanted to refresh on the fact that the Twitter book I am the technical editor for has sold 18,000 copies. In the technology book world that is an absolute best seller. I'm proud to be a part of the effort.

Here is more info on the book and link to Amazon should you want to buy it.

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Wisdom Comes From All Places

2009-10-14T19:42:00.002-04:00

I'd like to wish John Wooden, legendary basketball coach, a happy birthday today. He turns 99. He has served as a quiet inspiration to me for a long time. I posted a while back about his Pyramid of Success and I refer to one of his famous quotes often, "be quick, but don't hurry."

He is a tremendous gentleman and exemplifies decency. His lessons are applicable to life and the best the lessons in life are often the most simple.

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Enabled Healthcare Microsoft Style

2009-10-13T21:00:00.002-04:00

Oh, the subtle, yet interesting, marketing from Microsoft to push their HealthVault. actually, I think it's pretty good. Informative, subtle, and benefit-driven. Real life examples that people can relate to. Own your medical records and get better results--simple and effective.

Check out the site here.

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The Health Care Uprising: Follow-up

2009-10-13T20:38:00.003-04:00

Back in August I wrote a post called The Healthcare Uprising: A Revolution is Coming You can reference it here and it is fully posted over at mobihealthnews.com.

In the post, I put forth my summation for why I think consumers are prime for a uprising and that technology will enable a revolution of sorts for self-care. This post got a little traction on Twitter and because I referenced Jeremiah Owyang, formerly of Forrester Research, in some forums, etc.

I firmly believe that the confluence of consumer empowerment, technology and health care will in the end yield a different type of health care model that we have not yet seen, and many people I have come to realize cannot imagine. One in which the patient is in charge, self-care becomes more influential via information and OTC treatments and as you read in my previous post where consumers, you and me are able to turn tables on the current model.

The Atlantic, a well read and respected magazine seems to concur and has an article titles Power to Patients in their October issue that treads the same ground. The writer draws some interesting parallels to other industries where there has been widespread disintermediation such as travel agents. Check it out.

At the end of the day, I think the time is right, it's just a matter of how quickly technology can shape and drive the change.

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It's A Game Of Inches.

2009-10-11T11:58:00.003-04:00

I have posted this video in the past, but it's worth coming back to because it resonates with me on many different levels. In life...in business...it's about the decisions you make. Do you live in fear or do you live for the moment? Do you take each day as it comes and give 100% every time? It always comes down to that 6 inches right in front you and who wants it more in life and in business.

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Google Health and War for the EMR

2009-10-07T18:55:00.003-04:00

Via mobihealthnews.com Some news from Google Health and their addition of a few payors to their Google Health platform. It's interesting to see that evolve and clearly Microsoft and their HealthVault provides competition because they announced their new MSN health portal, which is a clear consumer play not previously seen by MSFT who was largely going out to health systems and insurers as the access point to consumers. I wrote about this previously here.

They either want to do both and they see the increasing role of the consumer and the Health 2.0 movement. Or they are just following Google in. Either way it will be interesting to see how this all plays out.

Here is a true story that really underscores the importance of this evolution for me. I changed doctor's in December 2008. My new doctor requested MY medical transcripts at the time of the switch. I received confirmation of the transfer and a bill for $20 for the privilege of moving MY information to my new doctor in September 2009. Yes, you read that correctly, I received confirmation of this transfer a full 10 months later. UNBELIEVABLE.

I previously posted on HelloHealth here.

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In Context Video Ads--I like It.

2009-10-04T20:23:00.004-04:00

I saw this on YouTube posted as an ad, which I like a lot. If you have a message you want to disseminate what better way then via a video in context? The user doesn't leave the page, you get your message sent, it's interactive and it's win-win.

In order to have a brand channel, you have to buy space on YouTube so this is a good use of video in context to promote your channel or message. For the Food Network, it's probably both.

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The Golden Rule

2009-10-04T20:21:00.001-04:00

Just because it's a good message.

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Tear Down Structures to Grow

2009-10-01T21:06:00.002-04:00

I am not promoting this book, but this excerpt really resonated with me. I think we'll look back on this period of time from a political, economic and technology shift and wonder how we got through it. I firmly believe we're in the middle of a shift. You can look back over the decades and pinpoint culture changes that I'm sure during the time seemed organic but looked on years later are apparent culture shifts. It seems that these always occur later in a decade from the late 60s hippies, late 70s energy crisis, the 80s were about the rise of capitalism and Wall Street, the late 90s were marked by the Internet age and now deep into the first decade of the 2000s it seems were into another shift that combines the cultural, political and technology shifts of the previous decades into a massive upheaval.

I could be wrong, but that's how big I think this change is. It is also a reminder that to stay ahead you have to be able to shed old attachments and be flexible to change.

Here is the excerpt and link.

Tear apart structure

An excerpt from EXPLOITING CHAOS

Most animals behave instinctively. Fish know how to swim. Birds know how to build a nest. But for primates, including humans, behavior is learned within a social structure. We follow organizational patterns and rules unless those rules are dramatically changed.

Stanford neuroscientist Robert Sapolsky studies the social structure of baboons. More than 20 years ago, Sapolsky observed a baboon troop with multiple layers of structural rank. Socially senior baboons would beat on middle-ranking baboons who would in turn beat on lower-ranking baboons. Those bastards.

But then something happened. The senior ranked males started fighting a neighboring troop over tourist garbage. Eating trash exposed the aggressive males to tuberculosis-tainted meat. Instant karma.

Over the next three years, the elders died off, leaving the troop absent of structure. Instead of recreating multiple levels of aggressive hierarchy, the young baboons created a culture of pacifism. Acts of friendship replaced aggression.

Instead of struggling, the community flourished. Hormone samples indicated lower stress and the same culture remains 20 years later.

Organizational structure guides the way we grow and the way we think. To spark a revolution, structure needs to be broken down.

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Physicians Want Moratorium on DTC

2009-10-01T20:54:00.003-04:00

Via mmm-online.com:

The American College of Physicians (ACP) called for the FDA to be empowered to label newer drugs as such and to restrict consumer advertising of them.

In a policy paper titled Improving FDA Regulation of Prescription Drugs, the group, which claims a membership of 129,000 internal medicine physicians, related sub-specialists and medical students, said the agency needs more funding and greater powers. Among them, ACP argues that FDA should be authorized to require that new drugs carry labeling indicating their new-to-market status and that DTC advertising be restricted for the first two years a drug is on the market.

Right. This makes you have to wonder the motivation of such an action. Two years is a long time to not be able to advertise considering the considerable costs of developing and bringing a new drug to market. It reminds of that saying, "stick your head in the sand and get kicked in the butt."

A moratorium on DTC just limits the information a consumer can get and really smacks of knowledge hierarchy that is anti-Health 2.0 and is very dated.

If you've read this blog in the past you will know that I am all for consumer empowerment and Health 2.0. I am also all for informed decision making, free will and the doctor as a consultant rather an gatekeeper. None that says moratorium to me.

image via biojobbank.com

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If You don't Know, You Better Find Out!

2009-09-29T21:51:00.001-04:00

Cool video from the Did You Know series. It is amazing to me that some people don't think that the Internet is that big of a deal yet for how you reach people.

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Truth From Doctor's on How To Solve The Healthcare "Crisis"

2009-09-25T13:06:00.001-04:00

I went to my GP the other day to update him with some labs I had done and follow-up on a few things. The discussion turned to health care reform.

My doctor had a brilliant line about how to solve the health care crisis (by the way, interesting to note that when you need something to get done call it a crisis) went something along the lines of, "if you are a person of decent health and you're at a barbecue and ate too much and suddenly feel your chest tighten, take a Tums instead of going to the ER."

I thought that was funny and true. Their are many underlying issues for the health care crisis and maybe the biggest one is education. I've been thinking a lot about this lately as it relates to generational shifts, attitudes about going to doctor, technology for self-care, dietary habits and preventative care. I'll write a post on it shortly, but suffice to say that I think this crisis can resolve itself organically with out a lot of government intervention.

We're Ideating on.....Health Care

2009-09-23T07:03:00.004-04:00

I saw a new IBM commercial on Monday Night Football around health care and it was a classic IBM brand setting commercial around health care. Obtuse, industry focused it talks about how IBM is impacting health care and technology.

It is classic "building the plan while flying it" that IBM is very good at managing an impression that doesn't always meet reality.

Here is a previous commercial from IBM that had some legs as a catchphrase "we're ideating."

All in all, I think there needs to be more doing and less "ideating" to take health care and technology to where it needs to go.

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A Health Care Public Service Announcement!

2009-09-18T06:48:00.003-04:00

The importance of not spreading infectious flu is becoming more critical. Please do your part. If you must sneeze, please, I beg you, please do it properly.

Hilarious video from a White House press briefing yesterday with the Head of Health and Human Services, Kathleen Sebelius.

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Change is Hard; Social Media Implementation May Be Harder

2009-09-16T09:54:00.001-04:00

I friend sent me a Harvard Business Review tip of the day. The "tip" was adapted from David Armano's book Debunking Social Media Myths and centers around the perception that social media is fast, easy and cheap to implement, which is timely and mostly true. There are numerous examples of social media going on in the Rx/Dx space.

You hear all kinds of opinions in and out the industry on whether Rx/Dx can be effective at social media. I would argue that with a resounding yes, but you have to fundamentally change your outlook on marketing. The traditional "campaign" mentality that if you build a campaign and run it for a duration of time is no longer true. The notion that social media can be turned into a campaign-like effort is flawed.

The fundamental question that needs to be addressed is whether an organization can change their outlook on how you reach people. I think the idea that people are tuning you out is hard to take for many marketers and they think they can still engage with them in the same way--only better this time--is absolutely flawed.

So here are some truths I have found:

1) The way you did things before will no longer work

2) Campaigns are dead, consistent and ongoing efforts to provide value are in.

3) People fear what they don't know and kill what they fear.

4) Many people say they understand; few really do.

5) Marketing is suffering everywhere due to the inability to adapt.

That's my take, what's yours?

How Do You Stay Relevant?

2009-09-14T11:29:00.001-04:00

Staying relevant is becoming harder and harder for brands, celebrities and marketing in general.

Ongoing fragmentation and technology tools that allow accelerate fragmentation makes this happen. It is now at a point where you can't simply show up, have a 'me too' product and win your share of sales. You have to have a a good or better product, a message that is impactful, provides value and cuts through the clutter.

I often see marketing these days that reeks of 'me too' and desperation. Companies are increasingly trying to up the ante, shout louder, and double down on efforts. All of this marketing smells, looks and acts exactly like what it is--bad marketing. Examples are everywhere. Is this an inevitable trait of marketing and success? Do you have to jump the proverbial shark to keep getting your message across?

No, you don't.

You can be truthful with yourself and understand what your customers want. Ask them, they are more than happy to tell you. You can tell simple stories that are easy to understand that are relevant. You can have patience to see out a simple strategy. You can have perspective and a horizon longer than 3 months from now. You can provide value without any expectation of a return. You can explore new methods of delivering your message. If they don't work try again.

Simple strategy outlines the who you want to reach, the objective of reaching those people, what your approach will be to reach your objective, how you will do it and how will you know if you successful.

Once you break it down into a process, it is pretty simple. Once you listen, you know what they want. Once you know what people want, you align your efforts and marketing activities.

Why is something so simple seemingly so difficult for Rx companies?

I know the answer, but that'll have to come another day.

What do you think? How can companies stay relevant?

The Social Media Doh! Moment

2009-09-10T21:14:00.002-04:00

I spend a good amount of my time reading, learning and in my personal life practicing social media. I have also spent a good amount of time explaining my definition of social media to friends, colleagues, etc. I have found that almost all presentations you find, blog posts, article in MSM attempt to explain social media in the context of what it means as a "revolutionary" change in how people interact and how it is going to turn the world of marketing upside down. Explaining that communication is now bi-directional and "It's a conversation" can be met with furrowed eyebrows. Usually what can ensue is an explanation of your explanation that really doesn't answer the original question.

That is all fine and dandy but when explaining it to marketing people in Rx/Dx where change is slow and the tried and true is safer than something new social media, which is the new kid on the marketing block can get a stunned look and something like, "big ships don't turn easily" or "that's boiling the ocean" or "that's eating the elephant in one bite." All of that may be true if you understand that you just explained to someone that social media is going to change the world and marketing as we know it.

Instead of explaining how the proverbial watch is made, why not just explain what time it is? How about explaining social media as a new outlet to send your marketing message? How about explaining that you want to go fishing where the fish are? Or strategy is aligning your message with your customers interests. Sure, you may believe it will change the world of marketing and I personally do, but isn't easier to explain something in bite sized way?

Wrap it up as a strategic initiative that puts you message where people are spending more of their time, which is online and I bet you'll get more heads nodding.

Speaking of revolutions. I like the video, but let's try to tone down the hype a bit.

Thought of The Day

2009-09-08T12:30:00.000-04:00

Why is it that when faced with adversity in business too often people
double down on efforts rather than rally around a new approach?

You see this time and time again and it gets very close to Einstein's
definition of insanity.

Whole Lot of Awesome

2009-09-07T21:22:00.000-04:00

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