The behaviour change arms race…

Behavior change is difficult, but to date it has dominated by industries, such as the processed food industry, who have mastered the art of mass market behaviour change through a withering combination of product research, development and engineering, marketing, advertising and promotion, all founded on an unstoppable and lucrative business model. At this moment in history, industry is the unopposed, global behaviour change super power. Serious capital investment with serious returns but with the unfortunate side-effect of producing a global epidemic of non-communicable disease.

The institutions charged with protecting the public’s health have been caught flat footed. Rather than trying to neutralise industry’s behaviour change efforts, medically-dominated health systems have instead chosen to layer their own lucrative pharmaceutical and surgical business model on top.

Doctors quite legitimately pay lip service to the “diet and exercise” mantra because they know it doesn’t work. And why doesn’t it work? Because anyone can say eat healthier food and exercise, thus making it difficult to justify their years of training and high fees. It’s much better for doctors to note “diet and exercise”, but then pump the drug and surgery options.

So what needs to happen?

A countervailing super power must be established. Not one founded around a powerful business model, but rather a movement of interested citizens, concerned by the grotesque monentization of the population’s health. In effect, a competing super power in the behaviour change arms race.

Key characteristics:

  • protect the children
  • use evidence, but don’t wait for conclusive results
  • empower with data
  • apply political dark arts

Funding sources:

  • social impact bonds
  • crowd sourcing
  • private health insurers
  • government (not a good time for this)

Inspirations

  • Purpose.com
  • GetUp.org.au

 

Cth Fund on health management apps

  • 40,000 to 60,000 health and wellness apps
  • health app market estimated to be work $700M in 2012, doubling by end of 2013
  • 52% of smartphone owners have used their device to gather health information
  • 19% have at least one health app on their phone
  • safety-net populations have better-than-expected access to mobile devices and are more likely to use their phones to access health information
  • chronic disease (diabetes and asthma) management apps are often extensions of proven interventions that yield clinical benefits and/or financial savings
  • User’s (particularly older users) most popular features: diagnoses, monitoring BP, BSLs
  • User’s least popular features: medication and exercise reminders
  • Providing feedback on progress supports sustained use
  • 30 – 60% of melanomas screened via a teledermatology app were diagnosed as benign!!!!
  • Asthmapolis is an asthma app that is fully integrated with the rescue inhaler to indicate where and when the inhaler is used, correlate that with weather etc.
  • FDA differentiates between lifestyle apps and apps which send data to clinicians – the latter are considered medical devices and will be regulated.

 

PDF: 1713_SilowCarroll_clinical_mgmt_apps_ib

Source: http://www.commonwealthfund.org/Publications/Issue-Briefs/2013/Nov/Clinical-Management-Apps.aspx?omnicid=20

McKinsey on Big Data in Health Care

 

Key drivers for big data:

  • Fiscal concerns
  • Moves to value-based reimbursement
  • Aggregated, live data sets provide best evidence for decision making

Key barriers to adoption:

  • patient privacy
  • reluctance to take a holistic, patient-centred approach to value

Pathway to a new value framework:

  • right living (prevention)
  • right care – correct Dx, Rx, Mx + coordination/sharing
  • right provider – workforce innovation
  • right value – outcomes-based reimbursement
  • right innovation – R&D to reduce costs, not increase it

Exemplars of Big Data in Health

  • Kaiser Permanente has fully implemented a new computer system, HealthConnect, to ensure data exchange across all medical facilities and promote the use of electronic health records. The integrated system has improved outcomes in cardiovascular disease and achieved an estimated $1 billion in savings from reduced office visits and lab tests.
  • Blue Shield of California, in partnership with NantHealth, is improving health-care delivery and patient outcomes by developing an integrated technology system that will allow doctors, hospitals, and health plans to deliver evidence-based care that is more coordinated and personalized. This will help improve performance in a number of areas, including prevention and care coordination.
  • AstraZeneca established a four-year partnership with WellPoint’s data and analytics subsidiary, HealthCore, to conduct real-world studies to determine the most effective and economical treatments for some chronic illnesses and common diseases. AstraZeneca will use HealthCore data, together with its own clinical-trial data, to guide R&D investment decisions. The company is also in talks with payors about providing coverage for drugs already on the market, again using HealthCore data as evidence.

McKinsey_BigData_Offerings

Ginger.io

Another company, Ginger.io, offers a mobile application in which patients with select conditions agree, in conjunction with their providers, to be tracked through their mobile phones and assisted with behavioral-health therapies. The app records data about calls, texts, geographic location, and even physical movements. Patients also respond to surveys delivered over their smartphones. The Ginger.io application integrates patient data with public research on behavioral health from the National Institutes of Health and other sources. The insights obtained can be revealing—for instance, a lack of movement or other activity could signal that a patient feels physically unwell, and irregular sleep patterns (revealed through late-night calls or texts) may signal that an anxiety attack is imminent.

Key Assumptions

  • Value-based payment reform must continue
  • There will be a willingness to progress, innovate and learn from other sectors
  • Privacy issues prevail

 

Notes from interview with Nicolaus Henke (video)

  • data availability
  • easier and cheaper to link data sets and then compute them
  • understanding population health better – predict who’s going to get sick, especially with regard to chronic disease – better clinical and economic outcomes

Current opportunities for providers:

  • understanding, predicting and preventing diseases in individuals and populations
  • linking up the health system around the patient
  • understanding value (holy grail) – where are funds being directed, how can they be moved around to optimise outcomes and made more efficient

Future opportunities – change the practice of medicine altogether:

  • Medicine is currently an art that involves the application of heuristic judgement by highly trained professionals distributed around the world
  • Imagine a future where half of all diseases are well characterised, and can be automatically detected sensors embedded in our environment

Building capabilities

  • We currently mainly capture clinical and payment transactional data
  • How do we capture and exploit new, less structured data – behavioural, genomic, environmental – allows prediction
  • Managing very large data sets – totally new skill set
  • Analytics
  • Understanding the consumer better (a la other industries)
  • Health economics and value analysis – where can we invest on the margins to save money
  • Clinical leadership is critical – they need to be inspired and engaged in order to create new models of care and improve their own outcomes and systems

 

PDF: The_big_data_revolution_in_healthcare
Source: http://www.mckinsey.com/insights/health_systems_and_services/the_big-data_revolution_in_us_health_care

Craig Venter – visioneer

visioneer (n): a scientist who has not only a clear, big and somewhat hubristic view of the future and his role in it, but the technical know how to make it happen along with the skills to bring money and people to their ideas.

digital biological converter (DBC): converts data into life

“The trouble is the field of science, medicine, universities, biotech companies – you name it – have been so splintered, layers, sub-divided, hacked that people can spend their entire career studying one tiny little cog of life,” he says, “If I could change the science system my prescription for changing the whole thing would be organising it around big goals and building teams to do it. That is what we do – I have created team science versus the university system with 200 prima donnas each with their own little space.”

Source: http://www.theguardian.com/science/2013/oct/13/craig-ventner-mars

PDF: Craig Venter_ ‘This isn’t a fantasy look at the future

The moral hazard of health insurance, and the case for putting broccoli on the PBS…

b vs p

You do the math.

Under Australia’s universal health care system, it is far cheaper for individuals to be on a range of heart medications than it is for them to be on broccoli. The same is not true in the US, though for the fortunate 70% with insurance (soon to be much higher thanks to Obamacare), they face the same awkward health insurance-driven moral hazard.

I wonder whether there’s a business case for getting broccoli on the PBS?

The Broccoli make over…

I’ve been exploring the idea of becoming a broccoli magnate and what that would take. Michael Moss explored the idea of updating broccoli’s image in the NYTs recently with some interesting results…

Broccoli vs Kale

 

  • brocquet (it’s a flower)
  • broctober
  • in 2010, diet surpassed smoking as the biggest US risk factor for disease and death
  • nutritionists now consider fruit juice to be in the same category as soft drink
  • Nurses Health Study: 5 servings of vegetable/day = 28% reduced heart disease risk
  • DASH study: Plant-heavy diets achieve equivalent blood pressure drop to medications
  • Heart, Lung and Blood Institute’s Family Heart Study (2004): High vegetable and fruit consumption (4 or more servings a day) resulted in significantly lower LDL.
  • Less definitive evidence exists for a “buffering effect” on cancer (PN: vs. vegan?)
  • Health messages are overwhelmed by junk food messages
  • Jeffrey Dunn (former Coca-Cola president who now markets baby carrots) told a crowd of more than 1,000 at the Produce Marketing Association convention: “We must change the game. We can help solve the obesity crisis by stealing junk food’s playbook, by creating passion for produce, by becoming demand creators, not just growers and processors.”

http://www.nytimes.com/2013/11/03/magazine/broccolis-extreme-makeover.html

PDF: Broccoli’s Extreme Makeover – NYTimes

The future of Medicare

It was terrific to connect up with Anne-marie at the Progressive Australia conference. Looking forward to plenty of conversations around these themes…

The future of Medicare: it’s time to start talking

by 

28 October 2013 in New Progressive Thinking

On 1 February 2014 Australia will celebrate the 30th anniversary of Medicare. After all this time, Labor remains proud that it delivered universal health care to all Australians. During the recent election campaign, Tanya Plibersek, Minister for Health at the time, declared Medicare to be “an enduring symbol of our health system which represents the very best of Federal Labor”. She explained, “Labor is Medicare – we built it, and we’re the only party that Australians can trust to protect and strengthen it.”

The Coalition was slow to embrace Medicare – it vigorously opposed the idea of a compulsory health insurance scheme from the mid-1960s right up until the mid-1990s – but it is now a strong supporter of the scheme. When in government between 1996 and 2007, the Coalition demonstrated its commitment to Medicare by lifting bulk-billing rates (which are considered to be a foundation of universal access to health care) from 68.5% in 2003–04 to 78% in 2006–07. In response to this, Tony Abbott, as minister for health in the Howard government, declared that the Coalition was “Medicare’s greatest friend.”

The bipartisan support for Medicare in Australia stands in stark contrast to the partisan divisions over health care in the United States. The bitter and protracted feud there between Republicans and Democrats over ‘Obamacare’ recently reached a new low when members of the Tea Party movement demanded Obamacare be defunded, contributing to the 16 day shutdown of the federal government.

Most Australians find it difficult to understand why some Americans are vehemently opposed to a scheme that aims to make health care more affordable, and they find the overblown rhetoric about its impact ridiculous. One of the most ludicrous statements made about the impact of Obamacare came from a 2012 Republican presidential candidate and Tea Party activist who said: “If Obamacare had been fully implemented when I caught cancer, I’d be dead.”

When Medibank was introduced in Australia during the 1970s (Medibank was the almost identical scheme that preceded Medicare), debates were heated, but only occasionally did they go beyond the pale; the most notable example was the anti-Medibank posters produced by a medical lobby group that portrayed Bill Hayden as a Nazi. For the most part, however, the tenor of debates in Australia over universal health care has been much more moderate than in has been in the US.

With Medicare now settled policy and the scheme achieving an almost sacred status in the national psyche, debate about its future has almost become sacrilegious. Any suggestion that it is no longer meeting its core objectives – of ensuring our health system is equitable, efficient and universal – sends its long-term advocates scurrying to its defence, fearful that past campaigns to destroy it will be revived. More recent converts to Medicare are also desperate to steer clear of debates about its effectiveness lest they be accused of being lukewarm supporters, harbouring secret plans to undermine it. In some ways, this refusal to have an open discussion about Medicare is just as harmful to progress as the highly ideological and extremist debates evident in the US.

In my recently published book, The Making of Medicare, co-authored with James Gillespie, we argue that we need to start thinking about how Medicare can be reformed so that it can meet the needs of 21st century Australians.

While Medicare has served us well, we need to remember that it was designed in the 1960s and 1970s to meet the problems of that period. Australia was, demographically, a much younger society then, and the health problems people faced normally required very short periods of treatment. Patients, for example, would go to a general practitioner with a minor, short-term complaint and the fee-for-service system worked well when people only occasionally went to the doctor. Hospitals worked on an entirely separate system that dealt with very serious illness, but they, too, were set up to deal with acute illnesses that were either cured or not; ongoing follow-up care after discharge from hospital was a rarity.

We are now living healthier and longer lives, but an ageing society brings with it a greater burden of chronic illness. Instead of short episodes of illness, ending in death or cure, the growing burden of disease comes from serious and continuing illnesses, such as diabetes, chronic heart disease and respiratory illnesses. These need ongoing care and management, often over a lifetime, and few people have the expectation of complete cure.

The Medicare system was not designed to support ongoing care and management. Instead, the fee-for-service system (which also preferences medical care over other health care services) fragments care into short episodes of discrete service delivery. As a result, our current health system is not able to provide optimal care to large numbers of people. Because Medicare was never designed to foster co-ordinated care, it is perhaps not surprising that it now struggles to achieve it.

The challenge for progressive thinkers now is to accept that Medicare is now struggling to meet its core objectives. Because debate about its future has largely been stifled, there are few realistic reform options for policymakers to consider. Fortunately, Labor has a proud history of developing robust health reform policy proposals in opposition. The original Medibank scheme was developed, fully costed and widely promoted under the Whitlam-led opposition during the 1960s and 70s. And the introduction of Medicare was secured by Labor when the Hawke-led opposition negotiated its historic price and incomes accord with the unions. The time is ripe, therefore, for Labor to stake its claims over the future of Medicare by kick starting a debate about how it should be reformed.

Anne-marie Boxall is speaking at the Building a Progressive Future conference, on the panel ‘When Government Fails’ at 4pm on Saturday 2 November. To see the agenda and get your tickets, click here.