e-Patient Dave on HIE’s marketing implications

6 Aug

One of the joys of active social-media involvement is quickly and readily connecting with people – interesting, generous, accomplished people. Three days after I first noticed “e-Patient Dave” deBronkart’s tweets, and admired his perspective, knowledge and good humor, I was interviewing him on the phone.

e-Patient Dave deBronkart

Although my beloved AP Stylebook demands I refer to him as “deBronkart” on second reference, I can’t help but call him anything but e-Patient Dave.

After beating Stage IV kidney cancer, e-Patient Dave became a full-time activist, advocating for health care transformation through participatory medicine and personal health data rights. Earlier this summer, e-Patient Dave participated in the policy meetings in Washington which helped define “meaningful use” for the Health Information Technology for Economic and Clinical Health Act, or HITECH. e-Patient Dave feels strongly that patients should be able to access their own medical data, check it for errors, question it, and take it with them to another care provider if necessary.
[tweetmeme source=”KateEGrey” only_single=false http://www.URL.com]

I wanted to talk to e-Patient Dave about Health Information Exchange and Electronic Health Records, the changes they’ll bring to health care and, most of interest to me, the implications for marketers. He concurs: HIE and EHRs present a “terrific opportunity to transform health care marketing. If you resonate with this idea, you will be way ahead of people in your trade. People who understand will have an enormous advantage.”

One of the advantages he foresees is message targeting. According to e-Patient Dave, marketers and organizations that target messages to different patient segments will have a tremendous head start. e-Patients – shorthand for empowered, engaged, equipped and enabled patients – demand and need different information than patients like his dying father, who didn’t want to know anything about his condition, medications or treatments.

e-Patient Dave’s major concern about the HIE opportunity for marketers, not surprisingly, is privacy. In the view of the strictest privacy advocates, the arrival of an email or postcard could disclose to someone, maybe even your mail carrier, that you might have a particular condition. As HITECH rolls out, more discussions are going on in Washington about exactly what marketers will be allowed to do. Obviously, it’s clear that marketers should not, and will not, have access to a patient’s medical history solely for the purpose of marketing.

However, e-Patient Dave acknowledges there are borderline cases where a pharmacy knows you have particular condition, or take a particular medicine, and there are some gray areas in privacy regulations about whether an organization could then offer you something that’s reasonably related. This is exactly why I’m interested. Marketers, believe or not, have a role in fostering health, and an important role to play in America’s health care system: Helping patients find health resources, treatments, providers and technology.

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6 Responses to “e-Patient Dave on HIE’s marketing implications”

  1. e-Patient Dave August 7, 2010 at 2:24 pm #

    Hi Kate – sorry for the delay in commenting – great to meet you too! I’ll say more later – running out to my daughter’s condo housewarming, but first:

    Re the AP Stylebook, this is NOT a newspaper. This is blogs. This is conversational; it’s where YOUR personality and style are not only welcome but expected.

    If you’re not already, I recommend you follow the @FakeAPStylebook Twitter account. :–) Sample tweets:

    Real estate listings should not describe a building as a “murder house.” Be specific: ax murder house, chainsaw murder house.

    Do not refer to drugs by their street names except for drank, which has the same street and clinical names.

    there/their/they’re – What, seriously? This confuses you?

    “Ophthalmologist” has an ‘h’ in it. A handy mnemonic for this is that the ‘h’ stands for, “Huh! There’s a ‘h’ in ‘ophthalmologist’!”

    ttyl…

    • Kate Grey August 7, 2010 at 2:43 pm #

      @FakeAPStylebook immediately added to Twitter list. Thanks Dave — your/you’re/YUR always teaching me something! I can see (hear? read?) we still have a lot to talk about. Have fun at the condo-warming. TTYL.

  2. e-Patient Dave August 8, 2010 at 1:42 pm #

    A quick further comment – to be clear, I’m in no way advocating that marketers (and I’m a career marketer myself) should look at an electronic medical record as a marketing database.

    It is not. Not. Not. It exists solely for the purpose of the patient’s care. If I offer information to marketers, that’s different.

    Look at it this way: imagine that the medical record exists in my underpants. You better NOT go there without being invited.:-–)

    • Kate Grey August 8, 2010 at 1:54 pm #

      Thanks Dave. Yes, I know what you mean. I’m after the informational aspect. No one’s goin’ in your underpants! This is why I like you … you’re funny.

      Total aside: this reminds me of Phineas and Ferb’s Squirrels in My Pants, which my nieces think is hilarious.

      • e-Patient Dave August 8, 2010 at 1:57 pm #

        To be clear, what I like about the underpants line (as odd as it is), is that there may be specific circumstances where a person says yes – but *I get to say*. (They get to say.)

      • Kate Grey August 8, 2010 at 2:01 pm #

        Yes, like we were discussing the other day: Yes, I do want the home-health people to call me directly. Yes, I do want the diabetes management clinic people to stop by. Yes, I do want to enroll in the weight-loss program.

        I understand you: It’s about customer service, but letting the customer choose. Thanks for your edification, as always.

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