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Matthew Holt

McCain Would Increase Medicare Part D Premiums

Oie_399px_john_mccain_mackinac_islaAs part of his broader speech on economic issues John McCain last week called for high income seniors to pay more for their  D drug coverage. Couples making more than $160,000 a year would pay higher premiums.

This is a good idea and a down payment on something I believe is ultimately unavoidable– means testing for entitlement programs.

It isn’t news that the cost of senior programs –Medicare, Social Security, and Medicaid–are not sustainable. The current federal cost for these three programs now tops $27,000 a year for each senior over the age of 65. That number increased 24% since 2000– after adjusting for inflation.

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Millennial Health Care Delivery

Millennial (adj.)

1. Of or pertaining to the millennium, or to a thousand years
2. Generation of Americans younger than 29 in 2007 with unique social, cultural, and market identity

The highlight of last month’s Health 2.0 conference was the segment in which three enterprising physicians discussed their next-generation practice models. We heard from Enoch Choi, MD at Palo Alto Clinic who has a traditional, but technology enabled practice; Jordan Shlain, MD of San Francisco On Call which provides a cash only mobile practice; and from Jay Parkinson, MD who has attained the most notoriety through his unique approach, clinical skill set, and artistic flair. These services are representative of a growing number of similar practices that serve as an example of another important concept to consider in preparing for next generation health care. Millenial patients will demand a new range of services, many of which currently do not exist within the current medico-industrial insurance construct. In fact, the provision of niche services which have traditionally fallen outside the concept of traditional health care may prove to be the biggest opportunity to impact care delivery.

This conceptual framework can be understood within the technology description of The Long Tail. First described in the popular press by Wired Magazine Editor Chris Anderson in 2004, it is basically descriptive of unique markets wherein distribution and storage costs approach zero and therefore the provision of small numbers of less popular items actually is more profitable than the provisions of large number of popular items. The math works out as such that the area under the “long tail” part of the curve is as big or bigger than the area under the curve to the left. This long tail represents all the niche, specialty offerings that can be purchased so that when aggregated, the niche market opportunity is bigger than the mainstream.

The anatomy of the long tail shows that most patients consume a relatively small number of core health care related services. These have been provided in a prescribed way for decades and have address most basic health care needs. However, as science and technology advance, there have been, and will continue to be new, more efficient, and hopefully effective treatment options. Over time these new therapeutic options themselves become more personalized and specialized in order to address the needs of niche target populations. The number of personalized services will ultimately outstrip the traditional health care service offerings.

Anatomy_2

But niche products are not for everyone. Most people have gotten and can continue to get traditional health care services. However, newer technologies that create new value propositions might fill an entire set of health care needs just as well, or perhaps even better. The personalization of medical services allows them to be consumed “wherever the consumer is” along the health care delivery continuum based on their unique value equation. So while not everyone will want to speak live with a physician for $1.99/minute, there are certainly some who will, and they can be recruiting into the next generation health care system via health care delivery offers that occurs within the long tail of healthcare.

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Scott Shreeve is a physician and entrepeneur based in Laguna Beach, California. After a long career in medicine, Scott founded the open source electronic medical record company MedSphere. He currently serves as entrepreneur in residence at Lemhi Ventures. If you enjoyed this piece you may also enjoy his earlier piece examining the potential impact of Long Tail economic theory on the healthcare industry. Scott is a frequent contributor to both THCB and the Health 2.0 Blog.

Around the Web in 60 Seconds (Or less)

GOTHAMIST: "Mayor Bloomberg may have failed with his plan to ease New York City congestion, but at least he can claim victory when it comes to New Yorkers’ digestion. Judge Says Open Wide for Food Calorie Info.

US NEWS: Election ’08 – Whom the Candidates Listen to on Healthcare.

NEJM: Boston Children’s Mandl and Kohane argue the personal health records systems under development at Google and Microsoft pose challenges. "I’m a great believer in patient autonomy in general, but there is going to have to be some measure of limited paternalism."

Microsoft’s Neupert to NYT: "I can imagine a scenario where we have a third party verify that our
system works the way we assert it does. 

THE NATION: White House joins San Francisco restaurant association’s appeal of Newsom health plan.

ALBERTA: Provincial authorities weigh "bold steps" to remake health system. "There are simply too many referral stages and patients are simply waiting too long."

CDC: Can social media drive personal health record adoption?

Thinking of Starting a Health 2.0 Firm? It’s All in the Name

WIRED SCIENCE: 5 New Drugs for Cancer, Blood Clots, Diabetes, and Hepatitis

HEALTH 2.0 San Francisco

If you missed Health 2.0 San Diego last month or last year’s sold-out Health 2.0 User-Generated Healthcare in San Francisco, here’s your chance. Early bird passes for Health 2.0 San Francisco are now on sale. Buy your passes now and you’ll save significantly over our regular rates.  Only 150 will be made available at this rate, so if you’re seriously considering coming you probably should act now to secure a spot.  We’ll be at the Marriott San Francisco downtown. The event will kick off on the evening of October 21st and run through the evening of the 23rd. 

We’re expecting an even larger crowd than last September – around a thousand – so Health 2.0 San Francisco 2008 promises to be the place to be if you’re involved in this space, an investor or looking to connect with industry insiders. You’ll get the low down on new Web 2.0 technologies like social networking, blogs, podcasts and specialized search as well as an overview of new healthcare and wellness tools and services. Speakers will include leaders from Google, Microsoft, WebMD, Sermo, Daily Strength, Patients Like Me, Organized Wisdom, Health Central, Revolution Health and many more.

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Medical Privacy: The Challenge of Behavioral Ad Targeting in Healthcare

The latest
piece in the medical privacy jigsaw puzzle is online behavioral
advertising.

Last week, the Federal Trade Commission
(FTC) received comments from the Network Advertising
Initiative
NAI
on the agency’s proposed principles for OBA. As part
of this filing, the NAI has published in draft its own
approach to behavioral ad targeting in health, included in the Self-Regulatory Code of Conduct for
Online Behavioral
Advertising

Online
behavioral advertising OBA
is the process whereby the online consumer’s search behavior is
analyzed across multiple websites and then categorized for use in
advertising online.

NAI’s members are reputed to cover 95% of
the online advertising market. NAI’s
membership includes 24/7 Real Media, Acerno, Advertising.com (an AOL company),
AlmondNet,
Atlas (a Microsoft company), BlueLithium (a Yahoo! Company), Doubleclick
(a Google company), Media6degrees, Mindset Media, Revenue Science, Safecount,
Specific Media, Tacoda (an AOL company), and
Yahoo!. Furthermore, NAI is
processing membership applications from Undertone Networks, Google and
Microsoft.

Toward the end
of the NAI’s
Code you will find a section called, "The need for common understanding
by industry," in which the NAI
lists the "minimum restricted and sensitive consumer segments" that
online advertisers should avoid targeting.

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Should Patient Satisfaction Scores Be Adjusted for Where Patients Shop?

Robert_wachter
Last week, Medicare added patient satisfaction data to its hospital reporting website. This is progress, but it raises an interesting question: should patient satisfaction scores be case-mix adjusted?

The
motivation to include patient satisfaction data comes from the
Institute of Medicine’s inclusion of “patient-centeredness” as one key component of quality.
And what could be simpler than asking patients a few questions, as the
Center for Medicare & Medicaid Services (CMS) survey does. (A pdf
of the survey, formally known as HCAHPS, or “H-CAPS”, for Hospital
Consumer Assessment of Healthcare Providers and Systems, is here).
I like the addition of the patient experience data and found the
presentation on the CMS site to be fairly reader-friendly (as did US News & World Report’s
Avery Comarow). For example, it only took a few seconds to find my
hospital’s performance on the summary question, “Would you definitely
recommend this hospital?”:

UCSF Medical Center: 80% yesAverage for Northern and Central California: 65% yesAverage for all U.S. Hospitals: 67% yes

[You’ll note that we didn’t do too badly. But it would be legitimate to
wonder whether I, being relatively fond of my job and unenthusiastic
about being shunned by my colleagues, would have shown you something
that made us look crummy. You should have the same skepticism when you
look at every hospital’s web site, a point Peter Pronovost, Marlene
Miller, and I made in this JAMA article.]

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Quoteable

Herbert Rubin M.D. apparently did not enjoy Jane Sarahson Kahn’s piece last week reporting the results of the recent Annals of Internal Medicine study examining physician attitudes towards national health insurance.  Here is his email to us, edited slightly for length:

"In the free market where I practice, I have no need for wonks, insurance weenies or regulators. It’s me and my patients. I give them what they want, they give me what I want. No intermediaries or academics needed. Thats how every other good or service is sold and bought. No need for those who fancy themselves more clever than the market.Most overeducated experts are risibly obtuse. The diagnosis is the lack of a free market … The cure is the collapse of the current doomed non-system and the irrelevant band-aids proposed, and return of buyers and sellers with no self-interested intermediaries. The more wonks tinker, the better I like it. If single payer comes, I increase my fees, and laugh."  

THCB is sponsored by …

Overlake Medical Center is a 337-bed, nonprofit, state-of-the-art medical facility equipped to deliver the highest standards of medical care to the Puget Sound Region. Overlake is seeking primary care and specialty physicians to join our growing network of clinics located in the prosperous Eastside area across Lake Washington from Seattle.Click here to learn more. THCB thanks Overlake for it’s support!!

Oie_overlakelogo

The Changing of the Guard

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For the past 30 years, the U.S. health care system has been powered by baby boomer physicians, many of whom are now considering retirement at a younger age than prior generations due to burnout, deteriorating practice economics, and disillusionment with the logistical challenges of practice. I don’t believe that a majority of these physicians will cease to work in the near future; rather, they will find new roles inside and outside the health system that are more satisfying and less stressful.

As these busy physicians retire, often on very short notice, their patients are cascading down onto a new generation of physicians–a large number of whom are women–with fundamentally different goals, work styles, and values. This new generation has already gravitated toward medical specialties that mesh better with family and work-life balance priorities, and they evince a desire to practice medicine 40 hours a week or less. They are also much less ideological than their elders about medical practice and its prerogatives and less likely to remain in the same community for their entire practice.

It is hard to argue with younger physicians’ desires for a more balanced life. After observing the wreckage that 24/7 medical practice has left among their elders–divorces, intra-professional conflict, disability due to stress, even suicides–younger physicians are entirely justified in wanting to organize their lives differently.

However, this generational changing of the guard in medicine is wreaking havoc on hospital-physician relationships and may herald a crisis of access, particularly for primary care physicians and rural specialists, as baby boomers begin to enroll in Medicare starting in 2011.

Here are some of the likely outcomes of this generational transition:

1. Surge in physician employment. We can expect a sharp rise in the number of physicians employed by hospitals. Unlike multi-specialty physicians groups, many of which are thinly capitalized, hospitals have enjoyed five years of record profits and have the financial resources to absorb the economic losses associated with starting up and sustaining medical practices. They also have the capital resources and IT infrastructure to facilitate the digital conversion of a medical practice. In rural areas, the hospital will likely become, by default, the employer of last resort for a majority of the community’s physicians.

The current generation of hospital executives is wary and uncomfortable about assuming a larger role in organizing medical practices in their communities. This is due to the large economic losses, political disputes, and poor relationships engendered by their last foray into physician employment in the 1990s. Many hospital CEOs acknowledge that they failed to add value to the practices they acquired during that period. The result of these concerns will be far fewer practice buyouts than we saw in the 1990s, as well as less generous compensation packages focused better on clinical productivity.

Hospital executives are unlikely to pursue physician employment to increase profits or obtain health plan contracts (two strategies that had limited success in the 1990s). Extending the hospital’s imperial dominion into the physician sphere is not what this new wave of “integration” will be about. Rather, hospital involvement in physician practice operations will be, in most places, an exercise in damage control and loss avoidance. Transparency, wide consultation in the broader physician community, and guidance from statesmen in that community are all essential to navigating the potential landmines in this delicate process.

2. Fewer hospital-dependent physician practices. We can expect a more definitive separation of hospital-dependent and hospital-independent practitioners in adult services, with hospital-based services increasingly provided by hospitalists and intensivists. Many younger physicians who have ambulatory practices are turning away from the hospital and searching for new ways of interacting with colleagues, including online (as evidenced by the explosive growth of Sermo, the physicians-only online community).

I believe this tilt away from hospital-centered practice accounts for the declining rate of growth in hospital admissions over the past four years and the surprisingly rapid acceptance of hospitalists and intensivists in many communities. Practicing physicians in many areas have asked, even pleaded with, hospitals to staff up to manage their hospitalized patients. The shift to intensivists is happening a lot slower than the shift to hospitalists, but is driven by the same factors. While the hospital’s economic gains from this shift have proven elusive, markedly improved quality of care and reduced malpractice risk provide ample justification.

An important political consequence of this movement is that the hospital’s medical staff will represent a shrinking percentage of the total physician community, and the hospital’s real power, its power to convene the community’s physicians, will diminish. Creating online clinical communities through clinical IT, digitizing billing and collections, and collaborating to improve clinical quality under pay-for-performance plans present new opportunities for the hospital to add value for physicians who do not directly admit patients.

3. Conflict over call coverage. We can expect intensified conflict with private physicians over the hospital’s 24-hour mission and service obligation, specifically providing physician coverage after hours and on weekends. Younger physicians have shown decreased willingness to trade their personal time to cover hospital call in exchange for hospital admitting privileges as their elders did. Those admitting privileges are either less essential or completely unnecessary in an increasingly ambulatory practice environment. The present solution is for hospitals to pay stipends to independent practitioners for call coverage or to contract with single specialty groups large enough to rotate call internally.

As fewer physicians depend on the hospital for practice income, however, this arrangement will probably give way, in larger hospitals at least, to hospital employment of general surgeons, cardiologists, and others to cover the evening and weekend service demands created by emergency surgery and cardiac intervention. This transition is also politically perilous and fraught with the potential for conflict. However, hospital spending on stipends has soared, and continued rapid growth in these expenses appears unsustainable. Shifting to employment or economically accountable contract relationships will eventually replace most stipend arrangements.

4. Widening physician shortages. Unless there are major changes in how primary care physicians are paid, particularly by Medicare, we can expect a growing shortage of primary care physicians. Some rapidly growing sunbelt communities are already experiencing this problem. Surveys suggest that close to 30% of Medicare beneficiaries experience difficulty in finding new physicians, and this number will increase as baby boomer physicians retire in the next decade. Reforming and substantially increasing physician payment for primary care services, through the “medical home” or other models, is essential to avoiding a catastrophic shortage of physicians over the next two decades.

Regardless of what Washington policymakers do about reforming payment, primary care practitioners must also develop a new operational model, which hospitals can help “midwife.” Information technology must play a major role in this transition, with larger amounts of non-clinical or minimally-clinical interactions with patients either automated, through voice response technology, handled online through e-mail exchanges (e.g. prescription renewals, office visit follow-up), or supported by nursing personnel (who will also be in scarce supply). Finally, movement to end-to-end electronic adjudication and payment of medical claims will be vital to reducing practice overhead, a process which Medicare could markedly accelerate if the program’s managers made the right policy choices.

There is a wide gap between policymaker perceptions of physician need and those that are increasingly apparent in many communities. Hospitals are going to play a major role in filling the widening gap in physician coverage in their communities. They will also have to advocate more aggressively in Washington and with private health plans for physician payment reform. With a larger stake in the physician enterprise, that advocacy will make greater economic as well as political sense. The changing of the guard in medicine will widen the hospital’s role in the larger medical community, even as it is exposed to new economic and political challenges.

Jeff Goldsmith is President of Health Futures, Inc. and Associate Professor of Public Health Sciences at the University of Virginia. He is the author of The Long Baby Boom which will be published in May, 2008 by Johns Hopkins University Press.