# Presentation: 370846

## Social Marketing:

-  A Consumer-oriented Systems Approach to ***Patient Medical Records***

- Consumer Empowerment Workgroup Hearing on Patient Medical Records
- William A. Smith, Ed.D.                                    Executive Vice President                                 Academy for Educational Development
- September 18th, 2006

## Marketing:  A consumer-oriented systems approach to social change

- Product

- Distribution

- Price

- Promotion

- What will a PHR do?
- Who are the most likely audiences for an PHR?
- What will a PHR cost in order to make it attractive to consumers and  produce a profit for the company?
- Where will people be able to find and purchase PHR easily?
- What will we say about PHRs to get people interested in them, including: what will we call it? what will the PHR look like? what will the packaging look like? what varieties of it will be available? how will it be advertised? what partnerships will help make PHR more available and more respected?
- Are there regulatory issues that the PHR must address?
- At what pace will we introduce PHR to a crowded technology marketplace so that it competes effectively with other consumer alternatives?

## Social versus Commercial Marketing

_***How will it make America healthier, plus ***_**what do consumers want and how will it be financially viable. **

***Commercial Marketing***

***Social  Marketing***

## 2. Good “advertising” does not save a bad product. 

- 2. Good “advertising” does not save a bad product.

- Milk Sales Flat

- Advertising alone.

- Advertising plus a better product.

- It’s not about consumer education only.

## Effective marketing of a new product: two examples:

- Effective marketing of a new product: ***two examples:***

- Public-Private Sector
- Partnership
- Branded multiple products
- and services
- Government regulated
- and supported program

- Began small with an affluent
- audience 1950
- Followed consumer demand
- to create multiple products
- Government regulations
- on credit overturned and
- opened the industry

## NIKE

- Marketing is also about ***imagination...***

- A new shoe that will send a wireless signal to your iPod to give you information about how to run in order to maximize your exercise routine.

***We cannot imagine today all the possibilities for PHRs tomorrow.**** *

- iPods

## The best alternative is the one we can’t even imagine today. 

- You have multiple product possibilities

- Your Health Card

- The best alternative is the one we can’t even imagine today.

-      ***On line ******/ maybe a game******        Hand-held                   Health Card***

## Also...

- Try to solve more than the “information” problem. Look for ways to help solve a deeply- felt problem in the system.

- EMR and PHR might need to develop together. You want an early success, not a public failure. *Don’t try to do too much at one time with PHRs. *

## PHRs do not have to do everything from the start.

- Your Important Health Numbers:  BMI, Cholesterol, Blood pressure, Blood sugar, plus **special ones** for men and women, by age, for an individual given their disease condition.  For example: Mammogram, DRE, Colonoscopy.

- Your Health Card

## Perhaps start with a specific high profile disease

## Maybe begin as a luxury service

- The  patient gets a re-writable, “cool” card. It has all the information the physician needs to manage your condition, plus a way to win a trip to Jamaica. It can only be used at select pharmacies at first.  Word gets around.  More and more people want one.

**I know,**
- these ideas won’t work...
- I’m not a genius.  But this
-  *kind of thinking*
- will help you.

- Your Personal Card to Health and Freedom

## Introducing PHRs to a Private Sector Partner

- What could be done over the next year?

**Prototype **several possible applications for PHRs,  based on what you know now.   Prototyping involves creative designers with cutting edge audience research. It takes 3-6 months but it moves ideas from problems to solutions.
- Sponsor a PHR “**new product competition”** where private sector companies are briefed on PHRs and asked to identify possible economic models to making them work in the marketplace. Identify a wide-range of private sector organizations that might be interested.  Don’t limit yourself to the health field.  Maybe a tech company, or a bank, or food company is interested in using health as part of its brand.
- You have a great idea.  Do not over-engineer it at this point.  Get help from people who do this kind of thing for a living.

## PHR: A broad marketing perspective

- 1.PHRs are an attractive opportunity for the private sector.
- 2. Go for “evolution” and not “Immaculate Conception.”
- 3. Start small and make it a premium program for up-scale consumers. Ensure that it works and build on that success. Gradually roll it out to new audiences and be prepared to change it to meet their needs.
- 4. The government role 1) provides incentives to industry to invest in building a working model and 2) regulates to  protect consumers.
- 5. Many consumer segments exist, that means multiple product possibilities. Physicians are a critical audience.
- 6. Education and awareness are not enough.  Great advertising cannot sell a poor product.  **Marketing is no panacea, but it is systems thinking guided by consumers themselves.**

## PHRs are a terrific idea and I can’t wait to get one myself.

- I want mine to help me lose weight and to be brushed aluminum with black trim.
- Just kidding.

- Thank you for your patience.

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