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Delivering Healthcare Value

December 8, 2010 By jfisher Leave a Comment


From Alan Steele, VP, Head of Art, Managed Markets, Palio

Currently, the U.S. leads the world in the amount it pays for healthcare – a whopping 17.3 percent of the gross domestic product in 2009 – according to the Centers for Medicare & Medicaid Services. As A. Mark Fendrick of the University of Michigan and his colleagues wrote in the December 2009 issue of The American Journal of Managed Care: “In short, we pay more than any other country for healthcare, but get less.”  On top of that, poor adherence increases annual healthcare costs in the U.S. by $290 billion according to the New England Healthcare Institute (NEHI).

Closed systems. In spirit, there is no healthcare “system” in America; there are various disconnected players guarding their turf. Stakeholders such as empowered patients, enlightened policy makers, treatment-deciding providers, cost-conscious payers, and profit-driven manufacturers measure value differently. For instance, a manufacturer sees value as the efficacy of a drug versus placebo based on select clinical trials while a payer thinks of a drug’s use as a loss (cost) to its members (patients). Our country needs consensus among all stakeholders, an understanding that revolves around a universal definition of better health: improved outcomes using more economical treatments and advanced tools for diagnosis and patient adherence.

Open system. Managed care is defined as the delivery of the best care for a specific patient at a particular time. This is reached by transparency. Transparency is a broad-scale initiative enabling consumers to compare the quality and price of health care services, so they can make informed choices about doctors and hospitals. In cooperation with America’s largest employers and the medical profession, this initiative is laying the foundation for pooling and analyzing information about procedures, hospitals and physician services. When this data foundation is in place, regional health information alliances will turn the raw data into useful information for consumers.

Government initiatives. The U.S. government, under the American Recovery and Reinvestment Act of 2009 (ARRA), has allocated over one billion dollars to several agencies including the National Institutes of Health (NIH), the U.S. Department of Health & Human Services (HHS), and the Agency for Healthcare Research and Quality (AHRQ) to increase studies which compare drugs and their effectiveness in certain populations. This is called Comparative Effectiveness Research (CER). One of CER’s goals is to cease the “adopt everything for everyone model” and to initiate the “adopt when appropriate” model. Three current inefficiencies in healthcare are overuse, misuse, or underuse of treatments or services. Evidence-based research obtained in real world settings will be used by the FDA to force manufacturers to demonstrate the value of new drugs. Pre-selecting patients and incorporating bio-markers, laboratory measurements indicating a disease or process occurring in the body, will bring us closer to “personalized medicine.” Electronic medical records filled with valuable patient data could also help improve the selection of patients who respond to therapies.

Extracts: “The New Value Equation”, Mike May, Scientific American Pathways. “The Social Life of Health Information,” Pew Internet and American Life project, June 2009. “Value-Driven Health Care,” http://archive.hhs.gov/valuedriven/index.html

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

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Filed Under: Industry Trends Tagged With: American Recovery and Reinvestment Act of 2009, Comparative Effectiveness Research, Electronic medical record, healthcare costs, managed care, managed markets

Sunscreen, Tax and Tanning

June 18, 2010 By jfisher 1 Comment

From Tiffany Ryan, VP, Account Services, Palio

We are nearing the official start of summer, and with that people of all ages are hitting up their local drugstores for their annual supply of sunscreen. I picked up ours a few weeks back and was surprised at the lack of sunscreen with an SPF of less than 30 on the shelf.  With the rising increase of skin cancer, one of the most preventable types of cancer, it probably shouldn’t have been that surprising.

It’s fairly intuitive now that sunscreen is part of our daily life. With 90% of skin cancer caused by excessive exposure to the sun, it’s a no-brainer. But is it?

90% of skin cancer caused by exposure to the sun – this would seem to be a red flag to those who frequent tanning beds year round. Driven by the desire to always have that “sunkissed” look, tanning parlors are big business. And the government wants a cut.

Citing the ability to raise $2.7 billion over ten years, a 10% tax applied to tanning sessions would generate much revenue needed to help pay for healthcare reform. Will it stop people from tanning? The jury is still out, but even a minor reduction in the frequency of visits to the tanning booth could have implications on longer-term healthcare costs associated with treating suspected and diagnosed melanoma.

I’m certain that slathering on tanning lotion and soaking in the UV rays three times a week is considered excessive exposure. But for the rest of us, what defines excessive exposure? A bad sunburn? Repeated daily exposure? Not wearing sunscreen? How much is too much?

I recently ran across a photo of my kids taken last September. I was religious about their sunscreen use, slathering them up every day with SPF 50 – even on a mildly sunny day. In the photo they looked ghostly white. Like their skin had never even seen the sun.

Enter the studies on vitamin D deficiencies to complicate matters. Essential for bone strength, we need 1,000 units a day. A glass of milk gives us 100 and an average multivitamin gives us 400. So how much sun is required to manufacture the other 500?

It’s a constant struggle of moderation – trying to achieve a “healthy and moderate” exposure to the sun. With the rising rates of melanoma prevalence, it’s clear that not everyone is working to achieve this middle ground. Perhaps the tanning bed tax is just what the doctor ordered…

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.
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Filed Under: Medical Strategy, Oncology Tagged With: cancer, healthcare costs, melanoma, skin cancer, sunscreen
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