There has been quite a buzz around personal health records, with Microsoft and Google getting into the fray. This shows us at least two things. First, health care is becoming more and more synonymous with technology fortified by the Web 2.0 formula. Users of health care services are educated and technologically sophisticated, and are expecting that same level of maturity when searching for answers to their health care questions. Second, the barriers to entry are low. Technology companies see a very lucrative business opportunity, and they are seizing that chance with vigor.
But does the fact that these technology companies are populating the industry make the industry better? Does putting patients in charge of their health and medical information improve the health care system? Time will tell, but I will argue that it is a big step in the right direction.
Studies have shown medical errors, adverse outcomes, and costly, and oftentimes unnecessary, hospitalizations can result when patients don't get enough quality attention, and data isn't consolidated between a patient's caregivers. Health plans, employers, government agencies and consumers see the value in creating repositories for health information from which to make good diagnoses and develop effective treatment plans. I consider these the first phase of PHRs.
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We now need to move beyond data repositories and into more advanced tools which incorporate real-time interactivity, integration and intelligence. PHRs should tailor information to the unique needs of patients and play an increasing role in managing their health.
Form Over Function
Efforts are underway by leading health plans, employers and government agencies to aggregate patient information into personal health records. These are a centerpiece for health care IT connectivity to improve care, reduce medical errors and lower costs. Multiple solutions have entered the market, from flash drives carried by the patient to more advanced Web-based tools. Health plans, employers and independent vendors offer them, with each providing varying levels of sophistication and usefulness.
Several PHRs are pre-populated with medical claims data so that each doctor visit, prescription fill or lab test is added to the PHR, resulting in an evolving, comprehensive picture of the patient's health. In addition, some PHRs encourage users to enter personal health information not available from claims, such as height and weight, smoking status, allergies, over-the-counter medications and use of herbal supplements.
Possible benefits of PHRs include helping consumers take a more active role in their health care, especially for people with chronic conditions seeing multiple doctors, and may be helpful in emergency situations. The keys to the success of a PHR are to strengthen the doctor-patient relationship, and to keep physicians armed with knowledge about their patients' past and present health profile to best maintain their health management program.
However, the majority of these PHRs serve as a data repository, leaving the market open for a clinically intelligent, patient-centric solution. The aggregation of data into a patient-centered and patient-controlled record can optimize care among physicians, other caregivers and their patients.
Stay tuned to Benefits Selling WEEKLY for more in this series on personal health records.
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