Keith Pascal's Chicago Health 2.0 presentation on online doctor discovery and reviews

1. Health 2.0
TopTierMD
Prepared By:
Keith Pascal, Co-Founder
Keith@TopT ierMD.Com
847.778.5355
May 26, 2010
TopTierMD

2. who are we?
TopTierMD
HEALTHCARE INFORMATION START-UP
EXPERT ADVICE AND INSIGHTS FROM THE BEST DOCTORS AS
DETERMINED BY THEIR PEERS
LAUNCHED 2009. PROFITABLE.
GROWING.
FOUNDERS: KEITH PASCAL & DAVID PRESKILL
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3. Consumer Demand
“everybody’s doing it”….
A RECENT PEW INTERNET STUDY
the breadth of the market and the pace at which it’s growing:
Over 80% of American adults with Internet access go online for health information
47% of internet users have looked online for information on a doctor
24% of these “e-patients” have consulted rankings or reviews online of doctors or other providers.
60% say the information found online affected a decision about how to treat an illness or condition
53% say it led them to ask a doctor new questions, or to get a second opinion from another doctor.
38% say it affected a decision about whether to see a doctor.
IF YOU’RE A DOCTOR, IT’S GOOD TO KNOW THAT INTERNET USERS ARE
MOTIVATED
55% of consumers are seeking information about a certain medical treatment or procedure.
85% plan to visit a doctor or hospital within a month
DOCTORS HIGHLY COVET THEM
NYTimes data cites that of Internet seekers viewing doctor profiles:
78% between 25-64 years of age
Above average income and highly educated
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4. Consumer Need
...yet there are no available measuring sticks for
determining excellence
NO CREDIBLE RESOURCES AVAILABLE FOR DETERMINING THE BEST DOCTORS
No hall of fame. No academy awards
LACK OF TRANSPARENCY ON PERFORMANCE
AVAILABLE RESOURCES OFFER LITTLE VALUE IN DOCTOR SELECTION
Yelp.com Healthgrades.com Vitals.com
DEARTH OF QUALIFIED “EXPERT” INFORMATION
Internet is a mile wide and an inch deep….Yet consumers can still drown in it.
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5. Lack of Transparency
consumers don’t yet understand of “good” vs. “best”
FERTILITY SUCCESS RATES (IVF) IN TREATABLE COLON CANCER - TEN YR
ILLINOIS FOR WOMEN <30 SURVIVAL RATES
56% at best clinics. 10% at worst clinics 63% percent for the best surgeons. 20% for the worst.
RECURRENCE AFTER HERNIA SURGERY
1 in 10 for worst performers. 1 in 20 for average performers.
RISK ADJUSTED DEATH RATES FOR
1 in 500 for best performers HEART BYPASS PATIENTS IN NYC
vary from five per cent to under one per cent
LIFE EXPECTANCY WITH CYSTIC
FIBROSIS
National average is 33 years. At the best centers it’s 47
years.
Hospital brands still hold weight today despite the onset of “free agency”
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6. what is available today?
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7. For Consumers
available internet content is of limited use and reliability
DOCTOR BACKGROUND REPORTS ARE OF LIMITED VALUE
Aggregated data. Doctor CV’s. No Performance Information
Examples: Healthgrades.com
PHYSICIAN RATING SITES OFFER LITTLE INSIGHT INTO DOCTOR SKILLS IN EVENT
OF A SERIOUS NEED
Patients unqualified to assess doctor skills. Nice if you want to know about their “service”.
Studies show relatively low usage
Examples: Healthgrades.com, Vitals.com, UCompareHealthCare.com
HOSPITAL WEBSITES ARE BROCHURE-WARE
Exercises in branding. Offers limited insights
Examples: U of C, Northwestern, Mayo Clinic, Harvard Medical
NO “FILTERS” AVAILABLE IN A GOOGLE SEARCH
No brand leaders or SEO leaders (except in case of consumer oriented procedures)
COMMUNITY SITES ARE ONE EXCEPTION
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8. Healthgrades.com
Find a Doctor
Licensed News Products
Other Licensed Content
Others:
Vitals.com, Yelp, Angie’s List
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9. Castle Connolly
Names “Top” Doctors
Partners with Publishers
Sells Advertising
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10. TopTierMD
Find a Doctor
Original News Stories That
Feature Experts
Others:
Checkbook.org
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11. Patients Like Me
Community
Others with similar issues
Gathering / Sharing meaningful
data
Others:
The Bump
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12. What is available today?
we believe that only way to identify the best doctors is
by gaining unbiased insight from other doctors
“best” doctor Community
Patient Rating Content Sites Peer Review
directories Sites
Healthgrades, Vitals,
Castle Connolly WebMD PatientsLikeMe TopTierMD,
Ucomparehealthcare
(aka Top Doctors); EverydayHealth Thebump Checkbook.org
Angie’s List
Doctor Directory ✓ .
Doctor Selection ✓ .
Expert Content ✓ .
Reference / News ✓ . ✓ . ✓ .
• Strong user • Transparent
• Thorough connection and Selection;
• Depth of Content trust
Collection of Credibility;
• Marketing
Strength Doctors Relationships • Strong Website • Exchange of
• Doctor Support
Traffic information
• Hospital Support
• Loyalty • Hospital Support
• Limited Value • Selection
Beyond “Who” Process Lacks • Not necessarily a
“What” “Where” Transparency • Content Lacks • Labor and time
Weakness Authority
strong selection
intensive to scale
tool
• Poor Support • Poor Credibility
from Doctors w/ Doctors
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13. the opportunity
Credible Vetting of
Doctors and Content
Castle Connolly
Checkbook.Org
Weak SEM Strong SEM
Major Brand
Hospitals
HealthGrades.Com
Private Vitals.Com
Practitioners
Weak Vetting of
Doctors
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