A SaaS Healthcare Services Model, July 2010

1. Diagnosis for a Smarter Planet:
A SaaS Healthcare Services Model
Rick Rowley
VP, Global Enterprise Solutions

2.  Problems with the U.S. healthcare system are well documented – and endlessly debated
◦ Rising costs, limited access, high error rates, lack of coverage, poor response to chronic disease
◦ Duplication and handoffs are rampant; deep wells of lifesaving information are inaccessible
◦ What's not so apparent is that many of these problems arise because our healthcare system isn't, in fact, a
system.
 Many of these issues could be improved if we could link diagnosis to drug discovery to
healthcare providers to insurers to employers to patients and communities
 A “smarter” healthcare system (Instrumented – Interconnected – Intelligent) starts with better
connections, better data, and faster and more detailed analysis
 Integrate data and center it on the patient, so each person owns one view of his or her information and has access to
a networked team of collaborative care
 Applying analytics to vast amounts of data, to improve outcomes
 Moving away from paper records to reduce medical errors and improve efficiencies
 This enables us to make smarter decisions and deliver higher quality care, all because we can
easily turn information into actionable knowledge
 “Smart” functionality and technology can be replicated across an increasingly efficient, interconnected and intelligent
global system
 In other words, we'll have a true healthcare system, with the focus where it belongs—on the patient.
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3.  Marketing Promotions
 Patient-Focused Messaging &
Workflow
 Branding
 Determine client promotional activities
 Cross-sell or up-sell additional services tied to direct marketing
initiatives.
 Plan mass media buys by determining where users live, their
media preferences and common demographics.
 Communications conducted in a highly personalized, timely,
private, yet cost-effective manner across multiple mediums
 Provide the tools to communicate with patients and members the
way THEY want to be communicated with.
 Automating message creation Communicate with patients in a
consistent, direct manner — cut through the clutter
 Engage members through use of audience-appropriate multi-
media channels
 Use of multi-channel and multi-media messages employing video,
the internet
 Immediacy and instant feedback of these channels
 Multi-channel voice, SMS text, and email messaging
 Deliver high-quality, consistent, branded messaging
 Introduce brand to new prospective patients
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Performance

4.  Campaign Management
 Automated Event Triggers
 Campaigns run automatically
 Target key member segments with tailored messages.
 Execute HTML-style email communications
 Collect email addresses as a preferred response channel for
future fulfillment
 Direct marketing campaigns
 Execute Payer direct mail campaigns online
 Generate hundreds of campaigns
 Personalized interactive messages
 Schedule communication triggers based on our clients’ timeline
 Automate notification and resolution of scheduling, billing,
insurance and other issues
 Communications that run automatically based on pre-set business
rules
 Tie communications to relevant events
 Ability to set maximum budgetary limits
 Trigger a new patient communication
 Customized logic and event trigger communications
 New Members Program automatically triggered to run based on
client preferences
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Performance

5.  Compliance & Security
 Analysis & Reporting
 Comply with healthcare regulatory structures and security models
 Interactive right-party verification
 Ability to create, manage, and analyze data on the performance of
channels, mediums, and members
 Learn about new patients’ communication preferences and areas
of interest
 Provide analytical and data visualization tools to view patients,
non patients and key metrics
 Algorithm tools allow clients to segment and view data
geographically.
 Analytical tools allow insight into demographic characteristics of
patients
 Dynamic report generator showing breakdown of demographic
characteristics
 Estimate market potential for specific products and services
 Provide quantifiable data for estimates of market potential for
specific healthcare products and services
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6.  Content Management
 Integration
 Offer up “one view” of the patient
 Survey template used to mine information
 Collect email addresses and other pertinent information about
consumers in their market area
 Online Health Risk Assessments (OHRA)
 Integrate into an enabling automated collections payments
platform
 System connects to other patient and consumer touch points
 Integrate with wellness programs
 Integrated web-to-print solution
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7. Accelerate Your Business
Performance
“Deliver high-quality, consistent, branded messaging that supports targeted marketing promotions and retention
communications while complying with healthcare regulatory structures and security models.”

8.  Business Challenges
◦ Build a cloud-based solution (CRM + Open-Source CMS + Big Notification Engine + 3rd Party Analytics/Reporting +
Branding Capabilities) for the Healthcare Industry
◦ Design a platform that will scale to support large, global organizations from the start
◦ Provide greater visibility into treatment history, clinical and behavioral trends that might impact a marketing or
acquisition strategy
 The SaaS Application Model
◦ Focus on innovation and integration, but not infrastructure
◦ Analytics and customized reporting capabilities let the client track attributes of a patient to provide better treatment
options and care
◦ Organize workflows, capture and store patient data – including medications and technician visits – and present
results in an easy-to-use format for physicians, technicians, neurologists, etc.
◦ Security levels comply with the Health Insurance Portability and Accountability Act (HIPPA) and other Industry
regulations
◦ Use Web services API to deliver custom functionality and mobile integration
◦ Create a healthcare-specific data model including multiple addresses and many-to-many account affiliations
◦ Could potentially leverage more than 60 custom objects and 400 – 500 custom fields
 Functional and Technical Requirements
◦ Research and a requirements phase needed for accurate SDLC planning and cost estimates
◦ SWAG is $1.75 - $3M, assume buy vs. build, moderate level of rule sets, prototype phase and a selection process for
key front-and-back-end components
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