How the Micro-Moment Movement Will Revolutionize the Consumption of Healthcare

How the Micro-Moment Movement Will Revolutionize the Consumption of Healthcare

The quest for health and wellness knowledge continues to grow; in fact, 80% of Internet users search for health-related topics online.

Accompanying the increase in searches for health information, are changes in the ways we search for that information. Specifically, more searching is conducted on mobile devices. This substantial rise in mobile connectivity has resulted in more searches at the moment of impulse – the ‘micro-moment’.

“Micromoments occur when people reflexively turn to a device – increasingly a smartphone – to act on a need [or desire] to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.” – Google

These micro-moments present a significant opportunity for those who participate in the healthcare industry. Think about these micro-moments as a way to forge deeper relationships, provide greater empowerment and, ultimately, deliver new insights to the healthcare consumer.

These “I want to learn”, “I want to do”, and “I want to buy” moments happen every day in the life of a healthcare consumer. They can occur when waiting in line for a prescription at the pharmacy, when delayed at a lab or doctor’s office, or while hanging out online via a telemedicine appointment. Serving up curated, relevant, well-timed content creates a personalized and simplified experience in an otherwise complex system during an often overwhelming healthcare journey.

Engaging visual content (such as animations and videos) presented at the right “micro-moment” has the ability to richly communicate complex topics in a more digestible form. As video continues to capture a larger share of online search results, it becomes an increasingly useful and efficient way to help consumers navigate within the healthcare ecosystem.

The key is to anticipate the needs of a healthcare consumer and deliver content at the moment a diagnosis is made, or when decisions around treatment need to be decided. As traditional face-to-face interactions with clinicians declines, patients are increasingly viewing their smartphones as personal health advisors. They expect to find answers online, as fast as possible, with little to no effort.

Delivering short bursts of knowledge to meet and anticipate patient needs during their journey of care can be used to change behavior and achieve positive health outcomes.

“I-Want-To-Know” or “What” Moment

The research phase of a healthcare consumer presents one of the greatest opportunities for healthcare providers to integrate, relevant and useful information. During this phase, the data indicate that 63 percent of healthcare consumers are looking for insight into a specific disease or medical problem and an additional 47 percent are looking for information on a particular medical treatment or procedure.

The opportunity

One emerging health trend is the use of health bots as an integrated part of healthcare workflows to improve efficiency and outcomes. Along with the use of artificial intelligence, natural language processing and machine learning, health bots are creating personalized interactions with users.

By deep linking content into a health bot platform, video content and rich visuals can be served up to enhance the overall customer experience. Imagine that when a diabetic patient is reminded to modify his diet by making an ingredient substitution to improve insulin levels, a 20-second animation on “what is insulin resistance” could pop-up on the screen. Inserting educational content at pivotal decision points could be used to improve adherence and trigger behavioral changes.

“I-Want-To-Do” or “How” Moment

Use of video tutorials, and how-to-guides are critical at times when a patient is at home taking medications or using at-home health devices. Patients often have a hard time recalling what was communicated during a recent patient visit or telemedicine appointment, making any type of instructional content more relevant during times of actual use.

The opportunity

When my son was diagnosed with asthma, I recall getting alerted by the pharmacy via a text that his inhaler was ready to be picked up. Why not, also serve up a short 30-second video on how to use an inhaler? By deep-linking relevant health content based on pre-programmed algorithms, the pharmacy could instantly and seamlessly deliver greater value to the patient, increasing patient satisfaction while simultaneously improving compliance.

“I-Want-To-Buy” or “Which” Moment

During this phases, the healthcare consumer looks to directly compare products and value relative to pricing. Eighty-two percent of those who have smartphones will review products on their mobile devices while shopping in a store to inform their decision.

Just the other day, I went into my local retail pharmacy to purchase a blood pressure device for my father. He wanted a simple machine to check his blood pressure a few times a day. When confronted with all of the various options at the pharmacy, I was overwhelmed by the choices and realized that I was not prepared to make a selection.

The opportunity

What if the retail pharmacy had tablets in the aisle to provide customers with a touch screen to give them more information about the features to consider, and other clinical guidance to make a purchase easier, thereby improving the customer experience?


Today, patients are bombarded with false health information and overwhelmed with multiple decision points along their continuum of care. By proactively looking across all channels and assessing various customer touch points, the healthcare industry can begin to anticipate and meet patients’ informational needs. Delivering relevant, curated content at the right “micro-moments” could lead to greater patient empowerment and improve patient outcomes.

Contact Match Health –

Match Health is a consumer-driven health education company focused on building content platforms to address the informational needs of consumers and bring greater awareness and access to new health innovations. The company works with clients to maximize user engagement through various digital channels by using content. Match Health has an extensive in-house media library and also co-creates new content to meet the needs of its clients. Contact to create a new consumer experience through robust health content.

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Source: How the Micro-Moment Movement Will Revolutionize the Consumption of Healthcare

Fewer COPD Patients Readmitted After Video Rehabilitation, Study Says

Fewer COPD Patients Readmitted After Video Rehabilitation, Study Says

Photo source: shutterstock

Video telehealth rehabilitation reduced the rates that patients with chronic obstructive pulmonary disease (COPD) had to be readmitted within 30 days after they were hospitalized for a pulmonary exacerbation, according to a study.

The findings were published in the American Journal of Respiratory and Critical Care Medicine in a study titled “Video Telehealth Pulmonary Rehabilitation Intervention in COPD Reduces 30-day Readmissions.”

According to the researchers, hospitalizations as a result of exacerbations in COPD patients are linked with respiratory morbidity and high healthcare costs, and accounts for nearly two-thirds of the total COPD healthcare costs. About one in five patients with COPD are readmitted within 30 days after hospital admission.

Although several hospitals have started intervention programs to lower the number of readmissions, the attempts have had minimal to modest success. However, studies have shown that pulmonary rehabilitation (multidisciplinary services aimed at improving the quality of life in patients) managed to reduce readmissions by 56%.

Consequently, researchers at the University of Alabama at Birmingham (UAB) tested the effect of a program using video telehealth rehabilitation.

The team enrolled COPD patients that were hospitalized for acute exacerbations, and identified through a daily hospital census (hospital-admitted patients). Except for specific conditions preventing them from participating in the exercises, all patients were included regardless of disease severity.

For 12 weeks, the patients attended a real-time video-conferencing intervention with 36 exercise sessions, following guidelines for conventional pulmonary rehabilitation. A physiologist provided the exercises that were based on outpatient exercise assessments, and adapted to the patient’s baseline functions.

Through the regimen, including stretching, breathing, and aerobic exercises, the goal was to reach heart rates between 60% and 80% of the maximum baseline recorded in a six-minute walk test.

Results showed a significant decrease in the 30-day all-cause readmissions among COPD patients who participated in the telehealth intervention (6.2% readmission), compared with patients who did not participate (18.1% readmission).

“Participating in an exercise program soon after hospitalization for an acute exacerbation of COPD is associated with a substantially lower readmission rate within 30 days of discharge,” Surya P. Bhatt, MD, associate professor in the division of pulmonary, allergy and critical care medicine at UAB, stated in a university news release written by Adam Pope.

“The video telehealth pulmonary rehabilitation program, by overcoming many barriers to early initiation of pulmonary rehabilitation, can expand access to pulmonary rehabilitation, especially for patients who live in rural areas,” Bhatt added.

Furthermore, the researcher emphasized that “by reducing COPD readmissions, this intervention has the potential to substantially reduce healthcare costs.”

Apart from COPD, the intervention approach can also be applied to the rehabilitation of patients with other chronic lung diseases. However, according to the team, the results need to be confirmed through randomized clinical trials.

Source: Fewer COPD Patients Readmitted After Video Rehabilitation, Study Says

Telemedicine – A Great Way For Hospitals To Grow Their Business in 2019

Telemedicine – A Great Way For Hospitals To Grow Their Business in 2019

Telemedicine has grown exponentially in the last few decades thanks to the digital evolution of the healthcare industry.

First mentioned in 1924 in a magazine article about the future of American medicine, it was something of a pipedream, but their predictions couldn’t have been more accurate.

Now, over 70 percent of healthcare businesses have implemented telemedicine in some way as a way of diversifying their practices and connecting with patients in a way that better suits them.

These practices are as diverse as the technology itself, with purposes of the telemedicine ranging from monitoring health conditions to online consultations, and even as a way of fulfilling medication.

These diverse uses mean thattelemedicinecan be used for growing your health business in whichever way you see fit, in a way that best suits the needs of your target audience.

If you aren’t convinced, however, continue reading, as we share the best reasons why every health business should consider upgrading to telemedicine in 2019 – and beyond!

Telemedicine Eliminates Wasted Time And Resources

Have you ever looked at your business accounts and wondered how many of the resources you pay out for are completely wasted?

Things like medications, equipment, and even physicians who spend their time working with patients that could easily look after their own health with a little help. All these expenses can lead to hefty consequences that limit the growth potential of any company. And worse yet, they increase the overall cost of healthcare delivery.

With telemedicine, however, you can introduce services that help Americans manage their conditions without leaning on your company to help them, wasting resources that could be better spend helping someone in need.

Takepersonalized mobile apps, for example, which can be used to provide someone with a daily plan that keeps them on track and alerts the business to any changes in the status of their illness.

This wouldn’t have to have an impact on your profits, either, as many people would be willing to pay for these personalized apps that provide feedback to a qualified physician.

The good news is, once these are set up, it requires very little maintenance from physicians, saving on valuable time—and expensive resources—that can now be used to treat other patients in your facility.

By implementing these strategies to grow your healthcare business, you may also be able to overhaul your planned job roles and cut some of the ones that aren’t necessarily needed.

Telemedicine Provides Hospitals With A Way To Stay Ahead Of Their Competition

The healthcare industry is extremely competitive, so you need to make sure you’re at the forefront of the market in order to stand out.

One of the great things about telemedicine is that it is exactly that – an innovative solution that is only just beginning to catch on.

While it’s easy to be scared off by the fact that 70 percent of healthcare businesses have implemented telemedicine, as mentioned further up our article, this isn’t necessarily a deal breaker.

You need to look at your competition and see what it is that they have implemented. How could you do that better?

Is there a way of integrating your in-person services and telemedicine approach that makes you stand out as a frontrunner above your competitive?

There’s bound to be a gap in your niche that has yet to be filled that you can use to overcome your competitors and stand our as a real frontrunner within your industry.

It Connects You With A Wider Audience

One problem faced by a lot of health businesses today is that they can only serve a very limited number of patients.

This tends to be those who can physically get to the premises of a clinic or hospital regularly, or at the time when they need the treatment you’re offering.

This means that if your health business is operating within a small community or somewhere where your services aren’t in big demand, you could be missing out on a lot of patients.

When70% of Americans own a smartphone, however, using telemedicine to reach your target audience has never been easier.

With this, your health business will no longer be tied into the same restraints as other companies in your local area.

Not only will you be able to find new patients who could be halfway across the country, but it also allows your healthcare business to provide more comprehensive services to your existing customers.

Lowers Overhead Costs

As a health business that relies completely on the premises they’re based in, you will have a lot of overhead costs.

Not only do you have operational costs to think about, like taxes and insurance, but there’s also things like electricity bills and rent that will possibly increase as the demand on your services does.

With telemedicine, however, the options for diversifying your health business varies so much that this doesn’t have to be the case.

With options includingvirtual realityand chatbots, you can grow your business without your overhead costs increasing.

In fact, your health business could even reduce costs by employing physicians and other medical professionals who operate from the confort of their own homes.

This would mean your hospital could increase profits, without worrying about the impact this could possibly be having on your overhead costs.


As you can see from this article, telemedicine has come a long way since its first mention in 1924. It has now become a solution to a lot of the problems faced by growing health businesses when trying to expand on their current practices.

Not only will the technology help to modernize your business for tech-savvy patients, but it also helps to save crucial costs across the board by lowering outgoing costs and preventing the waste of valuable resources.

On top of that, it will also help to grow awareness of your business, by enabling clients from across the US to access your services, instead of being limited to your current location.

With all these things to consider, it’s undeniable that telemedicine is the answer for anyone looking to grow their business and allocate money to where it really matters without compromising on patient care and satisfaction at the same time.

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Source: Telemedicine – A Great Way For Hospitals To Grow Their Business in 2019 – Healthcare Weekly

Five more U.S. states sue OxyContin maker Purdue Pharma over opioid epidemic

Five more U.S. states sue OxyContin maker Purdue Pharma over opioid epidemic

FILE PHOTO: Bottles of prescription painkiller OxyContin, 40mg, 20mg and 15mg pills, made by Purdue Pharma sit on a counter at a local pharmacy, in Provo, Utah, U.S., April 25, 2017. REUTERS/George Frey/File Photo

(Reuters) – Five U.S. states on Thursday filed lawsuits accusing Purdue Pharma LP of illegally marketing and selling opioids, escalating the wave of litigation over a nationwide abuse epidemic.

Iowa, Kansas, Maryland, West Virginia and Wisconsin joined 39 states to file lawsuits targeting Purdue Pharma and its leaders, including former president Richard Sackler and his family.

Officials accused Purdue Pharma of repeatedly making false and deceptive claims that opioids, including OxyContin, were safe for a wide range of patients seeking to reduce pain.

“This is a bipartisan effort,” Iowa Attorney General Tom Miller, a Democrat, said on a conference call.

The lawsuits were announced six days after a North Dakota judge dismissed that state’s lawsuit accusing Purdue Pharma of overstating the benefits and trivializing the addiction risks of prolonged opioid use. North Dakota is expected to appeal.

Purdue Pharma called the new lawsuits “misleading attacks,” and said it will defend itself against them.

“These complaints are part of a continuing effort to try these cases in the court of public opinion rather than the justice system,” the Stamford, Connecticut-based company said.

Opioids, including prescription painkillers and heroin, played a role in a record 47,600 U.S. overdose deaths in 2017, the U.S. Centers for Disease Control and Prevention has said.

State and local governments have filed hundreds of lawsuits accusing drugmakers such as Purdue Pharma of deceptive marketing, and distributors such as AmerisourceBergen Corp, Cardinal Health Inc and McKesson Corp of ignoring how opioids were being used illegally.

Oklahoma reached a $270 million settlement with Purdue Pharma and the Sacklers on March 26.

The prospect that Purdue Pharma might eventually seek bankruptcy protection is a reason that Sackler family members have been named as defendants in some lawsuits.

On the conference call, Maryland Attorney General Brian Frosh said the family has “left a trail of addiction and death.”

In the North Dakota case, Bismarck-based Judge James Hill rejected the state’s argument that Purdue Pharma’s conduct created a public nuisance.

“Purdue cannot control how doctors prescribe its products and it certainly cannot control how individual patients use and respond to its products, regardless of any warning or instruction Purdue may give,” Hill wrote.

The Sacklers have long been prolific cultural benefactors, but their alleged role in the opioid crisis has led some major museums to distance themselves.

On Wednesday, New York’s Metropolitan Museum of Art, whose Sackler Wing contains the popular Temple of Dendur, said it would stop accepting donations from the Sacklers.

Reporting by Jonathan Stempel in New York; editing by Bill Berkrot

Source: Five more U.S. states sue OxyContin maker Purdue Pharma over opioid epidemic