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The $515 Postcard (Pure profit)

Posted by Andy Roussel on June 02, 2010 in Customer Communications

Recently I’ve taken quite an interest in Quick Response codes, or QR codes as they’re commonly called. They’re 2-D bar codes that can be scanned or read as URL links or text by a mobile phone with a camera.

I first learned about QR codes several months ago in various media mentions, and from an article in OutputLinks.  The article predicted that QR codes would be as big in America as they already are in Japan. After a large health insurer client expressed interest in QR codes, I investigated further to see if there were any QR code healthcare applications on either the provider (hospital/clinic/physician) or the payer (insurer, plan sponsor) side.

I learned that while QR codes are widely used in a variety of applications—from linking newspaper and magazine readers to websites, providing point-of-interest detail to tourists and visitors, to promoting products at public events, trade shows and point-of-sale locations—the codes have not yet found a home in very many health applications.

So the next time I met with the health insurer (on other topics actually), I brought up QR codes and asked if we could do a little brainstorming. At the time, we were discussing a PBI solution that enables clients to encourage their insurance or benefits plan members to use their health benefits in the most cost-effective manner—specifically, how best to use emergency room (ER) services.

Our research suggested that as much as half of ER visits could and should be directed to either a primary care physician (PCP) or an urgent care center. The difference in cost between an ER and PCP visit, in this case, was $515 (you can guess where I’m going with that $515 postcard!).

Our PB team suggested an outreach campaign that would include direct mail, e-mail and a web page that would both help educate members on when to use an emergency room and promote the use of PCPs through a preventive screening call to action, thus helping members develop a PCP relationship.

“That’s fine,” replied my insurer, “but what about those who don’t start up a PCP relationship right away and find they need care? Do you expect them to carry those postcards around with them?”

That’s when I had my eureka moment. What if our postcards included a QR code that members could scan with their phones as soon as they received them? They would have the URL whenever they needed it! They could easily locate the closest participating urgent care center or PCP to contact.

By directing members to the closest participating urgent care center or PCP, every postcard that drives behavior change is potentially worth $515 to the payer. Pure profit.

Brainstorming further about QR codes and healthcare, we discussed the potential for displaying codes at points of treatment, linking users to online content related to their treatment. Even pharmacies could offer QR codes on drug interaction printouts and usage guides so that members would always have that important information with them.

What are your thoughts? Do you have any ideas about how QR codes could improve healthcare or increase customer interactions? How about codes on the Explanation of Benefit forms we all receive? Could they link to wellness videos, dietary tips or third-party products?

Let’s use this blog to brainstorm. Of course, you can always send me a $515 postcard instead (just kidding).

By the way, if you’re interested in QR codes, you can download a reader from a number of sources. My favorite is at i-nigma.mobi (search from your mobile phone). You can also create your own printable QR codes at http://codezqr.com/, among other sources.

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4 Responses to “The $515 Postcard (Pure profit)”

  1. Andy B

    11. Jun, 2010

    Andy, The problem with QR code today is that most phones done have a reader and most phone don’t have web access. Take a look a http://www.JAGTAG.com where they have a solution for customers that have camera phones with texting. JAGTAG could have targeted a larger audience.

    QR has the ability to use a PURL where JAGTAG does not; In the case of the Postcard you could have produced unique QR codes for each customer and you could have tracked which customers “Got the message”. There are many companies like Mobile Discovery that specialize in this and measure response rates.

    I hope to test both QR and JAGTAG in applications at GraphExpo this Oct with codes both on the document and on the outside of the envelope. We should share our ideas.
    Andy B.

  2. Sonia Hernandez

    02. Jul, 2010

    For me the ideal scenario would be the following:
    Main Idea- the Web takes your Heath Care plan where you are!
    Centralized data base to kept trace and history of all patients health care status and services received in matter of seconds.
    1.Patients data base link to Social Security data base: Maintain all patients records electronically available
    2.Add bar codes to the health care card: Since most plans groped their services by coverage type, a different bar code number could be created to identify the type of coverage that each patient is using as well as the co-pays charges. Benefit – Make all critical information available instantly when a patients arrives into any health care provider facilities. By adding a bar codes the health care card would be easy to scan (example: as done most stores checkouts) and sent the patient’s information to a centralized data base such as Start Sentinel from where the patient data could be downloaded to the health care providers facility to enable printing standard admit ions forms, etc.

    Key- Measure: Keep electronic track of the lead-time from patient’s registration to
    Service being received. Measure can be used to improve opportunities and waiting time.

    3.Health Provider’s check
    Once the patient is examine by the health specialist all results or observations can be log on the patience electronic profile (on the patient’s profile create a tab by specialist to validate health provider license #, procedures in accordance to specialty, etc). All results and observations should be log during the patient’s check to assure that every observation get’s property documented. Also, by having the patient history some type of validation could be create to suggest exams to the health provider such as pop-ups or recommendation for the heath provider to assure the patient received the best care possible. All the observations can be share to the patient in written – print out at the checkout point to assure the patient is aware of the services, observations and recommendations received.
    Heath Providers will require a PC, internet linkage and proper registrations on both Health Care plan data base and Specialist data base.

    Key-Measure: Health care provider license and procedures received by the patient are in alignment. Measure could lead to license’s being used for a non authorized procedure or updates need on license’s data base.

    4.Check out- The patient pays for any charges or co-pays. Method of payment and total charge could get registered by the system. In the case in wish the patient posses a secondary coverage such as Medicare, Spouse or any other the system should acknowledge the information to calculate final co-pay. The final charges to the Health care plan can be submitted electronically and immediately after the service has being provided.
    Benefits for the health care plan is that all the information required to proceed with the payment could be all gather on the same data base.

    Notes:
    Identity stolen prevention by linking health data with social security
    Computer Security- Health care providers should could only use a computer that has being register with the Master Heath Care Data base keeper, for instance The Heath Department. All computers have a bar code that one registered on a data base could be physically track by satellite. If stolen upon notification the computer information (UPC or registration code) could be sent to a data base where if somebody try’s to access the internet the IP identifies the computer UPC, logs or identify the type of and number used to connect (mobile phone, air card, telephone) as well as the location from where is being connected by using GPS. Once the IP connections register and log these information the communication from any IP can cancelled to prevent the usage of any connection history from that particular computer.
    I have more input on the same subject but this gives you an idea more or less of what can be done. The technology is available it will be only a matter getting the right people to do it.

  3. Russell Kaczmar

    21. Jul, 2010

    There is no question that PBMS top line growth is tied to our ability to emerge as a leader in QR code technology. HMOs, PPOs, and other payers will either decide to incentivize or penalize their insured behaviors’. If they choose the former here are some ideas: The doctors visit receipt will have a QR code coupon for free minor medications or cosmetics. A successful PP prescribed weight loss regimen is rewarded with a valuable QR code or a free consultation with a specialist, say for a full skin exam as a reward for going to urgent care instead of ER. In the future the QR code offering will be based on business rules and filters part of a CRM software where clients seeks to minimize risks to the organization.

  4. andy roussel

    23. Jul, 2010

    Well ….. it looks like QR Codes are going mainstream in the US. Calvin Klein recently replaced some of their provocative billboards with QR code links to on-line content. Only a matter of time before we see it in healthcare apps (thanks, Russell, for the concepts …. great ideas!)

    http://mashable.com/2010/07/13/calvin-klein-qr-code-billboard/

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