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Scott Shreeve, MD

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I'm the CEO of Crossover Health, a patient-centered, membership-based medical group that is redesigning the practice, delivery, and experience of health care. We offer urgent, primary, and online care to our members who can access our technology platform, practice model, and provider network from anywhere and anytime to optimize their health. Email Me

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Single Sentence Statement: Health Value as a messaging challenge

This is a cross post to some of my writing over at the Healthcare X PRIZE blog

The focus on health care value is a powerful organizing principle, but communicating this concept in an elevator pitch is challenging

The Healthcare X PRIZE continues to build momentum as we receive a steady stream of inquiries regarding this $10MM competition. While many of the inquiries are regarding timing, application, and registration process, we have also been receiving a number of high quality request for information from technology companies, academic organizations, and communities who are interested to understand how they can participate. In fact, the most passionate inquiries seem to come from community based organizations who have a clear vision of how the community can be architected to function as a single entity that maximizes health value.

It is great to see how the X PRIZE can inspire this type of thinking. However, we have received some feedback that the health value story is a little difficult to grasp. Admittedly, it feels like it takes two or three sentences to explain what we mean by health value, how community health is related to that, and how individuals are connected to and influence the community. This is in contrast to the single statements of other prizes that immediately evoke a powerful and clear notions of what is the prize is about. As an example of the single sentence statements that create a singular focus:

These are all clear and compelling; single statements that can be pitched in an elevator and understood by a child. They also represent significant scientific and technical breakthroughs that are understood and can be systematically worked through. However, the Healthcare X PRIZE is a different animal. It is actually a prize designed to change a system (and a very complex one at that). With approximately 20% of the GDP involved in the industry we are trying to reform, it is worthy of an X PRIZE type effort although many believe we are pushing the boundaries of the X PRIZE framework in designing a systemic prize versus something more confined, constrained, and ultimately more conservative.

But it is a challenge we are willing to take on.

We believe that health value is the right organizing principle, but perhaps we communicate the same message in a different way that drives home the point in a more singular fashion. Perhaps we need to focus more on the “healthy community” aspect (using the health value measurement framework), ala the huge success we are seeing with initiatives like Shape Up Rhode Island. Perhaps we need to shift to focus on a leading indicator condition like the Heart of New Ulm (which to impact would still require the systemic changes we seek). Or, perhaps, we just need to keep preaching the Health Value story with direct outreach, clear examples, and compelling case studies.

We look forward to your feedback as we continue to evolve the messaging of the Healthcare X PRIZE. Given the potential impact of the prize to demonstrate that radical transformations within health care are possible, we look forward to developing the most compelling single sentence statement.

Would love to get your feedback.

3 comments on “Single Sentence Statement: Health Value as a messaging challenge

  1. Cameron says:

    We hope that now all want to be involved in the medical system is improved, but not because they think the medical system is very much less come to trust that these events will reduce the cost and benefit millions of people throughout the country, and they say that things in findrxonline improved from 60% in recent weeks, hopefully this is the case ..

  2. Dan says:

    Optimized medication safety and clinical decision support works on an patient’s personal level, is available to anyone and usable anywhere.

  3. Steven says:

    I don’t think there’s a greater health risk right now like the h1n1 swine flu virus, the government isn’t telling us everything about this pandemic. It will kill thousands more this fall/winter.

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