Chapter 01: Health 2.0 Revolution

The R[e]volving Healthcare Industrial Complex  

[The Changing Health 2.0 Economics and Financial Ecosystem] 

By David Edward Marcinko 

By Hope Rachel Hetico 

Healthcare reform is no longer just a moral imperative, it’s a fiscal imperative – President Barack Obama 


In 1972, Nobel Laureate Kenneth J. Arrow, PhD shocked academe’ by identifying health economics as a separate and distinct field. Yet, the seemingly disparate and puzzling insurance, financial and business management principles that he studied are just now becoming transparent to some physician executives and healthcare administrators. Nevertheless, to informed cognoscenti, they served as predecessors to the modern healthcare advisory and practice management era. 

In 2004, Arrow was selected as one of eight recipients of the National Medal of Science for his innovative views. 

Ultimately, savvy medical professionals are realizing that the healthcare industrial complex is in flux. Physicians are frantically searching for new ways to improve office efficiencies, revenues and grow personal assets because of the economic dislocation that is managed care; not to mention the 2007-09 meltdown of the domestic economy. Increasingly, the artificial boundary between medical practice management, health economics and finance is blurring in 2010-11 and beyond. 

Throw modern social media and new-wave health 2.0 collaborative business skills into mix, and a disruptive paradigm shift becomes evident. First elucidated by online blogger Matthew Holt, and later codifed by the Institute of Medical Business Advisors, Inc [], this emerging philosophy was introduced to the healthcare industry with dozens of publications in the Library of Medicine, National Institute of Health (NIH), Library of Congress and elsewhere. The $20 billion American Recovery and Reinvestment Act [ARRA], of President Barack H. Obama in 2009, provides further funding for health information technology and management initiatives for physicians, clinics, and hospitals going forward.   

The national coordinator for health information technology [NCHIT], David Blumenthal MD, leads the effort today: 

More here: BOOK ORDERS [Pre-Release]:

Dictionary of Health Insurance and Managed Care:


26 thoughts on “Chapter 01: Health 2.0 Revolution

  1. The Health 2.0 Blog Ecosystem Participants

    1. Bloggers research and write blog posts in a conversational style to engage readers online. They work for themselves or for corporations, but their goal is the same: to develop and maintain blogs like this BMC 3.0 to promote a brand, mission or objective.

    2. Patient advocate services vary, all of them want to make sure that the patient and family are informed and to make things easier on everyone. Advocates can go with patients to appointments; ensure they’re visiting with the right specialists and taking the right medicines; sort through medical bills and negotiate fees with health-care providers and insurance companies; they can even educate family members on proper care for their sick loved one.

    3. Social media strategists use social media tools to help companies interact with customers, increase brand awareness, create buzz, increase traffic and provide information.

  2. On Direct to Consumer [D2C] Laboratory Services

    This firm gives patient the same direct laboratory testing and information access once only available to doctors. When combined annual exams, laboratory screenings create a foundation for disease prevention and early detection. Patients receive information privately, outside their permanent medical records, and share results when it enhances their care.

    Transparent pricing is combined with board certified physician oversight that eliminates the cost and inconvenience of a doctor’s visit just to order routine testing. Testing can be purchased 24 hours a day and are listed both individually and in groups called Wellness Profiles based on age, sex and family history. For patient-consumers with testing ordered by their doctor, MyMedLab provides an easy way to purchase the same testing at a cost 50%-80% less than in their doctor’s office or local hospital lab.

    MyMedLab customers purchase testing online, or by phone, and then visit one of nearly 2,000 local Patient Service Centers (PSC) in their neighborhood. Once samples are drawn, results are securely uploaded to their private personal health record (PHR) within 24-48 Hours. A notification email is sent when results have been released and are ready for review. Patients then log into their PHR account to view their results. Each result includes a brief explanation and a direct link to the National Library of Medicine [NLM].

    Dr. Marcinko

  3. On the Emergence of Online Doctors

    The Hawaii Medical Service Association [HMSA] operates a program where patients can connect with doctors over a standard Internet connection or telephone. They speak with doctors without traveling to crowded medical offices where they’ll probably pick up germs, as well? The service is available 24 hours a day to anyone in the state. Patients pay $10, and non-HMSA members pay $45 per session.

    About 200 local doctors, including family physicians, cardiologists, ophthalmologists, pediatricians, psychiatrists and surgeons are available for questions. HMSA, an independent licensee of the Blue Cross and Blue Shield Association, may be the first health plan in the US to provide state residents with such an online medical consulting service.


  4. On Medical Image Search Engines

    The firm is a medical image search engine designed for patients, students, caregivers, nurses, physicians and other medical professionals.

    Developed by long-time support ally Alloyfish, it delivers relevant results with an index of 150,000 medical images from 125 different sources that were hand selected. A wide range of images from authoritative medical websites are used in the index. There are no fees, registration or requirements of any kind to use

    The company was founded on the premise of providing authoritative search results from reliable health and medical resources. It has grown from a medical metasearch engine into a full search engine made possible through partnerships with, Google Custom Search and proprietary search technology. OmniMedicalSearch offers six major search options which include: Medical Web, Health News, Forums, MedPro (medical professional level resources), health and medical Shopping Search, and now, a search engine for medical images.

    OmniMedicalSearch also offers a local directory for clinics and doctors, a reference desk of hard to find resource links, and a growing medical encyclopedia.


    1. If I update it fatesr than the speed of light, I’d fall into a space-time continuum where One Piece has already ended and Oda became the leader of a worldwide cult known as Going Merryism. Cult followers can only drink cola and eat meat… which actually doesn’t sound too different from my lifestyle right now.

    2. Thank you SO MUCH for continuing on trnaalsting this awesome series! I have been waiting for so long to find a team that would continue with this! =)Also, great translations! I loved reading them!Can’t wait for chapter 17

  5. The Health Care Blog

    The Health Care Blog (THCB) has acquired a reputation as one of the most respected independent voices in the healthcare industry.

    The Wall Street Journal calls it “among the most widely read insider publications in the field. Web MD calls us “a free-wheeling discussion of the latest healthcare developments.”


  6. Health 2.0 Empowers Patients and Worries Doctors

    Writing for Time, Bonnie Rochman digs into the ramifications of patients sharing information and tips online, an “empowerment movement” she calls “Health [Patient] 2.0.”

    In the piece, she profiles the newly created Society for Participatory Medicine, which “encourages patients to learn as much as they can about their health and also helps doctors support patients on this data-intensive quest,” as well as, a free service which makes its money by selling anonymized patient information.


    Fight Back: Read this book and reap

    Good Luck!
    The Editors and Contributing Authors [Version 3.0]

    1. I have been a client of wotch for the past 7 years and i am so graeftul to them they have saved my life and provide an amazing service. My worker has been there every step of the way and has been my biggest supporter and has helped me to find myself and be off medication for 2 years and out of the hospital for 3, and i agree that the hospital system treats us like criminals when all we are looking for is understanding, thank you wotch from the bottom of my heart

  7. Of GDP and NHE

    Despite the national debate surrounding healthcare reform, national health expenditures [NHE] as a percentage of Gross Domestic Product (GDP) continue to cause concern. For example, in 2008 the overall health spending in the U.S. increased by the smallest percentage since 1960 (4.4%).

    In 2009, total NHE increased by 5.7% while GDP shrank by 1.1%. As a result, NHE increased from 16.2% to 17.3% of the nation’s GDP: the largest one-year increase in history.

    Now, what about 2010, and beyond?

    Ann Miller RN, MHA

  8. Overcoming Pharma’s Social Media Anxiety Disorder


    The Web decentralizes centers of information. It rewards erratic volume at the expense of disciplined silence. It atomizes the world’s data while it connects disparate sources of information. The Web is seductive. It promises Democratization. Unfortunately, seductive promises usually break.

    And so it is with Pharma’s relationship to social and other Health 2.0 media. In lust for easy returns by the promise of cheap media, fundamentals are easily forgotten. Longevity of industrial health is put at risk. The savviest get-rich schemes don’t sound like get-rich schemes. And yet, most of the talk about “social marketing” does in fact possess within it the underlying pitches of get-rich schemes.

    Pharma will have to get back to fundamentals in economic design and collaborative networks. It needs to bring the life scientists back to front-and-center as pioneers of not only innovation but also creativity (and not in the way David Ogilvy abhorred the word). It will have to develop new ways to work with doctors and nurses, patients and the public.

    It will have to answer, continually, questions such as these:

    1. What is the effect of the Web on the health of human beings, from birth to death?

    2. How does the Web affect collaboration?

    3. What about culture in general?

    4. How can those with expertise create music that shunts the attention and interest of consumers away from the cacophony of charletons or from well-intended but misguided people?

    After all, a little knowledge can be more dangerous than complete ignorance – life science and health care aren’t always intuitive. It will need to propound into the FDA’s collective head the one eternal truth of the web: On the Internet, nobody knows your’re a dog – but they may think you’re a doctor.

    The imperative for leaders in life sciences businesses to understand the emerging roles of emerging media has never been more important. Moreover, the enframing of these media must line up with a fresh perspective on the nature of Capitalism in an age where social currencies emerge as substantive elements in the Capital System at large.

    Pharma: Give up false hope in a Social Media Utopia. Overfed Utopian desires always end up backsliding into disasters. Get back to the science of life and the art of being a hero. Re-examine the fundamental meaning of marketing. Remember that marketing is about Presence. Realize the costly long-term error in mistaking Messaging for Marketing. History will hate you if you abandon your duty to be spotlessly heroic.

    If you’re going to integrate rapidly shifting new media into your efforts, keep things simple. Don’t aim for marketing gold – you’ll not only miss the pot, you’ll ruin your reputation forever because the Web is your last hope, even if it’s your biggest fear.

    Find what’s simple and simply do it.

    It’s that simple. But like life itself, simple is rarely easy.


  9. The Pros and Cons of the Internet’s Impact on Practicing Medicine

    Writing in the “Untangling the Web — Patients, Doctors, and the Internet,” Pamela Hartzband, MD, and Jerome Groopman, MD, claim that nothing in the long history of medical innovation “has changed clinical practice more fundamentally than one recent innovation: the Internet.” Whereas “previous technologies have been fully under doctors’ control,” Groopman and Hartzband claim that because the Internet is “equally in the hands of patients,” the increased access to medical information it affords is “redefining the roles of physician and patient.”


  10. Sources of Managed Care Information

    a. “The Guide to the Managed Care Industry.” (annual) HCIA. 300 East Lombard Street. Baltimore, MD 21202; (800) 568-3282.
    b. “HMO Aggregates and Averages.” (annual) AM Best Co. Oldwick, NJ 08858; (908) 439-2200.
    c. “HMO & PPO Industry Profile.” (annual) American Association of Health Plans. 1129 20th Street, NW, Suite 600, Washington, DC 20036-3421; (202) 778-3247.
    d. “HMO/PPO Directory.” (annual) Medical Economics Publishing. Five Paragon Drive, Montvale, NJ 07645; (800) 737-5282.
    e. “HMO-PPO/Medicare-Medicaid Digest.” (annual) Aventis Pharmaceuticals. 399 Interpace Parkway, Parsippany, NJ 07054, (800) 529-9615.
    d. “The InterStudy Competitive Edge.” (semi-annual) InterStudy Publications; P.O. Box 4366, St. Paul, MN 55104; (800) 884-3351.
    e. “Managed Care Reporter.” Bureau of National Affairs, Inc. 1231 25th St. N.W., Washington, DC 20037; (800) 452-7773.
    f. “Managed Care Trends Digest.” (annual) Aventis Pharmaceuticals. 399 Interpace Parkway, Parsippany, NJ 07054, (800) 529-9615.
    g. “PULSE.” (monthly) The Sherlock Company. P.O. Box 413, Gwynedd, PA 19436 (215) 628-2289.

    The End

  11. The New Healthcare Law Commences

    Last week, as the consumer protections kick in, media reports revealed that some major insurers, at least in part, will sidestep one new provision: denying coverage for children under age 19 who have pre-existing medical conditions. Aside from the two children-related changes, other reform provisions rolling out include:

    • Removing lifetime dollar limits on essential benefits
    • Giving people a right to appeal to an external party if denied coverage for a treatment
    • Preventing insurers from dropping coverage of people when they get sick
    • Limiting the use of annual spending limits of health plans
    • Allowing consumers to use ob-gyns in their networks without needing a referral
    • Prohibiting extra charges for using emergency care that is out of network
    • Guaranteeing full coverage of many preventive services, such as mammograms and colonoscopies, without a co-pay, co-insurance, or deductible.

    Ann Miller RN, MHA

  12. Seeking Your Favorite Health 2.0 Patient Story

    Please send in your favorite story [serious, humorous, poignant, personal, etc] or anecdote on participatory medicine and electronic patient connectivity. If selected, it may be posted on the ME-P or used in our new book in a blinded or named fashion; or on an individual or aggregated basis.

    ME-P Support

    Editorial support is available, as your input would not only assist your colleagues, but be illustrative in an erudite and credible fashion. Your synergy in this space also seems ideal. Length is up to you in a prose writing style. And, be sure to address health 2.0 modernity.

    Please contact me for more details, if interested. Regardless, we remain apostles promoting your core vision whenever possible.

    Ann Miller:

  13. Dental Therapists
    [Emerging New Providers]
    Coming to a State Near You?

    The topic of the day in the dental industry concerns the recent WK Kellogg Foundation announcement of their $16 million initiative to help dentalcare stakeholders in five U.S. states, including Kansas and New Mexico, develop dental therapist programs similar to Alaska’s experiment in low cost – high risk dentalcare. The project is moving forward because of reportedly excellent results in a 2 year study following 5 therapists who are a couple of years out of high school with 400 hours of training and 300 Alaskan patients in hard to reach places. That’s risky even in the best of conditions in better climates. It doesn’t take many tragedies to eat up the savings from cheap. contributing writer Mary Otto posted a balanced article on the topic titled “More states moving forward with midlevel providers.”

    I am very pleased to see ADA President Dr. Raymond Gist making his presence known concerning the dental therapist controversy. At last count, his name has come out on the Internet four times since yesterday – even though the ADA had to pay a lot of money for the press releases. If dentists fail to represent the interests of dental patients, nobody else will.

    Paid advertisement is not as effective and not as cheap as an ADA Facebook would be, but press releases are certainly better than silence from ADA President Dr. Raymond Gist.

    What do you think?

    Darrell K. Pruitt DDS

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