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Can you provide real life examples of internet/e-commerce applications that have generated new revenues for a hospital or physician group?
The Pace Group:
There are no real solid examples of e-health applications that have generated new revenues for provider entities YET.
Most of the uses of the web by providers have been aimed at replacing administrative functions previously performed by telephone or postal mail. Examples of this are answering patients questions, performing follow up to previous care rendered, providing test results, physician referral information, scheduling appointments, etc.
None of these activities have been deemed to be reimbursable, other than to the extent that a telephone call for the same service would have been reimbursed. In general, the revenues from e-commerce sites have not yet come from the products they sell, but from the advertising banners.
However, there are a number of organizations in the process of trying to develop web sites/internet applications that CAN document new revenue sources. Some of these involve a web-enabled telemedicine service, but the same issues that plague telemedicine will follow this strategy-who will reimburse, is the provider practicing medicine across state lines, is it legal to prescribe through the internet across state lines, etc.
Another effort under way, particularly at Mayo and Cleveland Clinics, is to use their web sites both as a "semi telemedicine" portal and as an international referral/ask a doc service.
"The internet changes everything", and new rules and laws will have to be developed to deal with some obstacles, such as the access to services across geographic and licensing boundaries.
Many of the e-pharmacy companies are dealing with that now. Will the AMA develop CPT codes for e-care? How will the requirements for "examining the patient" be determined?
The current measurement of web site effectiveness is "how many eyeballs are captured."
Therefore, the current strategy of most e-health web sites is to develop branding recognition and grow market share-basically a NEW way of marketing and advertising.
Current statistics show that 83% of all internet users access the web for research on medical information. The potential is great; the consumer is driving this new way of doing business; providers need to understand where they stand in the e-connected world and how it can be used to their advantage.
For more information, please contact: The Pace Group Inc., 12160 Abrams Road, Suite 409, Dallas, TX 75243; (972) 437-5611; (800) 422-5611.
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