Since marketing is about words and positioning, I’m going to remain neutral on this issue by saying that the advocates of global healthcare will use the term globalization and the opponents of global healthcare will use the term outsourcing. The issue outlines how the future of a US orthopedic surgeon (an other healthcare practitioners) may well follow that of the US assembly line worker in that both now have a larger pool of people who do what they do.

The world is getting smaller and social media is contributing to the elimination of boundaries of information. An eye-opening article from Fast Company: Why Americans Are Going Abroad for Health Care highlights how a world class Thailand hospital, Bumrungrad is a destination for patients around the world, more than 430,000 in 2006 for more than a tummy tuck. Global health care facilities are attracting Americans for everything thing from dentistry to transplants.

Whether your call it Medical Tourism
or just plain global health care, the roots for its recent growth are cost and quality of care. Look it’s not that much different than world leaders coming to the Mayo Clinic in good old Rochester, Minnesota. Only now it’s not Arab sheiks, but modest middle managers looking to save thousands on health care.

From Thailand or Tennessee, competition is seen as a means to drive costs down and quality up. Information is a necessary element of competition which is why social media is being embraced by many players of the healthcare equation.

Because healthcare choice is so important, consumers demand health care delivery information from a variety of sources, healthcare providers, patient experiences, mainstream media, government, and others are all available to the patient making a care choice.

Shopping for health care is not limited to global options like this site called Health Base, in Minnesota consumers can shop for local health care online using Carol.com. Carol it is turning heads in the healthcare delivery profession and so is a blog about patient health care experiences called the Health Care Scoop. The Health Care Scoop is produced by Consumer Aware which has a relationship with health care payer Blue Cross Blue Shield. It’s in everyone’s interest to have lower cost health care, right? Their mission, in their words is:

“We believe that consumers should have the information needed to make “best fit” choices. Healthcare shouldn’t be a mystery. Information about all aspects of healthcare should be easy to find, easy to understand, and easy to navigate. Healthcare information should be available to everyone, all the time, and at no cost. We’re going to do our best to help make that happen.”

Now if you really want to have some fun, have a cup of coffee and compare hospitals in your area. This is the once private, now public, hospital survey called the CAHPS produced by the Hospital Quality Alliance, with a great subtitle “Improving Care Through Information.” Well I might quibble about that subtitle, it’s improving the selection of health care with information to the patient, but I would enjoy a conversation about how this public knowledge will actually improve care?

The answer to that question and many others will be the focus of a panel called Social Media Bringing Change to Healthcare Marketing.

It is sponsored by the Health Care Special Interest Group of the Minnesota Chapter of the American Marketing Association. Representatives from Carol, The Health Care Scoop, and Health East, a healthcare provider in Saint Paul, MN will be on a panel. I am serving as a moderator to this great group of innovators in the healthcare space.

It is being held at the Pool and Yacht Club on Tuesday, May 20 from 4pm-7pm. The panel discussion begins at 4:00pm followed by a reception. Register for the social media in healthcare panel l. If you have questions, shoot me an email amaruggi AT providentpartners DOT net.

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