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    Dr. Marcinko is originally from Loyola University MD, Temple University in Philadelphia and the Milton S. Hershey Medical Center in PA; as well as Oglethorpe University and Emory University in Georgia, the Atlanta Hospital & Medical Center; Kellogg-Keller Graduate School of Business and Management in Chicago, and the Aachen City University Hospital, Koln-Germany. He became one of the most innovative global thought leaders in medical business entrepreneurship today by leveraging and adding value with strategies to grow revenues and EBITDA while reducing non-essential expenditures and improving dated operational in-efficiencies.

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    Dr. David E. Marcinko is past Editor-in-Chief of the prestigious “Journal of Health Care Finance”, and a former Certified Financial Planner® who was named “Health Economist of the Year” in 2010. He is a Federal and State court approved expert witness featured in hundreds of peer reviewed medical, business, economics trade journals and publications [AMA, ADA, APMA, AAOS, Physicians Practice, Investment Advisor, Physician’s Money Digest and MD News] etc.

    Later, Dr. Marcinko was a vital and recruited BOD  member of several innovative companies like Physicians Nexus, First Global Financial Advisors and the Physician Services Group Inc; as well as mentor and coach for Deloitte-Touche and other start-up firms in Silicon Valley, CA.

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HealthyMagination and Direct to Consumer [D2C] eMRs?

About HealthyMagination.com from GE

By Staff Reporters

Just imagine … the broadcast TV or radio commercial fades in, as the announcer says:

“Almost everyone wants to make healthier choices, but they don’t always know how. The amount of information available on wellness, nutrition and exercise is overwhelming, to say the least. Even when we do know how to improve our health, we often try to make sweeping changes or set goals that seem too daunting to reach.”

What it is

Healthymagination, from General Electric, is a consumer directed internet site, with new D2C TV commercial about becoming healthier, through the sharing of imaginative ideas and proven solutions. It goes beyond innovations in the fields of technology and medicine, celebrating the people behind these advancements.

Seeking to build stronger relationships between patients and doctors, GE created healthymagination to gather, share and discuss healthy ideas and illustrative stories.

Story link: http://www.healthymagination.com/stories/

Participatory Projects for Patients

Because healthymagination is about becoming healthier together, it takes the form of multiple projects that patients can participate in, whether they are looking to change a lifestyle or fine-tune an approach to health.

According to GE, making healthy decisions should be easy … and fun.

Link: http://www.healthymagination.com/projects/

Info and Video for Doctors

There is also a portal for medical professionals, promoting GE eMRs, of course.

Link: http://www.ge.com/innovation/emr/index.html

Due Diligence RFP

And, good preliminary questions for all physicians to ask any eMR vendor are:

  • What is the cost per physician license?
  • Do you have any existing clients in our specialty?
  • Does your system come pre-loaded with templates for my specialty?
  • Is your company the developers of the software or is it re-branded from another vendor?
  • Is your system client/server based or ASP based?
  • Does your system include practice management software?
  • How many clients does your company have?
  • Is your system HL7 compliant?
  • How long has your company been in business?
  • Is your development done overseas?
  • Is support done overseas?
  • Is your software CCHIT certified? If not, why?
  • How often is the software updated?

Assessment

Let us hope that the health 2.0 participatory patient of the future doesn’t select a physician based on the proprietary eMRs s/he uses, as seen on a television commercial, much like the D2C [direct-to-consumer] pharmaceutical industry of today.

IOW: Will that be Allscripts, Cerner or GE, etc? Or, listen to narrator and actor Morgan Freeman intone on a TV spot: “Ask your doctor if XYZ electronic medical records are right for you.” 

Conclusion

And so, your thoughts and comments on this ME-P are appreciated. Give em’ a click, and tell us what you think about: www.HealthyMagination.com Then – please be sure to subscribe to the ME-P. It is fast, free and secure.

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On Drug Reps as Future Dinosaurs

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More Doctors Closing Office Doors to Drug Salesmen

[By Staff Reporters]

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According to Kevin B. O’Reilly, of the AMNews on 3/23/09, drug reps may soon become dinosaurs-of-sorts. And, the relationship between doctors and drug reps is cloudy, darkening and may never be the same again.

Changing Relationships

Pharmaceutical companies, battered by sluggish drug pipelines, the looming loss of blockbuster patented drugs, an economy in recession and scrutiny of their relationships with physicians; are re-examining the value of sending drug reps into doctors’ offices. Detailers are struggling to grab a shrinking slice of physicians’ valuable time, and attention, while adjusting to new drug industry rules banning freebies such as pens and notepads.

Declining Reputations

While most physicians still have positive views of detailers and drug-makers, those sentiments are cooling. And, the next-generation of medical students and future physicians may be another driver of this wave. About one in four physician’s works in a practice that refuses to see drug reps. Of doctors who do see reps, about 40% will meet with detailers only with scheduled appointments. The by-appointment-only figure jumped 23% during the last six months of 2008, according to a survey of more than 227,000 medical practices representing 640,000 physicians that was released in February.

***

 despair

***

Assessment

What is your practice policy on this issue? Are drug reps being replaced by webcasts, podcasts, IMs, text-messages, cell phone advertisements, direct-to-doctor [D2D] communications and/or some other new-wave social media or rich e-format? 

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Conclusion

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I Shake my Fist at Pfizer, Inc.

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And, Laugh out Loud over D2D Marketing

By Dr. David Edward Marcinko; FACFAS, MBA, CMP™

[Publisher-in-Chiefdem22]

We all know how intrusive direct-to-consumer [D2C] marketing by the pharmaceutical industry has become. Especially for those male “enhancement” type drugs that seem to be a ubiquitous feature on TV, the print media and internet, etc.

No, I’m not talking about sildenafil citrate or minoxidil; although I do recall seeing them on TV for the last decade, or so; maybe more. The target audience for both keeps getting younger and younger; or am I getting older and older? Still, allow me to assure all ME-P readers that the problems they reportedly treat are not my own.

Gotcha!

For this post however, I am talking about antibiotics.

Pfizer Seriously

Seriously, we are all aware that D2C marketing, and patients, goad doctors into “action” during an office visit [i.e., prescribe], when perhaps they ought not to. A follow-up office visit is often able to be scheduled, too.

Think: the antibiotic drug resistance epidemic.

Therefore, I was so righteously upset recently that I had to go out for a premature hour-long run, as I have been doing almost daily for thirty years, just to cool off.

Why?

It’s because I received the email copied verbatim, below.

Doctor [my name was not used, but my personal email address was correct],

For decades, azithromycin has been proven clinically effective to fight infections in your patients. With Zmax, azithromycin is reformulated to provide the same powerful efficacy against infection in a single, well-tolerated, liquid dose.

Zmax — the novel one-dose formulation of azithromycin
Zmax is indicated for community-acquired pneumonia (CAP) in pediatric patients and adults and acute bacterial sinusitis (ABS) in adults. Zmax uses extended-release microspheres to deliver one well-tolerated, front-loaded dose.

Zmax is not to be confused with Zithromax®, Z-Pak®, or Tri-Pak®

By delivering 100% compliance with just one dose, Zmax is the only formulation of azithromycin that avoids the complexities of multiple-day dosing for your patients.3-5

Prescribe Zmax and save with the “Never Pay More Than $20” coupon
Prescribe Zmax as your antibiotic-of-choice for your patients with CAP and ABS.
Zmax guarantees that your patients never pay more than $20 with the cost-saving Zmax coupon. For more information, please visit
www.ZmaxInfo.com or www.PfizerPro.com/Zmax

Sincerely,
Raymond W. Urbanski; MD, PhD

Vice President
Clinical Development and Medical Affairs
Established Products Business Unit
Pfizer, Inc.

Now, I have prescribed Zithromax® in the past, and will probably do so again in the future. I have lectured for several big-pharma companies throughout the years, and have written a textbook on bone and soft tissue extremity infections, and their diagnosis and treatment. I have served, and still serve, as a medical expert witness in malpractice cases involving infectious diseases, etc. But, I do not, repeat, do not need to be reminded by personal email about this anti-microbial, or any other drug. Being spammed in the office is one thing; but please not at home. I “reply-cancelled” the email; I think. Will let you know, down-line.

Of Podcasts and Webcasts

Recently, I was asked to make several new-wave podcast and modern webcast presentations for physician distribution by third-party vendors of the pharmaceutical industry. From what I could gather, this sort of “product information” distribution has not been eagerly embraced by the profession to-date, and so they are searching for industry recognized “names” to do their bidding. And so, as an educator, I acquiesced regarding same. But, I do pine for the attractive female pharma-rep visits back-in-the-day; replete with food for “lunch and learn” office presentations [mea culpa].

Think: Sermo, if you want a medical opinion.     

Assessment

Poor Dr. Urbanski, by the looks of his sur-name, I bet he’s Polish like me. I also bet that he gets more than a few emails, cards, faxes and letters like this post.

So, here’s where you need to imagine me shaking my fist at Pfizer, Inc.

I also laugh mockingly, as well.

Click to play :

PS: Ray, call me; let’s do lunch.

Conclusion

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