Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 14
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40Case study 1
Recovering addicts get 24/7 support through social media start-up
Behavioral health is an area in which the round-the-
How it works
clock support of social media fits well. “Substance abuse
• Members are invited by health plans, treatment
is one of those things that can negatively impact the
centers, or other members “in good standing.”
course of anything else you need to manage medically
The company has partnerships with five health plans
(e.g. diabetes can be complicated by an alcohol addic-
and numerous employers, treatment centers, and
tion),” noted Yan Chow, MD, director of Innovation and
other providers.
Advanced Technology at Kaiser Permanente. “Recurrent
cycles of cure and relapse make the management of other
• Members can tap into various specialists and peer
conditions more challenging and expensive.”
networks through their smartphones or computers.
And, they can aspire to help others as well. Members
More than 20 online sites such as In the Rooms,
active for at least one year who have an established
Recovery Realm, and Addiction Tribe provide virtual
reputation on the site can become senior peers,
tools to supplement treatment programs by connecting
offering one-on-one support.
individuals to the support they need around the clock.
• Evidence-based clinical tools combined with interac-
OneRecovery is an example of a company that has
tive social and gaming technologies help members
created a consumer model that uses the mobile phone
manage their recovery. More than 80% of members
to connect individuals with a community of people who
use a tool called the “recovery clock”, which allows
share their experiences. This type of program can scale
them to start their timekeeping from the beginning of
up self care without necessarily scaling up traditional
recovery and alerts the network when someone needs
medical resources.
to “restart” their clock due to a relapse. Members can
check in with emoticons to inform others about how
Motivated by his own experience with addiction and
they are feeling. This allows the members’ peers to
recovery, David Metzler combined his expertise around
intervene when there’s a “high risk” emoticon selected.
gaming and technology into OneRecovery, a “social
solutioning” company aimed at recovering addicts.”
OneRecovery is an invitation-only community of more
than 40,000 members. Unlike traditional treatment models
OneRecovery’s Social Solutioning ® Platform, 2012
in which health plans, physicians, or treatment providers
may call to “check in” on patients, through OneRecovery,
“Effective”
“Members really are in control of how they share and
Clinical principles reinforce and
extend the reach and impact of
participate. People can really feel like they own this
the professional.
process,” said Laura Clapper, MD, chief medical officer.
Clinical
Principles
The model is changing how providers track patients’
progress. “OneRecovery provides a behavioral record
Structured
about how individuals and populations are doing
peer support
post treatment,” said chief marketing officer Drew
network
Paxton. “Organizations focused on quality and patient
Social
Game
Technology
Mechanics
outcomes now have access to a new level of analytics.”
OneRecovery recently launched a platform which
allows connected health plans and providers to access
patients’ health reports (with the patients’ approval).
“Supportive”
“Engaging”
Peer communities where
Leverages stickiness of game
Although a member may initially get referred for an
members help peers manage
science to drive behavior change.
addiction-related disorder, they can join additional
chronic conditions.
communities where they can get support for other
conditions, such as depression or anxiety.
Source: OneRecovery, 2012
12
PwC Health Research Institute
| Social media “likes” healthcare
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