Medical marketing skyrockets over past two decades, but oversight remains limited

Healthcare Finance | January 09, 2019

Healthcare spending in the U.S. is the highest in the world, totaling $3.3 trillion -- or 17.8 percent of the GDP -- in 2016. To capture market share, and to expand the market, drug companies and healthcare organizations use a wide array of promotional activities, including TV and digital advertising, social media, disease awareness campaigns targeting consumers, and marketing to professionals via free drug samples or consulting payments. In an article recently published in the Journal of American Medical Association, researchers reviewed medical marketing -- the marketing of prescription drugs, disease awareness, laboratory tests and health services to consumers and professionals -- over a 20-year period from 1997 through 2016.

Spotlight

Patients financial liability in paying for healthcare services isalmost unrecognizable from that prior to the early 2000s, yet many organizations, including clinical laboratories, have struggled to modernize their collection practices in turn. As a result of this mismatch, labs risk not just losing out on uncollected revenue, but also wasting time and resources on futile or minimally effective back-end collection efforts. Reversing the problem is possible, however, by implementing the right best practices and revenue cycle management technologies. In particular, maximizing patient access early in the revenue cycle can
help patients manage their financial responsibility and preempt many unnecessary denials, payment delays, and uncollected balances.


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HEALTH TECHNOLOGY

RefleXion Announces Multi System Contract with Select Healthcare

RefleXion Medical | August 22, 2022

RefleXion Medical, a therapeutic oncology company pioneering biology-guided radiotherapy* a new modality that uses emissions generated from the cancer itself to direct radiotherapy, announced a three-system contract with Select Healthcare, a developer of affiliated cancer facilities throughout the United States. The multi-year, multi-site contract will create new free-standing treatment centers that showcase the dual modality of the RefleXion® X1 platform for treating all stages of cancer with external beam radiotherapy. “The creation of these initial three new free-standing radiotherapy centers will bring RefleXion’s novel BgRT to local communities so that patients with solid tumor cancers can receive state-of-the-art cancer care near their home. The X1 is the only system to offer breakthrough motion management for moving tumors using biological guidance and anatomic guidance for earlier stage cancers. We envision that this future capability will be attractive to our physician partners because it brings radiotherapy as a new treatment option to patients with late-stage cancer.” Matthew Cutler, CEO, president and founder of Select Healthcare Solutions The RefleXion X1 machine with BgRT is designed to overcome the technical limitations that restrict radiotherapy to one or two tumors. Instead, it will one day allow radiotherapy to reach more tumors during the same treatment session, even those tumors that move due to patient motion, such as breathing or digestion. “We applaud the Select Healthcare vision of bringing advanced cancer care to patients being treated at the community level through the establishment of these new centers,” said Todd Powell, president and CEO of RefleXion. “As we move forward commercializing the X1 and our future release of BgRT, we are proud to count Select Healthcare among our early customers.” BgRT uses emissions from a patient’s cancer cells created by injecting a small amount of a targeting molecule carrying a positron-emitting radioisotope, known as a PET tracer, to guide EBRT. As the PET tracer binds to the tumor cells, it produces emissions that signal the cancer’s location. The RefleXion X1 machine design integrates PET arcs with a linear accelerator to detect these emissions and then direct radiotherapy to each tumor. About Select Healthcare Select Healthcare provides capital-intensive and leading-edge medical technologies and services to local medical communities for the direct benefit of their patients in a cost-effective manner and has successfully led the development and/or acquisition of over 25 healthcare projects in California, Arizona, Nevada, Washington, Idaho, Alaska and the New England area. The first Select Healthcare center offering BgRT is expected to open in late 2023. About RefleXion Medical RefleXion is a privately held medical device company founded in 2009. RefleXion’s biology-guided radiotherapy is the first and only technology that uses a single radiotracer injection to transform cancer cells into real-time biological beacons that guide radiotherapy delivery. Granted Breakthrough Device designation by the FDA for use in lung tumors, BgRT is designed to expand radiotherapy from single to multiple tumor therapy for all stages of cancer. The RefleXion X1 is currently cleared for stereotactic body radiotherapy stereotactic radiosurgery and intensity modulated radiotherapy for tumors located anywhere in the body.

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FUTURE OF HEALTHCARE

Verizon Business and Visionable expand connected healthcare partnership

Visionable and Verizon | September 22, 2022

Verizon Business and Visionable, a leading health technology company based in the U.K., announced that they are expanding their partnership which will enable both companies to work on a range of connected healthcare solutions, via Visionable’s patented technology powered by Verizon’s 5G Ultra Wideband and 5G Edge network, in the U.S. Verizon and Visionable are working together on a secure next-generation digital healthcare collaboration platform that enables healthcare professionals to access data, collaborate and share resources within the APAC and EMEA regions. The partnership seeks to address some of healthcare’s biggest challenges including connecting frontline responders to specialist doctors during emergencies and enabling access to community-led care for patients needing long-term support. “The healthcare industry generates a massive amount of data, but its ability to make good use of that data has long been hampered by network architectures that cannot handle it efficiently, securely, or cost-effectively. Through the combination of 5G and Edge computing, healthcare facilities and professionals will have access to secure near-real-time connectivity creating a new link between doctor and patient. As a result, illnesses could someday be diagnosed and treated more quickly, and medical costs could potentially decrease,” Scott Lawrence, Senior Vice President for Verizon Global Solutions Today’s announcement follows the launch of Visionable’s private-5G enabled Connected Healthcare Center in the U.K. in May. The center showcases the benefits of next-generation connectivity and collaboration across a patient’s care journey from urgent and emergency care to virtual wards to in-person care and rehabilitation, supported by Verizon private 5G. “Our partnership provides real-time connectivity and productivity, when and where it counts and costs. Together with Verizon, we endeavor to support our healthcare teams by enabling them to bring healthcare to the patient wherever they are,“ said Alan Lowe, CEO and Co-Founder of Visionable. This engagement is part of Verizon’s continued strategy to partner with customers, startups, universities, and large enterprises to explore how 5G can disrupt and transform nearly every industry. This includes Verizon’s strategic partnership with Emory Healthcare in Atlanta where Verizon is collaborating with Emory Healthcare to help spur the development of healthcare solutions powered by 5G Ultra Wideband. Today’s announcement builds on the company’s network-as-a-service foundation and supports its growing private networks, mobile edge compute and business solutions. About Visionable Visionable is a UK company that is helping make connected healthcare a reality in the UK and around the world. Driven by the belief that affordable, high-quality, timely healthcare is a basic human right that should be accessible to all, Visionable’s patented, real-time & multi-streaming technology enables critical remote decision-making by clinicians wherever they are located have created their own proprietary clinical collaboration platform. This enables the hospital to come to the patient and for healthcare teams to collaborate freely across multiple locations. Visionable is trusted by 25% of the top 100 UK hospitals, 100 more than 90 NHS organisations, 46 and 34 NHS Trusts., over 16,000 NHS staff. Visionable’ s specialist advisory board includes Lord Victor Adebowale, previous NHS board member, Mike Farrar, ex-NHS Chief Executive and leader of the North West England Strategic Authority and Dr Junaid Bajwa, practising physician and MSD’s Digital Accelerator’s Global Lead for Strategic Alliances. About Verizon Verizon Communications Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is one of the world’s leading providers of technology and communications services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $133.6 billion in 2021. The company offers data, video and voice services and solutions on its award-winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.

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HEALTH TECHNOLOGY

Semantix Announces the Acquisition of Zetta Health Analytics

Semantix | September 01, 2022

Semantix, Inc. a leading Latin American end-to-end data platform provider announces the acquisition of Zetta Health Analytics S.A. a Brazilian health tech company focused on data analytics, with the strategic objective to further expand Semantix’s presence and capabilities in serving healthcare clients through proprietary SaaS data solutions. Founded in March 2019, Zetta has a robust variety of SaaS data solutions to enhance data-driven decision-making, leveraging client insights to improve care and costs and deepen value-based healthcare (VBHC) approach enriched by market analysis. In particular, Zetta provides to clients embedded dashboards utilizing artificial intelligence (AI) tools that help manage claims and improve assertiveness through the display of key indicators to optimize selection of providers and health outcomes. Currently, Zetta caters to a portfolio of more than 640 companies, including pharmaceutical companies, health insurers, health insurance brokers, hospitals and large companies in various sectors. In recognition of the powerful capabilities of Zetta’s data solutions, Zetta was named the number one tech company in the Brazilian healthcare market, according to the Ranking 100 Open Startups 2021. Semantix expects that the businesses combination with Zetta will complement the Semantix Data Platform offering and strengthen the healthcare business vertical, which caters to a sizeable and fast-growing market. According to market research produced by Grand View Research, the healthcare data analytics segment’s total addressable market globally is estimated at approximately US$35 billion in 2022 and is expected to reach US$ 167 billion by 2030. Zetta also brings a team of highly talented professionals, which, Semantix believes, combined with Semantix’s capital resources and robust sales capabilities, should accelerate new product development and enhance product cross-selling opportunities. “We are very excited about the new business capabilities that Zetta adds to our platform, both in terms of new markets and customers as well as new product development opportunities. We believe it is an important step towards the execution of our strategy to increase the share of proprietary products to our mix, with a recurring revenue stream and high growth potential,” Leonardo Santos, CEO of Semantix About Semantix Semantix is a leading Latin American end-to-end data platform provider. Semantix has more than 300 clients with operations in approximately 15 countries using Semantix’s software and services to enhance their businesses. The company was founded in 2010 by CEO Leonardo Santos.

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HEALTH TECHNOLOGY

Alegeus and HealthSherpa Experience Significant Momentum for ICHRA

Alegeus and HealthSherpa | July 19, 2022

Alegeus, the market leader in healthcare payment solutions, and HealthSherpa, the leading enrollment platform for individual ACA health coverage, have outpaced the industry in individual coverage health reimbursement arrangements since announcing an integration partnership in the summer of 2020. With updates to their partnership in 2022, both companies are poised to increase their ICHRA enrollments even faster. HealthSherpa, which has seen more than 10X growth in ICHRA pipeline, has enrolled more than three million individuals on its platform in just the last year. ICHRAs, which were launched at the start of 2020, allow employers to reimburse employees for individual coverage insurance premiums in place of offering them a traditional group-sponsored health plan. ICHRAs can also be used by employees to pay for out-of-pocket healthcare expenses. Organizations administering consumer-directed health benefit programs can set up an ICHRA with Alegeus, and then HealthSherpa helps ICHRA-eligible employees search for and enroll in the best on-exchange and off-exchange individual health plans. This integration bolsters the health reimbursement arrangement (HRA) experience from Alegeus and gives third-party administrators and health plans a strategy for increasing employer and employee participation in health benefit accounts. “We’re excited about the growing demand our partners have seen for ICHRA since announcing our integration partnership with HealthSherpa,” said Mark Waterstraat, chief customer officer, Alegeus. “Our joint solution is helping employers to deliver quality and cost-effective benefits quickly and efficiently to their employees. While ICHRAs can offer these through employer-defined contribution and better-fit individual coverage plans, they are still new and require a considerable amount of education and awareness. Through this partnership, our efforts are resonating, as evidenced by growing market demand.” “ICHRAs are a great option for a large and growing number of employers and their employees, and we’ve seen many of our client organizations begin reaping their benefits,” said Ross Honig, president, OCA. “Working with Alegeus and HealthSherpa has allowed OCA to market our ICHRA solution as a “one-stop” product that is seamless and easy to use for brokers, employers, and their employees.” “Millions of consumers have enrolled in health insurance through HealthSherpa and experienced the increasing appeal of individual coverage. With our new off-exchange options, employers and brokers alike have more options for employees looking to make the transition away from group-sponsored health insurance. ICHRA is changing the dynamic of the relationship between employers and employees on the critical question of health insurance, and we’re thrilled to partner with Alegeus to help employers understand the benefits and communicate them with their employees.” George Kalogeropolous, CEO, HealthSherpa Alegeus and HealthSherpa recently presented a webinar, “The (Present and) Future of ICHRAs,” showcasing how to simplify the administration of ICHRA benefits and make it easier for consumers to find the care and coverage that meets their needs. About HealthSherpa HealthSherpa builds technology that increases access to health care. We provide end-to-end solutions for consumers, insurance carriers, and agents, delivering a superior ACA marketplace experience to fulfill our mission of connecting people to health coverage under the Affordable Care Act. The HealthSherpa Marketplace, our flagship health insurance enrollment platform, services more than 45,000 agents, 38 carriers, and 9 million consumers. About Alegeus With more than 25 years of growth and innovation, Alegeus is the market leader in SaaS-based benefit funding and payment solutions. Our highly flexible, white-label platform powers account-based benefit programs such as HSAs, FSAs, HRAs, COBRA, wellness incentives, lifestyle benefits and beyond. We deliver exceptional user experiences and differentiated capabilities that help our partners strengthen their product offerings, operate more efficiently, and unlock their full growth potential. Our partnerships with the industry’s leading health plans, third-party administrators, financial services and benefit solution providers give Alegeus unparalleled reach in the market, with access to more than 100 million commercially insured Americans. And our unique partnership model empowers our clients to achieve outsized results – growing their programs at a rate that is 3-4X the market, and with the highest NPS scores in the industry. We never compete with our clients in the market – we win when they win. Alegeus is headquartered in Waltham, Mass., with operations centers in Orlando and Bangalore, and a large remote workforce.

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Spotlight

Patients financial liability in paying for healthcare services isalmost unrecognizable from that prior to the early 2000s, yet many organizations, including clinical laboratories, have struggled to modernize their collection practices in turn. As a result of this mismatch, labs risk not just losing out on uncollected revenue, but also wasting time and resources on futile or minimally effective back-end collection efforts. Reversing the problem is possible, however, by implementing the right best practices and revenue cycle management technologies. In particular, maximizing patient access early in the revenue cycle can
help patients manage their financial responsibility and preempt many unnecessary denials, payment delays, and uncollected balances.

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