Pixels & Pills

Healthcare by the Numbers

January 27th, 2012 · Opinion, Trends

Numbers image

Today’s guest post is from Brady Walcott, VP of Strategic Marketing and Development at imc² health & wellness.

825. 750. 622.

This is not a phone number.  Or a GPS location. But one of those numbers could be your credit score. And while the majority of Americans don’t know their credit score by heart, many can tell you they know how to find it. As we live our financial lives, the good folks at Experian and Equifax silently assemble a wealth of information from multiple sources to let the guys down at the car dealership know if we’re worth the risk.

Imagine if you could do that for your health? Management guru Peter Drucker once famously said, “You can’t manage what you can’t measure.” And while a few diagnostic numbers are readily available to us—BMI, PSA, LDL, HDL and the rest of the alphabet soup—we have yet to find a way to measure holistic health and wellness. But we might be getting close.

At industry events such as Health 2.0, mHealth, TedMed—even CES—I’ve seen a proliferation of health and wellness products in the start-up phase or recently launched in market. As a self-professed health nut and gadget guy, I have personally tested many of the most popular on the market. Each with their own coolness factor, I often wonder if any have the ability to change my health behaviors, facilitate a deeper dialogue with my healthcare provider or improve my health. They definitely empower us to measure our behavior, but that doesn’t necessarily lead to measurable outcome.

Now is the time for the industry to align and move toward using data collection platforms to help proactive consumers understand how to use this information to make more informed decisions about their personal health and wellness. Doing so is a daunting task and will require the following:

1. A holistic predictive model. Can we start to merge the diagnostics used in major therapy areas to form a broader assessment of overall health risk? Successful evidence of this is available in the cardiovascular and endocrinology categories —can we create a more holistic view based on known and quantifiable numbers?  A view possibly inclusive of genomics data and wellness related sources such as fitness devices and applications.

2. An understanding of subjective factors. How do we recognize the impact of environmental factors like stress, geography and workplace settings? How does our psychology impact our physiology?

3. A simplified scoring system. Despite the complex algorithms that determine our credit score, the result is something so simple it has become universal. Can we achieve an analog in preventative medicine that would make discussing health risks and opportunities an accessible conversation?

I realize many Americans aren’t as inclined to take this proactive approach to their health – some may even fear it. But maybe that’s because the whole issue of health and wellness seems to be an overwhelming onslaught of test results and to-do lists rather than a portfolio of decisions you can actually impact. Regardless, I believe there is great opportunity to advance the way we view our personal health as a preventative measure and am optimistic about the advancements that have been made in recent years.

Brady Walcott imc2 ABOUT BRADY WALCOTT

As a practice leader for imc² health & wellness, Brady pulls from his 20+ years of          experience in the healthcare sector to provide guidance to an array of industry leading    health and wellness companies. He strives to deepen relationships with stakeholders using  a sustainable approach that leads to measurable business results, long-term value, and an  overall positive impact.  To hear more from Brady, follow him on Twitter @BradyWalcott or  connect with him on LinkedIn.

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MS Voices Leads the Way in Pharma Customer Service

January 26th, 2012 · Knowledge, News

MS Voices Leads the Way in Pharma Customer Service

By Sven Larsen(@svenplarsen)

Who’s doing it right?

That’s a question we’re often asked since we’ve routinely challenged Pharma to embrace social media and an expanded dialogue with their customers. So it’s gratifying to find a prime example in our own backyard.

P & P’s parent company, digital agency Zemoga has worked with Weisscomm, EMD Serono and Pfizer on their MS Voices project for over a year now. We’ve written before about the MS Voices Facebook page and the industry leading approach that this partnership has developed to handle comments and questions from consumers. But Facebook is only part of the outreach efforts being made to the MS community.

At the heart of the project is the MS Voices call center, a remarkable customer service operation that has answered over a million inbound calls from the MS community. How’s that for starting a conversation? The call center includes patient enrollment specialists, patient support specialists, nurse support specialists and reimbursement specialists. Whenever someone in the MS community needs to speak to a live person, support is available toll free at 1-877-447-3243. The Ms Community can also visit MS Lifelines online at www.mslifelines.com or on the MS Voices Facebook page.

The call center it truly devoted to providing the highest level of service to it’s callers and this week they announced that they received certification from the JD Power and Associates Call Center Program (the firs time JD Power has recognized a Pharma call center for service excellence). Certification requires passing a rigorous audit of service practices and receiving positive feedback from customer surveys and it’s a major recognition of the great work being done by the call center.

The MS Voices program is a terrific example of how two Pharma companies embraced a community and created a win-win situation for all involved. It’s also a great example of what the future of our industry may look like.

What do you think? Who else is doing it right and putting the customer first?

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Will Nursing Be the Next Field Disrupted by Technology?

January 25th, 2012 · Opinion, Trends

3098600 Will Nursing Be the Next Field Disrupted by Technology?

By Krissy Goelz

Between the ongoing debate about U.S. healthcare reform, rising costs and an explosion of new technologies, what does the future hold for nursing?

It’s a vital question. The nation’s millions of nurses are front-line caregivers; virtually anything that impacts healthcare impacts nursing, and vice-versa. Figuring out changes to the profession based on healthcare reform and cost cutting goes beyond our expertise. But technology? On that, we’ve got opinions!

Nurses will become the lynchpin of the patient/caregiver experience. To a great extent, this is already true. The shortage of primary care physicians, combined with the shift to out-of-office, at-home care means that nurses are increasingly the main interface between a patient and the healthcare they receive. Technology is both an enabler and a challenge as part of this brave new world: On the one hand, nurses have access to more information at their fingertips than ever before. On the other hand, those same technologies mean that nurses face more pressure than ever before to accurately record patient data and, often, help patients themselves master health technologies.

The growth of technology will create a whole new field. Nursing informatics combines nursing and information management skills to support and enhance patient care. Informatics nurses develop and improve systems for telemedicine, telehealth and telemonitoring. Nurses working in consumer health informatics assess patients’ needs for health information and treatments, conduct research on how to meet a patient’s need for health information and self-management of health issues, and integrate their preferences into information systems. It’s a growing field with a lot of demand: The Bureau of Labor Statistics and HIMSS reports that the average salary in the nursing informatics field has risen substantially over the past several years.

Technology means caregivers are also, increasingly, coaches. Yesterday’s nurse taught the time-tested methods of insulin injection, catheter insertion or other personal medical tasks. But today – and even more so tomorrow – nurses will be teaching patients how to download and use smartphone medical monitoring apps, or giving them a tour of their electronic health records. While the specialists in nursing informatics will be important in helping the healthcare establishment better connect new technologies with patients, nurses of all stripes will likely have to master the process of teaching these consumer-facing innovations.

Against all three of those trends is a fourth: It’s all about the team. With medicine increasingly specialized, technology and teamwork are necessary to improve health outcomes. Nurses will be more mobile and, aided by technology, will be making care decisions in untraditional venues. For example, patients often need help deciphering complex medication regimens and in some cases nurse practitioners may help to simplify regimens. Nurses will need to coach patients and their care givers during transitions, easing the process from hospital to discharge, assessing them in their homes, and helping to coordinate home-based services. Here too, technology will play a growing role, as the rise of tablet-based and smartphone technologies for both patients and healthcare professionals are starting to show.

The common thread to all of these trends and predictions is easy to see: Technology will enable game-changing advances in patient care and healthcare administration. And nurses – long the front-line caregivers – will lead the way in this revolution,

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The Rent is Too Damn High – Pharma Edition

January 23rd, 2012 · Opinion

Pills + dollar bills

by Sven Larsen (@svenplarsen)

Got $2000 to spare?

Never mind, I think I already know the answer.

In this “do more with less” decade, the idea of “spare budget” or discretionary funds is pretty much non-existent. And companies that are continually slashing sales forces and other key parts of their organization aren’t normally inclined to shell out a lot of cash for their employees’ professional development.

Unfortunately, no one seems to have told the Pharma conference organizers this.

Now we’re not trying to cut off our noses to spite our faces here. Pixels & Pills is well known for our conference coverage and we couldn’t bring you the videos and other helpful content we do without the strong support of companies like EXL, IXI, and BDI or folks like Kevin Kruse or Shwen Gwee. We see the best (and the worst) conference content that’s offered every year. And it pains us to realize  that when there’s a really standout presentation from someone like Tom Goetz or Ceci Zak only a very limited amount of the Pharma community are going to see it. Worse, our current “pay for play” model means that small startups who have great ideas but limited budgets aren’t even a part of the conversation. It doesn’t have to be that way and it hurts growth and innovation in our business.

One of the best conferences we attended over the last year was the PSFK conference in New York City. This conference, focused on innovation and the latest technologies is relatively cheap to attend (under $400) but full of the kind of people you want to hear from. Artists and entrepeeurs, technologists and designers, the people who are shaping our future before we even know it. Past speakers at the conference have included Shepard Fairey, Andy Spade, Dernnis Crowley (founder of FourSquare) and Richard Fine. Yes, only one of those speakers is directly related to healthcare but the mix of different disciplines and individuals is what gives conferences like the PSFK event, TED and SXSW the opportunity to identify what’s coming before it reaches the mainstream. And that’s something we’re sorely lacking in Pharma conference programming.

The low admission price also ensures that attendees are not just senior personnel from attending companies. Your organization could send five people to a PSFK conference for the same price as a ticket to an average Pharma event. That means you could take along that bright young junior manager or even that intern who shows such promise. The kind of people who might really embrace some of the new ideas being discussed and figure out how to apply them to your business.

There are alternatives of course. TEDMED and the main TED conference have created a terrific model for sharing highly educational content online. And free events like New York’s upcoming Social Media Week (with it’s Health and Wellness hub) provide a valuable alternative to traditional Pharma conferences. But ultimately we need to democratize both the speaker and attendee process for our industries major events. Conferences were never meant to be about spending thousands of dollars to hear paid speeches by big Pharma companies. They were meant to be an opportunity for the best and the brightest in our industry to come together and share ideas and best practices.

And that’s a model we need to return to.

What do you think? What would you do to make Pharma conferences better?

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What Pharma Could Learn from Mad Men

January 20th, 2012 · Opinion

madmen standard 450x337 What Pharma Could Learn from Mad Men

by Jason Brandt (@jasondmg3)

Mad Men protagonist Don Draper works in the show’s fictional advertising agency, but the challenges he faces are real, and not much different than what many healthcare marketers face on a daily basis – meeting deadlines, incorporating new technologies, managing perceptions, and influencing behaviors all while ensuring personal growth.

The pharmaceutical industry and Mad Men’s advertising world have a lot in common: both include vibrant and competitive industries, have major players that influence standards and rely on a targeted audience to boost their business. What can pharma learn from Mad Men?

The devil is in the details. Producer Mathew Weiner pays meticulous attention to every detail from casting to the story line as well as ensuring the props and the set accurately reflects the time period. Creating an authentic and engaging experience with every dialog, interaction and visual is why fans flock to the three-time Emmy Award-winning series. Pharmaceutical companies looking to create that same level of customer loyalty should incorporate that same attention to detail, whether that’s using an authentic voice when communicating on social networks, creating intuitive, customer-friendly applications and services or delivering outstanding customer experiences.

Pick a job and then become the person that does it. Bobbie Barrett delivered this little pearl over cocktails with ex-lover Don Draper. Explaining how she became her husband’s manager – a man who wouldn’t have a career without his wife’s revealing bust line and shrewd wheeling and dealing – she tells him she invented the job.

Ten years ago there was no need for an HTML5 programmer, social media strategist or elder care services coordinator – those jobs didn’t exist. With technology and increased access to information changing everything, companies need to have their pulse on what skills will be needed in the future and recruit a workforce with the right skills to support growth. Individuals also need to develop skills that continue to add value and take control of their internal career path.

Don’t overlook the value of reinventing yourself. Don Draper is a chameleon. Born Dick Whitman, he’s no stranger to reinventing himself, whether it’s changing his name or leaving an established New York advertising agency to launch a start up.

Pharmaceutical companies may find themselves needing a reinvention with the expiration of drug patents expected to affect drug pricing, marketing and patient usage. Surviving patent expiration will require pharmaceutical companies to refocus their marketing messages to ensure they don’t lose significant market share to generic competitors. Shifting the strategy from brand loyalty to one that includes a more life-cycle branding and consumer education emphasis can deliver a competitive edge.
If you don’t like what’s being said, change the conversation. When a New York City developer didn’t like how he was being treated in the press, Don Draper suggested changing the conversation.

Brand management today is a two-way engagement with consumers often having louder share of voice than company-issued messaging. Putting processes in place to monitor online conversations is no longer a nice-to-have but a business necessity. Before things go south, develop strategies for how you’ll respond to negative or inaccurate information. Changing the conversation doesn’t necessarily require hijacking a thread, but paying attention to what is being said and offering truthful information can help consumers maintain a positive perception of your brand.

While we may not wear the narrow ties or hair pomade of Don Draper, we can still follow in his footsteps by keeping track of the details, owning the conversation and being unafraid to innovate when reinvention is the best option.

Like my image? You can get yourself one over at Sterling Cooper.

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Lean Digital Strategy

January 19th, 2012 · Opinion, Trends

3612595 Lean Digital Strategy

by Jason Brandt (@jasondmg3)

Can two of the hottest organizational and operational trends from the last 20 years – Lean Manufacturing and Six Sigma – be adapted to pharma? That’s a trick question: They already have been, and quite successfully.

But, how about online pharma marketing? It’s a more interesting proposition.

First, some definitions for the majority of us who aren’t steeped in business-optimization methodologies: There are differences between Lean and Six Sigma methods of business, but both emphasize continuous improvement and a formal process of review and correction. Lean is sometimes seen as less time-consuming than Six Sigma; the easiest way to boil it down is that Six Sigma seeks reduced process variation, and Lean strives for improved process flow.

All of which sounds great if you’re running a manufacturing facility – who wouldn’t want fewer variations from an optimized process or an improved process flow? And they’re proven: Top-flight Six Sigma implementation is one of the factors that helped General Electric become a leader across many industries.

Applying these principles to digital pharma marketing isn’t quite the stretch you’d imagine. And while implementing a full Lean or Six Sigma strategy in your marketing efforts requires more than a lone blog entry for guidance, you can grasp some of the broad brush strokes pretty quickly:

Get good at measuring, and then measure everything. Whether you’re drawn to the Lean or Six Sigma model – and there’s a case to be made for both when it comes to pharma marketing – you’ll want to figure out how to measure things, both more comprehensively and more accurately.

Anyone exposed to social media or Web analytics knows you can measure online activity, but don’t be lulled into a false sense of security by these easy numbers. The sort of comprehensive measurement that these processes call for cover things like median and mean sales growth per sales rep in the weeks following an advertising campaign’s launch, or ROI per dollar spent on paid media in category-leading drugs (which might have much higher public awareness) versus secondary drugs.

Bottom line: You can’t track what you can’t measure and you can’t improve what you can’t track.

Round up your black belts. Six Sigma relies heavily on small groups of professionals, sometimes called black belts or green belts, empowered to review data, brainstorm improvements and then implement them. They operate with management’s approval, but they are also empowered to suggest changes outside of their department or division if that’s what it takes to improve quality.

Note a couple of key differences from many marketing processes: First, there’s an understanding that solving a problem might mean changes outside of the department or area of business operation – a big change for some marketing operations. Second and equally important is the idea of the small force of change agents, something that is necessary for breaking down organizational silos and stimulating overall movement of social initiatives.

Bottom line: Even if an organization’s social media strategy is centralized, training the entire organization can mistake-proof social execution.

Commitment to the process matters more than implementing it everywhere. Make no mistake: It’s a huge commitment to undertake either Lean or Six Sigma methodologies. That’s why it’s acceptable – advisable, even – to dip your organizational toe into the water slowly, with project-level and department level test projects. Try, fail, analyze, iterate and try again – get the process right for your team and your challenges, and then you can roll it out to more of your digital marketing efforts.

Bottom line: Every business is different. As new technologies, platforms and devices expand the digital experience, flexibility is necessary for managing a fast-moving, changing environment.

Marketing has always been a simple proposition: Deliver value in order to capture value. Within that context, business-optimization regimens like Lean and Six Sigma not only have a place in digital marketing, they’re just one more step in a long tradition of figuring out the most effective, efficient way to get the right value proposition into the right prospect’s hands so they can take action.

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Making the Case for Mobile in Healthcare

January 18th, 2012 · Trends

MobileHealthComm Jan26 780x170 FINAL 449x98 Making the Case for Mobile in Healthcare

We’ve been writing a lot about the case for mobile in healthcare over the past couple of years. And we’re going to keep writing about it. With one quarter of US adults turning to their mobiles for healthcare information, it’s important that the industry keeps pushing forward with innovative sites, apps and tools that will keep us at the top of our game and, in the end, be useful to the community at large.

To that end, exploring how to better accomplish this is always something we’re interested in. Which is why, on Thursday, January 26th, some of the crew from Pixels & Pills will be at the BDI Mobile Healthcare Communications 2012 Case Studies and Roundtables.

About the Event:
Consumers and professionals are increasingly using their mobile devices for healthcare information. They are also interacting with healthcare providers and colleagues on their mobile phones. This conference will demonstrate the best case studies of how major healthcare brands are connecting with consumers and professionals through mobile communications.

Speakers and Roundtable Moderators:
Meighan Berberich, Vice President, Marketing, BlogTalkRadio
Lance Hill, CEO, Within3
Scott Hopkins, Executive Vice President, Anderson Direct Marketing
Monique Levy, Vice President, Research, Manhattan Research
Dr. Katherine Malbon, Assistant Professor of Pediatrics, Division of Adolescent Medicine, Mount Sinai Hospital
Talya Miron-Shatz, PhD, Marketing Department, Wharton, University of Pennsylvania
Jenna Mons, Consumer Product Manager for LAP-BAND®, Allergan
Mario Nacinovich, Jr., Editor-in-Chief, Journal of Communication in Healthcare; Managing Director, AXON
Xavier Petit, Shire
John Vieira, Daiichi-Sankyo
Date: Thursday, January 26, 2012
Time: 8:00 a.m. – 1:00 p.m.
Place: The Graduate Center of The City University of NY; 365 5th Ave; NY, NY 10016

For additional information, including registration, please click here to visit the event website. Use promo code P&P for a discounted rate of $175.

Hotel Sponsor: Hotel 373 is the official hotel of BDI’s events. Click here to receive a discounted rate

Sponsors:
PR Newswire; Within3; Anderson Direct Marketing; BioCrowd ; Cinchcast; Journal of Communication in Healthcare; Manhattan Research; New York University; Pixels and Pills; Public Relations Society of America – New York Chapter; Society for Healthcare Strategy and Market Development

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Conversation: Darshan Kulkarni on the FDA Draft Guidance

January 17th, 2012 · News, Opinion

Last week Pixels & Pills’ editor Briana Campbell had the pleasure of sitting down for a Skype chat (so the quality is a little lower than our normal, professional videos) with Dr. Darshan Kulkarni (@FDALawyers) of the Kulkarni Law Firm in Philadelphia. And while the questions answered in the conversation don’t constitute legal advice and should not be constructed as such, we were very happy to get the thoughts of a lawyer on the recent FDA draft guidance. And to have him address some questions that you all had put forth on Twitter.

Further information on some of the things Darshan touches on can be found in the following sources:

The Park Doctrine

Par Pharmaceutical versus the FDA

FDA’s Cease and Desist to Triple Flu Defense

One more time, Jonathan Richman’s handy flow chart

He also mentioned to us, after we’d turend the camera off, that the FDA uses draft guidance as a way to express their thoughts on certain issues without the rigor of regulations. There is much draft guidance out there that never becomes finalized. To us, this means that we should take the guidance for what it is – all we are getting on emerging electronic/social media platforms at this time. And maybe ever.

Do you have questions for Dr. Kulkarni? Thoughts on this conversation? Leave them in the comments and we’ll continue the discourse.

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Apps: HeartBeats for Android

January 16th, 2012 · Knowledge, Trends

Apps: HeartBeats for Android
You’ve told us that you want to see more about what goes on at Zemoga, the sponsor of this media property, so we thought we’d give you a quick look in at a recent project that the team is especially proud of. Maria Rueda gave us the lowdown on one of Zemoga’s new babies, the HeartBeats app (which was created for the Adobe AIR App Challenge), and the thinking behind it, as well as her thoughts on the competition.

Here’s what she had to say:

Originally, the goal was to have HeartBeats be a digital tool for surgeon training, simulating heart surgery with all of its inherent risks and complications. Since that’s obviously complex, creating it will require a lot of knowledge, investigations, permissions and reviews. To begin the process, and to be able to submit an app to the contest, we decided to turn the idea into a game.

This app is designed for everyone, of any age, who has ever dreamed about becoming a surgeon, or who has an interest in medicine. The goal is to demonstrate what a real surgery looks like and what all the tools are that heart surgeons use.

We hope to add difficulty levels to the app, different procedures and other types of surgery. In the long term, it would be great to turn the app into a real training tool; that’s a big challenge we’d love to take on.

Apps: HeartBeats for Android

While we’re disappointed we didn’t place in the contest, of course, it’s great to see how strong the winning applications are. They all share a high level of polish, creativity and innovation. Conqu, in particular, is a very clever take on the often-visited subject of task management, and Tweet Hunt – the overall winner – presents a fresh and fun way of reading tweets while playing a video game. Something that stands out is that the concepts themselves are not very complex or elaborate, but rather elegantly simple. It goes to show that in today’s mobile market, innovation, creativity and solid execution are the most important qualities.

Out of all of the winners, we’ve been particularly surprised by Level, which we believe succeeded in something that none of the other apps did: it managed to take advantage of the two screens on the Sony Tablet P by integrating it to its core mechanics. This shows the ability of the developer to harness the particularities of the device and use them to their advantage.

As more and more medical schools are handing their students a tablet computer on their first day, we expect to see a lot more applications like Zemoga’s HeartBeats. While it will never take the place of real life experience, it will be interesting to see how this technology will play a part in the future of medical education.

If you’re an Android user, download the free HeartBeats app yourself, and let us know what you think!

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Richman’s Dear Jonathan Letter

January 13th, 2012 · News

DJ Edgerton & Jon Richman


 By DJ Edgerton (@wiltonbound)

Who’d have thought we would see the day?

Charlie Sheen leaving TWO AND A HALF MEN. Demi leaving Ashton. Kim Kardashian leaving Kris Humphries (ok that one, I did see coming). Oprah leaving her own show. And now Jonathan Richman leaving the Pharma industry. What’s the world coming to?

I’m not just trying to swell my friend’s (already sizable) ego with those comparisons. Over the past couple of years (at least since the FDA hearings on social media) Jon has been one of the leading voices in the ongoing conversation on how Pharma can use new tools and technologies to better serve our customers.

So when he told me privately a few weeks ago that he was leaving Possible Worldwide for a new start up in the hospitality industry my first reaction was sadness. Sadness that I wouldn’t see him so often. Sadness that I wouldn’t be harassing him about our Dosies nomination. And sadness that I wouldn’t sit through another one of his presentations, usually the most entertaining and informative (and the most fun to heckle) at many of the conferences we attended together.

My second reaction was anger. Anger that Jon wasn’t feeling challenged enough by the Pharma industry to want to stay. Anger that he often had to fight for speaking spots with “pay to play” suits who would drone on about their latest “innovation” while they outlined something that had been common practice in other industries years ago. And anger that there would be one less voice pushing the industry kicking and screaming in the direction that it must inevitably go.

I’m over the sadness now and pretty excited about this new opportunity for my good friend. But the anger still lingers. Why? because there just aren’t enough people in our industry doing what Jon was doing. Asking the right questions, pushing the boundaries and making sense of sometimes cryptic subject matter (see his flow chart on the latest FDA guidance) so that we could all remove the obstacles for doing truly innovative work.

To paraphrase A FEW GOOD MEN, “We want Jonathan on that wall, we need Jonathan on that wall”. Just like we need John Mack, Shwen Gwee, Kevin Kruse and all the other folks in our industry with the courage to do things differently and not be afraid to fail. And whenever, we lose one of these guys, I feel like our industry takes a step back.

In his public announcement of his new venture Jon writes “Be sure to stay in touch, and make sure I don’t miss anything big in the world of healthcare.” I’m going to be sure to take him up on that and I hope you do too. And hopefully, sometime in the future (after he’s made his millions with Zipscene) we’ll be welcoming him back to an industry where voices like his are one among many instead of the exception to the rule.

Good luck, Jon. We’ll try and carry on your legacy here at PIXELS & PILLS.

Crap! I just thought of something else. Who am I going to heckle now?

Anybody got a copy of John Mack’s latest presentation?

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