Coming soon: personalized healthcare marketing

There’s something new brewing in the world of healthcare marketing. Already, over 60% of American Internet users get answers to their health questions from a website. Knowing this, a former Google Health head created Keas Inc. to turn information disclosed on secure databases into targeted messages that help consumers better manage health issues. A recent NYTimes.com article laid it out like this:

“Using the Keas system, for example, a person with type 2 diabetes might receive reminders, advice on diet and exercise, questions and prompts presented on the Web site or delivered by e-mail or text messages — all personalized for the person’s age, gender, weight and other health conditions.”

“The Obama administration has drafted its guidelines for producing electronic health records — patient records held by doctors and hospitals — with applications like Keas in mind. To qualify for government subsidies, the electronic records must be able to generate patient education materials that help guide care, and eventually share information with personally controlled health records of the sort offered by Google Health and Microsoft Health Vault.”

– Natasha Dorsainvil

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