Friday
May252012

Healthcare in China: The World’s Largest Health System

ND&P President Susan Dubuque discusses the health system in China in this first installment of a three-part series. 

I recently had the pleasure of touring China for three weeks. Between visiting temples, paying homage to countless Buddhas, sampling strange and often unidentifiable delicacies and running on the Great Wall, I had some time to consider the healthcare system in this vast land. (Just imagine the challenges of managing health services for a population of 1.3 billion.) This blog series is based on my wholly unscientific observations, interviews, visits to Chinese medicine shops, a lecture on alternative treatments and a number of Google searches to fill in some informational gaps. 

Let's start with an overview of the healthcare delivery system. In 1949, when the People's Republic of China was established, the government assumed responsibility for the provision of healthcare for its citizens. However, in the mid-90s the concept of medical insurance was introduced. Individuals employed in the private sector may now receive health insurance as a benefit.  In such cases, the insurance premium is primarily paid by the employer with a small contribution made by the government. These policies cover 80% of the healthcare costs, with the patient being responsible for the 20% balance. (Sounds remarkably like my parent's indemnity plan from the 60s and 70s).  State employees as well as the aged, infirm, disabled and unemployed are insured by the government. 

 

Checking it out.

During our trip, one member of our group was kind enough to conduct a bit of mystery shopping. (OK, so he didn't exactly see if that way - but let’s give it a positive spin.)  Alan had a diabetic-related issue and was taken to a hospital in Chongqing by ambulance, where he had an overnight stay. After arriving in the emergency department, he was immediately transferred to an inpatient room.  Actually, "room" is an understatement - it was a large, private suite complete with a kitchenette and ample room for a roll-away bed for Alan’s sister to sleep.  Having a family member present during the hospitalization was not a nicety, rather it was required.  During his stay, Alan was cared for by a nurse, who drew blood, administered IVs and monitored vitals.  The doctor attended briefly upon admission and discharge.  

Perhaps the most dramatic difference between this little healthcare foray and a hospital visit in the USA was the finances. This service was a cash transaction. The ambulance had to be paid upon delivering the patient to the hospital. The sum for this service: 300 Yuan (roughly $60 US). The entire hospital bill including the physician's charges, lab tests, overnight accommodations, nursing care, food, and even a pair of shoes to wear home (Alan arrived barefoot): a walloping 706 Yuan (about $120 US). 

It is hard to tell what level of service a Chinese resident would have receives vs. a tourist, or if the level of care would be different for a patient who is privately insured vs. a government-sponsored patient. 

 

Where is healthcare in China headed? 

A little online research shows that the Chinese government is launching several healthcare initiatives – the two most notable being an effort to reduce the disparity of health delivery in rural communities and the introduction of a primary healthcare system - a relatively new concept in China. I spotted a hospital exclusively for brain surgery and an ad for a facility dedicated to minimally invasive gynecological surgery in Shanghai. (By the way, the ad was written in English and appeared on a rickshaw!) 

This brief look into the Chinese health system left me wondering – will China soon to become the next great destination for medial marketing and tourism? McDonald's and 7-11 stores are found throughout China. Could Joint Commission accredited hospitals, board certified physicians and surgical + tourism packages be next on the horizon? 

Could ND&P/China be our newest venture?  Stay tuned!

(Susan Dubuque)

Tuesday
May012012

Adaptive Web Strategy: Moving from "How" to "What" and "Why"

Dave Peterson, ND&P Interactive Marketing Manager, discusses the Internet, its evolution and related website strategy.

The Game
Many years ago when we started building this concoction of servers, code and digital media we were pioneers and inventors of what would become the Internet. Websites took shape, best and worst practices were cycled through, and today we have an infrastructure of business and personal sites that have become societies unto themselves.*

Evolution
We’ve had to solve many problems over these years. What browsers should we use - what should they do? What code to write, what format to put media into, should we use extensions? For the most part we’ve solved most of this. For good or bad, the browser wars have settled down - sure we have fan favorites but the huge chasms that were once there have closed. Code methodologies have settled into a few camps and we’re seeing fewer massive shifts in how websites are built.

Media formatting and video codec problems are mostly in the past (i.e. YouTube and Vimeo have essentially solved online video for most). And while it was a painful and humbling process we may have seen the death blow to browser extensions (looking at you Flash/Silverlight).

The Rules
So have we solved the web? No, we've just figured out the rules of the game. The solutions that have come are huge, but I’d consider most of these akin to the getting the rules of baseball down on paper - who will play well from here on out and how they will do so is still left to be figured out. We used to have a saying plastered around our office in the 90s [yes, I was doing this in the 90s... but I was so very young then ;) ]

- “E-Business is still business” I don’t think we borrowed that from anyone but I’m also not vain enough to think it’s original. What we were going for then was a reminder that no matter how cool and wonderful being on the bleeding edge of technology was we still had to solve business problems or our work was irrelevant. So while we’ve solved many technical and procedural problems of how to get things done, I believe we are still young as an industry on what to get done.

Too often we see project teams place the emphasis of their concerns on those how’s while forgetting what and why. When I’m called into a project creation or review meeting one of my main concerns is to determine “do we know why this project is happening?” followed quickly by “what problem does this project solve?” If we cannot quickly come to an answer my warning sirens go off because I know that these questions will be asked six months/a year later when there seems to be no measurable fruit for all of the effort.

The Perfect Team
What we've come to understand, is that in addition to our work as advertisers/marketers we've had to blend in skill sets that typically have been isolated in other industries. We did this with technology several years ago but new/refined disciplines like Information Architecture and Experience Design have moved past being catch phrases in meetings to expected capabilities. Add to this the evolution beyond traditional SEO to Search Marketing and Content Strategy, as well as a radical shift in traffic analytics, and we’re reminded daily that we’ve far from figured out this game.

Play Ball
So what’s next? Take an adaptive posture to web solutions; don't be afraid to ask questions about your project. Ask more of us; ask more of your team. I cringe as I type this but, like baseball, don’t get comfortable with easy answers; the stats and tactics you used last year might be weaker or meaningless now. This isn't to propagate a negative or cynical disposition but to acknowledge that, like in baseball, what worked before may not give you the results you expect now.

Like there will never be another 1927 New York Yankees, there will never be a perfect website. Key variables like budgets, time constraints, availability of project leads, and what your competitors are doing will consistently force you to prioritize your efforts. ND&P has an audit sheet of what makes a great website and while that criterion changes every year, what doesn't change is that we have to choose what a particular site will be good at. Taking assessment of your goals and those key variables will help you determine how to structure or restructure your efforts - giving you a better shot at a competitive "season."

*Google reaches over 50% of the global Internet population, and Facebook 45% with an average time on site of 23 minutes a day. Twitter is consistently in the top ten of visited sites in the world - 8th in the U.S. Pinterest, essentially non-existent six months ago, has rocketed into the top 20 and is trending to capture 3% of the global audience with an average time on site of 9 minutes.  (Note: All data pulled from Alexa.com)

(Dave Peterson)

Thursday
Apr262012

Instagram costs $1 billion dollars?!, A new look for Google+ and other news you may have missed this month.

Will Filters and Facebook Make a Great Team?
Within a matter of days Instagram, the uber popular iOS photo app, announced its availability to Android AND its sale to Facebook for a whopping 1 billion dollars.

Lookin’ Good, Google+
Google+ has a new look! Along with the new facelift, some new features include revamped navigation, new profile pages, and a dedicated page for Google+ Hangouts (Google+’s multi-person video chat offering).  Go on over and take a gander.

Music Soothes the Savage Brand?
Ever wondered what your favorite brand sounds like? Music streaming platform Spotify will now allow brands to create their own playlists and soundtracks for you to enjoy.  Now you can boogie and buy at the same time!

Pique your Pinterest
Are you in it to pin it? Say hello to Pinterest, the latest and greatest social network. Your favorite brands are flocking to this picture-based site thanks to its sharing abilities. Also, it’s very popular with the ladies, who undoubtedly control the majority of household purchases.

Friends Help Friends Find Jobs
Two years and 25 million members later, BranchOut, a Facebook network, allows its members to use their Facebook friends as potential job connections.

(Janae Johnson)

Thursday
Apr262012

How Smart is Your Phone?

I do so much on my phone these days that I often forget not everyone has a smartphone. But then I’m already well into my second one, and planning for the next. So I’ve had a few years for this type of phone to really become an intrinsic part of my everyday life.

I started digging a little on the difference between phones, only to quickly discover there is no industry standard definition of what a smartphone is. We used to simply say someone had a “dumb” phone or a smartphone. But rapid technological evolution has led to rather muddy categories, and there’s overlap between them. But here are what I consider the basic categories:

DUMBPHONE
AKA "basic" cell phone - you can make calls on it: pizza, police. The usual stuff. That’s pretty much all early cell phones could do. But most have cameras now. And basic text/mms capability. (MMS, or multimedia messaging service, lets you also send graphics, video or sound files over your network – have to be able to share those photos somehow!).

FEATURE PHONE
We’re already into gray area here. Feature phones are more advanced than your basic dumb phone. You could argue that even having a camera makes a basic phone a feature phone, but “features” have quickly evolved to also include things like touchscreens, GPS navigation, media player capabilities and calendars/scheduling/reminders. Today’s feature phones would have been considered smartphones not too long ago.

SMARTPHONE
Take all your regular goodies and add direct internet access and the integration of application programming interfaces (APIs) – translation: app’s! You’re walking around with nothing short of a mini-computer. Access your email, video chat (for phones with two cameras), and create and send documents and files. Shoot, edit and post video to YouTube. Do your holiday shopping or some online banking. Watch a movie. And with some phones, you can even share your internet access with others – my own HTC phone gives me a private mobile hotspot for up to five other devices.

SOME STATS
Check out the links included below for even more interesting info:

 - Nielsen reports that as of February 2012, almost half of U.S. mobile subscribers now own smartphones.

 - PewInternet estimates a similar figure (46%), and further shares “smartphone owners are now more prevalent within the overall population than owners of more basic mobile phones.”

 - From a handy blog I ran across (Communities Dominate Brands – blog of the book), here’s a tidbit to make you think: “we have now celebrated the first full year when smartphones have sold more than all types of personal computers (including tablet PCs like the iPad) combined.”

 - From Marketing Land: More than 27% of emails are opened on mobile devices (phones accounting for 20.6% of that number).

MY PHONE
My phone has slowly edged out some of my other devices and resources over time. I made a list of things I use my phone for – a few include:

  • An alarm clock
  • A calendar and birthday-reminder
  • Internet access (on my phone and for my laptop)
  • Digital Camera and Hi Def Video capture
  • Email for multiple accounts
  • Twitter and Facebook for multiple accounts
  • Games (and I’ve made online friends - there’s seasoned fireman in Texas who regularly beats me with words like “za” in a Scrabble™-like game)
  • Endless shopping lists and memos (movies to see, bands to explore)
  • Weather forecast (no more “local on the 8’s” for me!)
  • Music player
  • GPS Navigation (and a compass, too!)
  • Calculator
  • Stock Ticker

And I can’t forget another one – I baked my first turkey this past Thanksgiving. Thought I had everything covered until I read I was supposed to “brine” the turkey. What the heck?!?! A quick search and I had a YouTube video up and playing that walked me through what to do. (and the turkey turned out GREAT, btw). Crisis averted.

I hope relying so much on smartphones doesn’t result in making US dumber over time.

 (Shaun Amanda Herrmann)

Wednesday
Apr112012

What's News Pussycat? (Here, kitty, kitty . . . )

I haven’t seen it all—but then again, who has?

What I have seen is “The Most Incredible Instagram (IG) Photos We’ve Ever Seen” so deemed by none other than the “Tiffany Network” (see: 1953, CBS). And on this day when all the news (I jest—a tee-tiny portion of “the news,” whatever that is) happens to be: Facebook forks over a cool billion for Instagram.

And, Mike Wallace (see: CBS, 1953) is dead at 93.

Just so happens, the year Mr. Wallace was born, Woodrow Wilson sat in the White House, and the U.S. Congress established time zones—Mike Wallace saw some things.

It all drips with irony and uber-mar-com zeitgeist-iness.

Oh yeah, #15 on CBS News’ big list of IG hot shots is, well, an XCU (extreme close-up) of a rather uncomfortable looking gray-striped cat with what appears to be an antique watch strapped to its head.  

(Cue David Byrne: This ain’t no party, this ain’t no disco, this ain’t no fooin’ around . . .)

Don’t get me wrong—there are some really cool shots bouncing around IG’s slab of the net-o-sphere—more than we could ever hope to count or fully contemplate— and I’m sure if anyone can leverage wrist watch-strapped cats into “big biddness,” it’s Facebook. But, but— 

Now, where’s my cat, anyway?

(Doug Cook)