15 Jan Launch: Personal Health Advisory Services
Crossover (krôs’ō‘vər) n.
- The adaptation of a musical style, as by blending elements of two or more styles or categories, to appeal to a wider audience.
- A recording designed to appeal to wide or diverse audience
I have been blogging for just over two years at Crossover Health while also working as a strategic consultant in the area of health care innovation. I have had the privilege to work with some promising companies, some great people, and some excellent ideas during that time. However, I have also been working on some of my own concepts based on the things that I have been observing.
Crossover Health recently launched its beta version of personal health advisory service to South Orange County residents and employers. Crossover Health provides a new category of health offering, called personal health advisory services, which are designed to provide members with a personal medical advisor to oversee and coordinate all aspects of their health and wellness. The new service appeals to individuals and families with high deductible health plans, those wishing to establish a medical home, and physician groups wanting to augment their concierge medicine offering.
Given that consumers remain bewildered by the opaqueness of the health care industry, Crossover was modeled after the financial services sector (unfortunately a tough analog right now) where wealth advisors provide a single point of accountability, a source of professional analysis, and a trusted advisor actively involved in the long term management of assets. I believe an individual’s health is the most valuable asset they possess and would benefit from the oversight of a health advisor devoted to helping members achieve optimal health care value. The service is being phased in regionally beginning in the south Orange County, California area with the first clients coming on board in February.
Several innovative concepts have been tied together in the new service offering. Each members is invited to create their “Health Portfolio” which serves as in depth review of their health status and objectives. In addition, a Personal Medical Office is created whereby all health related statements, bills, and benefit statements are routed. Crossover care coordinators ensure this information integrates into the members electronic health record. A care team led by a Personal Medical Director oversees the individuals care, and coordinates between providers, proactively alerts to health improvement opportunities, and is available for consultation as needed by members who are advise on how to obtain maximal health care value.
The service is provisioned through the unique Crossover “XHR“, a ubiquitous health record platform utilized by Crossover members, their physicians, and partner organizations. The XHR integrates a comprehensive electronic medical record, with multi-media communication technologies, and all the administrative and financial transaction capabilities required to administer the Personal Medical Office. The XHR will continuously learn from the experience of the members , including the pricing (and hopefully the outcomes) information, that will enable a deep knowledge of the local health care market to be shared across the Crossover Network. Three service levels are available, including the management of a members Health Finance Portfolio which actually functions as a bill pay service for all health care related expenses with a single monthly fee.
I believe we are entering a new era of personalized medicine where millennial patients will expect a high-service, low-hassle, integrated method to manage their health assets. Inspiration sources for the Crossover Health personal health advisory concept included the information integration avaiable through Mint.com, the service enabled network of athenahealth, and the robust change:healthcare transparency platform as the foundational price transparency tool. This new Crossover Health service, while still somewhat experimental and limited in geographic scope, will continue to complement my strategic consulting by providing a working model of the type of disruptive innovation that should help members cross over into next generation health care.
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