Wednesday, May 25, 2016
Pricing, Product and Audience: Theranos and DTC Blood Testing
3) The audience of buyers/regulators need to understand the value-based outcomes
3) For many reasons, healthcare is a different business. Among the many reasons for that is that "success" is particularly dependent on the need to understand the short and long term outcomes and costs (i.e. value) of any new care model. That means committing considerable resources to study, document, internalize and publicly report what was achieved at what price. An audience of scientists, regulators, providers, insurers, buyers, politicians, physicians and bloggers want to know: does open-range testing for Hepatitis C paired with education on true and false positive test results reduce the incidence and costs of cirrhosis or liver cancer? Does consumer self-ordering blood glucose levels combined with post-test odds reporting increase awareness of otherwise undiagnosed diabetes and increase claims expense? Does DTC pregnancy testing.... oh, wait, we know that one. You get the picture.
If not Theranos, then some other company will profit from putting patients in at the center of lab testing. The genie is out of the bottle.
Since first posted on May 25, there have been update modifications.