Russell's intro - high levels of workflow integration
Richard:

Focusing on healthcare. Pops a digital thermometer in Armon's mouth.
- 100 -15 clinical intersections within range for human body
- Thermometer provides VALUE in 15 secs
- Hearst generates real-time personalized information "This is how we brand our business"
- Example: FirstDataBank database, ulcer diagnosis, DB shows 1024 drugs, 2976 drugs to avoid, etc. Client takes Advil, more data. Doctor has 6-7 minutes with patient. Also taking blood thinner, more data. In total database shows more than 14,000 "clinical intersections" of data, give answers in under a second.
- Confusion in reference to realtime personalized info. Amercian Business Media focuses on Rich Data, at bottom of the well. Above it you must have information, etc.
- Well goes to the house in the plumbing [COMMENT: Pipes and Water! Distribution as control. What happens when there's a lake next door? Healthcare's requirement for quality protects us from this, there's the key.]
- Heathcare example - lots of sub-optimal treatments in U.S., low procedure compliance with best practices. Katrina: lots of medical records lost from flooding, etc. What to do? 27 percent of hospital admissions have adverse outcomes.
- Content development - staffed with 200 pharmacists, 500 contributing clinicians, 35 physicians - support editorial mission - where quality metrics START. Hugely different perspective on content development.
- Software/Tools development - 150 s/w engineers, 7 healthcare IT pros, 30K retail pharmacies, own taxonomies
- AuthorSpace - interactive tool for sharing and leveraging content between environments and communities - teams, developing relationships between environments, developing the notion of true sharing communities
- ZynxHealth saved insurance companies $40 million on right pathway, 1 life saved for every 27 patients [COMMENT: quality can be life or death]
- Cynics: "cookie cutter medicine", provided ability to let these shape their own environment and reference materials, localize. Hosps can indicate local procedures, specify local sources. ONLY 2 PERCENT GETS MODIFIED, but a powerful source to build communities, etc. [COMMENT: users providing the 2 percent of content that provides 50 percent of the emotional buy-in]
- Evidence-based medicine, 60 default order sets become 725 localized hospital order sets when changes to drugs require changes
- "A third of the world isn't interested in still or sparkling, just drinkable" [COMMENT: new measures of quality for developing markets, can value scale to different economies? Will pricing conundrums be similar to drug companies themselves as they try to price for developing markets? Add in Indian/Chinese labor and there are potential clouds on the horizon. These suppliers could come in at lower prices in developing markets and then turn around to attack developed markets. Quality is important, but relying on databases to ensure high-margin pricing is open to exposure from many angles. The "drinkable water" of the content industry is the Web.] Question to Malloch: Impact of potential India/China competitors that can provide "drinkable" solutions? Malloch: China spends billions on antibiotics due to misdiagnosis, not likely to be a barrier. [COMMENT: today, yes, but companies serving markets without constraints of U.S. regulators can make headway. Negligible impact in short term, but will hurt growth in long term.]