Internet-based physician services and the Ashley.MedX.com business model

Marketing and Development

Over the last several years, the use of Internet as a component of medicine has been increasingly brought to the forefront. Part of the reason for this, is because the wide availability of Internet access, has allowed patients to be able to have admittance to a host different sources of information about health. At which point, many people will often use this as a way to gain, a greater understanding of the problem and what possible solutions could be available to them. A good example of this can be seen with a study that was conducted by the Journal of the American Board of Family Medicine. Where, they found that nearly 65% of U.S. households have access to the Internet. Out of this number, 75% of individuals will use it as a way to research various medical conditions they are suffering from. At which point, they take this information with them (to the doctor). This is part of an effort to understand the overall scope of the various challenges that they are facing. Evidence of this can be seen by looking no further than a 90% of physicians reporting, that the majority of their patients will bring information that they obtain online with them. As they are trying to improve their knowledge of: their condition and how the health care professional can be able to augment this information into their diagnosis. (Schwatz 2006-39 -- 45) This is important, because it shows the overall role that the Internet is playing in improving: communication, collaboration and understanding about a host of different ailments.

In the case of Ashley.MedX.com, they are at a unique crossroads, by being able to bring the idea of physician services together with the latest technology. What is going to take place is website, will serve as a go between for patients and physicians. Where, a social networking format could be established for patients to find the right doctor based upon: costs, reviews and the amount of services that they are offering. As there would be an EBay type of set up that allows patients to be able to connect with the doctor of their choice. They would then, have various tests and other medical procedures conducted at the local health care facility. This location would upload the information to the doctor, who can make a diagnosis and provide the patient with traditional health care services. This is important, because it shows how the basic business model of the company will: reduce the overall costs and improve the quality of health care services. The way the company would remain profitable is based upon a fee that the individual and doctors would pay for this service.

As a result, this means that the overall quality of care can improve, while the underlying costs are declining. This is significant, because it shows that the business model of the company can address a unique demand that consumers will have. Where, incorporating these elements together to create one of kind solutions that is not offered in most areas. At which point, the company can be able to fill this void, by offering them innovative solutions for a host of health care services. To fully understand how this model can be implemented in a modern day health care environment requires: conducting an environmental study, a SWOT analysis, looking at the different stakeholders and marketing efforts. Together, these various factors will provide the greatest insights, as to how Ashley.MedX.com can be able to meet the demand for this new market that is quickly emerging.

Environmental Analysis

There are a number of different flaws that currently exist in the U.S. health care system. This is challenging, because the U.S. is known for innovative treatment options and medical breakthroughs in a host of areas. Yet, beneath these positives, the underlying flaws are creating situations where vast disparities are occurring. As a result, the overall situations facing the health care system continues to become even more problematic. This is because the different weaknesses are not being addressed. The most notable include: rising fees, high prescription drug costs and a maze of regulations surrounding various government programs (such as Medicare and Medicaid). ("Current Flaws in the U.S. Health Care System")

Fees are a major factor that is having an adverse impact, upon how much money Americans are spending on health care services. Evidence of this can be seen with the fact that 16.9% of the GDP or $1.9 billion (on an annual basis) is being spent on health care services. This is the highest of any of the developed nations. Where, the underlying costs are continuing to eat away, at how affordable the various health care services will be in the future. This is having an adverse impact on the system with: insurance companies, government programs and physicians limiting the types of programs that patients qualify for. Over the course of time, this has forced the number of uninsured Americans to skyrocket, as they cannot afford the higher premiums from rising cost. This is significant, because it is highlighting how this flaw could be used by Ashley.MedX.com to: provide benefits for physicians and patients. ("Current Flaws in the U.S. Health Care System")

The high costs of over the counter prescription drugs are contributing to the problem, due to the fact that there are no generics available. The reason why is because, many of the different drug manufacturers have patents on the various medications that they develop and sell. The idea is that they can seek protection for their new drug and then provide the necessary funding / research to bring it to the market. Once it has been approved for sale by the FDA, is the point that the drug manufacturer will attempt to recoup their costs (in the form of higher prices for the medication). For patients and doctors, this means that they have one choice available when it comes to purchasing the required drugs. This is important, because it shows how the use of prescription medication is helping to cause the overall costs of health care services to increase. In the case of Ashley.MedX.com, this could be beneficial as the site will serve as a go between for patients and doctors. At which point, the use of this technology could mean that they may be able to obtain the drugs from other sources (such as online or overseas pharmacy). ("Current Flaws in the U.S. Health Care System")

The maze of regulations surrounding different government programs is challenging, because it: forces physicians, health care providers and insurance companies to have to hire additional staff to be in compliance with various regulations. This is troubling, because it means that the overall costs for providing different services will increase. At the same time, many of these programs may only pay a percentage of the underlying fees for health care services. This is problematic, due to the fact that these costs are recouped, in the form of higher fees for everyone not using these services. In the case of Ashley.MedX.com, this would help to reduce costs (by providing effective solutions) in finding the lowest priced health care services available. This is important, because it shows how the company can be able to offer a number of unique benefits for both health care professionals and patients (who are seeking the best services for the lowest costs). ("Current Flaws in the U.S. Health Care System")

Stakeholders

When Ashley.MedX.com is implementing this new business model, there are going to be a number of different stakeholders who will receive various benefits from the new solutions that are being implemented. These include: patients, investors, doctors / nurses, independent health care workers, company employees, the media and the general public. In the case of patient, they will be able to receive lower cost and better services. This is because they can read various reviews about different doctors (from other patients) and the can compare prices. At which point, they will be able to save money and work with the best physician possible (who can address their underlying needs). Investors will benefit, from being on the ground floor of a new project that has the ability to redefine health care as we know it. This will help to provide them with above average long-term returns by becoming a part of the organization early. The doctors / nurses can benefit by: increasing their total number of patients and they can help more people. Independent health care workers can take advantage from these changes by being able to determine what patients they will see. Company employees will have an interest in the success of the organization, as they are supporting and helping to implement new changes in the industry. The media would benefit, because they could conduct a number of different stories about: these changes that are taking place and how this is having an effect on the organization. The general public would have vested interest in these changes, as this solution could help reduce costs and increase the overall quality of services that are being provided. When you put these different elements together, they are highlighting how Ashley.MedX.com can be able to refine the industry by addressing the different needs all of the stakeholders. At which point, they can be able to reach out to these individuals, by increasing the exposure and the positive benefits that the company is providing.

Marketing

To market the company you would have to use an online and offline solution. As far as online solutions are concerned Ashley.MedX.com would have to use a number of different tools to reach out to patient and doctors. The most notable include: Google Ads, placing your banner ad on similar sites of interest and posting articles at a number of different health care websites. In this case, these different solutions will target both: patients and health care professionals, by using these tools together to effectively reach out to them. Once this takes place, it means that everyone can discover (in their own way) how Ashley.MedX.com could address these unique challenges. ("Marketing Your Web Site's Organization")

In the case of offline marketing a strategy would have to be utilize that would focus on the U.S. And more specifically Houston. In both situations you would use a similar strategy to target both patients and doctors. This would include: conducting a direct mail campaign, advertising on numerous mediums (the television, the radio as well as in newspapers) and you would have traditional salesman conduct the various doctors' offices locally (to promote the services). This is important, because it will allow the company to be able to adapt to reach out to various offline segments, improving the overall effectiveness of the marketing strategy that is being utilized. ("Marketing Your Web Site's Organization")

Conclusion

Clearly, Ashley.MedX.com has unique business model that can be able to redefine the way health care services are being delivered to the general public. In this case, this means that the company must be able to use a strategy that could address: the underlying challenges and promotes the business simultaneously. As a result, the company needs to create strategies that will support the viability of the organization over the long-term. This is important, because the use of it solutions in health care is not readily available. Part of the reason for this, is because some health care professionals are concerned that this could be applying a one size fits all solution to the problem. At the same time, many patients want to be able to: compare prices, services and communicate with their doctor through the Internet. This is challenging, because Ashley.MedX.com needs to be able to balance these different views against one another, when creating strategies that will address this complicated issue.

Therefore, the company must use an innovate solution that will reach out to the different stakeholders. One way that this can be accomplished is through using both online and offline strategies. At the same time, it would be advisable to slowly integrate these people to the site, by offering them some kind of limited free trial. This would help to promote the new business model, through having everyone see how these different services and the approach that is being taken can benefit them. Once this occurs, is when an actual shift can take place in how this technology is being utilized. Where, the different stakeholders can see the overall benefits that this is providing to everyone. At which point, the odds increase that this model will be readily embraced, because the company was focused on different ways to improve sustainability. This is the point that Ashley.MedX.com can have a major impact in redefining the way various health care services are being delivered.