An Interactive Health Strategy to Promote Oral Health
Main focus: Provide the world an innovative, free, robust and personalized, individualized, private, confidential, and secure life long web-based web based health “partner.”
Primary Beneficiaries: Women of childbearing age, children, caregivers of persons with special needs, persons with long term illness, elderly, teens and healthy adults.
How does My SmileGuide make health and/or health care more affordable, accessible, and simpler? My SmileGuide invites any individual or caregiver to develop a health record from any personal or public access internet access location (i.e. schools, library, health care clinic). As oral illness is the most prevalent life long chronic illness, individualized oral health information can be directed to all age groups and demographics.
How does MySmileGuide differ from what currently exists in the market? My SmileGuide is unique because it provides the opportunity to develop an interactive health record. My SmileGuide presents health questionnaires organized by age categories. The user completes a health questionnaire specific to them or someone in their care and the tool provides the user a “risk score” and personalized e-counseling specific to the risk concerns of the subject person. My SmileGuide enables the user to understand the predictors of their personal oral health or illness and provides a document for caregivers or individuals to obtain outcomes of their dental visits. In the future, the user will be able to view oral health products specific to their situation and corporate vendors (oral health products) will be able to present their products targeted to the demographic. My SmileGuide can be licensed and customized to companies and organizations (insurances. employers, schools, organizations) that desire to enhance the health knowledge among their members, to improve their health, direct preventive versus treatment health care visits, increase wise consumerism and reduce health care costs. There are many oral health (information-read only) web sites. My SmileGuide can contact the user for risk or age specific preventive dental visits. For example, sealants are the most effective method to protect new adult molar teeth from tooth decay. An alert for sealants is sent to the user when their children reach six years of age. This promotes preventive dental visits and wise consumerism. The tool provides an oral health report for pediatric physicians. In 2003, the American Academy of Pediatrics and Centers for Disease Control established policy that pediatric physicians provide a “Pediatric Oral Health Risk Assessment” for their patients 6-9 months of age. Health providers are very time challenged and this report will save the provider’s time. Enhancements are planned for the tool which will benefit consumers and the health care industry such as reports for family and prenatal providers.
About You
Location
Project Street Address
Project City
Project Province/State
Project Postal/Zip Code
Project Country
Your idea
Focus of activity
Technology
Year the initiative began (yyyy)
1999
Positioning of your initiative on the mosaic diagram
Which of these barriers is the primary focus of your work?
Patients not empowered
Which of the principles is the primary focus of your work?
Democratize access
If you believe some other barrier or principle should be included in the mosaic, please describe it and how it would affect the positioning of your initiative in the mosaic:
Center consumers in business model: Common oral illnesses (tooth decay, bleeding gums, bone loss around teeth and oral malodor) are the most common of all chronic illness. Tooth decay is the most common chronic pediatric illness and studies show that prevalence is increasing. Studies increasingly demonstrate the direct and indirect implications of oral illness to significant public health priorities (e.g. diabetes, heart disease, premature labor, obesity etc) that contribute to high health care costs and diminished quality of life. Poor oral health is the leading cause of school absenteeism and missed work days as well as poor school and job performance. Reports show that over 40% of the population does not have dental insurance. Among those who have dental insurance the out of pocket expenses for dental care average 50%. People tend to avoid dental care and do not seek timely dental visits that are cost effective and preventive. Many adults (including parents of young children) do not understand the nature of oral illness and thus their potential/ability/options to prevent/control oral illness among their children. Children who have oral problems will more likely continue to suffer poor oral health as they age. As oral health and illness are predominantly behaviorally determined, people must be able to gain autonomy and competence in their health knowledge and activity as well as become better health care and product consumers. There is a significant need to provide parents of young children an accessible and interactive health record that can reflect their dynamic health journey (as risk profiles change over time) and can empower them as health care consumers. Prior studies have shown that health risk appraisals help to inform and motivate the public to improve risk behaviors (such as smoking, nutrition, exercise, and screening to detect blood pressure and cholesterol) for diseases such as heart disease and cancer. Although these technologies are useful, they tend to be single-use technologies that do not track and follow-up with individuals with tailored communications. Through web technology, individuals, caregivers, families, groups and companies can create and "own" their personal health journey and receive tailored messages (to their situations and need for appropriate follow-up), predictably promote their health, reduce or prevent oral illness and promote general health. **See attachment: Dental Market for Health.
Name Your Project
An Interactive Health Strategy to Promote Oral Health
Describe Your Idea
Main focus: Provide the world an innovative, free, robust and personalized, individualized, private, confidential, and secure life long web-based web based health “partner.”
Primary Beneficiaries: Women of childbearing age, children, caregivers of persons with special needs, persons with long term illness, elderly, teens and healthy adults.
How does My SmileGuide make health and/or health care more affordable, accessible, and simpler? My SmileGuide invites any individual or caregiver to develop a health record from any personal or public access internet access location (i.e. schools, library, health care clinic). As oral illness is the most prevalent life long chronic illness, individualized oral health information can be directed to all age groups and demographics.
How does MySmileGuide differ from what currently exists in the market? My SmileGuide is unique because it provides the opportunity to develop an interactive health record. My SmileGuide presents health questionnaires organized by age categories. The user completes a health questionnaire specific to them or someone in their care and the tool provides the user a “risk score” and personalized e-counseling specific to the risk concerns of the subject person. My SmileGuide enables the user to understand the predictors of their personal oral health or illness and provides a document for caregivers or individuals to obtain outcomes of their dental visits. In the future, the user will be able to view oral health products specific to their situation and corporate vendors (oral health products) will be able to present their products targeted to the demographic. My SmileGuide can be licensed and customized to companies and organizations (insurances. employers, schools, organizations) that desire to enhance the health knowledge among their members, to improve their health, direct preventive versus treatment health care visits, increase wise consumerism and reduce health care costs. There are many oral health (information-read only) web sites. My SmileGuide can contact the user for risk or age specific preventive dental visits. For example, sealants are the most effective method to protect new adult molar teeth from tooth decay. An alert for sealants is sent to the user when their children reach six years of age. This promotes preventive dental visits and wise consumerism. The tool provides an oral health report for pediatric physicians. In 2003, the American Academy of Pediatrics and Centers for Disease Control established policy that pediatric physicians provide a “Pediatric Oral Health Risk Assessment” for their patients 6-9 months of age. Health providers are very time challenged and this report will save the provider’s time. Enhancements are planned for the tool which will benefit consumers and the health care industry such as reports for family and prenatal providers.
Innovation
Define the innovation
Main focus: Provide the world an innovative, free, robust and personalized, individualized, private, confidential, and secure life long web-based web based health “partner.”
Primary Beneficiaries: Women of childbearing age, children, caregivers of persons with special needs, persons with long term illness, elderly, teens and healthy adults.
How does My SmileGuide make health and/or health care more affordable, accessible, and simpler? My SmileGuide invites any individual or caregiver to develop a health record from any personal or public access internet access location (i.e. schools, library, health care clinic). As oral illness is the most prevalent life long chronic illness, individualized oral health information can be directed to all age groups and demographics.
How does MySmileGuide differ from what currently exists in the market? My SmileGuide is unique because it provides the opportunity to develop an interactive health record. My SmileGuide presents health questionnaires organized by age categories. The user completes a health questionnaire specific to them or someone in their care and the tool provides the user a “risk score” and personalized e-counseling specific to the risk concerns of the subject person. My SmileGuide enables the user to understand the predictors of their personal oral health or illness and provides a document for caregivers or individuals to obtain outcomes of their dental visits. In the future, the user will be able to view oral health products specific to their situation and corporate vendors (oral health products) will be able to present their products targeted to the demographic. My SmileGuide can be licensed and customized to companies and organizations (insurances. employers, schools, organizations) that desire to enhance the health knowledge among their members, to improve their health, direct preventive versus treatment health care visits, increase wise consumerism and reduce health care costs. There are many oral health (information-read only) web sites. My SmileGuide can contact the user for risk or age specific preventive dental visits. For example, sealants are the most effective method to protect new adult molar teeth from tooth decay. An alert for sealants is sent to the user when their children reach six years of age. This promotes preventive dental visits and wise consumerism. The tool provides an oral health report for pediatric physicians. In 2003, the American Academy of Pediatrics and Centers for Disease Control established policy that pediatric physicians provide a “Pediatric Oral Health Risk Assessment” for their patients 6-9 months of age. Health providers are very time challenged and this report will save the provider’s time. Enhancements are planned for the tool which will benefit consumers and the health care industry such as reports for family and prenatal providers.
Context for Disruption:
Short Term: My SmileGuide provides 24/7 opportunity for individuals and caregivers to gain a personal perspective on their oral health. The tool provides individualized health counseling specific to the risk behaviors or situations known to be important to oral health. By building a personalized (individualized or family) health folder, each individual or caregiver can track their progress to reduce their risk score by improving oral health behaviors over time. Given the prevalence and nature of oral illness and the implications for general health, a paradigm shift is needed within the entire health and health care industry to place oral health as the foundation for all health and wellness efforts. Oral health information should not be the sole domain of the health professions and it is a common complaint of patients that health care providers (who are under worsening practice management pressures) do not spend time in discussion with patients. Most people, vulnerable groups, and those who must protect the oral health of others (i.e. children, the infirmed, elderly and developmentally disabled) do not receive health information that is timely and relevant. Studies show that people desire information that is timely and relevant for their situations to enable competent and autonomous health care decisions as well as have more effective communication with their health care providers.
Long term: My SmileGuide was also designed to directly link consumers, payers (e.g. insurances) and providers. These “linkages” can improve accountability, patient care, provider relations and practice efficiency and reduce health care costs. It can provide school systems an efficient curriculum to address common health behaviors of concern among youth and assess improvement of health knowledge among program participants over time. The organization of health questionnaires by age (groups) provides opportunity for business development for health products to be “targeted” to specific demographic groups. Many enhancements are planned for My SmileGuide to increase the autonomy and competence of the public to better manage their oral health and empowered consumerism and business development.
Delivery Model
Methods to reach the target population with MSG: My SmileGuide.com is a web site accessible from any internet personal or public access portal around the world. My SmileGuide can also be licensed to "clients" who desire to define the health of their member group for various reasons.
Mechanisms in place: Personal communication, magazine articles, newsletters and www.AboutSmiles.com (company business site) are the current delivery mechanisms.
Current market penetration and measures: My SmileGuide has been introduced to insurance and HMO groups, unions, employers, school systems, special needs organizations, hospitals, and municipalities. Currently, one company has licensed My SmileGuide and a second company plans to develop a contract to start in September. Several companies are considering licensing agreements by the fall and we expect several agreements in 2008. There is discussion for a demonstration project for a public school to start this fall.
Key Operational Partnerships
My SmileGuide was launched in May 2005 as one of the products and services of About Smiles Inc. I am a board certified pediatric dentist and Professor at Stony Brook University with over 30 years of experience in education, research and community service. As stated previously, I have personally introduced this product to corporations, organizations and the public. As there have been limited resources for marketing to the public, people have learned about the product through my presentations to consumers, health professionals and schools, word of mouth, articles provided in magazines and surfing the internet. I have contacted the media, magazines and web based consumer portals to provide articles, which include information about My SmileGuide. These relationships are central to my efforts as they expose the public to information that is lacking and beneficial. AboutSmiles Inc. is the brand representing my efforts in health promotion to the world.
Presently, my focus has been to introduce My SmileGuide to “education-distribution portals”, reaching almost 300 companies and organizations across the US for licensing. These contacts include well known insurance and health maintenance companies, employers, unions, and product manufactures and school districts, universities, hospitals, special needs organizations, city and state health departments. Some are considering their 2008 budgets to include My SmileGuide. Through my business web page AboutSmiles.com, products and services are presented in oral health promotion, business development, provider relations, quality assurance, case management and continuing education. http://www.AboutSmiles.com.
Impact
Financial Model
All resources have been directed in operations for the business and development of My SmileGuide, AboutSmiles.com and educational products and are derived from continuing education presentations, printed materials, presentations and consulting services:
http://www.aboutsmiles.com/products.htm
http://www.aboutsmiles.com/services.htm
http://www.aboutsmiles.com/References.htm
Since October 2006, one company (DMO: dental care administrator - membership of over 2 million) has licensed My SmileGuide. A HMO company will be licensing the tool this fall. Several companies are considering licensing My SmileGuide and other educational products of AboutSmiles.
What is your annual operating budget?
90%
What are your current sources of revenue? (please list any sources that are foundation grants)
1. Consultant services: Insurance companies (program development, quality assurance, provider relations and education, member education, health care outcomes and analysis etc).
2. VP for Oral Health for a dental care administration company.
3. Consulting services with two health management companies.
4. Licensing My SmileGuide: One contract. A second insurance company is in negotiation to licence the tool to begin in September. Several insurance companies and employers (employee benefit program) are reviewing for licensing the product for 2008.
5. Presentations: Continuing education for health professionals.
6. Licensing printed health education materials (e.g. insurance companies and organizations).
7. Marketing and licensing of web based continuing education presentations to health professionals in partnership with Arc Mesa Educators (http://www.ArcMesa.com) and Stony Brook University. This relationship has just begun. These products are targeted primarily to insurance and HMO companies for their health provider groups. Currently, there are oral health education programs for dentists and pediatric medical providers.
http://www.AboutSmiles.com (business site) presents company culture and activities
Effectiveness
Effectiveness is measured through the My SmileGuide - Satisfaction Survey presented to “register users” at the completion of their health assessment and is voluntary. To date, over 800 health questionnaires have been completed and about 29% of users have completed the satisfaction survey (See Attachment – Satisfaction Survey). This sample represents a relatively healthy (i.e. moderate and low risk) predominately US group. The survey results demonstrate a definite positive shift in attitudes towards oral health, knowledge about oral health, confidence and motivation for dental visits (Likert scale: Strongly Agree, Mildly Agree, Unsure, Mildly Disagree and Strongly Disagree). Further, there is also a positive opinion that insurers and employers should provide this kind of product to their membership. Over time, approximately 10 % of users have responded to the “call back email” and have repeated their risk assessment; the majority lowered their risk score, which demonstrates improved self-reported health behaviors. Women appear to respond more to reduce their risk score and improve their oral health potential than men 76% versus 42%).
A high school teacher in the New York City School System used My SmileGuide with her 11th grade health class, of the 23 students who repeated their risk assessments, 60% reportedly improved oral health-related behaviors and all reported having a better understanding of oral health. I am in discussion with the school to develop a health demonstration project for the entire school beginning this fall. From the results of this project, my goal is to introduce the program to the New York City School System and across New York State.
Which element of the program proved itself most effective?
The most effective element of the program is the ability of the consumer to repeat their health questionnaire and reduce their risk (behaviors) score. The program provides an excellent means for personalized health promotion as the user can view their progress over time. As described above, the school based program above has shows promise as an educational tool. Questions are planned to be added to the Satisfaction Survey to address this are planned for the upcoming new design launch of My SmileGuide planned for July/August 2007.
Number of clients in the last year?
Approximately 350 people completed health records in 2006. This year, over 400 people have completed health records. My SmileGuide was launched in May 2005. The public finds My SmileGuide by word of mouth, exploring the web and through my activity as described above. Thus far, over 800 (70% female) registered users have developed health records on My SmileGuide.
What is the potential demand?
1) The potential demand for My SmileGuide.com (public site) is unlimited: Presently, the value of oral health remains "under the radar screen" but is gaining attention. Given the prevalence of oral illness, growing recognition of health implications of oral illness to general health and the growing market demand for oral health products, the potential demand for oral health literacy is unlimited. The business model for MSG.com (public) will be realized once there is sufficient demographic (register users) provide target marketing demographics desired by corporate (product) vendors. The vendor would have the opportunity to present their products specific to the desired demographic (e.g. tooth brush specific for infants and toddlers). We are considering offering vendors the opportunity to have space at no cost for an introductory period. It is a priority to provide translation (e.g. Spanish) as the beginning of a multilingual service, which will expand accessibility to the public and business development.
2) The potential demand for the Licensed My SmileGuide for group "clients" is also unlimited. As the information grows that demonstrates the benefit of oral health to general health and related costs, insurance, employers, unions etc will desire to provide oral health risk assessment products to their members. School districts would also benefit because the students "self learn" and have the opportunity to demonstrate improvement of oral health by returning to the product for "reexamination" to demonstrate better health behaviors over time. The New York City and State school systems have no standards for oral health education and yet oral health is the most prevalent health concern for children and again oral health has connection to the behavioral health issues that are significant to this age group (drugs, alcohol, tobacco, SIBs, obesity).
My SmileGuide has the potential to become a “Value Driver” for dental care (i.e. an entity or process that can expand and change the culture of dental practice and patient care). As risk assessment takes time, My SmileGuide can be integrated to providers to enable the patient to complete their health assessment prior to their health care visit or through a portable kiosk in the waiting room. Through email programs, this data can connect the patient, provider(s) and third party payer, so that all become accountable in the patient's health and health care in a time efficient manner. This would be also be significant “value driver” for health professionals: saves time, enhance patient care, improve health integration/communication with the goal to promote health, direct recall visits for “risk” patients, obtain pre-approvals and decrease health care costs.
Scaling up Strategy
The focus of this award would be used to generate public awareness and business develop to MySmileGuide.com
1. Develop a strategy for marketing and public awareness through funding the position for a director of marketing and public relations to introduce My SmileGuide to the public: organizations, press, and special needs organizations, arrange for interviews with media, content for magazines, contacting private foundations and building partnerships etc. This individual would also, introduce educational materials, products and services (e.g. continuing education) for health professional groups from AboutSmiles to enhance their practice.
2. Hire consultants to provide data and health outcomes analysis and grant development and professional writing
3. Locate an individual to assume the responsibility to develop business relationships with corporate vendors.
4. Develop a budget for travel to provide public appearances and presentations etc.
5. Provide Spanish and multilingual translations of My SmileGuide.com.
6. Hire a full-time dedicated IT Director for My SmileGuide software.
7. Develop multimedia tools which will include documentary videos, video promotions and “pod casts” for distribution to web portals (e.g. Itunes, My Space). These short videos will serve to present short (1-2 min) oral health subjects to the public to attract traffic to My SmileGuide and provide ‘training/education” presentations for caregivers of children, special groups and adults with special needs.
8. Introduce and expend My SmileGuide to the global market through a culturally diverse approach with respect to the target community. Bring in various consultants who represent diverse cultures and communities globally.
Stage of the initiative:
1
Expansion plan:
See “Scaling Up Strategy” above. At this time, the priority is the US market as described above. In my capacity as a full time dental educator at the School of Dental Medicine Stony Brook University, I contact dental students, residents and faculty who represent cultures and communities from globally. I have begun discussions with individuals who have the potential to share my vision of oral health and become part of my oral health team. These individuals represent the future of oral health. These relationships will provide vectors to India, Canada, Puerto Rico, Germany, England, Argentina, Brazil and France depending on the development of financing.
Origin of the Initiative
As presented in AboutSmiles.com/AboutUs: About Smiles was created in 1999 through the vision of Dr. Fred S. Ferguson, a board certified pediatric dentist with almost 30 years of patient care and professional education experience. Through his practice and educational activities, he increasingly recognized that the information about oral health was not reaching society and appropriate groups.
In the early 90s, he began to consider how to address this concern. Recognizing the need to develop a more “assertive” approach to oral health that incorporates partnerships amongst business and community organizations, he developed the concept of About Smiles.
Gradually, he developed relationships with HMO groups to understand the culture of their oral health promotion and found that these organizations lacked knowledge and direction. Recognizing that these and other organizations provided a “pipeline” to significant numbers of consumers, he saw the potential for business development. About Smiles is the vehicle through which Dr Ferguson intends to drive a “literacy” of oral health to society by developing partnerships with corporate vendors and organizations.
This Entry is about (Issues)
Sustainability
What are your two main challenges to finance the growth of your initiative
11) Develop Marketing, Public Awareness and Product Assessment Team: Bring in administrative assistant, consultants and individual to expand marketing My SmileGuide, develop relationships, present products and services and scheduling presentations and conferences.
2) Marketing and public relations campaign: Given the need for oral health information and the size of the intended audience, potential community based and corporate relationships, there must be a carefully coordinated campaign to bring My SmileGuide to the public.
How did you hear about this contest and what is your main incentive to participate?
I reviewed RWGF.org. After reviewing the program description, I am confident that my mission and business strategy are applicable to the purpose and spirit of the award criteria.
The Story
Do you have an annual financial statement?
No. As interest in My SmileGuide is increasing, increase in sales (licensing) are expected this year and 2008. There is potential for significant growth in sales for the various continuing education products, presentation, and printed educational materials as demonstrated on AboutSmiles.com.
Do you currently have an annual financial statement that tracks profit/loss?
Not previously; however this year should provide data for an initial statement.
Please describe the amount (and/or type) of funding you need to implement your initiative, at year 1 and at year 5.
Please refer to attachment: Disruptive Implementations Funding. I could not fit the content in this frame.
| Attachment | Size |
|---|---|
| Dental Market for Health.doc | 44.5 KB |
| Satisfaction Survey for Disruptive Innovations.doc | 52.5 KB |
| Disruptive Innovations Implementation Budget.doc | 44 KB |
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