This post is also available in: Français (French)
I have had many exchanges in recent months with Thibault Allouard, founder of ADDON-acs, specialized in supporting health care patient journeys. I had not yet had the opportunity to present his company. It’s better late than never! The latest mergers in the United States seem to validate the positioning of ADDON-acs and reinforce the relevance of the value proposal.
ADDON-acs value proposal
ADDON-acs is an essential tool to effectively support patients / insured, during the care journeys and in real time. The solution ADDON-acs allows to create the essential link between the actors of the journey, around the patient / insured and thus fills a gap until the untapped in the value chain of the customer relationship.
The notion of journey
ADDON-acs starts from the observation that the underlying principle of health insurance contracts, namely the risk of illness, must be considered by a principle of journeys, and in particular care journeys. Already today, your attending physician will refer you to a specialist. However, it is only a small brick of a global thought and essentially dedicated to a perspective of expenditure control.
In a bigger perspective, ADDON-acs considers that your care is organized around a particular path. Your patient need (note: which is nothing more than a customer need. The focus is therefore on customer centricity) starts before you see your doctor and ends well after. Thus, it is possible to detail the different stages of this journey.
An actor can therefore be in charge of pooling all the relevant services around this path. It starts with prevention, support, diagnosis, care, treatment, care and finally insurance. The actor in question may be an insurer but this is not necessary or imperative.
Which care journeys?
If the paths around the optics are already quite well known or marked, it is possible to consider others. ADDON-acs highlights in particular the journey of motherhood. It is not a disease, of course, but it allows us to correctly understand the possible expectations. Indeed, this journey, whose duration is rather stable (!), is marked by known stages. These are all points of contact with medical services (gynaecology, midwife, clinic/hospital).
From an insurer’s point of view, this blind indemnifier, we are often forced to stop there. On the other hand, the needs of the pregnant woman patient and the future father obviously go further. This need also includes:
- of questions and information needs,
- of possible psychological doubts,
- or of the need for special services or assistance (physiotherapy, massage, breastfeeding, etc.).
Each step can therefore be documented and redirections can be organized to relevant third parties locally to provide the best service.
More generally, 75% of the costs incurred by health insurance concern chronic diseases. Social Security has rightly put in place solutions to support these diseases over time (asthma or diabetes). However, it is probably possible to go further by looking at things more broadly than just insurance.
Drug non-respect is a major problem. It is legitimate to look for answers. The increase in support and more frequent points of contact with policyholders is certainly an interesting lever.
How to detect entry into a journey
The main obstacle in France today is the strict separation of data between Social Security and complementary insurers. Thus, the latter do not have access to the detailed data of the pathology for which they are reimbursing. This is what could make it possible to detect the entry into a course. This is possible on large families because the consultation codes or the numbers of health professionals make it possible to identify it. However, this rarely goes further.
This therefore opens the need to establish a more complex and complete relationship with the insured to obtain this information for his or her benefit. There are opportunities to detect elements earlier in the lives of policyholders:
- prevention programs
- a counselling or support service
- other services or additional information.
The issue seems anecdotal. However, it is the whole patient and therefore client relationship that needs to be rethought.
The situation in France cannot be directly compared to other countries. This is the consequence of our own context and the predominant place of Social Security in our model. However, several recent examples are important to observe when judging underlying market trends.
In the United States, CVS acquired AETNA (Note: Vvery interesting doc to investors). This is similar to the first vertical integration that takes into account all patient needs. This ranges from the prevention and detection of pathologies, to the coverage of health expenses, including care and treatment. More concretely, they are setting up primary care centres around the corner. Everyone is invited to come and check their medical vitals or monitor their state of health. Subsequently, secondary care centres dedicated to chronic diseases were set up. This is complemented by individualised support plans for the chronically ill.
The objective is to control healthcare costs through a volume effect and better monitoring. As a result, this improves the margin of CVS and Aetna in a single operation. The partnership announced in January with Apple on connected objects as diagnostic tools is part of the same objective!
In China, Ping An and one of its subsidiaries Ping An Good Doctor proposes the principle of “One minute consultation, One hour drug delivery“. Consultation by phone in one minute, delivery of medication to the house in less than an hour. They even extend the service to fully autonomous teleconsultation booths , equipped with artificial intelligence to perform the diagnosis.
Nothing comparable to France, of course, where the constraints on personal data are still high! However, monitoring and listening to these trends would probably be much more relevant in the medium to long term than fighting to avoid the possibility of infra-annual termination.
To go further
If you are interested in the value proposition of ADDON-acs (to be found here in the observatory), you could also take a look at these startups (H4D, MyDoctors), these articles (Zava and IRDES) or at my study on e-health.
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