It’s a reg­u­lar laugh fest over at Unit­edhealth­care

Modern Healthcare - - OUTLIERS -

Here at Out­liers, we’ve al­ways known in­sur­ance is im­por­tant. Some­times in­fu­ri­at­ing (ever try to un­der­stand an ex­pla­na­tion of ben­e­fits form?) or in­ter­est­ing per­haps … but funny? Can’t say we’ve ever run across any droll in­dem­nity repar­tee.

In­sur­ance com­pany Unit­edhealth­care, how­ever, thinks it is hi­lar­i­ous, and they’ve started a video web­site, UHC.TV, to prove it. The site, which launched this month, fea­tures orig­i­nal com­edy videos aimed at ed­u­cat­ing and en­ter­tain­ing view­ers, in­clud­ing a short video on heartat­tack warn­ing signs fea­tur­ing ac­tress El­iz­a­beth Banks and brief clips of stand-up co­me­di­ans crack­ing wise on top­ics such as gro­cery shop­ping and ex­er­cise on the site’s “Funny Bone” chan­nel.

Along with its for­ays into com­edy, UHC.TV fea­tures in­for­ma­tional seg­ments from health ex­perts, ed­u­ca­tional videos on health­care ben­e­fits and “man-on-thestreet” pop quizzes on var­i­ous health­care top­ics, de­signed ap­par­ently to high­light the av­er­age Joe’s gen­eral health­care ig­no­rance.

Along with tick­ling view­ers’ funny bones, the web­site is de­signed to make health­care in­for­ma­tion more ac­ces­si­ble to to­day’s new me­dia users.

“An in­creas­ing num­ber of con­sumers prefers to ac­cess and share in­for­ma­tion via their so­cial net­works on­line and through their smart­phones,” Yas­mine Win­kler, Unit­edhealth­care’s chief mar­ket­ing, prod­uct and in­no­va­tion of­fi­cer, said in a news re­lease. “With UHC.TV, we are mak­ing it sim­ple and en­gag­ing for peo­ple to learn about their per­sonal health be­cause im­prov­ing pa­tients’ de­ci­sions, whether re­lated to life­style or their ac­cess to care, is crit­i­cal to their to­tal health.”

In other words, Unit­edhealth­care is look­ing to give new mean­ing to the term vi­ral video. de­vel­op­ing guide­lines. A com­pan­ion re­port, Find­ing What Works in Health Care: Stan­dards for Sys­tem­atic Re­views rec­om­mended 21 stan­dards for en­sur­ing a valid re­view. The An­nals of In­ter­nal Medicine re­port came up with 11 of what it called “key com­po­nents” of qual­ity guide­line de­vel­op­ment.

These in­cluded rec­om­men­da­tions on de­ter­min­ing the com­po­si­tion of a guide­line-de­vel­op­ment group and the scope the guide­lines will cover, and on es­tab­lish­ing con­flict-of-in­ter­est poli­cies as well as de­ci­sion­mak­ing, rec­om­men­da­tion-re­view and guide­line-up­dat­ing pro­cesses.

While the An­nals of In­ter­nal Medicine ar­ti­cle ap­peared deadly se­ri­ous with an earnest de­sire to help, it made Out­liers think of a pre­sen­ta­tion at the 2007 Health­care In­for­ma­tion and Man­age­ment Sys­tems So­ci­ety con­fer­ence where HIMSS An­a­lyt­ics Pres­i­dent and CEO Dave Garets and John Glaser, then-vice pres­i­dent and CIO of Part­ners Health­care Sys­tem, gave a tongue-in-cheek pre­sen­ta­tion on “The Art of Stalling” and “The Art of Pa­tron­iz­ing,” which touched on top­ics such as “We Don’t Need No Stinkin’ Bench­marks” and how to use the “in­de­ci­pher­able di­a­gram ploy.”

Dur­ing the “The Art of Stalling” seg­ment, Glaser talked about how to block a CEO’S bad idea while mak­ing it ap­pear that you’re work­ing on it. This in­cluded es­tab­lish­ing a 50-mem­ber mul­ti­stake­holder com­mit­tee as­signed to write a mis­sion state­ment and set­ting a con­sen­sus­build­ing pol­icy where “a 19-1 vote should be con­sid­ered a tie.”

Of course, be­fore do­ing that, you may need to build con­sen­sus on what is con­sid­ered con­sen­sus.

UHC.TV takes a light-hearted ap­proach in de­liv­er­ing health news from na­tional per­son­al­i­ties and gen­eral con­sumers.

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