GE Maternal Infant Care

On Monday, April 6th we went down to Maryland to see what GE is up to in their Maternal Infant Care business (as the name suggests, they make stuff for moms and babies).


Birth in the Age of Majority

April 21st, 2009

I had never heard this term before we went to the hospital -  Age of Majority.  Basically, it means you are a legal adult – you can drink, smoke, vote, join the army, buy stocks, get married.  Probably you can’t rent a car yet.  In most of the USA the age is 18.  As it relates to the medical profession, the key age it seems is 28. It is 28 because that is how long most hospitals keep records of a birth.  Because if there was a criminal error during your birth and it caused problems later in life, you could sue when you are an adult if it is within a statute of limitations

To quote a government study about health related data retention:

AHIMA Standards and State Law Data: As a matter of professional practice, AHIMA has established the following recommended retention standards: 10 years after the most recent encounter (adult health records); age of majority plus statute of limitations (minor health records); 10 years after infant reaches age of majority (fetal heart monitor records); 10 years (disease, operative, and physician indexes); five years (diagnostic images such as x-ray films); and permanently (master patient index; registers of births, deaths, and surgical procedures).

I found this out when we were researching GE’s infant care products, and talking about Electronic Medical Records.  Apparently, one of the compelling reasons for a hospital to switch to EMR is because they can gather more data, and it is easier to store for longer periods of time, so they can defend against lawsuits.

Now, this is not the only reason, practicing more accurate medicine is certainly important, but this seems to be a critical reason why hospitals will pony up the money to make the switch, because it could save them 10x the money in the long term.  Digital insurance.

It seemed super messed up to me, until I found out that hospitals get sued enough that apparently some hospitals will not even give birth anymore, you have to go somewhere else.  !! !   Now I don’t know enough to presume that this is because people are more litigious or doctors are doing a bad job, or how widespread this really is, but it sure put the situation into a different light for me.

I am constantly surprised that the medical industry is so backwards-seeming with regards to technology.  Writing everything down on paper, storing it in a box for 10 years.  Sending slides through the mail instead of scanning & emailing.   But then I guess a hospital is a business, and if you are forced to think about the legal ramifications on a scale of nearly three decades for data retention/implementation, I can understand being slow to move on it.

So EMR solves some of the problem a hospital might have – basically covering their butt so they can stay in the baby business, and I am sure that having a more accurate process for record keeping saves TONS of mistakes due to human error, handwriting, etc.  But again, thinking that choosing a hospital to give birth in is a unique chance to make a great first impression as a brand (both for GE and for the hospital)  it seems like the pitch for EMR is kind of negative – do it because the industry is behind, or because there are errors, or because you might get sued.

Is there a positive way – can your baby’s medical records becoma keepsake, like how you can get those books printed from iPhoto , maybe a little timeline with ultrasounds and baby pictures that tie in to checkups?  Or maybe this ties into your baby’s upcoming preventative health regime, depending on the results of the birth and tests, you get a booklet thats the start of your new child’s future health plans.

Keeping Babies Warm

April 17th, 2009

When we went down to visit the Maternal Infant Care division we spent a lot of time talking about premature babies. These are the little guys you see in incubators at the hospital. (Before I continue let me say that I know almost nothing about babies. I don’t have one and spend very little time with them.)

Okay … So the thing that I found most interesting from the trip is why incubators exist (and specifically why GE has added some of the features they have to the products they make). So basically a premature baby is tiny, it was meant to spend some more time with it’s mother before it was ready to face the world on its own. Something happened and it wasn’t able to do that, so now all of a sudden it finds itself out of the womb, but it hasn’t yet developed to the point where it’s really ready to fend for itself.

So, part of the reason you put a baby like this in an incubator is to regulate it’s temperature for it. Basically, if the baby had to keep itself at 98.6 on its own it would waste a ton of energy. Because the incubator is doing the job the baby can focus those calories on other stuff, like growing. The same is true with moving a baby around: Every time you jostle a baby and they need to readjust themselves they waste those same valuable calories. Which is why GE added the Baby SusanTM to their Giraffe Omnibed (this is no joke, it’s really called the “baby susan” … see photo above). It does exactly what it sounds like, allowing nurses to get at babies without having to move them every time. Nice to see kitchen innovations making it into the hospital. In case you still want to learn more, here’s some of our GE hosts explaining this stuff:

I already wrote a little about the life optimization angle, but I want to delve a little deeper in to the question of how to get people think about their health before they’re actually sick. This seems like a pretty classic behavioral economics problem, where people devalue the future even though it’s against their own best interest.

One of my favorite quotes on the subject comes from someone named David Laibson in a Harvard Magazine article titled The Marketplace of Perceptions. He explains, “People very robustly want instant gratification right now, and want to be patient in the future. If you ask people, ‘Which do you want right now, fruit or chocolate?’ they say, ‘Chocolate!’ But if you ask, ‘Which one a week from now?’ they will say, ‘Fruit.’ Now we want chocolate, cigarettes, and a trashy movie. In the future, we want to eat fruit, to quit smoking, and to watch Bergman films.”

Changing this is not an easy task (financial institutions have exactly the same issue where people would rather spend today and save tomorrow). You’ve got to overcome a whole lots of inertia (tried to start a diet lately?). With that said, it’s clearly one of the biggest issues facing our healthcare system.

I went to the PSFK conference last week and one of the panels that was really fantastic was called “Building Healthy Brands with Heart.” On the panel was Jay Parkinson from Hello Health (the Wired article from a few years ago gives a pretty good insight into what he’s all about).

Anyway, the thing Jay said that blew me away was, “I make $10,000 for treating asthma and $300 for preventing it.” That’s pretty nutty. What’s more, when you consider the economic incentive structure together with the psychological barriers people have to being healthier we have a truly out of whack system. The big question that needs to be solved is clearly how you move these incentives around, helping people be more preventative with their own health and make it more in doctor’s interest to help people before they’re sick. Clearly this isn’t something GE can or should tackle alone, but it seems like something we all need to be thinking about.

Photo credits: Money photo by jenn_jenn used under a Creative Commons Attribution 2.0 Generic license.

overheadlamp

We just got back from a trip to Maryland and learned a lot about what technology GE has for childbirth (pre, during, post) and we will update on a few topics.  Lets start with something that Noah and I, being sans children, had no idea about.

Hospitals trick the hell out of the rooms you give birth in.  Sliding fake paintings conceal medical equipment, the ceiling opens up and there is a robot arm with a lamp on it, most of the gear that rolls around folds up into an armoire.

Also, I never really thought about it, but childbirth is the only time you “shop around” for a hospital.  In fact it is the main thing that hospitals advertise, going so far as to install hardwood floors, etc. in their fancy suites.  They do this because if they get you in and happy for Child No. 1 then you are coming back for No. 2 & 3, and probably to get hubby’s prostate checked out or whatever.  Its the one time you are happily and willingly going to a hospital and are expressing an emotional preference, asking around with your friends.

slidingpicture

This is inspiring, and relates to things we have already been discussing here:

a yelp for hospitals
life optimization

and ties into a bigger theme that we will tackle as we go – preventative medical technology.  Basically we might have found the only time that someone makes a real conscious choice to pick a hospital based on personal research, and this might be an interesting time to change someone’s mind about the preventative healthcare habits they will have for themselves, but more importantly for that new kid that just had.