Richard G. Just, MD

Co-founder

JustOncology.com

May 3rd, 2011

5/2/2011

JustOncology.com

About Richard Just ‘@chemosabe1’

• 36 year career in community oncology and hematology

• Senior Partner, and President of 5 office medical oncology

practice in San Diego

• Diplomate, American Board of Internal Medicine, Medical

Oncology and Hematology

• Associate Director of Research Network, Scripps Health, 6

year tenure. PI on numerous trials. Founded research

group focused on Phase 1 trials. Chaired Palomar/Pomerado IRB for 22 years

• Early adopter of social media, albeit limited and supported

by outsourced agency as mentor/guide

• Recent experience as patient with major cardiac surgery

• Focused on ‘legacy interests’ of what comes next in terms

of family, career, and personal health concerns

5/2/2011

JustOncology.com

May you live in ‘interesting times…’

• Traditional solo or small group practices under pressure

(hospitals, payors, entrepreneurs, other medical groups

buying independent physicians, due in part to HITECH

incentives, ACO provisions expressed in Patient

Protection and Affordable Care Act aka ‘Health Reform’)

• Where is it going, and at what rate (timeline, window)?

• What to do (many physicians exiting clinical medicine, or

seeking employment)?

5/2/2011

JustOncology.com

The Incident

5/2/2011

JustOncology.com

• Unexpected severity of cardiac condition gets my

attention

• Social media engagement limited via outsourced

agency as proxy for group as well as myself (though

later in the contract when ‘group interest’ waned)

• Health condition provided ‘new pair of glasses’

through which to look at, and experience the value

proposition of ‘web 2.0’ tools

• Specific portal was CaringBridge.org

• Enabled efficient status reporting and engagement

of families and friends

Implications

• First person experience as an ‘e-Patient’

• Enabled familial (my wife and me) collaboration

researching my condition, outcomes, available treatment

option(s), and preferred surgical solutions (local and

elsewhere)

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JustOncology.com

Further Applications

5/2/2011

JustOncology.com

• Listening to our audience

• Communicating

• Engaging the community

• Via ‘patient portals’ (email, telemedicine, e-

perscribing, lab results reporting, personal health record

(PHR) integration with practice electronic health record

(EHR)

Further Applications - Continued

5/2/2011

JustOncology.com

• Pharma industry

• Patient perception an issue

• ‘Toe in the water’ of social media

• Mostly on sidelines like much of mainstream medicine

• Medical oncology a unique position relative to

pharmaceuticals distribution (income v. expense)

Discussion

Follow us on Twitter:

• @JustOncology

• @chemosabe1

• @2healthguru

• @ACOwatch

Temporary only:

http://justoncology.wordpress.com

Permanent:

http://justoncology.com

5/2/2011

JustOncology.com

JustOncology.com

5/2/2011

JustOncology.com

• A call to writing

• Engaging a dormant yet mobilized passion

• A trusted source of ‘elder wisdom’ for those who lack institutional memory (may compress business cycle learning curve) via ‘a been there, done that perspective’, e.g.,

• Accountable Care [Organization] conversation reminiscent of HMO and IPA ‘hysteria’

• Measured sensible guidance likely to benefit current efforts to integrate care, improve quality, lower cost

• A life, health and ‘what matters’ focused publication

• Adding value to community via blog, Twitter, podcasting, newsletter and magazine publication participation