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myProxy is a web-based healthcare IT platform that connects users (patients) and the provider teams that care for them in circumstances in which the patient cannot speak for him/herself by enabling effective documentation of patients’ health care proxy and advance directives. Specifically, this web platform will record a patient’s healthcare proxy/durable power of attorney (an appointed person – a spouse, family member, or trusted friend – that makes decisions in the event that a patient is incapacitated), and their end-of-life wishes.
This business idea offers value to each of the key players in the end-of-life care space, and functions with a dual mission of 1) achieving cost savings via reduced unwanted end-of-life care, and 2) providing patient advocacy and representation. Our experience as healthcare providers has repeatedly demonstrated a need for this product on the part of both patients and physicians. Patients are desperate to know that their end-of-life wishes will be represented and respected during crucial moments in their care. For patients, myProxy provides a simple, straightforward and streamlined way to legally and securely designate a health care proxy and document care preferences. Our user interface will be designed with the older (age 65+) user in mind, will apply principles of behavioral economics that can promote adoption of product, and will be sensitive to health literacy and language barriers for patients. myProxy addresses a striking pain point for Providers: the need to access up-to-date and legally binding advance directives for patients who are incapacitated. myProxy provides a secure and current database that is “on-call” 24/7 for providers to access a myProxy user’s most recent documentation. Lastly and also importantly, Payors can derive great value from the myProxy platform: they can significantly lower their costs by avoiding unwanted and costly life-sustaining treatments among patients who desire less aggressive end-of-life care and can increase their revenues by offering myProxy as a value-add to subscribers (increasing subscriber satisfaction and retention). Our data analytics can provide meaningful information to payors and integrated organizations that have assumed risk for patient populations, barriers to user adoption, and impact on patient experience, patient behavior/decision-making and costs of care.