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Ghent I Rotterdam I London I Timisoara I New York www.insites-consulting.com Healthcare Smartees April 2012

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Page 1: Health Smartees 2012

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Healthcare Smartees April 2012

Page 2: Health Smartees 2012

09.15 – 09.45 Healthy welcome breakfast – thank you

09.45 – 09.55 Welcome @ our 2012 Health SMARTEES

Thibaud De Meester, Research Consultant Life Sciences & Healthcare

09.55 – 10.40 Janssen Case - 3 steps to get to a winning new strategy in Diabetes using a mix of contemporary observational methods with patients

Carl Vandeloo, Senior Research Manager Life Sciences & HealthcareRobert Dossin, Head of Life Sciences & Healthcare Research

10.40 – 11.00 Coffee break

11.00 – 11.25 Rules of engagement: What we can learn from conversations taking place on YouTube, Twitter & Facebook

Saartje Van den Branden, Senior Research Manager Life Sciences & Healthcare

11.25 – 12.15 What is the role of patient services through applications? Patient Empowerment: Perspective of the patient Perspective of other healthcare stakeholders

Sofie Bruggeman, Research Manager Life Sciences & Healthcare

12.15– 12.30 Questions?

12.30: Sandwich lunch and more time for networking

Agenda

Page 3: Health Smartees 2012

[email protected]

@Saartje_VDB

http://be.linkedin.com/in/saartjevandenbranden

Rules of engagement

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

What we can learn from

conversations taking place on

, &&

Page 4: Health Smartees 2012

4% 4% 1% 2% 6% 0%

25% 31% 32% 13% 10% 24%

23% 24% 27% 20% 15% 35%

30% 32% 26% 41% 46% 21%

18% 8% 14% 24% 23% 20%

FMCG & Retail

Travel & Leisure

Doing nothing with social media

First small steps

Setting up/ running pilot projects

Integrating social media

Social media are fully integrated

To what extent is social media integrated in your company?

Healthcare not very active on social mediaSource: Social media integration study – the Conversation Manager 2011

Healthcare Finance Media Tech & Telco

Page 5: Health Smartees 2012

Main barriers to integrate social media:

39%: lack of top management support

42%: no fit with product offering

48%: no clear financial benefits

‘Legal conditions’ was no answering option – for the pharmaceutical industry it is obviously one of the major barriers.

Main barriersSource: Social media integration study – the Conversation Manager 2011

Page 6: Health Smartees 2012

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

(Health) consumers take the lead

We believe consumers (including

health consumers) will take the lead

in shaping any company in the future.

We need to learn how to let go and

take down walls as companies and

professionals who are actively listening

and involving (health) consumers will

prevail.

Health consumers take the lead

Page 7: Health Smartees 2012

Patients are taking the lead

e-Patient Dave

38.780 tweets & 10.306 followers 1.351 friends on facebook. His presentation on TEDxMaastricht 2011

is viewed 6,711 times on YouTube. Active blogger:

e-patients.net patientDave.blogspot.com impatientDave.blogspot.com

@ePatientDave

Never underestimate the power of 1 consumer, client or patient KOL

Page 8: Health Smartees 2012

Social media empower patients

People use social media to help make health care decisions

Page 9: Health Smartees 2012

9Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In

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Positive & Negative

In general

On Healthcare

11%

19%

30%

36%

NegativePositive

The majority of online conversations is positive…

On diabetes medication 40%33%

…except when they are about medication.

Page 10: Health Smartees 2012

THE BIG 3

Now, let’s take a closer look at THE BIG 3

Page 11: Health Smartees 2012

facebook

Page 12: Health Smartees 2012

Awareness of Facebook is close to 100%

More than 400 million people (>30% of internet population) use Facebook daily.

facebook

Page 13: Health Smartees 2012

Average Facebook session lasts

37 minutes…

facebook

Page 14: Health Smartees 2012

210.238 21.439 19.120 1.972.191 107.392 60.299

15.883 670 2.376 42.423 7.890 3.903

2.777.457 79.557 96.063 13.457.864 3.253.294 323.048

Fan bases on facebook

FMCG & Retail

Travel & Leisure

Average # fans

10% worst in class

10% best in class

Healthcare Finance Media Tech & Telco

Average number of fans per sector?

Media has the biggest fan base.

Healthcare & Finance have the least number of fans.

Source: BIG 3 study

Page 15: Health Smartees 2012

979.792 people like the US Weight Watchers group.Over 3.000 people like 1 of

the Belgian groups.

facebook

Page 16: Health Smartees 2012

87.869 people like the Juvenile Diabetes Research Foundation

facebook

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51.587 people like the Pfizer page

facebook

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facebook

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Consumer activation

More fans = more conversations?

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0,11

0,92

0,63

low medium high

You #Rule: A large audience is not enough. You have

to manage it!

Correlation between volume &

#fans

Conversation management% contribution of the group owner

Consumer activation

Foto van circus

But

don’t overdo iteither

facebook

Page 21: Health Smartees 2012

22Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In

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facebook

Some inspiration…

Facebook is appropriate for sharing corporate news raising awareness on charity projects/CSR showing your human side making your beliefs tangible communication on specific diseases

through targeted groups

Page 22: Health Smartees 2012

23Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In

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facebook

Page 25: Health Smartees 2012
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facebook

Some inspiration…

YouTube is appropriate to educate the audience on specific diseases

(e.g. symptom recognition…) show best practices on how to live with a

certain disorder (e.g. coping T2 diabetics…)

Page 27: Health Smartees 2012

facebook

Page 28: Health Smartees 2012

There is a big Twitter paradox:80% is aware of Twitter, only 16% is using it.

Page 29: Health Smartees 2012

Twitter

Page 30: Health Smartees 2012

Twitter

Page 31: Health Smartees 2012

Tweetdeck

Page 32: Health Smartees 2012

Tweetdeck

Page 33: Health Smartees 2012

Local experts

Page 34: Health Smartees 2012

facebook

Some inspiration…

Twitter is appropriate for …factual updates (e.g. FDA approval…) …picking up on hypes (e.g. Movember) …sharing links to online sources which are

considered relevant by patients (& don’t forget to use URL shorteners)

Page 35: Health Smartees 2012

Strategize first

Strategize

Page 36: Health Smartees 2012

www.theconversationprism.com Worry about the tools after

Page 37: Health Smartees 2012

Know what you can & should do

Respect the

of engagement

Page 38: Health Smartees 2012

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Success is going from failure to failure without a loss of enthusiasm.

Winston Churchill

What would Churchill do?

Page 39: Health Smartees 2012

1. Set the rules: explain first what you can and

cannot do

2. Keep your website up-to-date in order to avoid

tactical comments on your social media

3. Focus on the patient, not on the disease or

product and help them manage their disorder

4. Entertain your audience, but don’t overdo it

5. Avoid on/off mentality

6. Use an integrated approach across different

social media

7. Consider listening before facilitating and joining

8. Always, always, always consult your legal

department!

Limit the number of failures with these tips:

Page 40: Health Smartees 2012

[email protected]

@sofiebruggeman

http://be.linkedin.com/in/sofiebruggeman

The power tools of the E4-patient

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

How to Equip &

Enable the

Engaged &

Empowered

patient

Page 41: Health Smartees 2012
Page 42: Health Smartees 2012

Patients have stepped forward

to actively participate in the

conversations about their health

Empowered patients are a FACT today

Page 43: Health Smartees 2012

A third globally impactful movement

in history

1 2 3

Page 44: Health Smartees 2012

e-Patient Dave

“Gimme my damn data” Diagnosed with stage IV kidney cancer 2007 Took an active role in his treatment & survived Inspiration for Novartis Current job: healthcare consultant!

Who is this guy?

@ePatientDave

Page 45: Health Smartees 2012

… to look for information on health

related topics.

The internet enables them to look for

information themselves.

Dr. Google is their guide in their

search.

83%already used the

internet

Page 46: Health Smartees 2012

of patients says info found online affects decision about treatments

56% says it changed their overall

approach to maintaining their health

or the health of someone they help

take care of.

53% says it leads to ask a doctor a

new question or to get a second

opinion from another doctor.

Online information is impactful.

Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx

60%

Page 47: Health Smartees 2012

Companies (finally) start to realize!

Social media is more than a marketing tool.

It is a business strategy

But healthcare has arrears

Source: Social media integration study – the Conversation Manager 2011

Page 48: Health Smartees 2012

Patient power tool: personal informationAn opportunity for the industry to join or facilitate the patient conversation!

General information ≠

Personal information

Page 49: Health Smartees 2012

Logbook appAutomatic logbook

Internet logbook

Manual logbook

Evolution of logbooks

Page 50: Health Smartees 2012

If patients (have to) track information,

they appreciate help.

Convenience is key, they already suffer enough.

Page 51: Health Smartees 2012

““Pharma companies would do well to provide

tools that help patients help themselves.

Even if they’re not promoting your product,

they can offer it as a service of their

company. Then people who are swimming

around in the current talking to each other

say good things about the company because

it helped them.” E-Patient DaveHealthcare consultant

Boosting patient conversation

#WhatsInIt4Pharma I

Page 52: Health Smartees 2012

More than selling products

Building your CSR

image

#WhatsInIt4Pharma II

Page 53: Health Smartees 2012

CSR: Equip patients in the

3rd world

"Many opportunities to improve health very much

depend upon cell phone technologies, since cell phones

are so rapidly expanding in many parts of the world that otherwise don't have much access to communication."— NIH Director Dr. Francis

Collins

#WhatsInIt4Pharma II

Page 54: Health Smartees 2012

Apps: think B2B2C

Patients

Pharma companies

Physicians

#WhatsInIt4Pharma III

Page 55: Health Smartees 2012

#WhatsInIt4Pharma IV

Maximizing compliance

Apps that boost sales

directly (through

compliance)

Page 56: Health Smartees 2012

What is the % of smartphone

owners in EU?

25%

Higher or Lower than

?Source: Social media around the world by InSites Consulting - 2011

Page 57: Health Smartees 2012

What is the % of smartphone

owners in EU?

38%

Source: Social media around the world by InSites Consulting - 2011

Page 58: Health Smartees 2012

Apps are selected carefullySource: Social media around the world by InSites Consulting - 2011

1225installed in use

Page 59: Health Smartees 2012

17% today uses health apps

1. Apps for practical purposes2. Apps for entertainment 3. Apps for connecting with others

Room for healthcare apps: 17% in 2012 30% in 2015!

Source: Social media around the world by InSites Consulting - 2011

Page 60: Health Smartees 2012

Apps throughout the patient journey

Apps are definitely not restricted to

medication reminders.

Different apps have already been

developed for patients in different

disease stages.

Let’s take a look at different apps in the

diabetes patient journey.

From prevention to insulin reminders

Page 61: Health Smartees 2012

Warning: patient focus only

GPs & specialists

Nurses

Pharmacists

PATIENTS

Insurers

Page 62: Health Smartees 2012

Case study Apps in diabetes TA

to calculate the risk for a disease (prevention)

to find info about a disease

to keep track of what one consumes

to support in changing lifestyle

to create logbooks…

… equipment which is enabling & empowering the engaged chronic patient!

Equipped diabetic patients

Page 63: Health Smartees 2012

App example

1

2

3

Prevention toolsCSR opportunities

Page 64: Health Smartees 2012

Patients news!

Health general information

Broad Therapy Area

Disease specific

Diabete

sONCOLOG

YMENTAL

HEALTH

DepressionADHD

Breast

cancerLung

cancer

App example

Page 65: Health Smartees 2012

Nutrition coachSupporting (newly diagnosed) patients

in their struggle with the disease or connect with people on a diet

“Daily totals for Carbs & Cals

Store a Breakfast + Lunch + Dinner + 3

Snacks/day

Calendar function to store and view past meals

for up to 2 years

For diabetic patients made by diabetes experts

(extended usage opportunities: non-patients)

App example

Page 66: Health Smartees 2012

360° view of health (insurance) spending

Overview of:

total health care expense

out-of-pocket expenses

paid versus unpaid bills

breakdown by family member

Financial coach! Making (chronic) patients conscious about healthcare expenses

App example

Page 67: Health Smartees 2012

Ranked the #1 diabetes iPhone app (for free) by Manny Hernandez (founder of TuDiabetes.com)

Integrated with calory track

enter glucose numbers,

keeping track of carbohydrate consumption,

insulin dosages &

activities.

Glucose buddy – free app

App example

Page 68: Health Smartees 2012

By Merck & Co.

Integration of different aspects of disease management.

Guiding the (newly) diagnosed patient to change his life

– Blood glucose monitoring– Activity tracking– Nutrition tracking

– Weight loss

(in cooperation with doctor)

– Medication tracking– Progress charts

Pharma companies start investing in apps as wellThey like to focus on the relation patient – health care provider

App example

Page 69: Health Smartees 2012

“Participatory medicine is not about patients taking over. Far from it – I’m fond of saying

that I’d be in sorry shape if I’d had to dream up the high-dosage

Interleukin-2 treatment that saved my life.”

E-patient Dave

Dave is no threat for physicians

Page 70: Health Smartees 2012

Carb values for many basic foods

Customize the food Guide by adding your own foods

Fun, interactive games to test knowledge

Compete for game high scores against players across the nation.

Gamification: a relevant trend for patient servicesNutritional coach app for kids: carb counting with Lenny

Gamification for kids – boosting

motivation

Page 71: Health Smartees 2012

Lara (14 y.o.) has been diagnosed with diabetes type I October 2nd 2006.

Coping with the disease hasn’t been easy for Lara. She realizes, she will have to deal with the

disease for the rest of her life.

Keeping track of glucose levels is

boring

“I don’t always make note of my blood sugar values. But sometimes when I have issues, my

doctor makes me do it. Then I have to fill in these huge cards with notes about what I ate, how much insulin I take…

But it’s annoying cause people whine a lot about it. There are periods that I do a

lot and when I don’t, my parents really

make it hard on me.”

Gamification: a relevant trend for patient services

Page 72: Health Smartees 2012

Patient insight: reminders and phone calls are just automated versions of nagging parents.

Gamification is impactful

Bant (app) included a reward program.

Once they leveled up, they were able to buy apps & music with the points redeemed.

The rewards were quite the hit.

Over a 3-month period they increased their frequency of measurement by

49.5%.

Gamification: proves to be an effective trend!

Page 73: Health Smartees 2012

HeartVille Winner of 2012 Future of Health Award

Gamification also for adults…

“A very well designed idea. It combines lifestyle and mental health and is

expandable to broader groups. We love the idea to embed this game in a care group. Interesting that it uses a proven concept.”

The Future of Health Jury

Page 74: Health Smartees 2012

THE FUTURE - WHAT’S NEXT?

Logbook appAutomatic logbook

Internet logbook

Manual logbook

Future of logbooks

“It would be nice to have an app where all you

would have to do is plug in your meter and it would

take your results, and you wouldn’t have to do any

Patti Ruggiero

more entering of info.”

Page 75: Health Smartees 2012

Future of logbooks

Page 76: Health Smartees 2012

Let’s not go too fast!

is

NOTthe take away of this presentation

Start creating

your own app

Page 77: Health Smartees 2012

Just 1 example, many more, so let’s

not go too fast!

Page 78: Health Smartees 2012

Listening to what the patient needs

Apps for patients are only successful if they fill

in an existing need of a patient & if they take

into account existing barriers (practical,

emotional, physical…).

Connecting with the patient in an ongoing

way is the key to success.

Observe, get inspired & then

act

Page 79: Health Smartees 2012

Patients are engaged!But they are not similar!You need to observewhat they are doingYou need to engage With the right patient!

Need to engage!

Page 80: Health Smartees 2012

Keeping track of glucose levels is

boring

You all remember Lara

She was probably born with an iPhone

in her hand

& for now in full puberty

Page 81: Health Smartees 2012

“Voor patiënten is dit ver van hun bed, het is misschien niet veel werk maar je moet het je wel eigen maken.”

“Ofwel ga je all the way ofwel blijf je bij wat je nu aan het doen bent. Ik wil toch mijn tijd nemen om dit af te wegen. Ik ga niet over 1 nacht ijs.”

“Wat is mijn voordeel? Als het kan bewijzen dat het de Ha1bc waarden van patiënten van 75mmol/mol naar 53mmol/mol kan brengen, is dat voor mij wel overtuigend!”

Meet Eddy. He is more critical

Not convinced of the added value of

apps

Used to his way of keeping track of blood values

for years (written textbook)

You stay or you move (no trial period)

a tough decision

What’s in it for me? Just doing the same

will not do the trick

Page 82: Health Smartees 2012

It is about coping with diabetes

Different barriers to overcomeDifferent motivations to use But same end goal

Page 83: Health Smartees 2012

………………………………………..……..…

Collaboration

………………………………………..……..…

Involve customers in EVERYTHING you do.

Structural partnerships

Page 84: Health Smartees 2012

Structural partnership is the

future

Page 85: Health Smartees 2012

In case you had a sugar dip , I’m here to help you out

Apps enable …the pharma industry to connect with patients

the pharma industry to build a CSR image

the pharma industry to connect 2 stakeholders

BUT success depends on the

understanding of the patient. Patients choose

apps very carefully (cf. +- 12 apps in use!)

based on their needs otherwise

“the giveaway will become a throwaway”

& don’t forget to make it fun

Page 86: Health Smartees 2012

[email protected]

Patient apps dealing with

headwind

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Putting ‘patient services through applications’ in perspective.

Threats & Opportunities in the broader healthcare area.

Page 87: Health Smartees 2012

What about them?

Page 88: Health Smartees 2012

Are apps a threat for physician

income?

More apps & mobile contact means less offline contactless visitsless income

Another way to look at the phenomenon from a physician point of view

Page 89: Health Smartees 2012

Case: telemonitoring

(Dr. Buysse)

Case telemonitoring by UZ Gent, Prof. Dr. Heidi BuysseTelemonitoring: digitally tracking of patient data (e.g. blood values, insulin intake…) that are afterwards transferred to & monitored by physicians

timely (personalised) feedback by physician

less transcription errors

positive evaluation by patients

& healthcare professionals!

“RIZIV should provide a compensation for e-consulting”

Page 90: Health Smartees 2012

2.070 Belgian people yearly diagnosed type I diabetes. 1.180 patients are younger than 14 years old890 are aged between 15 & 39 years old

23.500 Belgian people yearly diagnosed with diabetes type II.

The growing number of diabetic patients, definitely within diabetes, puts pressure on the GP.

Apps can release the burden…

considered the other way around…

Page 91: Health Smartees 2012

considered the other way around…

A combination of face-2-face & mobile/online contact with patients, enables the physician to enlarge his/her ‘patient base’ and serve the need of newly diagnosed patients.

Apps can release the burden…

Page 92: Health Smartees 2012

“I’d consider my doctor to be quite innovative, she tells me about innovative technologies, how the future of a diabetic patient might look like. I think my doctor would recommend apps to me,

The industry needs to inform them ass well

Fact: physicians have only a low awareness of the app offer

but I think she just doesn’t know about them yet.” Lara, diabetic type I patient, 15 y.o.

Page 93: Health Smartees 2012

Apps are relevant for national

policies

Apps have a public dimension

Better healthcare quality for a lower cost.

Page 94: Health Smartees 2012

Positive effect on social security

costs

e.g. UK government made a list of 500 trustworthy applications

Page 95: Health Smartees 2012

Patient organisations

“The impatient patient is a force for good, to be

harnessed in support of sustainability of

healthcare systems.”

Alexandra Wyke, CEO, Patient View

Page 96: Health Smartees 2012

Patient organisations are a

partner

Patient organisations:

Numeric impact (membership – e.g. VDV 23.000)

Credible source for patients (domain expert & no commercial interest)

Covering more than just specific medical conditions

In touch with multiple stakeholders – well-networked

Lobbying for the needs of the patient

Page 97: Health Smartees 2012

Diabetes UK on track!

Diabetes UK released iPhone app

Page 98: Health Smartees 2012

1. Physicians, pharmacists, patient

organisations believe in the added

value of patient apps & technology

2. On the condition that it does not

intend to replace the role of health

care professionals

3. APPS need to be positioned as an

extra SERVICE towards end-

clients (the patients)

In case you had a sugar dip , I’m here to help you out

Page 99: Health Smartees 2012

Don’t forget to communicate to

HCPs or patient organisations as well about

patient apps (you created)!

“It’s hard to love or promote something

you do not know yet.”

Boost HCP conversation!