Mobile Health Engagement:

Information, Learning, and

Care Coordination

Steven Peskin, MD, MBA, FACP

EVP and Chief Medical Officer, MediMedia

Associate Clinical Professor of Medicine,

UMDNJ

May 23, 2011

"Every generation needs a new revolution."-Thomas Jefferson

• Mobile technology has become ubiquitous in our consumer

lives…and it’s bridging to other areas

• Today, we are at the leading edge of it, revolutionizing the way

we manage our individual health

• Three major areas of mobile health that will drive this change:

– Health Care Professional: Knowledge building, increased interaction,

and improved clinical actions

– Consumer: Creating excitement and ease to drive engagement and

behavior change with relevant and actionable information and topics

– Connected Care: Integrating all key stakeholders (HCPs, life sciences

companies, payers, consumers) to efficiently achieve desired health care

outcomes

2

Mobile Health and the Health Care

Professional – Part 1

3

Part 1: Mobile Health and the Health Care

Professional

4

(Mobile) Social Community Benefits for Health

Care Professionals

• (Mobile) social communities facilitate sharing of clinical insights

and solutions to practical clinical problems in a way that

promises to hone “best practices”

• Allows physicians to:

– Access dialogue on best practices

– Source and disseminate immediate research

– Solicit useful feedback about preferred treatments, protocols, and

practice tools that yield best health and patient satisfaction

– Build business arrangements

5

Mobile Health Care Professional Communities

• QuantiaMD:

– Founded in 2005, has 140,000+ members

– Education and collaboration platform for physicians and other

clinicians accessible on computers, tablets, and smartphones

• Sermo:

– Founded in 2006, has 220,000 members

– Bills itself as “the world’s largest online community of physicians,

where you can exchange medical insights with colleagues spanning

more than 30 specialties across all 50 states”

• Medscape Mobile Physician Connect:

– Founded in 2008, has 250,000 members

– Invites clinical and nonclinical exchanges through video blogs and

user polls

6

Integrated HCP/Patient Engagement

7

HCPs visit Web/WAP disease state or brand portals driven by

QuantiaMD promotion from peer-to-peer educational initiatives

QuantiaMD

• Link to/from portal

• Access to

>300,000 HCPs

• Engagement &

promotion

• Educational &

resource materials

Clinical Decision Support

• Epocrates

– Founded in 1998, over 400,000 members

– Not strictly a social professional network

– Features immediate formulary checks and drug information, point-of-

care references, discussion topics, and an electronic game on Facebook

called “Diagnose the Disease.”

8

Point-of-Care Mobile Technology

• 87% of physicians who use a

PDA/smartphone said the PDA

channel provides clinical

information that is most

influential in their prescribing

and treatment decisions

• 92% of physicians agree that

“clinical information on my

PDA/S, smartphone improves my

knowledge and capabilities” 87%

2%6%

3% 2% 1%

Most Influential on Prescribing

PDA/Smartphone

Direct Mail

Journal Ad

Rep Visit

e-Detail

Pharma brand web site

9

“Effect of PDA-based information on treatment decisions.”

Mix of 594 primary care and specialty physicians.

Marlborough, MA: Skyscape; March 2008.

The App Revolution: iPhone, BlackBerry, and

Google Android

10

“There’s an App for That”

• Apps for patient information

delivery

• AirStrip Technologies: offers a suite of

HIPAA-compliant apps that collect all

relevant patient information and sends it

to your PDA (including lab results,

cardiology, temperature, etc)

• From QuantiaCare: EatSmart, with

content from Hope Warshaw, RD, MMSc,

CDE, BC-ADM

• Apps for electronic medical records

• The software developer, Epic, just released a

new suite of apps that feature PHR access for

a PDA

11

More Apps for Health Care Professionals

• Apps for medical education and reference

• Krames Patient Education: iPatientED is a quick reference tool for

physicians with 118 animations spanning 22 medical specialty areas,

many with narrations in English and Spanish

• Modality: this company features 120 apps, 55 of which are focused on

medical education

• MedCalc: a medical calculator with a wide array

of medical formulas and scores. Includes

information and bibliographic references for each

formula

• ICD-9 Lite: contains all 13,677 ICD-9-CM

diagnosis codes for quick retrieval by disease

classification in a drilldown format with no typing.

Code to the highest level of specificity every time

12

Mobile Health and the Consumer – Part 2

13

Mobile Technology & Apps Will Redefine the Way

Consumers Manage Their Health…

• 4.7 billion mobile subscribers

worldwide1

• Mobile health apps have grown

by 78% in the United States

• Currently, there are

17,000mHealth apps ̶ 74%

adhere to the paid business

model

• 76% of mHealth market revenue

will come from related services

and products such as sensors

14

…And Address Many of the Challenges Traditionally

Associated with Poor Outcomes

15

ObesityLack of Engagement

Poor Compliance

Boredom Disconnection

Poor Prenatal Care

Pre-diabetes

At-risk Patients

Convergence – The Mobile Answer…

Nike + GPS

• Fitness games are very

popular

• 70% of mobile app

downloads are games

• Wearable sensors are

used by athletes and

nonathletes alike

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Market Landscape: Wearable Devices and

Biosensors

• By 2014, more than 400 million

wearable wireless sensors are

expected to be in existence

• 90% of the market is in sports and

fitness but demand is increasing in

professional and home health care

markets

• Accelerometer/gyroscope market

forecast to exceed $1B by 2014

• Wearable and at-home biosensors

were a $7B market in 2004, growing

10% a year.1

17

Industry:Health &

Productivity $2.3B2

Consumers:Health

eGames$6.6 Billion1

Health eGames +

Social Media

+ Mobile

+Analytics & Outcomes

=…Superior Health & Performance

Opportunity: Health eGames Bigger than

Disease Management

ExergamingCondition

ManagementNutrition

Brain FitnessProfessional

18

Optimizing the Consumer Experience

Before & After Web Mobilization

Mobilization allows your product to be accessed by more than

6,000 mobile devices in more than 600 countries.

Accessed via SMS keyword, 2-D codes, mobile browser – all with

SEO available, our WAPsite solutions drive visitation, registration,

and segmentation of visitor information for continued engagement

to your mobile patient community.

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Secure Mobile Community Apps

JoinBind to a community

ComplySecurity = HIPAA Compliance

InteractSecure Mobile “Community”

Subscribe

Download

Interact

Server/Client Security

1. Encryption

2. Authorization

3. Validation

4. Verification

5. Authentication

Service Management

1. Availability

2. Monitoring

3. Alerts

4. Tracking

5. Audit

6. Reporting

Secure Mobile Community

1. Admin Controls

2. Access Mgt

3. Community Outreach

4. Patient Diary Cards

5. Collaborate

6. Upload Data

7. Update

8. Confirm (activity)

9. Remind

10.Educate

11. Alert

20

21

Interactive Mobile In-Office Materials

Connected Care – Part 3

22

Physicians

Associations• Diabetes

• AHA

• Others

mProCare™

Lifestyle RegimensPharmacies

Pharmaceutical

Companies

Analytics

Database

PCP Functions

• Reminders/Alerts

• Education

• Patient Diary Cards

• Patient Data to EMR/EHR

• Mobile Regimens

• Health Coaching

Patient-centric Healthy Lifestyle Engagement

Sponsor Programs

• Opt-in

• Surveys

• Education

• De-identified Analytics

PatientNet™ Portal

• Opt-in

• Outreach

• Education

23

Example: POC Patient Engagement Workflow

24

Other delivery options:– E-mail

– Call Center– IVR

SMS or audio

dosage reminder

with caregiver

monitor

To: 232-132-2076From: 5301603/25/11 8:00am

Sam, remember to take your morning meds on an empty stomach. Dr Katz

To: 232-132-2076From: 5301603/25/11 8:05am

Sam has replied “Yes” to confirm his morning regimen.

To: 232-141-2567From: 5301603/25/11 8:00am

Sam, remember to take your morning meds on an empty stomach. Dr KatzReply “Yes” to confirm.

Sam, remember to take your morning meds on an empty stomach. Dr KatzReply “Yes” to confirm.eRx/EMR point-of-care

HCP interface

Caregiver

alert options

Mobile Pain Care

25

Key Takeaways

26

• Mobile health and social media will

be a part of everyday health care

• Health care professionals will

embrace digital tools/communities

for clinical performance

improvement, time, and $$$

savings/revenue

• Increased availability, accuracy,

“searchability,” and dissemination of

InformationImage from the January 2010

Consumer Electronics Show in

Las Vegas. Note “digitalHealth”

in the center.