power to the patient (by sofie bruggeman)
TRANSCRIPT
@SofieBruggeman
http://be.linkedin.com/in/sofiebruggeman
Power to the
People //
Patient
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
The power
tools of the E4
patient
Sofie Bruggeman Research Manager Life Sciences & Healthcare
InSites Consulting
@SofieBruggeman
http://be.linkedin.com/in/sofiebruggeman
Nice to meet you! I am Sofie Bruggeman
I am 28 years old, working in Ghent area (InSites HQ) & living
in the city centre. I like to explore cities & to be overwhelmed
by nature’s beauty!
As a researcher, I soon was intrigued by the fascinating & rich
triangle patient – physician – pharmaco!
After 6 years, this fascination has only grown, especially in the
direction of the patient revolution.
This movement will change the industry & even more… the world!
Empowered patient
Research Manager Life Sciences and Healthcare
Power to the
patient has
IMPACT
Conversations
are out there
A third globally
impactful movement
in history
1 2 3
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
Power to the
patient has
IMPACT Source: IMS data 2011
Physicians feel their power is weakening
Treato collects
patient
conversations
Treato collects
patient
conversations
Empowered patients
are a FACT today
Local marketers
start interacting
Healthcare marketeers engage in conversation management
How do marketing managers
manage the world of conversations?
Empowered patients
are a FACT today
Enter the
conversation
challenge!
Empowered patients
are a FACT today
Patients connect with other patients …
a big impact!
Empowered patients
are a FACT today
Patients help each
other!
…. government
follows
Facebook supports donor campaign of
Belgian government with app
Moetiknaardedokter app?
Empowered patients
are a FACT today
Explosion
of
apps
Towards the E4-patient
E
M
P
O
W
E
R
E
D
ENGAGED
EQUIPPED
ENABLED
Empowered patients
are a FACT today
The E4 patient
What about …
your own
personal
defibrillator?
Empowered patients
are a FACT today
Speaking of
powerful
equipment…
Logbook app
Automatic logbook
Internet logbook
Manual logbook
Empowered patients
are a FACT today
Evolution of health
management
The IBG star, a tool for patient engagement by Sanofi Aventis
EQUIPPED
ENABLED
Empowered patients
are a FACT today
Evolution of health
management
“ “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 Dave
Healthcare consultant
Boosting patient
conversation
#WhatsInIt4HealthCareProviders
Apps: think B2B2C
Patients
Life Sciences & health-
care industry
Physicians
#WhatsInIt4HealthCareProviders
#WhatsInIt4HealthCareProviders
Maximizing
compliance
Apps that
boost sales
directly (through
compliance)
What is the % of
smartphone
owners in EU?
%
Higher or Lower than
?
What is the % of
smartphone
owners in EU?
%
Source: “Social media around the world”
by InSites Consulting - 2011
Apps are
selected
carefully
8(!) 24 installed in use
(weekly)
Source: “Social media around the world”
by InSites Consulting - 2011
18% today uses
health apps
1. Apps for practical purposes
2. Apps for entertainment
3. Apps for connecting with others
Room for healthcare apps: 18% in 2012 30% in 2015!
Source: “Social media around the world”
by InSites Consulting - 2011
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
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
EU support for
apps
“Health apps represent a technological
tool to help inform &
support citizens in the self-
management of their
health & wellbeing. They can bring
health information to our fingertips.
The best of these apps enable
us to act swiftly and
decisively on self- care
issues.”
Robert Madelin, Director General, DG CONNECT,
European Commission
Glucose buddy – free app
Health ecosystem
Rule 1_Successfull apps are part of a digital health ecosystem
Rule 2_Successfull apps are reliable & effective
Apps influence
patient behaviour
1 2
3
Rule 3_Successfull apps require sustainable business models
Example: risk assessment calculator
Long-term
thinking
Rule 4_Successfull apps target behaviour change
Bant – blood value measurement app
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%.
Return on app
investment?
Vree – by Merck
Rule 5_Successfull apps maximize the power of the data it generates
Leads to an integrated
overview of the health
status of a person –
combined with potential
actions to be taken.
e.g. progress charts,
supporting interaction with
physician (e.g. follow-up of
weight control)
Giving
(feed)back
HeartVille Winner of 2012 Future of
Health Award
Apps for mental
health as well
“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
App development
• Pharma companies
• Patient organisations
• Governments
• Hospitals
• Health insurers
• HCPs
• Social Media companies
• …
Different potential players / stakeholders
Let’s not go too
fast!
is
NOT
the take away of
this presentation
Start creating
your own app
Just 1 example,
many more, so let’s
not go too fast!
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
People are out there Making conversations Patients are just like people Making use of social media As a healthcare sector Let’s not ignore but support the empowered patient
Structural
partnerships
E
M
P
O
W
E
R
E
D
ENGAGED
EQUIPPED
ENABLED
@SofieBruggeman
http://be.linkedin.com/in/sofiebruggeman
+32 497 06 19 49
Ask for our
latest papers!
@SofieBruggeman
http://be.linkedin.com/in/sofiebruggeman
+32 497 06 19 49
Ask for our
latest papers!