social, local, mobile, and the impact on health information
DESCRIPTION
A version of this presentation was delivered for the DIA Clinical Forum at The Hague, in October 2012. The entire presentation was delivered from an iPhone 4S, mirrored to an AppleTV, switching to live demonstrations of health applications - including an augmented reality scenario where a medicine had a holographic virtual assistant. The audience, of predominantly medical information professionals from the pharmaceutical industry, were seeking to understand how emerging channels may help to provide context-sensitive health information to patients and HCPs.TRANSCRIPT
Pharma & Healthcare Campaign Planning for a Digital World
SOcial, LOcal, MObile and the impact for health Information
Paul GrantSenior Client Partner
Pharma & Healthcare Campaign Planning for a Digital World
Show of hands…
Source: kho / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Who has a mobile device with them today?
Source: woodoo007 / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Who used it as an alarm this morning?
Source: auremar / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Who checked their email before bed last night?
Source: Leukos Leukos / Photographer’s Choice / Photolibrary
Pharma & Healthcare Campaign Planning for a Digital World
Who is checking email now?
Source: Adriaan Bloem | Flickr
Pharma & Healthcare Campaign Planning for a Digital World
What does a mobile device represent in your life?
Source: alphaspirit / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
A camera?
Source: Piotr Bizior
Pharma & Healthcare Campaign Planning for a Digital World
An organizer?
Source: Horia Varlan | Flickr
Pharma & Healthcare Campaign Planning for a Digital World
Entertainment?
Source: bloomua / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Sense of belonging?
Source: olechowski / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Link to knowledge?
Source: Ialmoond / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Thought support?
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Pharma & Healthcare Campaign Planning for a Digital World
Oh, maybe a phone too!
Source: lioliz | Flickr
Pharma & Healthcare Campaign Planning for a Digital World
So, what about mobile devices and health information?
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Pharma & Healthcare Campaign Planning for a Digital World
Source: MHealth. (2012, September 7). In Wikipedia, The Free Encyclopedia. Retrieved 11:30, September 10, 2012, from http://en.wikipedia.org/w/index.php?title=MHealth&oldid=511158695
“mHealth applications include the use of mobile devices in collecting community and clinical health data, delivery of healthcare
information to practitioners, researchers, and patients, real-time monitoring of patient vital
signs, and direct provision of care (via mobile telemedicine).”
Trend #1: mHealth
Pharma & Healthcare Campaign Planning for a Digital World
Source: icetray / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Case study in life-logging: Me!Note: data screenshots below are indicative (not mine); no diagnoses please.
Pharma & Healthcare Campaign Planning for a Digital World
“NHS Local” digital service
• 52% of patients would Skype their Doctor if the option was available
• 20% of patients said a Skype appointment with their doctor would be more private
• 14% of patients said a Skype appointment would make it easier to discuss problemsSource: http://nhslocal.nhs.uk/story/bring-skype-easier-gp-access-say-more-half-nhs-patients, N=328
Pharma & Healthcare Campaign Planning for a Digital World
Source: http://www.socialmediaexaminer.com/is-social-local-mobile-right-for-your-business/
Trend #2: SoLoMoSOcially integrated, LOcation based services, through MObile devices
Pharma & Healthcare Campaign Planning for a Digital World
Walgreens
• Refill by Scan - Scan your Rx label, submit and pick up at your local Walgreens
• Pill Reminder - Set up helpful reminders to keep you on track
• Transfer Prescription by Scan - Easily transfer your prescriptions to Walgreens
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
Making data relevant
Pharma & Healthcare Campaign Planning for a Digital World
Real-world + Virtual-world = Future?
Source: http://i292.photobucket.com/albums/mm16/nugentrk/Public/minority-report.png
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
“Show this message to the bartender for a free Pimm’s Cup”
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
Source: icetray / 123RF Stock Photo
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
SoLoMo in Animal Health
Pharma & Healthcare Campaign Planning for a Digital World
Pharma & Healthcare Campaign Planning for a Digital World
A few things about mobile…
• No need to rush in!• Consider:
– Is there a tangible business case?– What is the need that this will fulfil?
• What information do we have, that might be useful to someone while ‘on the move’?
• Where might they want to access it, and how might the location provide relevant context?
• How would they engage with the information?• Could they share or socialise the actions?
Pharma & Healthcare Campaign Planning for a Digital World
The future?
http://vimeo.com/46304267