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Panel - Roberto Ascione - Doctors 2.0 & Pharma 2011
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Panel - Roberto Ascione - Doctors 2.0 & Pharma 2011


Roberto Ascione - Publicis Healthware

Roberto Ascione - Publicis Healthware

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  • mHealth is only 3% of current app marketplace for Apple. That represents a huge opportunity. However, more apps are added every day. More apps added = less share of voice and more competition for place on the mobile screen. This directly translates to the need to deliver apps that are so valuable that they are integrated in to the fabric of our behavior (work flow or life flow). This is discussed in greater detail in a few slides.
  • 1 in 4 apps never get used again.
  • Chronic illness metaphor as travel.Set of luggage for journey. Each piece = aspect of careTreatment journey is represented as the trip across the timeline at the bottom. Each stop on the journey is a “check in” with the physician. Right side is the different types of interactions designed for each “check in”.Destination = Treatment goals / outcomes
  • Create app to help physicians in daily practice using scientific information (credible, published) and connection with peers.Physician can upload a new patient case to find supportive content from scientific information (credible published) and also peer volunteered Search a topic across different “channels” such as literature, etc. Number of recent posts indicated.


  • 1.
  • 2. The Collaboration Age
  • 3. Why mHealth to foster collaboration?
    Creating communication about and connections to health information, resources and professionals on demand –
    integrated in to your daily life.
    • Portable
    • 4. Immediately accessible via any mobile device
    • 5. With outstanding usability and hyper-localisation.
  • Likely scenario
    Health 2.0
    The Tipping Point
    Physicians and Patients are ready to adopt . . .
    40% HCPs
    Feel mHealth could help eliminate up to 30% of office visits–
    a dramatic impact on projected physician shortages
    Reimbursement models need to adapt, however
    Source Healthcare Unwired,PricewaterhouseCooper’s Health Research Institute, September, 2010
    The Tipping Point
    Physicians and Patients are ready to adopt . . .
    88% HCPs
    Would like patients to monitor their own health
    Compliance is the biggest issue . . .
    Source Healthcare Unwired,PricewaterhouseCooper’s Health Research Institute, September, 2010
  • 8. Rise of the App
    The mobile app ecosystem and market model is also expected to evolve with the increasing pool of smartphone and tablet users
    Medical and healthcare/fitness-related apps – Apple only
    40% increase since Aug, 2010
    as of June 2011*
  • 9. App Overload
    1 in 4
    Apps never get used again*
    How do you break through the clutter?
    *Source dotMobi
  • 10. Scenarios
    Creative Guidelines
    Think Big
    Think beyond single organizations, especially your own
    Think beyond technology limitations
    Think about designing a solution to be adopted and behaviorally integrated
    PHI Value-Based mHealth Approach
    Does one or both of these:
    Satisfy informational or emotional need
    Streamline workflow or “lifeflow”
    Does both of these:
    Accessible when needed for behavioral integration
    Treats UI/UX with equal importance to content
  • 11.
  • 12. Patient Education / Compliance
  • 13. Physician Education
  • 14.
  • 15. Staying in communication between appointments
    using different points of interaction – FAQs, Pop Up Alerts, Web Calls
  • 16. Physician Education / Point of Care
  • 17.
  • 18.
  • 19.
  • 20. Physicians making treatment decisions faster
    by accessing data on demand and in real-time.