Conference wrapup: ePatient 2010

E-PATIENTCONFERENCE10 Big Ideas From e-Patient 2010

About conference wrap upsiQ is the innovation lab of GSW Worldwide. Weresearch emerging trends in both how technology andexpectations are changing. Then we model innovativetools and experiences designed just for health caremarketersOne of the ways we stay connected to the thoughtleaders in our industry is speaking at and liveblogging from top healthcare marketing conferencesAfter the conferences we collect the top 10 big ideaswe heard to share in conference wrap up sessions.We use presentations like this one to lead thosediscussions

MOBILE HAS AMULTIPLIER EFFECTMobile devices activate patients and care teams incompelling new ways

1 MOBILE HAS A BIG IMPACT ON ADHERENCE• Have you ever left your house without your cell phone and decided to go back to get it?• Mobile tools are simply more present and integrated in our lives. Their reminders are more relevant.• Mobile reminders increase adherence 27% In a study of hypertensive patients, Partners Healthcare’s Center for Connected Health found that Vitality’s GlowCap service raised medication adherence rates from 71% to 98%

2 POWERFUL SENSORS EMPOWER EPATIENTS• We’ve made a big move in how people can participate in their own healthcare: FROM: SUBJECTIVE TO: OBJECTIVE HEALTH PATIENT DIARIES TRACKERS• New biometric tools like Zeo and Fitbit help people track their sleep, activity, even vitals• The tools generally offer longitudinal tracking online and even make healthy recommendations• Patients love the new sensors, but physicians have been slower to integrate them into overall care plans

THERE’S A NEWMETRIC IN TOWNIt’s not trial or even adherence – instead, it’s aboutbringing better health to more people

3 TODAY PHARMA IS LOOKING FOR REAL CHANGE• Every speaker we heard talked about the ultimate metric: sustained behavioral change • It’s not about taking one drug or “Theres a huge asking one question disconnect between • It’s about making better our long-term aspirations and choices, one by one, every day moment-to-moment choices” Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health

4 HEALTHCARE IS INNOVATING IN A NEW KIND OF LAB• Joe Shields came to the conference to crowdsource a plan. He was set to be Pfizer’s first global innovation chief and wanted to hear from us: what are the ehealth challenges his company should focus on?• He’s one of a flurry of new innovation heads in the corridor• Healthcare leaders like J&J, Lilly and the Mayo Clinic are building innovation practices around business strategy. These new labs are looking at changing demographics, new communications tools, and emerging markets

ADVICE DOESN’TCHANGE BEHAVIORBut personalized, highly relevant coaching just might

5 TAILORED MARKETING CAN CHANGE HOW OUR BRAINS PROCESS INFORMATION• Tailored marketing isn’t just demographics; it’s connected to the real-world influences on the patient’s healthy behaviors• More tailored messages activate the medial prefrontal cortex (the decision-making part) and the precuneus (where ideas are attached to long-term memory)• In a smoking cessation case, high-depth tailoring moved a 6- month adherence rate from 28% to 39% In the study mentioned above, researchers used MRI machines to scan people’s brains while giving them 60 random messages, with varying degrees of personalization

6 MARKETING DOESN’T HAVE TO BE DISRUPTIVE; CONNECT WITH PEOPLE WHERE THEY ARE• Designers and innovators are looking for new ways for health information to fit seamlessly into our lives or even line of site• In one example, New York state partnered with Xbox Live to deliver emergency alerts (and connect with tens of thousands of people who weren’t watching live TV) In-game xBox emergency alert: “Pervasive information is persuasive information” David Rose, Vitality, creator of GlowCaps

HCPs AREN’TSATISFIED WITHBUSINESS AS USUAL“Our generation of physicians was never satisfied notcommunicating well with people. These tools givepeople choices and an ability to be there with patients.”(Ted Eytan, MD, MPH)

7 MEDICINE IS MOVING ONLINE FAST• Kaiser Permanente has over 3 million people enrolled in its online health management system. In the second quarter, those people sent over 2.6 million emails to their physicians. All that participation makes a difference. For example, KP’s customers in Hawaii have near-unbelievable compliance for annual mammograms:

8 PHYSICIANS WANT TO END THE ASSEMETRY BETWEEN DOCS AND PATIENTS Partnering with Admitting docs Talking to them for better don’t knowpatients about all health everything the info they’re Doing things for Medicine changes getting and with patients every 3-5 years – What have you rather then to how can anyone found online? them know everything?

WE’RE MOVINGTOWARD A PATIENT-CENTRIC MODELAway from the top-down model of planning

9 IT’S TIME TO DESIGN CLINICAL TRIALS WITH ePATIENTS IN MIND MORE MORE PARTICIPATORY GENEROUS Or radical and revolutionaryEnroll from anywhere Own your dataReport in from real life See the results

10 EVEN MEDICAL MEDIA IS BECOMING PATIENT FIRST• Twenty years ago, medical journalists tended to open their advance copies of JAMA and New England Journal of Medicine to write stories• The medical news was top down• Now personal stories reflect “I’m not in the bigger challenges in navigating business of changing systems; I’m in the the healthcare system business of helping people use the system as it is.” Elizabeth Cohen, CNN Senior Medical Correspondent, author of The Empowered Patient

INNOVATION LAB 2010

Conference wrapup: ePatient 2010

by IQ the innovation lab of GSW Worldwide on Dec 27, 2010

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