Laugh, Sing, and Eat Like a Pig<br />E-Patient Connections 2010<br />
Revisiting 2010 Trends:  How Did We Do?<br />Regulatory Bodies & 21st Century<br />Value Add Beyond the Pill <br />Technol...
Value Add Beyond the Pill<br />
Defining Value Add Beyond the Pill<br />Our Definition:  <br />Increasing the value proposition of the pharma brand by hel...
Answering the Patient Need<br />Need for Blended Support<br />
2011 Digital Opportunities in mHealth<br /><ul><li>Most brands have made some investment in support programs but as we mov...
Integration of Wireless Health Devices<br />
Practical Examples:  Discussion Tomorrow<br />1<br />2<br />
Evolution of Data & Tracking<br /><ul><li>This will culminate in data driven support programs that provide 24/7 support… a...
2011:  Blend of Technologies<br />Wireless Health Devices<br />User Monitoring Interfaces<br />Next Generation of Patient ...
Where to Start?<br />
Your Agency Needs to Understands the Space<br />Not just mobile, it’s mHealth:<br /><ul><li>Fair balance on small screen
Consistency of presentation across devices
Potential FDA 510k territory
And more… </li></li></ul><li>We Need Actionable Insights into e-Patients<br />Understanding e-Patients:<br /><ul><li>We ne...
He has shaped the development of our programs and provided candid input into what works and what doesn’t</li></li></ul><li...
The Incidental Finding<br />Routine shoulder x-ray, Jan. 2, 2007<br />“Your shoulder  will be fine …  but there’s   someth...
“Textbook”  Stage IV,Grade 4Renal CellCarcinoma<br />My lesions matched this illustration of Stage 4 RCC on Proleukin.com,...
E-Patient Activity 1<br />An e-Patient online:Researching my condition<br />
Laugh!<br />
Sing!<br />
Eat Like a Pig!<br />
An e-Patient online:“My doctor prescribed ACOR”(Community of my patient peers)<br />
An e-Patient online:My own social support network(CaringBridge.org - family and friends - journal & guestbook)<br />
An e-Patient online:<br />Reading (and sharing) my hospital data online<br />
Finally, a Symptom (6 weeks post-x-ray)<br />
Baseline: 39x43 mm<br />50 weeks: 20x12 mm<br />Surgery and Interleukin worked.Target Lesion 1 – Left Upper Lobe<br />
Booyea!<br />
Pay it forward.Start a blog, to teach.<br />
e-Patients.net founderTom Ferguson MD<br /> 1944-2006<br />Doc Tom said,“e-Patients are<br />Equipped<br />Engaged<br />Em...
Using Social Media to share info with other patients <br />Driven by patient questions in my ACOR community <br />My idea,...
Authenticity: 100%</li></li></ul><li>
Me? An indicator of the future??<br />Who’s getting online:<br />1989: Me (CompuServe sysop)<br />2009: 83% of US adults (...
A lot’s changedin 11 months.<br />Since e-Patient Connections October 2009<br />
The meme is booming.Google hit counts tell the story<br />?<br />
The meme is booming.Google hit counts tell the story<br />The meme is booming.Google hit counts tell the story<br />
2010: World Domination begins<br />May: World Congress on IT, Amsterdam<br />June: Health 2.0 Paris<br />July: 56 page sup...
Diario MedicoJuly 2010<br /><ul><li>World’s largest Spanish language medical newspaper
56 page supplement “The new health and the new patients of Web 2.0”
Familiar e-patient faces from North America – and new ones, overseas</li></li></ul><li>Introducing: the Spanish edition of...
Conferences with significant patient participation<br />2010<br />e-Patient Connections<br />Medicine 2.0<br />Health 2.0 ...
External Drivers of Patient & Family Engagement<br />OpenNotes project <br />Robert Wood Johnson Foundation<br />US$40 bil...
Two major Health Affairs articles on Kaiser results from patient engagement<br />2009<br />2004 – 2007: total office visit...
Evidence:Engaged patients do better.<br />
This will drive $ incentivesfor behavior change.<br />
Will you be involved?<br />
Will you know how it works?<br />
Will you know how to engage patientsand help them change behavior?<br />
It’s real.We’re talking.<br />
Cluetrain Manifesto, 1999: “Markets are Conversations”<br />The old marketing funnel:          (Graphics by Forrester)<br ...
Don’t be clueless.Jump in.<br />
You can no longer say that<br />doctors are distant<br />and patients are passive<br />or that healthcare<br />is failing....
One patient’s true story:How an Empowered Patient Beat Stage IV Cancer(and what healthcare can learn from it)<br />“e-Pati...
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  • DIARRHEA WHEN YOU CAN’T HURRYIf you&apos;re gonna break a leg, do it while you&apos;re passed outI was back at work, went to bathroom, passed out. Woke up, femur in V shape. So – break it while passed out, don&apos;t wake up until you&apos;re in shock, which lasts until medics gave morphine. Ambulance, potholes on 93; lamazeCarpentry on my legWound got infected – wife w vet skills took digital camera (&quot;looks infected to me&quot;)Ortho said yup – no need to come down to hospital – take those antibiotics you have script for
  • Laugh, Sing and Eat Like a Pig

    1. 1. Laugh, Sing, and Eat Like a Pig<br />E-Patient Connections 2010<br />
    2. 2.
    3. 3. Revisiting 2010 Trends: How Did We Do?<br />Regulatory Bodies & 21st Century<br />Value Add Beyond the Pill <br />Technology for Reps<br />Mobile Health Apps  CRM<br />Multidisciplinary Solution Teams <br />Data & Intelligence<br />Patient & HCP Online Usage<br />Embracement of Piloting <br />Technology & Marketing Challenges <br />Social Media<br />
    4. 4. Value Add Beyond the Pill<br />
    5. 5. Defining Value Add Beyond the Pill<br />Our Definition: <br />Increasing the value proposition of the pharma brand by helping patients become more engaged in their health.<br />
    6. 6. Answering the Patient Need<br />Need for Blended Support<br />
    7. 7. 2011 Digital Opportunities in mHealth<br /><ul><li>Most brands have made some investment in support programs but as we move into 2011 and beyond, there are some great new digital opportunities to watch (mHealth)</li></li></ul><li>Mobile Nearing Inflection Point<br />
    8. 8. Integration of Wireless Health Devices<br />
    9. 9. Practical Examples: Discussion Tomorrow<br />1<br />2<br />
    10. 10. Evolution of Data & Tracking<br /><ul><li>This will culminate in data driven support programs that provide 24/7 support… a big change from historical tracking efforts </li></ul>Better Data Leads to Better Understanding…<br />Day 1<br />Day 60<br />Day 30<br />Point in Time Tracking<br />Longitudinal Tracking <br />
    11. 11. 2011: Blend of Technologies<br />Wireless Health Devices<br />User Monitoring Interfaces<br />Next Generation of Patient Support Programs<br />
    12. 12. Where to Start?<br />
    13. 13. Your Agency Needs to Understands the Space<br />Not just mobile, it’s mHealth:<br /><ul><li>Fair balance on small screen
    14. 14. Consistency of presentation across devices
    15. 15. Potential FDA 510k territory
    16. 16. And more… </li></li></ul><li>We Need Actionable Insights into e-Patients<br />Understanding e-Patients:<br /><ul><li>We need to understand the e-Patient perspective so that we can develop compelling programs that work</li></li></ul><li>Klick’s Partnership with e-Patient Dave<br />Learning from e-Patient Dave:<br /><ul><li>We’ve had the pleasure of partnering with one of the leaders in this space
    17. 17. He has shaped the development of our programs and provided candid input into what works and what doesn’t</li></li></ul><li>One patient’s true story:How an Empowered Patient Beat Stage IV Cancer(and what healthcare can learn from it)<br />“e-Patient Dave” deBronkart @ePatientDave<br />e-Patient Connections 2010 <br />
    18. 18. The Incidental Finding<br />Routine shoulder x-ray, Jan. 2, 2007<br />“Your shoulder will be fine … but there’s something in your lung”<br />The shadow was a golf-ball size tumor: kidney cancer that had spread throughout the body<br />
    19. 19. “Textbook” Stage IV,Grade 4Renal CellCarcinoma<br />My lesions matched this illustration of Stage 4 RCC on Proleukin.com, with many more.<br />Median survival time was 24 weeks after diagnosis; I was on the way out.<br />
    20. 20. E-Patient Activity 1<br />An e-Patient online:Researching my condition<br />
    21. 21. Laugh!<br />
    22. 22. Sing!<br />
    23. 23. Eat Like a Pig!<br />
    24. 24. An e-Patient online:“My doctor prescribed ACOR”(Community of my patient peers)<br />
    25. 25. An e-Patient online:My own social support network(CaringBridge.org - family and friends - journal & guestbook)<br />
    26. 26. An e-Patient online:<br />Reading (and sharing) my hospital data online<br />
    27. 27. Finally, a Symptom (6 weeks post-x-ray)<br />
    28. 28. Baseline: 39x43 mm<br />50 weeks: 20x12 mm<br />Surgery and Interleukin worked.Target Lesion 1 – Left Upper Lobe<br />
    29. 29. Booyea!<br />
    30. 30. Pay it forward.Start a blog, to teach.<br />
    31. 31. e-Patients.net founderTom Ferguson MD<br /> 1944-2006<br />Doc Tom said,“e-Patients are<br />Equipped<br />Engaged<br />Empowered<br />Enabled”<br />
    32. 32. Using Social Media to share info with other patients <br />Driven by patient questions in my ACOR community <br />My idea, not the hospital’s<br />Cost to hospital: $0 <br /><ul><li>Production values: not so hot… but:
    33. 33. Authenticity: 100%</li></li></ul><li>
    34. 34. Me? An indicator of the future??<br />Who’s getting online:<br />1989: Me (CompuServe sysop)<br />2009: 83% of US adults (Pew)<br />Who’s romancing online:<br />1999: I met my wife (Match.com)<br />2009: One in eight weddingsin the U.S. met online<br />Honeymoon in Paris, a year later<br />
    35. 35. A lot’s changedin 11 months.<br />Since e-Patient Connections October 2009<br />
    36. 36.
    37. 37. The meme is booming.Google hit counts tell the story<br />?<br />
    38. 38. The meme is booming.Google hit counts tell the story<br />The meme is booming.Google hit counts tell the story<br />
    39. 39. 2010: World Domination begins<br />May: World Congress on IT, Amsterdam<br />June: Health 2.0 Paris<br />July: 56 page supplement in Diario Medico<br />November: Medicine 2.0, Holland<br />
    40. 40. Diario MedicoJuly 2010<br /><ul><li>World’s largest Spanish language medical newspaper
    41. 41. 56 page supplement “The new health and the new patients of Web 2.0”
    42. 42. Familiar e-patient faces from North America – and new ones, overseas</li></li></ul><li>Introducing: the Spanish edition of the e-Patient White Paper<br /> From “How they can help us heal healthcare”<br /> to “Como nos pueden ayudar a sanar la sanidad”<br />
    43. 43. Conferences with significant patient participation<br />2010<br />e-Patient Connections<br />Medicine 2.0<br />Health 2.0 Paris (April)<br />Health 2.0 DC (June)<br />Health 2.0 SF (October)(with stipend)<br />Institute for Healthcare Improvement Forum (December) (with stipend)<br />2009<br />Medicine 2.0<br />e-Patient Connections<br />
    44. 44. External Drivers of Patient & Family Engagement<br />OpenNotes project <br />Robert Wood Johnson Foundation<br />US$40 billion in incentives to encourage EMR adoption<br />“Meaningful Use” rules require proving patient and family engagement<br />Long term impact: 2011 to 2015<br />
    45. 45. Two major Health Affairs articles on Kaiser results from patient engagement<br />2009<br />2004 – 2007: total office visits -26%<br />Primary office visits -25.3%<br />Specialty care office visits -21.5%<br />Scheduled telephone visits increased eightfold<br />July 2010 – use of EMR by chronics yields:<br />2 to 6.5 point improvements in glycemic, cholesterol and blood pressure screening and control.<br />
    46. 46. Evidence:Engaged patients do better.<br />
    47. 47. This will drive $ incentivesfor behavior change.<br />
    48. 48. Will you be involved?<br />
    49. 49. Will you know how it works?<br />
    50. 50. Will you know how to engage patientsand help them change behavior?<br />
    51. 51. It’s real.We’re talking.<br />
    52. 52. Cluetrain Manifesto, 1999: “Markets are Conversations”<br />The old marketing funnel: (Graphics by Forrester)<br />Social media makes it multivariate and non-linear<br />
    53. 53.
    54. 54.
    55. 55.
    56. 56.
    57. 57. Don’t be clueless.Jump in.<br />
    58. 58. You can no longer say that<br />doctors are distant<br />and patients are passive<br />or that healthcare<br />is failing.<br />
    59. 59. One patient’s true story:How an Empowered Patient Beat Stage IV Cancer(and what healthcare can learn from it)<br />“e-Patient Dave” deBronkart @ePatientDave<br />e-Patient Connections 2010 Book signings in the Klick Pharma booth<br />
    60. 60. Thank You<br />Digital Strategy • Experience Design • Data & Technology • Online Media klickpharma.com| 1 877 885 9957<br />
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