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