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Ready for Healthcare Anywhere? - BDI 2/14/13 Mobile Healthcare Communications Summit
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Case Study: Ready for Healthcare Anywhere? ...

Case Study: Ready for Healthcare Anywhere?
While many focus on the “what” and “how” of mobile health, it’s also important to understand the “why?” and the “why now?” In addition to mobile technologies, there are forces at work colliding to create the perfect environment for radical disruptions in the current healthcare delivery model. And yes, these disruptions include how we market and sell prescription medicines, medical devices, software and services. So get ready.
Presented by: Joe Shields, Global Strategic Marketing & New Product Development, Lifescan, a Johnson & Johnson Company

www.bdionline.com

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Ready for Healthcare Anywhere? - BDI 2/14/13 Mobile Healthcare Communications Summit Document Transcript

  • 1. 2/13/13  READY FOR HEALTHCARE ANYWHERE? Joe Shields Innovator @ Large February 14, 2013DISCLAIMERS⊕  The following ideas are my own, or they are cited if I have borrowed them from someone else⊕  All content & photos ©2013 Joe Shields. All rights reserved. unless otherwise noted 1 
  • 2. 2/13/13  Whatdoes it mean to be BORNMOBILE ? Image credit: Qualcomm.PLAY VIDEO PLEASE⊕  http://www.youtube.com/watch?v=Qtf3VtVqDOQ 2 
  • 3. 2/13/13 HIGH-PROFILEADVOCATES"The smartphone will be the hub of the future of medicine, … and your health-medical dashboard.” -  Dr. Eric Topol, director of the Scripps Translational Science Institute, chief academic officer of Scripps Health, January 25, 2013 on NBC’s Rock Center with Brian WilliamsSEEN THIS BEFORE?⊕  eHealth ⊕  mHealth⊕  eBusiness⊕  eCommerce⊕  eStrategy⊕  eLearning⊕  eDetailing⊕  eCME⊕  eCRM⊕  eClinical 3 
  • 4. 2/13/13  WHY? WHY NOW? Convergence.HEALTHCARE DELIVEREDIN 2 PLACES⊕  Periodic measure- ment⊕ Treatment of disease⊕ Opaque⊕ Providers have controlSource: Ernst & Young, 2012. Image credit: E&Y. 4 
  • 5. 2/13/13  NEW HEALTHCARE CONTEXT Cost Empowered Containment PatientsOutcomes - Technology- driven enabled Ubiquitous Connectivity ‘MOBILE’ DOESN’T JUST DESCRIBE DEVICES. IT DECSCRIBES PEOPLE. Tweet-worthy quote ? 5 
  • 6. 2/13/13 HEALTHCARE ANYWHERE The ‘3rd place’ is the patient: •  Continuous monitoring •  Prevention, behavior •  Transparent •  Patients have controlSource: Ernst & Young, 2012. Labeled ‘Healthcare Everywhere’ by E&Y. Image credit: E&Y. HEALTHCARE WITH BORDERS HC = Usual Suspects 6 
  • 7. 2/13/13 HEALTHCARE WITHOUT BOUNDARIES HC = Usual SuspectsHEALTHCARE WITHOUT BOUNDARIES HC = Usual Suspects 7 
  • 8. 2/13/13 IMPLICATIONS FOR US Trends impacting your business + your careerSTUCK IN THE MIDDLE? Care Delivery Communications  Where is your company? Where are you? 8 
  • 9. 2/13/13  CUSTOMER EXPERIENCE must be retooled to meet new requirements of mobile customers. comms cx mobileMOBILE = NEW FACEOF ENGAGEMENT⊕  “Mobile engagement empowers people to take the next most likely action in their moments of need”Source: Forrester, “Great Mobile Experiences Are Built on Systems ofEngagement,” November 2012. 9 
  • 10. 2/13/13 MOBILE ENGAGEMENTDEFINED:⊕  Physical context plus digital intelligence, not just online access⊕  Proactive service, not just self- service⊕  Task-oriented action buttons, not menus or lists⊕  App Internet, not just app or InternetSource: Forrester, “Mobile is the New Face of Engagement,” January 2013.TECH PURCHASE +USE TRENDS⊕  Fewer, multi-function devices ⊜  PC, HDTV, smartphone & tablet⊕  Platform agnostic⊕  Comfort with the Cloud⊕  Consumerization of IT in the workplaceSource: Accenture, 2012. 10 
  • 11. 2/13/13 CAPABILITIES SHIFT SHIFT Visualization Connectivity Fitness or medical Memory device Processing Battery life Integration Image credit: Samsung.PAYING FOR mHEALTHAPPS ⊕  Individuals ⊛  Pay out-of-pocket for apps that improve quality of life⊕  Employers ⊛  Reduce or manage employee & retiree healthcare costs⊕  Integrated payers/providers & ACOs ⊛  Long-term stake in members’ healthSource: Mobile Health Market News, February 4, 2013. 11 
  • 12. 2/13/13 SELF-TRACKING Source: New York Times, January 27, 2013.MOBILE VIDEO  Source: eMarketer, January 2013. 12 
  • 13. 2/13/13  COMING SOON . . . Talking about the future is easy. Being right – not so much.SOMECATALYSTS+INHIBITORS⊕  Customer demand ⊕  Data privacy +⊕  Cheap tech, security including ⊕  Regulatory smartphones confusion⊕  Non-traditional ⊕  Outcomes data players (CE, MNOs, ⊕  Standardization software, etc.) ⊕  Reimbursement⊕  Startups 13 
  • 14. 2/13/13 WHAT’S NEXT?⊕  For HCPs, tablets > smartphones⊕  Pharma makes big move into digital health⊕  More clarity on success criteria & process for outcomes & efficacy⊕  Reimbursement trickles in⊕  Regulatory hurdles loweredSource: Adapted from MobiHealth News webinar, January 31, 2013. CALL ME Joe Shields Twitter: @joeshields1000 LinkedIn: linkedin.com/in/joeshields Image credit: Dreamstime.com. 14