mHealth trends

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Presentation developed by Tim Lewis and Lynnette Hunter focused on mHealth Trends and future opportunities for the pharmaceutical industry.

Presentation developed by Tim Lewis and Lynnette Hunter focused on mHealth Trends and future opportunities for the pharmaceutical industry.

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  • 1. Get better, not burnedfrom the mHealthexplosionPresenters:Tim Lewis, Director Interactive StrategyAbelsonTaylor, Inc.Lynnette Hunter, Account DirectorAbelsonTaylor, Inc.
  • 2. Today’s realityMHEALTH CURRENTLY 2
  • 3. mHealth OverviewmHealth – “the practice of medicine and public health supportedby mobile devices”Sonnier definition Professional health Mobile communication mHealth technology* Consumer health *Gathering and transmission of health information “mHealth.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 12 May 2012. Web. May 23, 2012. Tapella, Michael. "Defining mHealth." Scientia Advisors Blog. Scientia Advisors, LLC, 20 06 2011. Web. May 23, 2012. 3
  • 4. Internet Users Have Indicated a Strong Interest in mHealth Services 56% 41% 40% Like the Prefer more of Would pay monthly idea of their care via fee for remote remote care mobile phone monitoring device “Healthcare Unwired”. PricewaterhouseCoopers’ Health Research Institute. Sept 8, 2010. 4
  • 5. And Many Are Using Smartphones as aKey Tool for HealthPeople using smartphonesMillions 91 67% 61 59 mHealth 46 Participation 30 28 33% 20 mHealth 10 Own a Smartphone Use Mobile Phone for Health Participation 2008 2009 2010 2011 Cybercitizen Health US 2011. Manhattan Research, LLC. 5
  • 6. How are Pharma Companies Responding to This Rapid MobileGrowth?By type, 2006–2009 and 2010*% of total Educational websites Social media/online communities Patient support programs 2006–2009 2010 Smartphone apps mHealth (excluding smartphone apps) Patient-controlled medical services 0 10 20 30 40 50 60 70 80 90 100 *Excludes categories of risk/cost-sharing with payers, open innovation, and other. Ernst & Young. “Progressions: Building Pharma 3.0.” Feb 15, 2011. 6
  • 7. Apps Are Playing a Big Role Duringthe Infancy of mHealthAvailability of mHealth apps Use of mHealth apps*ThousandsHealth-related apps on all Research platforms (2010) Apps Mobile browser iOS Health-related Track apps (2011) 0 5 10 15 0% 20% 40% 60% 80% 100% MobiHealthNews blog. Sept, 2010. *n=177. “Dr. Mom Study 3 (Survey IV).” BabyCenter. 148Apps.biz blog. Sept, 2011. March, 2011. 7
  • 8. User Choice for Apps Is aLow-Investment DecisionFactors for choosing mobile health appsPercent of users polled 64% No cost/free 45% Good user reviews 37% Trust brand/creator 23% Friend/expert 19% 18% 17% App store Magazine/ Doctor’s approval feature web advice “Healthcare Unwired”. PricewaterhouseCoopers’ Health Research Institute. Sept 8, 2010. 8
  • 9. And Impacts the Quality of UserEngagement Over TimeApp usage over time 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 Months “iOS & Android Apps Challenged by Traffic Acquisition Not Discovery”. Flurry blog post. Oct 13, 2010. 9
  • 10. Users of mHealth Apps Are Very Activeand Differ From Typical App UsersmHealth app users Number of health apps downloaded Number of health apps used regularly (2 or more times per month) 0 0.5 1 1.5 2 2.5 3 3.5 Cybercitizen Health US 2011. Manhattan Research, LLC. 10
  • 11. A brief look forwardEVOLUTION OF MHEALTH 11
  • 12. mHealth: A Broader DefinitionmHealth means more than just mobile devices. It is a healthcare experience thateliminates space constraints to enhance the healthcare continuum across channels.Sonnier definition Professional health Mobile communication mHealth technology* Consumer health *Gathering and transmission of health information 12
  • 13. mHealth: A Broader DefinitionmHealth means more than just mobile devices. It is a healthcare experience thateliminates space constraints to enhance the healthcare continuum across channels. Professional health ALL communication mHealth technology* Consumer health *Gathering and transmission of health information 13
  • 14. mHealth: A Broader DefinitionmHealth means more than just mobile devices. It is a healthcare experience thateliminates space constraints to enhance the healthcare continuum across channels. Professional health mHealth Consumer health 14
  • 15. Recall: Many Are Using Smartphones as aKey Tool for HealthPeople using smartphonesMillions 91 67% 61 59 mHealth 46 Participation 30 28 33% 20 mHealth 10 Own a Smartphone Use Mobile Phone for Health Participation 2008 2009 2010 2011 Cybercitizen Health US 2011. Manhattan Research, LLC. 15
  • 16. Revenue in mHealth is in Its Infancybut Growing QuicklyAdvertising Services*$ Millions $ Millions 35 1050 30 900 25 750 20 600 15 450 10 300 5 150 0 0 2010 2011 2012 2010 2011 2012 *Does not include app download revenue. Mobile Healthcare Marketing: Prescriptions for Health and Wellness on the Go. eMarketer. Sept, 2011. 16
  • 17. The mHealth Patient Journey Px Dx Tx Cx PREVENTION DIAGNOSIS T R E AT M E N T COMPLIANCE 17
  • 18. Prevention (Px)Improve healthcare and experience system cost savingsby working with patients to prevent disease before onset 2001 2011 2020 2001 63 million U.S. adults online 173 million U.S. adults Online for health for health online for health likely ubiquitous Health channels on portals, Health video, social media Increasing access to search engines, mostly and mobile access reached experts, care providers, symptom driven critical mass medical data DIGITALINFO ONLY CARE Cybercitizen Health US 2011. Manhattan Research, LLC. 18
  • 19. Current Information Trend• Consumers use digital sources to: – Manage their benefits – Improve treatment adherence – Track and manage their conditions – Exchange information with their physicians• 43% of consumers seek information via smartphone when first experiencing symptoms, with Pharma Rx brand sites being the #2 source of info• Millennials are leading interest group in mHealth but all age groups show engagement 72% Generation Y 52% Generation X 42% Baby Boomers 26% Seniors 52% Total 24 – 33 33 – 47 47 – 65 65+ Cybercitizen Health US 2011. Manhattan Research, LLC. 2011 Survey of Health Care Consumers in the United States. Deloitte Center for Health Solutions. 19
  • 20. Pharma Opportunity• Start the process of information connectivity at the earliest possible point in the disease cycle. EXTEND ENGAGE Create mobile content that extends beyond Make user engagement owned media a priority • Disease information centers • Mobile web responsive design/WAP • Information portals • Optimize mobile enrollment • Mobile app rich media • Provide lifestyle management tools • Mobile SEM (SMS, mobile health programs) 20
  • 21. Expanding Access to Improve Prevention• Retail pharmacies, healthcare providers and patients converge in a kiosk environment to expand point of care access• The information system is modified and accessed by patients across devices to improve health outcomes to dramatically reduce health care costs for millions of people through self service• This represents an opportunity to drive more productive patient/HCP conversation and allows companies to target key messages SoloHealth presentation, May, 11, 2011 21
  • 22. DiagnosisImprove healthcare and experience system cost savingsby diagnosing diseases or conditions earlier 43% 36% Online health 34% 32% 34% info seeking invarious medical 26% scenarios Info seeking fromsmartphone/cell 11% 10% 8% 9% 10% 7% phone When experiencing To prepare for a After receiving a After receiving a When experiencing For support/info new symptoms doctor visit diagnosis from a prescription from a side effects or about living with a doctor doctor concerns about a condition drug Cybercitizen Health US 2011. Manhattan Research, LLC. 22
  • 23. Telehealth Will Provide a Key Intervention Opportunity• Tomorrow patients will do more “just in time medicine” using both phone and video for consultations.• Their benefits will include more timely physician intervention and reduced emergency room visits. Average callback time from a leading telehealth company: 22 minutes from anywhere in the country. Health Care and Business: Using new technologies to reduce costs, improve access and increase employee satisfaction. Teladoc. 2011. 23
  • 24. Pharma Opportunity• Evolve mobile patient profiling tools and training – Telehealth is very dependent on a chart review – Pharma can help prepare physicians for how to identify appropriate patients remotely for their specific drugs• Develop process to address complex prescription behaviors from a distance – Prior authorization requirements• Provide feedback to users of mHealth to enhance value Would you be more likely to use an app that can analyze the information you’re logging and give you feedback as to how you’re doing? No Yes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Motivating Patients to Use Smartphone Health Apps. Consumer Health Information Corporation. April 21, 2010. 24
  • 25. TreatmentImprove healthcare and experience system cost savingsby providing patients with information to discuss treatment decisionsand initiate effective treatment of their conditions 43% 36% Online health 34% 32% 34% info seeking invarious medical 26% scenarios Info seeking fromsmartphone/cell 11% 10% 8% 9% 10% 7% phone When experiencing To prepare for a After receiving a After receiving a When experiencing For support/info new symptoms doctor visit diagnosis from a prescription from a side effects or about living with a doctor doctor concerns about a condition drug Cybercitizen Health US 2011. Manhattan Research, LLC. 25
  • 26. mHealth Apps Provide an Intriguing OpportunityFactors for choosing mobile Patients with smartphones would accept and use mobilehealth apps app if recommended by physician They were free YES User reviews were good 0% 10% 20% 30% 40% 50% 60% I trust the brand or app author Friend or patient expert recommended it Physicians want patients to track and monitor more at home Read about it in magazine/on websiteIt was featured in the app store YES Doctor/HCP told me about it 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70% Cybercitizen Health US 2011. Manhattan Research, LLC. “Healthcare Unwired”. PricewaterhouseCoopers’ Health Research Institute. Sept 8, 2010. 26
  • 27. Pharma Opportunity – Patient• Recognize that activities done via mobile differ in many respects from those done via desktop – Shorter and more focused• Deliver targeted mobile display and search against these queries – A mobile search for your drug name is likely someone who just left the physician office – Provide savings and brief information to these searchers• Consider providing dynamic content to mobile visitor to optimize a short visit• Think of apps as accomplishing either ST or LT goals – It is OK if an app has a short shelf life if it is designed that way – Educate HCPs on relevant apps that can be recommended to patients 27
  • 28. ComplianceImprove healthcare and experience system cost savingsby making patients compliant and persistent through indicated length oftherapy Would be more likely to adhere to a treatment program if I had a mobile app to keep me on track 0% 10% 20% 30% 40% 50% Total Basic mobile users Smartphone users “Bigger than DTC? The promise of mobile health.” MicroDialogue for EuroRSCG Life 4D. Nov 10, 2010. 28
  • 29. Using Mobile Tools to Drive Compliance• Connect desktop and mobile experiences together to keep medication “top of mind”• SMS is an underutilized tool in healthcare messaging Method by which US smartphone owners prefer to receive health-related reminders, April 2011 % of respondents 3% 1% Text Message 15% App 41% Phone alarm 20% Email Buzzing drug vial 20% Phone call Cybercitizen Health US 2011. Manhattan Research, LLC. 29
  • 30. Pharma Opportunity• Provide access to content across devices• Create responsive messaging based on specific patient journey• Deliver information in a way that motivates continued beneficial patient behavior 30
  • 31. Sample Program: HealthPrize• One early direction is to incorporate behavioral economics and gaming dynamics to the compliance issue• Uses rewards program to incent positive patient behaviors – Disease/drug education – Compliance reporting – Provides desktop and mobile app engagement Results • 6-month pilot program with RealAge • Asthma/COPD sufferers (n=282) • Avg. of 7.7 logins/wk • Self-reported medication compliance 90% (at 6 months) 31
  • 32. mHealth Considerations• Keep target in mind – Avoid age bias – Must ensure that smaller screens are still usable by an elderly user base – who are you designing for?• Understand the implications of any apps that are created – Can the app be classified as a medical device and subject to PMA requirements? – See FDA draft guidance on Mobile Medical Applications (July 21, 2011)• As tablet ownership grows, consider designing for three screens – iPads alone are estimated to be used by 1/3rd of all Internet users by the end of 2014 – Experience on a tablet can be very different than on a desktop or a smartphone• Consider the patient journey holistically – As EHR moves from provider to patient, look for ways to be a contributor to their health data• Keep program goals in mind 32
  • 33. Thank you 33
  • 34. Tim LewisDirector, Interactive/RM Strategy 15 years of medical device and pharmaceutical sales and marketing experience Designed/managed corporate/product/consumer websites, microsites, mobile sites, and mobile messaging Designed over 14 multi-channel RM programs for consumers, patients, and HCPs across multiple therapeutic categories – Dermatology Therapeutic categories include: – Orthopedics – Men’s health – Spine – Women’s health – Patient care – HIV – Dental implants – Diabetes – Insomnia – Dyslipidemia – Gastroenterology 8 product launches, 2 global campaigns Published author of digital and relationship management topics in industry magazines BS in Business Administration – Grace College 34
  • 35. Lynnette HunterAccount Director, Client Services 12 years of healthcare marketing and advertising experience, including healthcare professional and patient CRM program design, website launches and relaunches, mobile web and text programming Therapeutic categories include: – Diabetes/endocrinology – GERD/acid reflux – Insomnia 3 product launches, 1 product relaunch BS in Biological Sciences – University of Illinois 35