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Breaching Boundaries Ethics 20101116 V3x

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Presentation made by Citobi at last bdma congress (18/11/2010)@Mechelen Belgium. Pierre De Nayer presented a "concept car"case, pharma oriented. But Citobi can do much more...(automotive, …

Presentation made by Citobi at last bdma congress (18/11/2010)@Mechelen Belgium. Pierre De Nayer presented a "concept car"case, pharma oriented. But Citobi can do much more...(automotive, media, retail, etc...)


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  • 1. Breaching Boundaries Ethics: The Health/DM boundary p. 1 The Health/DM boundary Business Summit by BDMA- Mechelen 18/11 Pierre De Nayer, Partner, Citobi
  • 2. Citobi’s (1to1)«Concept Car » ( For Pharma) p. 2 « If we can do this, we can do anything…. »
  • 3. Personnal Health Management: a heavy trend 3
  • 4. 2009-08_v05 Imagine your cell phone is used to collect some health related data… 2009-08_v05 p. 4
  • 5. 2009-08_v05 …and that your physician is associated in the process 2009-08_v05 p. 5
  • 6. 2009-08_v05 One Step Further in breaching the boundaries… 2009-08_v05 p. 6
  • 7. 2009-08_v05 Adherence to treatment: A major health issue Costing >USD 200 Billions a year to US Health (TC: USD 1,7 Trio ) US: 125 000 deaths per year Annual cost to pharmaceutical companies : >30 USD Billions 2009-08_v05 Annual cost to pharmaceutical companies : >30 USD Billions WHO: The most pressing healthcare issue in the western world. Benchmark? Health services companies spent USD >3 billion on direct marketing advertising in 2009 (Source DMA)
  • 8. 2009-08_v05 The advent of PERSONALIZED medicine 2009-08_v05
  • 9. 2009-08_v05 e-Compliance Platfom based on device fit for purpose Smartsticker™ Fits in real-life treatment process Patient can easily stick it to blistered drug No prior deblistering required 2009-08_v05 No constraint for practical use by patient Reliable material Adaptable to 95% of blister formats Can be integrated in simple logistical flow
  • 10. SCORES: Linking Health & Communication Exceptionally detailed individual compliance reports For their patients treated with your drug In pdf format for convenient reading, printing and saving Branded with your product / company In the form of a service, not a study…
  • 11. 2009-08_v05 SCORES as therapeutic tool FROM REAL-LIFE EXAMPLE “Mr Smith regularly forgets his medication, then compensates by taking a double or even triple dose. This could explain some of his side 2009-08_v05 some of his side effects. This compliance issue should be addressed prior to considering second line treatment.”
  • 12. 2009-08_v05 SCORES as therapeutic tool FROM REAL-LIFE EXAMPLE “Daily variations in Mrs. Jones’ intake pattern are worrisome, and lead to omissions. Patient needs adequate support 2009-08_v05 adequate support to ensure proper drug intake prior to considering a change in dosage or a switch.”
  • 13. 2009-08_v05 Get your compliance report on your cell phone… 2009-08_v05 p. 13
  • 14. Typical content: What is your “adherence” profile and how you can improve it How to handle your disease/condition? … And (personalized) more in-depth content by post. disease/condition? What is a Smartblister, and why does your doctor propose you one? How to use your Smartblister Processing of your personal data p. 14
  • 15. 2009-08_v05 Tailor-made, self-adhesive, Attached micro-chip records precise date and time of each Just to summarize how it works (1/2) 2009-08_v05 p. 15 Tailor-made, self-adhesive, strip is applied to back of drug blister precise date and time of each tablet extraction Data is read in centrallyCompliance report is produced
  • 16. 2009-08_v05 @ @ @ Just to summarize how it works (2/2) 2009-08_v05 p. 16 CRM platform & database 1.As requested in leaflet, patient activates kit by sending SMS with kit identification code 2.Patient is reminded per SMS to return Smartblister if applicable
  • 17. 2009-08_v05 Results/ Take aways… Health Related Objectives ROI: The forbidden word Are we saving lives? Maybe. Did we improved the quality of life of patients? Certainly! And a lot! 2009-08_v05 Marketing and Sales objective Impact on corporate branding Impact on relationship with physicians Impact on consumer trust Calculate yourself the ROI: A cancer live saving drug is costing up to 40 000 USD a year (to…you, the taxpayer). Imagine now the patient has only a 50% adherence to treatment. p. 17
  • 18. 2009-08_v05 One Step Further… How will our next (1to1) « Concept Car » looks like?… 2009-08_v05 p. 18 Just ask us… Pierre De Nayer, Partner, Citobi +32 478 554 667 pierre.de.nayer@citobi.com or denap@citobi.com