Amcp Mobile Health And Social Media 10 21 11
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Presentation at AMCP 2011 Educational Conference in Atlanta

Presentation at AMCP 2011 Educational Conference in Atlanta

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  • Telecommunication Union, ICT Development Index (IDI), 2009.
  • 1Donner A, Goldstein D, Loughran J. Health eGames Market Report. iConecto & Physic Ventures; 2008.2Health Industries Research Company (IRC). 2007 Wellness Prevention Disease Management.
  • “Effect of PDA-based information on treatment decisions.” Mix of 594 primary care and specialty physicians. Marlborough, MA: Skyscape; March 2008.
  • Peskin S. Can a medical “Facebook”help your plan thrive? Managed Care. June 2009:25.


  • 1. Healthcare in Motion AMCP Education Conference October 21, 2011 Steven Peskin, MD, MBA, FACP EVP and Chief Medical Officer, MediMediaAssociate Clinical Professor of Medicine, UMDNJ
  • 2. Mobile Technology Landscape 2
  • 3. "Every generation needs a new revolution."-Thomas Jefferson• Mobile technology has become ubiquitous in our consumer lives…and it’s bridging to other areas• Today, we are at the leading edge of it, revolutionizing the way we manage our individual health• Three major areas of mobile health that will drive this change: – Health Care Professional: Knowledge building, increased interaction, and improved clinical actions – Consumer: Creating excitement and ease to drive engagement and behavior change with relevant and actionable information and topics – Connected Care: Integrating all key stakeholders (HCPs, life sciences companies, payers, consumers) to efficiently achieve desired health care outcomes 3
  • 4. Mobile Statistics Mobile devices are personal, ubiquitous, connected and advanced. They create a unique opportunity to deploy acquisition, loyalty and engagement solutions Implications• 292 million American cell phone users; 93% of the population in the U.S. • Market for mobile is reaching• 5 Billion text messages sent daily in the maturity as most consumers have U.S.; over 1.5 Trillion in 2009 smart phones and are rapidly increasing their use especially for• Mobile users outnumber internet users non-voice related activities 3:1, growing to 4:1 by 2012 • Mobile phones are private devices• Smartphone market share will overtake that can be directly associated that of the feature phone by 2011 Q3 with an individual facilitating• 97% of SMS messages are opened, 83% micro-targeting and engagement are read in an hour programsSource: 1. Pew Internet & American Life Project – Mobile Health 2010; 2. Morgan Stanley‟s Internet Trends Report 4/2010; 3. Nielsen‟s State of Mobile Media 12/2009; 4.Insight Express, Digital Consumer Portrait, June 2010; 5. Direct Marketing Association‟s
  • 5. Mobile Statistics Mobile health projections vary greatly…but the data suggests a positive environment for deploying mobile solutions across the entire healthcare industry Implications • Physicians use mobile web more • Mobile Solutions in healthcare than 2X the general population…but are rapidly maturing from interesting novelty to accepted are just beginning to use mobile practice and will become tools in patient communications commonplace in the near term • Consumer market for mobile • mHealth market is a large monitoring devices estimated at market that will effect the $7.7 billion to $43 billion by 2015 entire healthcare delivery systemSource: 1. Pew Internet & American Life Project – Mobile Health 2010; 2. Morgan Stanley‟s Internet Trends Report 4/2010; 3. Nielsen‟s State of Mobile Media 12/2009; 4.Insight Express, Digital Consumer Portrait, June 2010; 5. Direct Marketing Association‟s
  • 6. By 2014, Mobile Internet Should Take OverInternet Usage 6
  • 7. How Much Do People Use Their MobilePhones? 7
  • 8. How Has Mobile Usability Changed?• Because of the increasing use of mobiles, their versatility is always growing…• One half of all local searches are performed on mobile devices 8
  • 9. Mobile By Numbers: Consumers• Approximately, 224+ million of the 292 million U.S. subscribers today use text messaging, 75 million access mobile web.• 90% of 18-29 year-old mobile users, 67% of 65+ send texts.• 97% are SMS capable, 59% are web access capable.• 97% of mobile messages are opened, 83% read (within 4 minutes). Only 24% of e-mails are opened when there is a coupon offer• 36% of mobile users took action based on a mobile campaign.• Typical U.S. mobile subscriber between the ages of 35 and 44 will now send or receive more text messages than phone calls per month.• 5 billion+ text messages are sent daily.• Typical Smartphone Web access in Healthcare:  iPhone 58.52%  Google Android Browser 34.04%  BlackBerry 6.94% 9
  • 10. Mobile By The Numbers: ConsumersConsumer adoption of mobile health is strong given the early stage ofdevelopment Believe m-health will be widely 75% accepted by 2015 Expect health insurers to pay for 72% m-health Clinician adoption viewed as the 62% number one driver Willingness to use a mobile health 41% application Male Individual Policy holders 36% wiling to pay $25 for an e-visit Female Individual Policy holders 27% wiling to pay $25 for an e-visit
  • 11. Mobile By The Numbers: ConsumersConsumers show a willingness to pay for mobile healthcare, want to monitorhealth and communicate with their doctor % of Consumers Willing to Pay for Mobile Healthcare Yes Would pay for a No device that would 40% send health info to a doctor 50% 50% Monitor Fitness or 20% wellbeing Want doctor to monitor health 18% remotelySource: PWC Healthcare Unplugged 2010, Health Research Institute 11
  • 12. Mobile By The Numbers: Consumers Key Statistics 57% of 50-64 demo sends text regularly 43% of 30-49 demo access the internet regularly 20% of 18-29 demo made purchases on their phone Source: Pew Research Centers Internet & American Life Project, April 2010 12
  • 13. Mobile Technology & Apps Will Redefine the WayConsumers Manage Their Health…• 4.7 billion mobile subscribers worldwide1• Mobile health apps have grown by 78% in the United States• Currently, there are 17,000mHealth apps ̶ 74% adhere to the paid business model• 76% of mHealth market revenue will come from related services and products such as sensors 13
  • 14. …And Address Many of the Challenges TraditionallyAssociated with Poor Outcomes Pre-diabetes Lack of Engagement Obesity At-risk Patients Poor CompliancePoor Prenatal Care Boredom Disconnection 14
  • 15. Opportunity: Health eGames Bigger thanDisease Management Consumers: Industry: Health Health & eGames Health eGames Productivity $6.6 Billion1 + $2.3B2 Social Media + Exergaming Mobile Condition + Management Analytics & Outcomes Nutrition = Brain Fitness …Superior Health & Performance Professional 15
  • 16. Example: POC Patient Engagement Workflow Sam, remember to take your morning meds on an empty stomach. Dr Other delivery options: Katz Reply “Yes” to confirm.eRx/EMR point-of-care – E-mail HCP interface – Call Center – IVR To: 232-141-2567 To: 232-132-2076 From: 53016 To: 232-132-2076 From: 53016 03/25/11 8:00am From: 53016 03/25/11 8:05am 03/25/11 8:00am Sam, remember to take your morning Sam has replied Sam, remember to “Yes” to confirm meds on an empty take your morning his morning stomach. Dr Katz meds on an empty Reply “Yes” to regimen. stomach. Dr Katz confirm. SMS or audio dosage reminder with caregiver monitor Caregiver alert options 16
  • 17. Mobile Pain Care 17
  • 18. Mobile Technology andHealthcare Professionals 18
  • 19. Market Drivers for Connected Health 19
  • 20. Wireless Health Information Flow 20
  • 21. Mobile By Numbers: Practitioners Doctors have a broad view of the potential application of mobile across the care provider continuum• 94% of Practitioners use a Smart Phone (Typical OS Access Breakdown, 07/11)  iPhone: 56.52%  iPad: 21.75%  Android :11.56%  RIM BlackBerry: 5.88%  Misc: 7.12%• 59% of Practitioners use their mobile device for researching medical information• 57% consult their Smart Phones with their patients• 63% Use Apps frequently• HCP Apps: J&J Black Bag Medscape eProcrates 21
  • 22. Mobile By Numbers: Practitioners75 % of U.S. Physicians own some form of Apple device• Study from pharmaceutical and healthcare market research (Manhattan Research), 75% of U.S. physicians own some form of Apple device, such as an iPhone, iPad or iPod• An additional 28% of physicians plan to purchase an iPad in the next 6 months.• 72 percent of US physicians now use smartphones, more than 80 percent of U.S. physicians will have smartphones by 2012 (up from 64% in 2009), -- more than half of that group will use their phones for patient care & administrative functions (like charge capture and continuing medical education) according to Manhattan Research• Spyglass Consulting Group says that an astounding 94 percent of doctors are using smartphones to communicate, manage healthcare and personal workflows and access medical information--up from 59% in November 2006.
  • 23. AmeriHealth Mobile Wellness Program• Utilizes the GoMo™ Mobile Platform to provide wellness engagement for AmeriHealth corporate clients and their employees.• Empower AmeriHealth clients to deliver important wellness and care content to their insured employees.• Inclusive of any wellness program, disease state, or other healthcare regimen (fitness & nutrition, diabetes, pregnancy, weight management etc).• Employee participants are also able to send in data and create their own personal wellness diary card. – This diary program is a great way to track progress with a particular wellness regimen and employers can offer rewards for participation and progress. 23
  • 24. Point-of-Care Mobile Technology• 87% of physicians who use a Most Influential on PDA/smartphone said the PDA Prescribing channel provides clinical PDA/Smartphone Direct Mail information that is most Journal Ad influential in their prescribing Rep Visit e-Detail and treatment decisions Pharma brand web site• 92% of physicians agree that 6% 3% 2% 1% “clinical information on my 2% PDA/S, smartphone improves my knowledge and capabilities” 87% “Effect of PDA-based information on treatment decisions.” Mix of 594 primary care and specialty physicians. Marlborough, MA: Skyscape; March 2008. 24
  • 25. “There’s an App for That”• Apps for electronic medical records • The software developer, Epic, just released a new suite of apps that feature PHR access for a PDA• Apps for patient information delivery • AirStrip Technologies: offers a suite of HIPAA-compliant apps that collect all relevant patient information and sends it to your PDA (including lab results, cardiology, temperature, etc) • From QuantiaCare: EatSmart, with content from Hope Warshaw, RD, MMSc, CDE, BC-ADM 25
  • 26. Clinical Decision Support• Epocrates – Founded in 1998, over 400,000 members – Not strictly a social professional network – Features immediate formulary checks and drug information, point-of- care references, discussion topics, and an electronic game on Facebook called “Diagnose the Disease.” 26
  • 27. More Apps for Health Care Professionals• Apps for medical education and reference • Krames Patient Education: iPatientED is a quick reference tool for physicians with 118 animations spanning 22 medical specialty areas, many with narrations in English and Spanish • Modality: this company features 120 apps, 55 of which are focused on medical education • MedCalc: a medical calculator with a wide array of medical formulas and scores. Includes information and bibliographic references for each formula • ICD-9 Lite: contains all 13,677 ICD-9-CM diagnosis codes for quick retrieval by disease classification in a drilldown format with no typing. Code to the highest level of specificity every time 27
  • 28. New Mobile eRx Impact on Healthcare Reform eRx “Point-of-Care” deployment enabling mobile patient engagement to enhance compliance & persistence 28
  • 29. Social Media:Transforming the Healthcare Ecosystem 29
  • 30. If Facebook were a country it would be the 3rdmost populated – March 2010 (TechXav)• As of 2011, there are over 800 million active Facebook users – approximately 1 in every 8 people ON EARTH. (• 57% of people talk to people more online than they do in real life (• The average visitor spends 66% more time on social media sites than they did a year ago (6 hours in November 2010 versus 3 hours 31 minutes in 2009) (• The number of people who are visiting social media sites has increased by 24% over the last year (Tech Crunch)• Internet users worldwide spend more hours per week with social media than any other online activity (• The change in social media use among Baby Boomers rose from 9% in Dec. 2008 to 43% in Dec. 2010 ( via David Erickson)• Social networking site usage grew 88% among Internet users aged 55- 64 between April 2009 and May 2010 (Pew Research) 30
  • 31. Physicians are Highly Engaged with OnlineNetworks and Social Media.• Nearly 90% of physicians use at least one site for personal use, and over 65% for professional purposes.• Overall, clinicians express significant interest in the potential applications of social media to their professions – whether via online physician communities, online patient communities or sites that could facilitate physician-patient interactions.• A group of “Connected Clinicians” is using multiple social media sites for both personal and professional uses. These clinicians are the front-runners in applying social media to medicine, and are most eager to use it to positively impact patient care• The vast majority of physicians are already using social media; Facebook tops the list for personal use, while online physician communities are driving professional use.• Physicians familiar with online patient communities believe they positively impact patient health; however, awareness of these sites is low.• There is significant need for secure, convenient forms of electronic communication that clinicians can use to communicate with each other, and with patients.• There are opportunities for constituents across the health care system to use social media as a tool for improving patient care. 31
  • 32. (Mobile) Social Community Benefits for Health Care Professionals• (Mobile) social communities facilitate sharing of clinical insights and solutions to practical clinical problems in a way that promises to hone “best practices”• Allows physicians to: – Access dialogue on best practices – Source and disseminate immediate research – Solicit useful feedback about preferred treatments, protocols, and practice tools that yield best health and patient satisfaction – Build business arrangements 32
  • 33. New Mobile/Social Collaboration in HealthcareNew Healthcare Social Communities being formed for sharing and networkingvia mobile… 33
  • 34. Integrated HCP/Patient Engagement HCPs visit Web/WAP disease state or brand portals driven by QuantiaMD promotion from peer-to-peer educational initiativesQuantiaMD• Link to/from portal• Access to >300,000 HCPs• Engagement & promotion• Educational & resource materials 34
  • 35. Social Networks Influence Patients’ Treatment Decisions* Ages: 35 - 44 53% Strong + some 47% impact No impact + don‟t know*Adapted from: Pharma 2.0. A How-To Guide to Consumer-Generated Content.ePharma Consumer v7.0, Manhattan Research 2008
  • 36. Doctorslike wikisBecause of:SpeedDifferential diagnosisor to jog memoryEaseA useful startingpoint to do research*Jessica Berthold, Web Watch: Living in a Brave New World of MedicalWikis, American College of Physicians, 2008
  • 37. Examples of HCP Social Media Platforms 37
  • 38. Proven Platform 38
  • 39. Typical Community Data for 1 Month 39
  • 40. Medical Directors Forum• Private community developed by Medical Directors for Medical Directors• Communicate with colleagues on a social or professional level• Share best practices• Ability to create interest groups• Access to: – A broad group of Medical Directors – Updated guidelines – Healthcare news 40
  • 41. Healthcare Social Networking Looks Set to beData-Driven Not just shared experiences, but shared personal health data Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable
  • 42. Disease Networks Will Look and be RadicallyDifferent Data provided by 1056 Betaseron patients „People who use it will live longer; people who don‟t won‟t‟ Jamie Heywood Co-founder, Patientslikeme
  • 43. Key Takeaways• Mobile health and social media will be a part of everyday health care• Health care professionals will embrace digital tools/communities for clinical performance improvement, time, and $$$ savings/revenue• Increased availability, accuracy, “searchability, Image from the January 2010 ” and dissemination of Information Consumer Electronics Show in Las Vegas. Note “digitalHealth” in the center. 43