Panel - Roberto Ascione - Doctors 2.0 & Pharma 2011


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Roberto Ascione - Publicis Healthware

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  • mHealth is only 3% of current app marketplace for Apple. That represents a huge opportunity. However, more apps are added every day. More apps added = less share of voice and more competition for place on the mobile screen. This directly translates to the need to deliver apps that are so valuable that they are integrated in to the fabric of our behavior (work flow or life flow). This is discussed in greater detail in a few slides.
  • 1 in 4 apps never get used again.
  • Chronic illness metaphor as travel.Set of luggage for journey. Each piece = aspect of careTreatment journey is represented as the trip across the timeline at the bottom. Each stop on the journey is a “check in” with the physician. Right side is the different types of interactions designed for each “check in”.Destination = Treatment goals / outcomes
  • Create app to help physicians in daily practice using scientific information (credible, published) and connection with peers.Physician can upload a new patient case to find supportive content from scientific information (credible published) and also peer volunteered Search a topic across different “channels” such as literature, etc. Number of recent posts indicated.
  • Panel - Roberto Ascione - Doctors 2.0 & Pharma 2011

    1. 1.
    2. 2. The Collaboration Age<br />@robertoascione<br /><br />
    3. 3. Why mHealth to foster collaboration?<br />Creating communication about and connections to health information, resources and professionals on demand –<br />integrated in to your daily life.<br /><ul><li>Portable
    4. 4. Immediately accessible via any mobile device
    5. 5. With outstanding usability and hyper-localisation.</li></li></ul><li>Likely scenario<br />eHealth<br />Health 2.0<br />mHealth<br />
    6. 6. OVERVIEW<br />The Tipping Point<br />Physicians and Patients are ready to adopt . . .<br />40% HCPs<br />Feel mHealth could help eliminate up to 30% of office visits–<br />a dramatic impact on projected physician shortages<br />Reimbursement models need to adapt, however<br />Source Healthcare Unwired,PricewaterhouseCooper’s Health Research Institute, September, 2010<br />5<br />
    7. 7. OVERVIEW<br />The Tipping Point<br />Physicians and Patients are ready to adopt . . .<br />88% HCPs<br />Would like patients to monitor their own health<br />Compliance is the biggest issue . . .<br />Source Healthcare Unwired,PricewaterhouseCooper’s Health Research Institute, September, 2010<br />6<br />
    8. 8. Rise of the App<br />OVERVIEW<br />The mobile app ecosystem and market model is also expected to evolve with the increasing pool of smartphone and tablet users<br />16,668<br />Medical and healthcare/fitness-related apps – Apple only <br />40% increase since Aug, 2010<br />as of June 2011*<br />*Source,<br />
    9. 9. App Overload<br />1 in 4 <br />Apps never get used again*<br />How do you break through the clutter?<br />*Source dotMobi<br />
    10. 10. Scenarios<br />Workshop<br />Creative Guidelines<br />Think Big<br />Think beyond single organizations, especially your own<br />Think beyond technology limitations<br />Think about designing a solution to be adopted and behaviorally integrated<br />PHI Value-Based mHealth Approach<br />Does one or both of these:<br />Satisfy informational or emotional need<br />Streamline workflow or “lifeflow”<br />Does both of these:<br />Accessible when needed for behavioral integration<br />Treats UI/UX with equal importance to content<br />MOBILE TECHNOLOGY<br />
    11. 11.
    12. 12. Patient Education / Compliance<br />
    13. 13. Physician Education<br />
    14. 14.
    15. 15. Staying in communication between appointments<br />using different points of interaction – FAQs, Pop Up Alerts, Web Calls<br />
    16. 16. Physician Education / Point of Care<br />
    17. 17.
    18. 18.
    19. 19.
    20. 20. Physicians making treatment decisions faster<br />by accessing data on demand and in real-time.<br />