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2016 Healthcare Trends

Trendwatchers from around the world came together to identify the big shifts critical to pharmaceutical brands and healthcare marketers.

What's inside: 2016 will be the year an old debate reignites and simple digital tools fuel an incredible new era of clinical study. The patient journey will be rerouted and the tug of war at the point of care will get much more intense. Caregiving will approach a cliff, healthcare teams will get bigger, and patients will come to the exam room with new expectations. The science of motivation will face a crossroads and you’ll probably lose you Fitbit.

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2016 Healthcare Trends

  1. 1. real world science We’re at the advent of a new age of clinical study, one that will dramatically amplify the size and scope of research.And, you’re invited to join. trend01
  2. 2. How much effort does it take to recruit participants for a medical study? 60,000 “We have sent out over 60,000 letters. Those 60,000 letters have netted 305 women.” - Kathryn Schmitz, PhD, University of Pennsylvania Health System
  3. 3. How much effort does it take to recruit participants for a medical study? “To get 10,000 people enrolled in a medical study normally, it would take a year and 50 medical centers around the country.” – Alan Yeung, Medical Director, Stanford Cardiovascular Health 50 med centers 12 months 10,000 people
  4. 4. 50 med centers 12 months 10,000 people AppleResearchKit+ StanfordUniversity 0 1 30,000
  5. 5. Welcome to the trial in your pocket.
  6. 6. How it works Each day the app asks simple questions: 1. How user feels 2. If she’s used an inhaler 3. if she’s taken her meds Mount Sinai Asthma App Uses phone sensors to track a multitude of data in the foreground and background Integrates wearable data Data is then sent to researchers on a dashboard
  7. 7. Review sites are the new targeted trials.
  8. 8. Morethan30millionAmericans takeantidepressants, 30,000,000+ 4,041 butthelargeststudyconducted to-dateincludedjust4,041people.
  9. 9. Iodineis executingthe first large-scale antidepressant study To add a review to Iodine, users start with comparable data by using numbers and buttons to share their topline experience.
  10. 10. Each review is combined with others to let searchers see a snapshot of all user experience and then quickly toggle into specific subsets of users or view comments.
  11. 11. And big brands are noticing the value. *Brands with patientslikeme partnerships
  12. 12. The Final Frontier (ForNow)? Electronic Health Records
  13. 13. GuardantHealth+Flatiron usingbigdataandEHR’s tohelpoptimizeclinicaltrials.
  14. 14. how much? The debate may be an old one, but it’s re- energized and raging in 2016. Patients, payers, and providers want to know: are these drugs really worth the cost? trend02
  15. 15. There’sawargoingon.
  16. 16. VS Doctors Rising Drug Costs
  17. 17. VS Doctors Rising Drug Costs 100 prominent oncologists wrote in the journal Mayo Clinic Proceedings that skyrocketing cost of cancer treatment puts sick Americans in an untenable situation.
  18. 18. VS Doctors Rising Drug Costs 100 prominent oncologists wrote in the journal Mayo Clinic Proceedings that skyrocketing cost of cancer treatment puts sick Americans in an untenable situation. The American Medical Association recently voted to support banning DTC advertising to combat rising drug costs.
  19. 19. VS Rising Drug Costs Patients The #1 health care priority for voters: Making sure that high-cost drugs for chronic conditions, such as HIV, Hepatitis, mental illness and cancer, are affordable to those who need them.
  20. 20. And here are their demands:
  21. 21. And here are their demands:
  22. 22. Back to the Black Hat? 74%72% 72% of Americans feel that drug costs are unreasonable. 74% of Americans believe that drug companies put profits before people.
  23. 23. New Equations for Value National Comprehensive Cancer Network efficacy+ safety+ qualityofevidence supportingtherapy+ consistencyof thatevidence+ affordability value of treatment
  24. 24. New Equations for Value ASCO clinicalbenefits+ sideeffectsof treatmentregimens+ patientsoutof pocketcosts net health benefit score
  25. 25. healthy getting healthier Already motivated to live better? Good, we’ve got more stuff for you. But, what about the people who aren’t motivated yet? trend03
  26. 26. The options for quantifying, encouraging, and tracking have never been greater.
  27. 27. The Wearables Dream People who need to become healthier will buy wearables, use them consistently, and be motivated by them.
  28. 28. The Current Reality: About half of wearable buyers are younger 35 One third earn more than $100,000 Only 10% wear them daily (PWC) Over 50% Stop using them quickly (PWC) 1/2 1/3 10% 50%
  29. 29. So what’s driving real behavior change with those that aren’t as inclined to be healthy?
  30. 30. In previous years we tried TELLING people what to do.
  31. 31. TheNationalSchoolLunchProgram The Result?
  32. 32. $1.2 BillionAnnually 50% OfServedFruit 75% OfServedVegetables 25% OfServedMilk
  33. 33. So in 2016 we’re helping people DISCOVER what to do.
  34. 34. Contextual Clues vs Restriction
  35. 35. Incentives
  36. 36. Elevating wearables as medical devices
  37. 37. any doctor will do In 2016, healthcare is happening everywhere. Consumers are finding trusted health professionals in pods, on iPads, in stores, on the couch, and more. trend04
  38. 38. Telehealth and other alternatives are sweeping the nation 9% 20%13% 45% Sought care using a telehealth service Sought care at a retail health clinic Sought care at an urgent care clinic Of telehealth users were unaware of these services 2-3 years ago
  39. 39. In the US, 64% would try new, non-traditional ways of seeking medical attention and treatment if the price was right 64% And the globe.
  40. 40. And the globe. In Canada, 52%of patients predict that mobile health (mHealth) will improve the convenience and access of healthcare 52%
  41. 41. And the globe. In Germany, 43% are willing to accept services and products from non-traditional healthcare providers 43%
  42. 42. And the globe. In emerging markets, 54% expect that mHealth will improve the quality of healthcare they receive in the next three years 54%
  43. 43. Home health is becoming personalized.
  44. 44. Designed for: children with reoccurring ear infections
  45. 45. Designed for: women’s healthcare
  46. 46. Designed for: caregivers working with elderly or frail patients
  47. 47. And this means BIG savings Using digital health tools in primary care could save the US healthcare system $10 billion annually —Accenture
  48. 48. And BIG impact for the healthcare system —Accenture,2015 PATIENT OFFICE VISIT TIME SAVINGS 37,000 PCPs (18% OF PCP WORKFORCE) ANNUAL VALUE ~$7 BILLION
  49. 49. Don’t want to stay at home? Grab and go healthcare at the store.
  50. 50. prescribed prescriptions Payers, administrators, and patients are ripping away decision making from the point of care. trend05
  51. 51. “What we’ll pay for” “What we can afford”“What we’ve seen work”
  52. 52. Consolidation is leading to new influence LIVES COVERED BY EXPRESS SCRIPTS: 2005 2015 12 MILLION 85 MILLION
  53. 53. Their reach is being found directly within the workflow 29% of physicians report that their EHR automatically restricts prescribing choices due to formulary guidelines. 29%
  54. 54. fee-for-service reimbursement outcomes-based compensation plans HealthSystemsareshifting theirpaymentmodels FROM TO
  55. 55. Increasing reliance on the Director of Pharmacy role
  56. 56. Decreased choice, but decreased hassle 55% of physicians agree that participation in ACOs will constrain the level of choice they have when it comes to what they can prescribe for patients –Manhattan Research, 2015 55%
  57. 57. Patients are being sticker- shocked into action 38% 52% 38% of men said they opted out of going to the doctor to save money. 52% of women shared the same sentiment. –eHealth survey, 2015
  58. 58. Tools employers are providing to boost consumer-like behavior Self-service decision supporttools Price transparency tools for medical services Medical decisionsupport & secondopinion services Employee advocacy tools & services for claims assistance High-touch health concierge services Patients are encouraged to behave like consumers
  59. 59. Consumerist Patients
  60. 60. team health Consolidation and specialization have created deep benches of professional talent at many practices. For patients, that means a new player, a new face at every visit. trend06
  61. 61. In 2015 healthcare was in a merger frenzy.
  62. 62. In 2015 healthcare was in a merger frenzy.
  63. 63. In 2016, the buying binge will refocus on the site of care.
  64. 64. In 2016, the buying binge will refocus on the site of care.
  65. 65. Encouraged by evolving physician attitudes 46% 33% 23% 21% Top physician reasons for consolidation Gain/retain income security Leverage negotiating power with payers Achieve/retain work-life balance taking advantage of organizational infrastructure — Deloitte survey of US physicians
  66. 66. Group Med 13
  67. 67. Hot jobs
  68. 68. “I’M CARING FORYOU” HOURS WORKED OWNING MYPRACTICE “WE’RE CARING FORYOU” IMPACTMADE MULTIPLE EMPLOYERS FROM TO MillennialDoctorsarethrivinginthe shiftinghealthcareenvironment.
  69. 69. first visit, second opinion Patients are coming into the practice with strong opinions about what’s wrong and what they need to feel better. trend07
  70. 70. The evolution of the empowered patient
  71. 71. Patientsbecame activelyinvolvedin theircare. 88% feel confident in their abilities to take responsibility for their health 89% agree that they know where to look and whom to ask if they have health questions or concerns 64% feel that they could be making more decisions about their health and wellness
  72. 72. This“inconvenient” informedpatient becamethe “expected” patient. 1:5 patients said that doctorsare more likelyto ask them to make a finaldecisionabouttreatment comparedto two years ago.
  73. 73. Patientsare becoming empoweredto saynotoendof lifecare.
  74. 74. Patients interpretingdata andproviding themselveswith direction. Personal Analytics Dashboards
  75. 75. Patients interpretingdata andproviding themselveswith direction. Wearables as a coach
  76. 76. caregiver crunch Millions of people are doing a job they were never trained for: managing the health and wellness of an aging loved one. trend08
  77. 77. Who are our caregivers? 1:10 people in the UK are caregivers 1:6 people in the US are caregivers 1:4 people in Canada are caregivers
  78. 78. Who are our caregivers? 49 years old 60% are female full-time job 24 hours a week caregiving
  79. 79. We’re approaching a caregiver cliff. Thenumberoffamily caregiversavailablefor eachpersonrequiringcare isprojectedtodropfrom 7 to 3
  80. 80. They need support Around 9 in 10 want more opportunities to meet and share knowledge and experiences with. More than 8 out of 10 caregivers say that they could use more information or help on caregiving topics.
  81. 81. And they are getting older Older adults caring for spouses provide an average of nearly 45 hours-a-week of care, nearly twice the average. Caregivers who are 75 or older are less likely to have paid help, are managing their family finances, and act as medical advocates.
  82. 82. Tohelpmeettheirneeds, 2016willbringnewideasin: supportsystems employmentlawfinancialincentives
  83. 83. Healthful Caregiving?
  84. 84. special thanks Abigail Schmelzer Alex Brock Allison Pignatelli Amanda Joly Amardeep Lally Andreas Reinbolz Andrew Glenn Ann Manousos Brooke Glanzberg Chris Devine Chris Iafolla Christina Blosser Christopher Callahan Dan Smith Dave Sonderman Duncan Arbour Ed Hammerton Eduardo Menendez Elizabeth Stelzer Eric Davis Eric Sabo Francine Carrick Heather Irvine Ilya Tetelman James Tomasino Jason Sankey Jeffrey Giermek Jennifer Fleishman Jennifer Oleski Jessie Brown Joanna Voorhis Joe Desalvo John Mucha Joy Hart Juli Cavnar Kara Kinsey Kevin Coleman Kevin Nalty Kristianne Shanker Leigh Householder Liana Federico Logan Cooper Maggie Janco Marci Piasecki Mark Jazvac Mark Stechschulte Matt Mizer Matthew Bergen Melissa Morrow Michael Bonilla Michelle Casciola Naseem Allaf Nate Lemke Nicholas Capanear Nick Bartlett Nicole Sordell Nina Bressau Pat Etter Patrick Richards Rupert Dooley Salvatore Cannizzaro Sarah Brown Scott Page Stephanie Jones Susan Perlbachs Tom Callan Tom Mullins Tyler Sax Vaneeta Verma Vanessa Rivera Zach Gerber
  85. 85. information