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Wearables are Transforming R&D and Dare Delivery : Report Extract


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The full report can be found here

Wearables will change the execution and economics of drug R&D, expand the definition of “therapy,” and transform patients’ roles in healthcare.

Wearable technologies have the potential to transform medicine and the delivery of healthcare more significantly than any other component of the digital revolution – or indeed than many other scientific advances. By offering new, richer, and more nuanced sources of real-time data directly from patients, wearables can enable a greater understanding of disease and the factors that influence its course, both at the individual level and collectively. Wearables will transform how clinical trials are recruited and run, and which kinds of endpoints are measured. They will also change the economics of R&D, allowing faster recruitment, more reliable data collection, and shorter trial times.

For pharma, wearables provide not just an opportunity to reduce R&D costs, but also to improve outcomes and enhance relationships with patients, providers, and payers. They also bring new kinds of partners and competitors, and require a shift in mindset: to accept that future winners will not be those with the best molecule, but those who most effectively marry their scientific innovation with the appropriate technological innovation to ensure the best results.

The full report can be found here

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Wearables are Transforming R&D and Dare Delivery : Report Extract

  1. 1. Report Extract
  2. 2. Trends Hot Topic DMKC0160959 | Published on 06/06/2016 © Informa UK Ltd. This document is a licensed product and is not to be reproduced or redistributed 2 Report reference: DMKC0160959 Published on: 06/06/2016 About Datamonitor Healthcare Complete market coverage Our independent research and analysis provides extensive coverage of major disease areas, companies and strategic issues, giving you the perspective to identify opportunities and threats arising from shifting market dynamics and the insights to respond with faster, more effective decision-making. Unique expert capabilities With teams located across developed and emerging pharma markets, we are uniquely placed to understand local healthcare trends and provide accurate and reliable recommendations. By working closely with our partners at MedTrack,Citeline, SCRIP Intelligence and Informa Healthcare, our experts are able to share data and resources to produce the most authoritative and robust market intelligence. With over 700 clients across the pharma and biotech industries, we are relied upon to provide strategic guidance, not only through published analysis, but also tailored support solutions. Cutting-edge delivery Available through single reports or via subscription to our state-of-the art online intelligence service that features intuitive design and interactive capabilities, our analysis offers the definitive platform to enhance your product management, market assessment and strategic planning. Additional Strategy Series Reports: Bringing you a clearer, richer and more responsive view of the pharma & healthcare market. - Profitability Assessment of Branded Generic Inhalers - Immuno-Oncology Deal Trends, 2011–15 - Big Pharma Licensing Trends, 2011–15 - Pharma's Patient Centricity - Psoriatic Arthritis Pricing, Reimbursement, and Access - COPD Pricing, Reimbursement, and Access - Multiple Myeloma Pricing, Reimbursement, and Access - Asthma Pricing, Reimbursement, and Access - Hepatitis C Pricing and Reimbursement - Malignant Melanoma Pricing and Reimbursement - Access in Emerging Markets: HTA is Making Inroads - CER, HEOR, and Value-Based Frameworks in the US - Key Trends in European Market Access - Biosimilars Market Access in the US - Oncology Pathways in the US – Friend or Foe for Pharma? - Accountable Care Organizations: What Impact on Pharma? - EGA Biosimilars Conference 2015 - Beyond-the-Pill Services and Solutions: Pharma’s Next Frontier?
  3. 3. Trends Hot Topic DMKC0160959 | Published on 06/06/2016 © Informa UK Ltd. This document is a licensed product and is not to be reproduced or redistributed 3 CONTENTS 5 5 5 5 5 5 5 EXECUTIVE SUMMARY What are wearables, and why should pharma care? Wearables makers: pharma partners or competitors? Wearables’ early impact in R&D and beyond Drivers and resistors of wearables in healthcare Case studies involve a range of players, devices, and therapy areas Wearables are part of digital health investments 7 9 9 10 WHAT ARE WEARABLES, AND WHY SHOULD PHARMA CARE? Wellness and medicine: blurring boundaries Enabling patient centricity; lowering costs Bibliography 12 12 16 17 WEARABLES MAKERS: PHARMA PARTNERS OR COMPETITORS?Who is making wearables? Fostering and funding digital health innovation Bibliography 20 20 25 WEARABLES’ EARLY IMPACT IN R&D AND BEYOND Most wearables trials to date have been feasibility studies Bibliography 28 28 31 33 DRIVERS AND RESISTORS OF WEARABLES IN HEALTHCARE Drivers Resistors Bibliography 36 36 39 40 40 41 41 42 43 43 44 44 WEARABLES CASE STUDIES Wearables are used along the value chain and across stakeholders Biogen-Google: uncovering the course of multiple sclerosis Novartis-Qualcomm: building the foundations for mobile trials Novartis-Microsoft: measuring multiple sclerosis UCB-MC10: improving diagnosis and treatment of Parkinson’s disease Johns Hopkins-Apple: using Apple Watch to predict seizures UnitedHealthcare-Qualcomm: paying for steps Medibio-Medtronic: diagnosing depression Google (Verily)-Dexcom: stick-on glucose monitors for diabetes Otsuka-Proteus Digital Health: digital medicines may improve outcomes but first must pass regulatory muster Bibliography 48 48 WEARABLES ARE PART OF DIGITAL HEALTH INVESTMENTS Unquantified investments
  4. 4. Trends Hot Topic DMKC0160959 | Published on 06/06/2016 © Informa UK Ltd. This document is a licensed product and is not to be reproduced or redistributed 4 LIST OF FIGURES LIST OF TABLES 48 49 52 53 Efficacy gains expected Who will pay for wearables in healthcare? The technological future Bibliography 55 55 55 55 APPENDIX About theauthor Scope Methodology 8 50 50 51 Figure 1: Wearables’ impact on drug development and marketing Figure 2: Return on investment from wearables may be realized by supporting higher reimbursement Figure 3: Patients’ out-of-pocket purchases of wearables could also feature in future business models Figure 4: Wearables can also benefit the bottom line by improving R&D efficiency 12 14 28 37 Table 1: Makers of wearables Table 2: Examples of pharma’s partnerships involving wearables Table 3: Drivers and resistors of use of wearables in healthcare Table 4: Selected case studies of wearables’ use
  5. 5. Trends Hot Topic DMKC0160959 | Published on 06/06/2016 © Informa UK Ltd. This document is a licensed product and is not to be reproduced or redistributed 9 Wellness and medicine: blurring boundaries For now, wearables remain in the experimental phase in regulated medicine. However, the rapid uptake of health-related wearables such as Fitbit or Jawbone activity trackers within the consumer market provides a glimpse of the potential of such devices in healthcare. That opportunity has not escaped the attention of technology and software firms, from giants like Google to tiny start-ups. Indeed, the boundary between tools to enable healthy lifestyles and therapeutic solutions to optimize health outcomes is blurring. Most of the recognized wearable brands, like Fitbit or Garmin, are marketing device-enabled corporate wellness programs to employers seeking to lower their health insurance costs (Garmin, 2016). A few healthcare providers, meanwhile, have started to use devices like Withings’ Wireless Blood Pressure Monitor, a cuff which connects wirelessly to a smartphone to allow patients to easily take and monitor their own readings at home, and/or to subsequently share them with a physician (Stanford, 2014). The device has US Food and Drug Administration (FDA) and European device clearance, and can be purchased online, along with the rest of Withings’ suite of consumer-tech products. Even payers are getting in on the action: UnitedHealthcare is offering free activity tracker devices to some employers and employees, allowing them to earn dollar credits off their insurance premiums by moving more each day (UnitedHealthcare, 2016). Enabling patient centricity; lowering costs As well as expanding the boundaries of modern medicine, wearables are also turning medicine on its head by putting patients, rather than physicians, at the center. Patients are increasingly generating their own data, and thereby becoming far more empowered guardians of their own health, and more Figure 1: Wearables’ impact on drug development and marketing Source: Datamonitor Healthcare
  6. 6. Trends Hot Topic DMKC0160959 | Published on 06/06/2016 © Informa UK Ltd. This document is a licensed product and is not to be reproduced or redistributed 29 Drivers TECHNOLOGICAL: RAPIDLY INCREASING DEVICE SOPHISTICATION; BETTER DATA ANALYTICS, ENCRYPTION, AND STORAGE CAPABILITIES In just seven years since the first Fitbit activity tracker was launched, both consumer-focused and medical-grade wearables have become hugely more sensitive, sophisticated, discreet, and reliable. They underpin the “quantified self” movement that puts consumers in control of their own health and wellbeing by allowing them to track various physiological and psychological parameters in real time. Greater connectivity means that patients can also more easily and conveniently access specialist advice, armed with real-time data on health variables. Advances in data analytics techniques and platforms (across a wide range of data sources, including for instance Internet/social media data), secure storage capabilities and encryption, and software solutions offering device interoperability are enabling the greater use of and reliance on wearable tools. Moreover, the body-technology boundary is blurring as wearables miniaturize (thanks to advances in semiconductors, connectivity, and battery life) into skin-like patches or “BioStamps,” tiny subdermal implants, and ingestibles (Sheynin, 2016). COMPETITIVE AND ECONOMIC: DRIVE TOWARDS IMPROVED, MORE COST-EFFECTIVE OUTCOMES The 2010 Affordable Care Act in the US has compelled payers and providers to focus on cost- effective care delivery and improved outcomes. Wearable technologies can help with both, in particular for patients suffering from chronic conditions. By allowing patients’ conditions to be monitored and assessed within the home environment, wearables can help avoid emergency care and hospitalization, as well as making care more convenient for the patient, for example by linking to apps or online programs offering support and tailored advice. Wearables and related mobile technologies can help increase medication compliance – a huge driver of outcomes – without sacrificing care quality or personalization: indeed, real-time data sources can improve personalization. MORE EFFICIENT R&D, BETTER DIFFERENTIATED MEDICINES Pharma faces pricing pressure across both specialist and chronic indications. This demands more efficient R&D, and more clearly differentiated medicines with demonstrably good outcomes. Wearables can help at all stages of R&D, but also in future as part of commercial therapies. Wearables offer the potential to accelerate trial recruitment and shorten trial times (through greater retention rates), thus lowering R&D costs. In some chronic diseases, they may also form part of the on-market product differentiation required to resist commoditizing prices: in diabetes, a lack of significant therapeutic innovation means the competition comes down to which devices and technology systems can show improved outcomes. Even in specialist areas like cancer, competition and payer pushback are forcing pharma to prove outcomes and control prices. The use of wearable tools in R&D is moving downstream from early development as data are generated and confidence builds. As with any new endpoint, or measures such as biomarkers, “those measurements that work will move forward with medicine through its development lifecycle,” notes
  7. 7. Trends Hot Topic DMKC0160959 | Published on 06/06/2016 © Informa UK Ltd. This document is a licensed product and is not to be reproduced or redistributed 52 The technological future Wearables will evolve to become smaller, more robust, and more powerful. To overcome the problem of getting users to engage over the long term, they will become frictionless – requiring little or no active input from the wearer, instead automatically uploading information to send to the doctor. “The less amount of time a user has to actively do something to get data, the more they’ll use it,” explains Rick Rudick, Biogen’s vice president of development sciences and head of value based medicines. “If I have to take off a sensor, plug it in, upload it, and answer questions, I’ll soon get tired,” he says, citing experience (personal correspondence, 2016e). Many wearables may transition into “insideables,” worn under the skin. The tools and algorithms used to analyze and make meaning from wearables data will also evolve, perhaps eventually to become self- learning, using data from across ever larger samples and treatments to start to predict the course of a disease, for instance. Figure 4: Wearables can also benefit the bottom line by improving R&D efficiency Source: Datamonitor Healthcare
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