2. Last year, Razorfish Healthware joined other
leaders of the International Health Community at
the Health 2.0 Fall Conference. The London-based
event featured demonstrations of best-in class
healthcare innovations and a thorough review of
the technologies transforming healthcare for years
to come. For those not in attendance, here is the
chalk-full of insights review of selected panels.
Quantified Self
I’ve got my data...now what?02 The next stage of a movement
that changed health outcomes.
03
Empowering the patients: but...
what about the physicians?
Impact of online communities on
the physician-patient relationship.
Developing
best-in-class solutions
for frontline doctors and hospitals
01
Key considerations and steps
to create the tools that improve
healthcare workflow
Summary
HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
3. The “Health 2.0 Tools for Doctors and Hospitals”
panel focused on workflow optimization and
the facilitation of the various stakeholders
interactions. It provided digital healthcare
agencies and small businesses with a review
of a variety of demos illustrating the tools that
will change the scene in the years to come,
along with insights for creating next-generation
physician and hospital solutions.
Interoperability in the hospital setting is a huge problem.
Often, data collection tools are implemented to solve
an immediate or single-disciplinary problem.
These narrow-minded “solutions” are often inhibited
in their ability to work with other products throughout
the hospital ecosystem, despite an inherent need
for inter-product relation. This injects a huge amount
of frustration into the day of healthcare stakeholders.
Often HCP’s will have to use multiple data entry
applications—spending time they do not have.
The challenges
of healthcare data
workflowDeveloping the best-in-class solutions
for frontline doctors and hospitals
01HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
4. This absence of interoperability brings about what
is arguably one of the biggest challenges faced by
healthcare today: “the access to consistent and flowing
content & data” directs panelist Roberto Ascione,
President of Razorfish Healthware, “from infrastructure
to system processing and system integrations”.
The standard of non-integrated hospital setting, and
the fragmented healthcare data it entails, have pushed
patients to become the primary resource in managing
their own health data. “It is largely the patient who is
the system integrator in our world” continues Ascione,
“it’s the patients who carry information from one place
to another…they track their own data bring it with
them to other appointments, etc.”.
In addition to the obvious patient burden, this, in
turn, accounts for a large level of inefficiency across
the system, burying vital information necessary for
diagnosis and treatment regimens and damaging the
accountability of healthcare as an industry.
The defining characteristics of Health 2.0 will help
improve data access, along with the infrastructure,
system processing and integration that supports the
need. Integrated platforms which provide interopera-
bility across multiple systems and collect a compre-
hensive set of data from across the entire health
ecosystem, will undoubtedly be the reform required.
It may sound simple, but at the end of the day,
we need clinically relevant solutions that really work
and that clinicians will actually use. To create these
next-generation tools, the focus should be on the
integration and the improvement of the workflow,
with a physician-centric design.
Mobile for workflow integration
Optimum physician tools must be non-intrusive to
the day-to-day hurried schedule of a modern HCP
and integrate smoothly with the hospital workflow.
Creating on-the-go tools is imperative. Our experience
has shown that mobile is the ideal candidate to ensure
continued usage and a convenient access to data
in point-of-care.
EMR and Google Glass for
workflow improvement
Valuable tools should go one step further and aim
to improve the workflow, specifically in terms of data
management by the HCP. There is a huge market need
in the practical adoption of EMR’s. According to an
October study published jointly by the American
Medical Association and RAND Corporation, while
physicians approve of EMR’s in concept, the time
consuming data entry process required in this early
age of adoption is still a major source of discomfort.
The next-generation of physician tools should face
these adoption issues head-on, and focus on aiding
the tiresome clerical duties and the impacted
face-to-face patient care.
HEALTH 2.0 TOOLS:
FOR PHYSICIANS AND HOSPITALS
CREATING PHYSICIAN 2.0 TOOLS
HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
5. 1. CREATING PHYSICIAN 2.0 TOOLS
One tool that shows real promise to enable more
attentive patient care is Google Glass, which can
be used non-invasively for remote guidance or
consultation during doctor/patient interactions.
Another G-Glass development opportunity: hands-free
video charting applications, which is expected to be a
major asset in simplifying EMR data entry processes in
the years ahead.
Physician-centric design
Optimal user centricity will also be vital for next-gener-
ation physician tools to ensure their continued use. As
stressed repeatedly throughout the panel, it’s important
here to never make assumptions during the design
process if you want your solutions to be adopted.
Rather, it is recommended to be working with the
audience directly throughout the design and implemen-
tation of solutions, gaining HCP and hospital feedback
from the initial stage of development however possible.
Your hospital tools should provide interoperability
across multiple disciplines—which means enter-
prise-wide. They should incorporate comprehensive
and pre-integrated data from all health sectors
(operational and clinical, primary and secondary care,
etc.) to get a better sense for how the whole operation
is working. Surely, this is easier said than done.
So here are a few key points to consider when
developing hospital 2.0 tools.
Data integration
There is a wealth of data that unfortunately gets lost
because it is silo’ed in one platform or another. Don’t
let this happen—after all, the world is built upon the
feats of collaboration. A more collaborative and inclu-
sive approach will be instrumental in shifting from a
widely-held perception of health as a ‘cost’, to health
as an ‘investment’ in human capital. Several interop-
erable solutions were demoed at Health 2.0. Notably,
these included Karify and Fastguide, which respectively
provide integrated multi-stakeholder platforms allowing
for advanced patient interactions and treatment plans.
Cross-Platform
Hospital ecosystems should be able to access network
data no matter where it originates, so be sure to create
tools that can be accessed from a variety of platforms.
Remember: the focus should remain on the ease of
access to patients’ information and to peers, cost
effectiveness and usable enterprise-wide.
Razorfish Healthware has found that the best way
to tackle challenges for enterprise-wide solutions
is by using the combined input from all players in
the ecosystem. One such way is to host cocreation
workshops, in which the solutions are formed from
the combined input of physicians, patients and
designers—all in the same room. To learn more about
those workshops, please contact us here.
CREATING HOSPITAL 2.0 TOOLS
HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
6. 01
The movement to collect and track our
own data has undoubtedly impacted the
development of healthcare technologies.
However, whilst the proliferation of unique
apps and tools continues, the question
remains: what do we do with all this data?
In the Health 2.0 London session “Sensors & Tracking:
Quantifying the Self & Listening to Your Body”, the
consensus of the panel was that we have reached a
peak in the variety, usefulness and creativity of the
tools used for the Quantified Self (QS) movement.
What is desperately needed now is helping patients
understand the data, which is still being generated by
statisticians for statisticians, rather than for laymen.
The following summarizes a selection of the panel’s
Quantified Self demos, providing a review of what’s
available now, and what is coming next.
The most promising ‘next-generation’
demo was perhaps Tictrac. In beta, this
personalized dashboard aggregates
data from the various trackers, sources
and devices that Quantified Selfers
already use. The beauty of this tool is its
a bility to track almost anything, from
anywhere—and for reasons that matter
the most: weight loss, time manage-
ment or whatever you need.
TicTrac is making the first steps towards
“user-controlled data”, but there is still
a lot to be done to encourage users to
interact with their data, manipulate it
and use it to create a meaningful series
of actions.
I’ve got my data...now what?
02Quantified Self
HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
7. The Fibit team, makers of the first-to-market and
perhaps the most globally renowned tracker, intro-
duced their newest device: the Fitbit Force. The
Fitbit Force builds upon the existing motivational
mantra and the expansion of social features to drive
engagement and connections among users and
increase their physical activity.
On the preventative side of QS, a new company
called Qardio previewed their BP measurement
monitor, which takes the form of a portable and
discreet wearable torso strap. The tool demon-
strates how measuring heart health through smart,
wearable devices lends itself to “allow patients
suffering, or at risk of developing cardiovascular
conditions, to better monitor their health”.
The panel put the emphasis on the market
need to go beyond devices synchronization:
to reading simplification. Indeed, while it is
necessary to pull together multiple devices,
data sets and visualization techniques, the
output should be simple and easy to read
information. A single report which allows
users to truly understand how their quan-
tified self results impact their treatment
program and, overall, their health.
Moreover, efforts should be made to ensure
that tools don’t overwhelm physicians with
too much information that is not always
relevant at the time of the reading, but
instead pull out the key data and prioritize
based on patients’ health outcomes.
IF YOU WANT TO DISCUSS HOW YOUR
BRAND CAN CAPITALIZE ON THIS ADVISE
DROP US A LINE HERE
HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
8. The shift to ‘patient-centered’ communications
has been a long one in the making, and one
that is starting to bear fruit for many stake-
holders. With patients being such a powerful,
social, knowledge-sharing force, the need to
be both aware and responsive to this change
of state has posed the pharma industry some
interesting questions, such as:
• How do we communicate our brand messages
when patients don’t think in these terms?
• How do we learn about what patients want,
how do we obtain their information and how
can we influence their decision making?
• What role does the array of digital channels
at hand play in this?
These questions were addressed during the
Health 2.0 session “Empowering Patients”.
The international patient communities reviewed
during this session are featured next.
Patient online behavior
The understanding of patients’ online behavior, of their
journey and interactions—in terms of who, where and
how—has become much more refined in nature. In
turn, the provision of services in the form of education,
tracking, forums and feedback sharing has grown
greatly, allowing for structured conversation, relevant
information downloads and the ability to exchange
stories and experiences with fellow sufferers.
Healthcare ranking
Perhaps the most thought-provoking discussion
was around the nature of healthcare ranking.
PatientOpinion, a non-for-profit organization repre-
sented by its CEO, Paul Hodgkin, enables patients
within the UK healthcare service to provide comments
on their health-related experiences (good or bad),
which are then put in front of decision-makers who can
push for changes based on the patient opinions gained.
Patients vs. decisions makers
The importance of taking the patients’ voice one
step further, by connecting the patients and decision
makers, was not lost on the panel. Arguably the most
supporting commentary on this evolution came from
panelist Maria Gjerpe, founder of MEandYou, who
noted that “for all the empowerment of patients and
the efforts to ensure that they get improved levels of
awareness, language sensitivity and a one-stop-shop
What about the physicians?
Empowering the patients
03HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
9. Esperity (Belgium)
First worldwide multi-lingual social network aiming
to put an end to the isolation of cancer patients.
Patients Know Best (UK)
A British social enterprise, with an aim of putting
patients in control of their own medical records.
Patients Know Best also integrates into the NHS
Connecting for Health network to provide patients
with tools to work with clinicians.
BrainControl (Italy)
An assistive technology that interprets the electrical
signals that correspond with certain brain activity
and allows a computer or other external device to
be controlled with thoughts.
For people who (Spain)
Ask us about this platform that houses communities
specialized around a common illness or health
condition. This unique initiative delivers 360 degrees
of care, helping patients better control their disease
using illness management tools and educational
resources. If your brand or platform is interested in
potentially building a patient community, we can help.
Sources:
1. https://www.patientopinion.org.uk/
2. https://www.kanker.nl/over-ons
3. http://www.prnewswire.com/news-releases/esperitytm-the-first-multilingual-
online-community-for-cancer-patients-worldwide-225344161.html
4. http://en.wikipedia.org/wiki/Patients_Know_Best
5. http://www.braincontrol.it/
approach for their healthcare needs, physicians must
also receive this knowledge and sharing capability,
which must be addressed with equal emphasis
as ‘patient-centered’ communications. Otherwise,
instead of bringing physicians and patients closer
together, we are pushing them further apart.
Fundamentally, what drives the treatment process
from pill to behavior change, is still the physician-
patient relationship—not the technology, which is
only here to support the proposition.”
PatientOpinion (UK)
An independent site about your experiences of UK
health services, good or bad. “We pass your stories
to the right people to make a difference.”
Kanker . Dutch Cancer Society (NL)
An online platform that brings together knowledge and
experience about cancer. A website that has a unique
combination of access to reliable medical information
and a social network.
International patient
community demos
EMAIL US HERE
HEALTH 2.0 - LONDON A COLLECTION OF INSIGHTS FROM THE LEADING HEALTH 2.0 CONFERENCE
10. Razorfish Healthware is a global leader in digital and healthcare communications,
leveraging a unique mix of insight, technology, creativity and industry savvy to deliver
digital innovations, solutions and tools that drive improved health outcomes.
Our deep understanding of the innovation process, human-technology interactions,
and the healthcare ecosystem enables us to generate transformational experiences
that empower people’s health and wellness decisions.
Razorfish Healthware is a single organization able to deploy our full suite of services in
support of any market with more than 300 dedicated professionals based in 9 countries
around the world: US, France, Germany, Italy, Spain, UK, Australia, China, India.
Razorfish Healthware is part of Publicis Healthcare Communications Group (PHCG) ,
the largest and most innovative health oriented communication group.
Razorfish Healthware’s service offering is made up of three specialized business units,
an Advisory practice offering technology strategy and enterprise consulting; a digital
communications and marketing practice and a solutions and technology practice
offering a range of enterprise business tools and related services.
For more information please visit
razorfishhealthware.com
info@razorfishhealthware.com.
EU | t +39 089.3061.411 | f +39 089.3061.415
US | t +1 888.463.3793 | f +1 646.935.4791
Razorfish Healthware
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Razorfish Healthware
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