Downloaded 55 times
Uploaded byDavid Lee Scher, MD
The Digital KOL 6.2015
The document discusses the rise of digital physician key opinion leaders (KOLs) as a new paradigm in healthcare. Digital KOLs are physician experts who are also leaders in social media and champions of patient engagement and digital tools. They serve as advisors to digital health companies, help design medical apps and mobile clinical trials, and disseminate health information via social media to both professionals and patients. The digital age requires a new approach from the pharmaceutical industry, and digital physician KOLs can help drive this transition by promoting digital interactions and partnerships.
The Digital KOL 6.2015
- 1. The Digital KOL:A New Paradigm David Lee Scher, MD, FACP, FACC, FHRS Director, DLS Healthcare Consulting, LLC Clinical Associate Prof of Medicine Penn State College of Medicine @dlschermd Blog: The Digital Health Corner
- 3. Who is thecustomer? • Physicians? • Other HCPs? • Consumers? • Patients? • Caregivers? • All of the above?
- 4. Digital Technology asa Patient Advocacy Tool “Patient advocacy regards any activity which ultimately benefits a patient. Using that definition, it can apply to caregiving for an individual patient, to groups that develop policies and advice that help patients, to government groups that develop legislation to improve systems or processes for patients” ----Trisha Torrey
- 5. Five Imperatives ofa Digital Pharma Strategy* • Physician KOLs • Business partners • Apps • Social media • Data sharing *The Digital Health Corner 9/26/2014
- 6. What is aDigital KOL? • Physician expert in the focused field, but not the usual suspects • Social media leader • Champions of patient engagement and role of digital tools
- 7. Why Digital PhysicianKOLs?* • Physicians are at intersection of Digital and Healthcare • Digital tools need clinical outcome studies • KOLs provide insight into clinical and process workflows • Patient engagement necessitates a clinician • A different type of KOL needed today *The Digital Health Corner 10/20/2014
- 8. KOLs as aBridge to Digital Business Partners • Medical device/remote patient monitoring companies • Patient engagement tool companies • Digital marketing partners • Mobile clinical trial companies • Academic institutions
- 9.
- 10. Social Media: Whodo People Trust?
- 11. Source: MedData Group,June 2014
- 12. Social Media* • 85%of oncologists and PCPs use social media at least daily to scan or explore health information • 65% say it improves their care delivery • 14% contribute information daily, 46% weekly • 58% perceive SoMe as way to get current high quality information *J Medical Internet Research Sept 2012
- 13. Twitter: The HealthcareHashtag Project: Tweet Chats #HCLDR #BCSM #ARNS #OTalk #BRCA #hcsm #hpmglobal #hcsmca #diabeteschat #HealthcareChat #BTSM #ChatRosacea #hpm #BrainTumorThursday #khchat
- 14. General • #digitalhealth • #PatientsInvolved •#FOAMed • #CDCwhistleblower • #patientsincluded • #SuicidePrevention • #GeriMedJC • #IARC • #GeneticTesting • #MeaslesTruth • #EndSuicide • #TX4VaxChoice • #SERMOasksOz • #HIT100 • #mHealth
- 15. Diseases • #IwishPeopleknewThatDiabetes • #BCSM •#ChildhoodCancer • #Migraine • #BRCA • #MenHaveBreastsToo • #BTSM • #BrainTumorThursday • #Lyphoma • #malebreastcancer • #Suicide • #Diabetes • #PainSomnia • #ClusterHeadaches • #TesticularCancer
- 16.
- 17. Can We MeasureHealthcare Conversations in SoMe?
- 18. Can We MeasureHealthcare Conversations in SoMe?
- 19. Physicians in SoMe:2015’s biggest health story was broken by a doctor – not a reporter
- 20. Physicians Connected toEach Other*
- 21. Measles outbreak raisesquestion of vaccine exemptions Liz Szabo, USA TODAY8:45 a.m. EST January 23, 2015
- 22. Tweets re: ChildhoodDiseases and Vaccines:Docs vs Media
- 23. Twitter: Docs vsMedia
- 24. Can Social Media‘Reach’ be Measured?
- 27. Social Media: Roleof Physician KOLs • Physician KOLs know their role and regs, same as traditional KOLs • Disseminate accurate information • Attract followers to them and industry • Become bridges to patients (close the Pharma-patient loop)
- 28.
- 30. Five Pitfalls ofDesigning a Medical App* • The motivation for the app development is misguided • Lack of clinician involvement • Poor attention to usability • Not knowing the healthcare landscape • Not building to regulatory specifications *The Digital Health Corner 1/31/2013
- 31. Uses of MobileApps • Provider education – New drug/device awareness – Reference tool • Patient education – Disease state awareness – Rx to OTC – Medication adherence – Social networking
- 32. Uses of MobileApps • Marketing to Providers – Direct communications tool – MARKETING ON DEMAND (PUSH -> PULL model)
- 33. Sensors • Implantable Sensors •Wearable Sensors • Biochemical sensors: glucose, pulse ox • Positioning sensors • Environmental sensors
- 34. Proteus Digital: TheUltimate Adherence App
- 35. Mobile Apps BridgeDivides • Can bridge health literacy divide – Disease state and drug education – Improve communication with HCPs • Can bridge digital divide – Smartphones will be health tools and incidentally phones
- 36. Medical Apps: Roleof Physician KOLs • Consult in design process: HCP/patient UX/workflow • Design/lead mobile clinical trials • Publish/present studies of mobile health tools
- 37.
- 38.
- 39. Clinical Trials onMobile
- 40.
- 41.
- 42. Mobile Clinical Trials:Role of Physician KOLs • Advisors re: recruiting venues • Clinical investigators • Disseminate trial results to peers digitally
- 43. Identifying Digital PhysicianKOLs • Analytics companies: MDigital Life • Blogs • Non-profit orgs – Patient advocacy orgs – HIMSS
- 44. The New Paradigmsin Pharma Traditional • ‘Push’ business model • Print education • Liaison/rep face to face • Increasing lack of access • Co$tly Digital • ‘Pull’ business model • Digital interactions using AI • Customized interactions • 24/7 timeline • Efficient
- 45. The New Paradigm:Role of Digital KOLs • Help industry transition • Disseminate content via digital interactions, SoMe • Liaisons with digital business partners
- 46. THE TOP 41HEALTH-ORIENTED SOCIAL MEDIA INFLUENCERS • BRAD EINARSEN • DIRECTOR, DIGITAL INSIGHT • MAY 29, 2015 INSOCIAL • •
- 47. SUMMARY • Digital Pharmaneeds to adopt new paradigms for marketing and education • Traditional KOLs have been successful • Digital Pharma requires a new breed of physician KOL • The technology is here…the processes aren’t • The future is NOW
- 48. “If you askme a question I don’t know, I’m not going to answer” ------Yogi Berra