Laugh, Sing and Eat Like a Pig

Laugh, Sing, and Eat Like a Pig

E-Patient Connections 2010

Revisiting 2010 Trends: How Did We Do?

1. Regulatory Bodies & 21st Century

2. Value Add Beyond the Pill

3. Technology for Reps

4. Mobile Health Apps CRM

5. Multidisciplinary Solution Teams

6. Data & Intelligence

7. Patient & HCP Online Usage

8. Embracement of Piloting

9. Technology & Marketing Challenges

10. Social Media

Value Add Beyond the Pill

Our Definition:

Increasing the value proposition of the pharma brand by helping patients become more engaged in their health.

Defining Value Add Beyond the Pill

Need for Blended Support

Answering the Patient Need

2011 Digital Opportunities in mHealth

• Most brands have made some investment in support programs but as we move into 2011 and beyond, there are some great new digital opportunities to watch (mHealth)

Mobile Nearing Inflection Point

Integration of Wireless Health Devices

Practical Examples: Discussion Tomorrow

1 2

Evolution of Data & Tracking

• This will culminate in data driven support programs that provide 24/7 support… a big change from historical tracking efforts

Point in Time Tracking Longitudinal Tracking

BMI Change Over Time

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35

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DAYS

BM

I

BMI Change Over Time

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35.5

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37

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69

DAYS

BM

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Day 1

Day 30

Day 60

Better Data Leads to Better Understanding…

2011: Blend of Technologies

Wireless Health

Devices

User Monitoring Interfaces

Next Generation of Patient Support Programs

Where to Start?

Your Agency Needs to Understands the Space

Not just mobile, it’s mHealth:

• Fair balance on small screen• Consistency of presentation across

devices • Potential FDA 510k territory• And more…

We Need Actionable Insights into e-Patients

Understanding e-Patients:

• We need to understand the e-Patient perspective so that we can develop compelling programs that work

Klick’s Partnership with e-Patient Dave

Learning from e-Patient Dave:

• We’ve had the pleasure of partnering with one of the leaders in this space

• He has shaped the development of our programs and provided candid input into what works and what doesn’t

One patient’s true story:

How an Empowered Patient Beat Stage IV Cancer(and what healthcare can learn from it)

“e-Patient Dave” deBronkart @ePatientDave

e-Patient Connections 2010

The Incidental FindingRoutine shoulder x-ray, Jan. 2, 2007

“Your shoulder will be fine … but there’s something in your lung”

The shadow was a golf-ball size tumor: kidney cancer that had spread throughout the body

“Textbook” Stage IV,Grade 4

Renal CellCarcinoma

My lesions matched this illustration of Stage 4 RCC on Proleukin.com, with many more.

Median survival time was 24 weeks after diagnosis; I was on the way out.

E-Patient Activity 1An e-Patient online:

Researching my condition

Laugh!

Sing!

Eat Like a Pig!

An e-Patient online:“My doctor prescribed ACOR”

(Community of my patient peers)

An e-Patient online:My own social support network(CaringBridge.org - family and friends - journal &

guestbook)

Reading (and sharing) my hospital data online

An e-Patient online:

Finally, a Symptom (6 weeks post-x-ray)

Surgery and Interleukin worked.

Target Lesion 1 – Left Upper Lobe

Baseline: 39x43 mm

50 weeks: 20x12 mm

Booyea!

Pay it forward.Start a blog, to teach.

e-Patients.net founderTom Ferguson MD 1944-2006

Equipped

Engaged

Empowered

Enabled”

Doc Tom said,

“e-Patients are

Using Social Media to share info with other

patients Driven by patient questions in my

ACOR community

My idea, not the hospital’s

Cost to hospital: $0

•Production values: not so hot… but:

•Authenticity: 100%

Me? An indicator of the future??

Who’s getting online:

1989: Me (CompuServe sysop)2009: 83% of US adults (Pew)

Who’s romancing online:

1999: I met my wife (Match.com)

2009: One in eight weddingsin the U.S. met online

Honeymoon in Paris, a year later

A lot’s changedin 11 months.

Since e-Patient Connections October 2009

The meme is booming.Google hit counts tell the story

2007 2008 2009 2010 (9 mo) -

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

E-patientParticipatory medicinePatient empowermentPatient engagement?

The meme is booming.Google hit counts tell the story

2007 2008 2009 2010 (9 mo) -

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

E-patientParticipatory medicinePatient empowermentPatient engagement

The meme is booming.Google hit counts tell the story

2010: World Domination begins

May: World Congress on IT, Amsterdam

June: Health 2.0 Paris

July: 56 page supplement in Diario Medico

November: Medicine 2.0, Holland

Diario MedicoJuly 2010

• World’s largest Spanish language medical newspaper

• 56 page supplement “The new health and the new patients of Web 2.0”

• Familiar e-patient faces from North America – and new ones, overseas

Introducing: the Spanish edition of the e-Patient White Paper

From “How they can help us heal healthcare”

to “Como nos pueden ayudar a sanar la sanidad”

Conferences with significant patient

participation2009Medicine 2.0

e-Patient Connections

2010e-Patient Connections

Medicine 2.0Health 2.0 Paris (April)

Health 2.0 DC (June)Health 2.0 SF (October)

(with stipend)

Institute for Healthcare Improvement Forum

(December) (with stipend)

External Drivers of Patient & Family

EngagementOpenNotes project

Robert Wood Johnson Foundation

US$40 billion in incentives to encourage EMR adoption

“Meaningful Use” rules require proving patient and family engagement

Long term impact: 2011 to 2015

Two major Health Affairs articles on

Kaiser results from patient engagement

20092004 – 2007: total office visits -26%

Primary office visits -25.3%Specialty care office visits -21.5%

Scheduled telephone visits increased eightfold

July 2010 – use of EMR by chronics yields:2 to 6.5 point improvements in glycemic, cholesterol and blood

pressure screening and control.

Evidence:Engaged patients do better.

This will drive $ incentivesfor behavior change.

Will you be involved?

Will you know how it works?

Will you know how to engage patients

and help them change behavior?

It’s real.We’re talking.

Cluetrain Manifesto, 1999: “Markets are

Conversations”The old marketing funnel: (Graphics by Forrester)

Social media makes it

multivariate and

non-linear

Don’t be clueless.Jump in.

You can no longer say thatdoctors are distant

and patients are passive

or that healthcare

is failing.

One patient’s true story:How an Empowered Patient Beat Stage IV Cancer

(and what healthcare can learn from it)

“e-Patient Dave” deBronkart @ePatientDave

e-Patient Connections 2010 Book signings in theKlick Pharma booth

Thank You

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