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Page 1: Digital State of the Nation - Q1 2014

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THE NEW NORMAL: DIGITAL, SOCIAL MEDIA, & HEALTHCARE

April 11, 2014Brad Einarsen

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CONTENTS

DIGITAL

SOCIAL

MOBILE

REGULATORY

Page 3: Digital State of the Nation - Q1 2014

ABOUT BRAD

Director of Digital Insights• Digital communities since 1988• Web since 1994• Pharma since 2007

Lead editor of Klick social properties• Digital Rx – Award winning Klick

Health Blog• Klick Wire – weekly summary of

Digital Health Marketing news every Monday at 7AM

Primary guidance author• Social media guidelines, global

and regional• FDA regulatory POVs

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DIGITAL

Apparently, it’s not a fad• PEW Internet Project is a non-

profit research group• All demographics are heading

toward saturation

PEW Internet 2014

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DIGITAL

PEW Internet 2014

86% of boomers want to access health information online

66% of boomers use social media for health topics

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SOCIAL

Depending on the survey, social media use for health ranges from 50% to 72%

Patients welcome engagement from Pharmaceutical companies• Facebook page• Sponsored disease education

community• Disease education blog /

microblog

Patients’ advice?• Actively engage the community• Embody transparency• Shape strategy around patient

needs

72% said that social resources can spark conversations between patients and HCPs

Wego Health

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SOCIAL

There are subtle gender and age skews to social media

Women 45+ are a prime demographic for discussing health and using social online

80% of health decisions in the family are made by women

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SOCIAL PLATFORMS AND CHANGE

Change is a constant on social platforms

Requires diligence by the content owner, but:• That is “baked in” if the channel

is active• Most changes have little effect

and content is easy to manage

FDA does want new submissions when channels change• Seems to be for all change, not

just “substantial” change

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PATIENTS WANT PHARMA INVOLVEMENT

Want information on• Medications• Chronic conditions

Want it in• Email• Physical • Web (with mobile)• And some social

76%Think pharma companies should provide information

74%Want information when they start taking a medication

Accenture

Page 10: Digital State of the Nation - Q1 2014

PATIENTS AS CONSUMERS

25% of patients are using online reviews

62% of these patients use online reviews as their first step

• 60% of the participants considered doctor rating sites "somewhat important"

• 37% of respondents stayed away from doctors with bad reviews

• 35% of respondents would go to a doctor who had bad reviews

Software Advice

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MOBILE

Time with mobile now surpasses the PC

Consumers are “omnivores” and will start on mobile and finish on the PC

Women spent 1.5 hours more at 30h 58m while men were at 29h 32m weekly

The U.S. mobile ad market rose 122% in 2013 to $9.69 billion and is projected to hit $17.73 billion in 2014

Smartphones are now over 66% of the mobile market

comScore

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MOBILE USAGE IS INCREMENTAL

comScore US Digital Future in Focus 2014

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AND INFLUENCES PATIENTS

Manhattan Research

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WEARABLE TECH

Wearables were everywhere at CES in 2014

Fitness dominates but health (vital signs, elderly monitoring, chronic condition management) is catching up

All of this data needs a home, no one can manage it all separately

MobiHealthNews

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APPLE HEALTHBOOK FINALLY MAKES THE PHR A REALITY

The rumor mill is abuzz with the iWatch and HealthBook• Fitness• Heart rate and blood pressure• Other blood metrics• Hydration and respiration• Sleep• Emergency card

M7 integration• Motion and location to be built in

We believe that Apple can succeed with a mobile personal solution where Microsoft and Google have failed with web-based tools Coming in iOS8

9to5 Mac

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HCPS AND MOBILE

78%Use smartphones in their practice

51%Use tablets in their practice

37%Have already prescribed a mobile app to a patient

42%Have not, typically because of a lack of proof that they work

Kantar Health

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HCPS ARE DIGITAL OMNIVORES

computer

smartphonetablet

digital omnivore

82% of HCPs expected to be digital omnivores by June 2014

Epocrates

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HCPS AND MOBILE

Glass to EHR system for seamless integration and more natural doctor / patient interactions

"It really boils down to the doctor wearing Google Glass, going into the clinic, interacting with the patient and having that humane, high touch conversation that they always wanted to have. At the end of the visit, all of the structured data, all of the EHR information, is in the EHR where it belongs. The way he wants it. Following a visit, doctors [go to their computer] and check that the information entered into their EHR doesn't need any edits and then click confirm.“

-- CEO and co-founder Ian Shakil

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NEXT ON MOBILE: NURSES

67% of hospitals say that their nurses are using personal smartphones for professional purposes on the job

51% of hospitals plan to either invest in, or research nursing smartphone solutions over the next 18 months

If hospitals follow through with their research we could see a lot more of the US’ 2.9 million nurses in the clinical environment equipped with smartphone technology and using it daily

MobiHealthNews

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NEXT ON MOBILE: PAYERS

Independence Blue Cross The Independence Blue Cross (IBX) app

health plan manager

Kaiser Permanente Care Where I Am health care finder KP Balance Tracker health plan manager Everybody Walk health challenge

UnitedHealthcare Health4Me health plan manager OptumizeMe health challenge

MobiHealthNews

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FDA DRAFT SOCIAL REPORTING GUIDANCE

Recognized the ownership of content resides with the author

Holds pharmaceutical companies responsible for material they control or influence

Provides clarity to the industry and generally reinforces current practice

For example, Facebook Reviews are ok under new guidance

Reporting handled largely by links – what browser will they use?

Comments were due: April 14Klick analysis available

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FDA STAYS THE COURSE ON MMA

Pre-Submission Program and Meetings with Food and Drug Administration Staff Guidance for Industry and Food and Drug Administration Staff

Updates lists of App types to make enforcement discretion clearer

Expect more scrutiny, software is in the FDA’s sights

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THE TRUTH IS OUT THERE


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