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An in-house team at inVentiv digital+innovation dedicated to creating Social Health Experiences in partnership with our clients to help add value to all external stakeholders and truly build communities of purpose
Our belief in the power of social media is taken from the theories of sociology - social change is sparked by the people who are closest to the problem and whose drive for better outcomes creates real, actionable solutions
We therefore believe that social platforms should enable communities of purpose in health, empowering people to deliver experiences of value to patients and consumers alike
Introducing Social Hx
Competitive Collaboration: the Impact of Social Media on MedicineBy Emma D’ArcyHead of Participatory Medicine, inVentiv digital+innovation
Socialised Medicine Means
An era of participatory medicine that can be
personalised and is consumed by personality – person first
An era of participatory medicine that can be
personalised and is consumed by personality – person first
New classesof opinion leadership
New classesof opinion leadership
Amplification / dilution of influence with great channel
choice
Amplification / dilution of influence with great channel
choice
Real time insights & dialogue about disease, drugs, doctorsReal time insights & dialogue about disease, drugs, doctors
Changing dynamics of clinical research and evidence
Changing dynamics of clinical research and evidence
11 22 33
44 55
Let me introduce you
Constantly multi-tasking
Shorter attention spans
“Busier” than ever
But that doesn’t mean they don’t still love to be inspired and entertained…
What’s Your Health Personality?
Health Hedonists
Focused on a balanced, healthy lifestyle – confident they are already healthy
Like websites that offer good general advice, apps that support maintenance of health, trackers and diagnostic online tools
Focused on a balanced, healthy lifestyle – confident they are already healthy
Like websites that offer good general advice, apps that support maintenance of health, trackers and diagnostic online tools
Healthy Laidback
Keen to suppress illness asap
Like to search for quick answers, use websites that are simple and contain immediate direction and recommendations
Keen to suppress illness asap
Like to search for quick answers, use websites that are simple and contain immediate direction and recommendations
Health Hedonists
Highly conscious, believes in prevention and will actively collect information about health
Confident digital consumers who research directly about drugs
Highly conscious, believes in prevention and will actively collect information about health
Confident digital consumers who research directly about drugs
Health Expert
Much less-engaged about their health
Would rather change their habits than take medication.
Might appreciate encouragement and empathy from community ‘peers’
Much less-engaged about their health
Would rather change their habits than take medication.
Might appreciate encouragement and empathy from community ‘peers’
Non-Conformists
Trend --Taking Your Doctor Home
We don’t always do what we’re told – or, even what we agree to. The problems of adherence and compliance are as old as medicine itself, but new research on remote monitoring tools and payer interventions are showing an incredibly efficacious way to help more people be more successful managing their health and illness.
Trend -- Increasingly Ageless Society
60 is the new 50 is the new 40, which, of course, is the new 30. Driven partly by medical innovations and prolonged life expectancy, consumers are staying forever young—mentally as well as physically. Meanwhile, Gen Y is turning the age expectation on its head, too, creating what cultural anthropologists are calling an increasingly ageless world.
Communities of Purpose
Volunteering is increasingly an entrepreneurial activity, fueled by new niche social networks that let users convene around specific objectives. The ad hoc groups join forces around the world to effect a specific change or create something entirely new.
Serialized Storytelling
Our fractured attention spans still want the drama of big plots, but maybe just not with so many pages or viewing minutes. New devices and media distributors are fueling a move toward more serialized storytelling – “episodes” of content that offer the right time commitment at the right time.
The Digital Default State
2007 iPhone
launched
2006 Crowdsourcing'
coined
2006Twitter founded
2001 Wikipedia founded
19601960 19801980
20102010
20202020
1965 Mail command
introduced
1971 @ sign used
2004 Facebook launched
2011 UK Digital
Economy Act
1973 Mobile
phone used
1970 Personal computer
19701970
1974 Word
'internet' used
19901990
1989 WWW
proposed
1993 Webtrends
launched
1990 Internet search engine
2003 LinkedIn launches
1995 Amazon & eBay launch
1991 WWW publicly
available
1997 First
smartphone demo
1998 Google founded
2001 dotcom
crash
20002000
1997 Word 'weblog'
used
2003 'social
bookmarking' coined
2003 iTunes
launched
2005 YouTube launched
2010 Apple
iPad/tablet
2010 App store, 400k apps, 10b
downloads
2010 Wikipedia logs
100million human hours of labour
The rise, reach and relevance of social media
5 million - 845 million in 6y 1-12 million in 6m
>1,200 hospitals
participate in 4,200 networking sites
>200 HCP communities
all online adultsuse sites in 6y (went up
from 5% to 65%)
“It’s like my personal electronic megaphone...”
Translating social data to social transactions
5 million – 845 million in 6y >1 billion LIKEs/day
>1 billion LIKEs/day
Direct relationships
Share and appeal
460,000 new accounts/day
>1,200 hospitals participate in 4,200 networking sites
>200 HCP communities
‘Like-lihood’ of sharing positive/negative experiences using social media
40%
44%
33%
43%
35%
42%
37%
40%
35%
37%
34%
38%
36%
38%
Carereceivedat hospital/medicalfacility
Experiencewithmedication/treatment
Specificdoctor,nurse,healthcareprovider
Healthinsurercustomerservice
Cost ofhealthinsurance
Coverageby healthinsurer
Cost of careat a hospital/healthcareprovider
Positive
Negative
n=1,000
Social health has altered consumer approach, attitudes and expectations
Post reviews of health insurers
Share health-related images/videos
Post reviews of medication/treatment
Track and share symptoms / health behaviours
Post reviews of doctors
Join health forum or community
Post about health experiences
Comment on other’s health-related experiences
Support health-related causes
27%
16%
17%
28%
24%
15%
20%
18%
17%
Percentage of consumers using social media for health-related activities
PWC HRI Social Media Consumer Survey 2012
Consumers are proficient users of social media for health
Entitlement and responsiveness>75% consumers expect healthcare companies
to respond within 1 day
Healthcare actions are influenced45% say info from SoMe affects their decision
to seek opinion,
Healthcare management is influenced40% find SoMe affects how they approach/
manage a chronic condition
Facebook and YouTube – most commonly used SoMe channels
Find answers – to wants, needs, preferences42% consumers have used social media to access
health-related reviews
Trust influences willingness61% trust fellow social media providers
vs 37% trust pharma info
Age influences participation (and sharing)90% 18—24 ‘young invincibles’ trust and engage in health
activities vs 56% 45—65 ‘baby boomers’
Monitoring is acceptable1/3 willing to be monitored if data leads to improved
care
Source: Percentage of consumers using social media for health-related activitiesPWC HRI Social Media Consumer Survey 2012
Proliferation of patient networksUsing social networks for patient-directed research
Awareness of Facebookis close to 100%
More than 1 billion people(>70% of internet population)
use social networks
0 10 20 30
Oncology
Endocrinology
Psychiatric &behaviour
General health
Inflammation & autoimmune
Rare/and or severe disease
Lifestyle
CNS
Cardiovascular
Orthopedic
Ob/gyn
Infectious disease
Allergies/asthma
Data from online patient communities
Real-World Efficacy
Becoming a condition of continued reimbursement
Pressure of daily life – not as per physician / trial protocol
Effect in patients with co-morbidities
“Authenticity in drug performance”
Improve compliance
Identify areas of unmet need
Generate new hypothesis for trials
Support reimbursement
Socialised Medicine Means
An era of participatory medicine that can be personalised and is
consumed by personality – person first
An era of participatory medicine that can be personalised and is
consumed by personality – person first
New classesof opinion leadership
New classesof opinion leadership
Amplification / dilution of influence with great
channel choice
Amplification / dilution of influence with great
channel choice
Real time insights & dialogue about disease,
drugs, doctors
Real time insights & dialogue about disease,
drugs, doctors
Changing dynamics of clinical research and
evidence
Changing dynamics of clinical research and
evidence
11 22 33
44 55
Building New Classes of Opinion Leadership
Academia no longer the exclusive domain of KOLs
Informal, personally-invested leaders, non-medical
Clinical dossier / currency of followers, readers, influence
Today’s HCP: from information to interaction overload
NOW
Doctor
eJournals
eDetails
Blogs
eForums
Reps
Meetings
Portals
eLearning
InstantmessagingSocial networks
SMS
Mobile apps
Sales Rep
Doctor (passive recipient of info)
PREVIOUSLY
Manuscript
Journal
Detail aid
Data
HCP Activity Exceeds Company Use
5 million HCPs use LinkedIn1
Innovations in Health network has 20,000 ‘actions’/month2
271 medical blogs written by HCPs in 20073
95% US Medical Schools (45% Students) have an active FB account4
45% activity is positive role-modeling 5
Gold standards published by governing bodies6
42% described interactions with patients (16% identifiable)7
Docs Are People too
HCPs consume by personality, so delivery must be personalized as engagement
confidence matures
Insight 1: Digital proficiency
Insight 2: Knowledge preference
nativetraditional
ongoing
high science peer validation
on demandInsight 3: Engagement preference
Accepting Socialised medicine
“These days I’m recommending more apps than meds...” Topol 2013
Teaching others(McGowan, 2011)
Doc-preneurs
90% use SoMe(Modahl, 2011)
95% US Medschools Digital KOLs Intersection
Trend -- App’versation In the Exam Room
Today’s empowered patients want more than a diagnosis and a prescription. They want to participate in their care – from bringing new data points to the conversation to taking action to improve their health with new tools and digital coaching. The big news: They’re looking to their doctors to be their guides.
Socialised Medicine Means
An era of participatory medicine that can be
personalised and is consumed by personality – person first
An era of participatory medicine that can be
personalised and is consumed by personality – person first
New classesof opinion leadership
New classesof opinion leadership
Amplification / dilution of influence with great channel
choice
Amplification / dilution of influence with great channel
choice
Real time insights & dialogue about disease, drugs, doctorsReal time insights & dialogue about disease, drugs, doctors
Changing dynamics of clinical research and evidence
Changing dynamics of clinical research and evidence
11 22 33
44 55
Trend – Real World Data in the Practice
The shift to more outcomes-driven reimbursement is changing the kind of data doctors want.
EHR will power the Investigator-Initiated Mini Trial
• Physicians working in large practices will increasingly pilot new drugs/indications with small numbers of patients
• They’ll mine/compare the data before rolling it out to larger segments.
• Creating entirely new kinds of KOLs – ones driven by numbers, relevant to small groups of peers, and connected across digital networks
Trend – Real World Data in the Consumer World
Transparency across other “buying” decisions is spurring consumer demand and expectation for real data
Real World Data will uncover new unmet needs – both for our customers and our brand
• New skillsets needed in both how to interpret and compare real world data
• New influencer networks created, with increasingly micro KOLs and POLs
• New bridges needed from clinical learnings to real world experience
Access: Advocacy: Participation:
Dissonance in the System
80%ad
ults want to be
empowered about
treatment1/2LESS THAN
of chronic disease brands have a patient support
program
70%
MORE THAN
of doctors seek colleagues' opinions
through digitalchannels
Socialised Medicine Means
An era of participatory medicine that can be
personalised and is consumed by personality – person first
An era of participatory medicine that can be
personalised and is consumed by personality – person first
New classesof opinion leadership
New classesof opinion leadership
Amplification / dilution of influence with great channel
choice
Amplification / dilution of influence with great channel
choice
Real time insights & dialogue about disease, drugs, doctorsReal time insights & dialogue about disease, drugs, doctors
Changing dynamics of clinical research and evidence
Changing dynamics of clinical research and evidence
11 22 33
44 55
Changing dynamics of clinical research and evidence
Communities
Clinical research
Subjective exchange
Self-selected participants
Ubiquity of online conversation
Complex systems – micro narratives, spontaneous, unconstrained
2008, Lithium and ALS PatientsLikeMe conversational study published
2011, REMOTE Pfizer’s first virtual clinical trial
Rigor of randomised trials
Trend -- Real World SOCIALIZED Data Will Be The New Authority
Performance will increasingly be tracked and published in healthcare, creating a transparent meritocracy that will drive everything from consideration to adoption to income.
Trend -- Innovation From (True) Insiders
A growing trend in collaborative health research is creating potentially life-saving global partnerships between pharmaceutical companies, large practices, disease advocates and people living with a disease. Enabled by new technologies and new connections, they’re crowdsourcing the next big innovations in treatment and experience.
Started with faster solutions for neglected diseases
Collaborations
The Re:Search brings together 185 UN member states to create
a more global interpretation of intellectual property to spur
health innovation
Competitions
Foldit poses puzzles to players and then tests variations on the players’ best designs in the lab. Researchers have created an enzyme with more than 18-fold higher activity than the original.
Connections
NASA, USAID, Department of State, and NIKE host LAUNCH events that bring together ten
innovators and 40 thought leaders will to address issues in
human health
Will quick grow to identify high-potential solutions for mass adoption
That’s creating new expectations for global leaders and innovators
"Competitive advantage now comes from having more people working with you than with anyone else”
Accelerating high-potential ideas: Enabling bio-hacking pioneers who have created high-potential ideas on their own with technology and tools. (Like the $5 “bionic” hand blueprint created in part due to a hardware donation by Makertbot)
Co-creating with practices: Joining with inspired doctors –like Endo Goddess– to quickly prototype and test new tools and approaches with their patient populations
Cycling improvement with the crowd: Testing ideas with the audience and creating a process of rapid improvement based on their feedback, like the U.S. Veterans administration has done with break-thru telehealth tools
Trend -- Innovation from Outsiders
The next innovation in healthcare may not come from healthcare at all. Google, Microsoft, Turkcell, AT&T and others are investing in completely new approaches to diagnostics and care. These outside influencers bring bold new perspectives and high expectations for what healthcare really could and should do.
Competitive Collboration
THE MORE CONNECTED, THE HEALTHIER THE SOCIETY
proliferation of symptom trackers, digital dosing guides, IVAs, electronic medical records, EMR wristbands, connected patient communities, shared medical appointments,
customized health content, bio-connected devices, virtual hospitals
Illness to wellness by 2017 with parallel customer responsibility
Wearable devices100million sales
mHealthadherence
Point-of-treatment personalisation
Healthentrepreneurs
LifeGame
NIH tech grants
EHR & bigdata donorship
Truth About Wellness 2012
The creative destruction & Innovation of medicine
Personal computer
Timings of the big 6 major digital advances over the past 40 years that have set up the Great Inflection of Medicine
Topol, 2013
Acc
eler
atio
n o
f te
chn
olo
gy
1970 1980 1990 2000 2010 2020
Cell phone
The Great Inflection of
MedicineInternet
Digital devices
Sequencing
Social networks
The Era of Participatory Medicine
Digital platforms, communities and tools have changed the landscape and empowered customers
New medicine
Wireless sensors
Information systems
Imaging
Genomics
Mobile connectivity
Internet
Social networking
Computing power and data universe
Super convergence
Old medicine
Impact of Socialized MedicineIN
SIG
HT
SC
HA
LL
EN
GE
S
Personalizing medicine
HCP as health-broker
New clinical trial approaches
Real-time management
More authentic engagement
Expedited education
Transparency
Digital natives
Tenets of professionalism
Accuracy of content
Qualitative participation
Blurred relationships
Dilution of leadership
D’Arcy, 2013
To find out more:
Emma D’Arcy
Head of Participatory Medicine, inVentiv digital+ innovation
emma.darcy@inventivhealth.com
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