Digital trendsWhats changing the landscape

Welcome to the age of digital primacy.

(and to this cool presentation from Sean and Leigh)99% of physicians use the internet in their practices80+% of nurses direct patients to health-related websites50:50 chance that our free time is spent with a computer (vs. a TV)Manhattan Research, Taking the Pulse, 2010Manhattan Research, Taking the Pulse Nurses, 2010Forresters 2009 North American Technographics

What trends are on your minds?Macro trends were acting onOUR AGENDAThe year of the slateApp onMobile/on demandLocation (, location, location)Pro socialMicro trends were intrigued byRFID out of the warehouseRemote observersPersonal aggregatorsGeneration gamerBluetooth comes of age

The Year of the SlateIts hardware thats changing the game this year with both sales teams and healthcare professionals turning to full color, multi touch devices with dedicated applications for common day-to-day tasks

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The year of the slate1

The year of the slate1WHAT TO WATCH FOR WHAT TO WATCH OUT FORAlmost 30 new modelsCompelling new featuresOperating system wars

Why iPad?Comfortable to presentImproved display and experienceLower cost of entryUltra light and portableIntuitive touch commandsLarge format screenBright, bold display 1/3 the cost of tablet PCsPrivate networks makes new app distribution easy and efficientThe year of the slate1Why we love the first mover

Segue was designed for the tabletAnd entirely re-imagined for the slateThe latest version of Segue pairs the lab-tested, field-proven usability of our tablet software with native tools and navigation designed just for the iPad

**Our development team is already planning customizations for the new slates about to hit the market.The year of the slate1

What were doing on the iPad: Elevating tablet sales tools

Segues iPad interface was designed using native Apple mobile features and transitions. That means its not only efficient on the platform, its also incredibly intuitive for the user

Reps can easily plan their calls any time The year of the slate1

On the iPad, Segue supports multimedia, unique types of transitions, writing and creation tools and, of course, those hallmark swipe movements.

And use all the wow features of the iPadThe year of the slate1

App-onThe web is not the culmination of the digital revolution. Over the past few years, one of the most important shifts in the digital world has been the move from the wide-open Web to semiclosed platforms that use the Internet for transport but not the browser for display

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The web is dead.Long live the internet. App on2-Wired Magazine, August 2010http://bit.ly/gswwired

The web is dead.Long live the internet. As much as we love the open, unfettered Web, were abandoning it for simpler, sleeker services that just work. App on2-Wired Magazine, August 2010http://bit.ly/gswwired

App on2WHAT TO WATCH FOR WHAT TO WATCH OUT FORFit better into our livesEarn more dedicated attentionEasier to monetizeGoogle cant crawl themHTML doesnt ruleSystems are fundamentally closedMore people will access the internet from mobile devices than from PCs.Because the screens are smaller, those mobile users will choose specialty software, mostly apps, designed for a single purpose. IN 5 YEARSMorgan Stanley, 2010

*There are already hundreds of publically-available apps for doctors, nurses and medical students

But, there are really just seven basic ways they work >>Decision supportReference / lookupPatient education / consultationPatient supportPatient trackingContinuing medical educationCollaboration

App on2

GIST is a Novartis app for Canadian doctors to calculate their patients risk of recurrence for GastroIntestinal Stromal Tumors (GIST).DECISION SUPPORTApp on2

When CellSearch invested in a deep online library of case studies and content, they knew it would have to work seamlessly on both a laptop and a wide range of mobile devices. This app is designed to give one-click access to all their clinical case studies:REFERENCE/LOOKUPApp on2

AFib Educator helps healthcare providers explain atrial fibrillation (AFib) to patients, their families and caregivers.PATIENT EDUCATIONApp on2

Mon Krono Sant is a French health record for chronic disease sufferers. It allows users to store their personal medical information, including medical advice given to them, and synchronize the data with a computer - their own or their doctorsPATIENT SUPPORTApp on2

Pain Diary is a private app created to allow chronic pain suffers to track their symptoms, the impact of treatments, etc.PATIENT TRACKINGApp on2

An app for Pfizers French healthcare professionals website DocteurWWW.com that includes its rss feeds and podcasts. There is also clinical content themed around oncology, rheumatology and haematology.CONTINUING EDApp on2

This concept was created for Cephalon. The app is a central hub that keeps the salesforce on message and on target. It tracks, reports, and publicly displays progress and utilization and allows the reps to share ideas and experiences. New rollouts of updates are centralized through the app.COLLABORATIONApp on2

Mobile on demandThe move to mobile is about much more than apps. Its a fundamental change in expectations about resources and information. Its a move to a fully on-demand world where content preferences are intensely personal. Is mobile the end of mass?

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Its harder than ever for sales reps to connect with prescribersAccessMonitor, a report from global consulting firm ZS Associates, 5/2010REP-ACCESSIBLE DOCS20%REP-INACCESSIBLE DOCS50%Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.

CHANGE OUR PERSPECTIVEAll we saw were closed doorsBut they were looking at little screens72%of physicians use smart phones95% of docs with smartphones download medical apps#1 search = information about drugs17% of those PCPs and 18% of specialists use them for e-detailingManhattan Research, 201011,000 Physicans by Knowledge Networks, 2010http://bit.ly/cpMeec

This isnt a story about the end of the salesforce. Its simply an evolution in how HCPs want to interact with sales and marketing

Physicians Survey, Business Insights Ltd, 2009Always prefer a sales repPrefer a mixAlways prefer online (remote or on demand)Mobile on demand3

Virtual DetailingDefinition: Sales/Call Center Representative delivering a Web-based detail; similar to online meetings/chat sessionsDelivery Method: Sales Representative, Call Center (KOL, MSL, etc)Delivery Platform: WebPersonal DetailingDefinition: Sales Representative detailing in an in-person settingDelivery Method: Sales RepresentativeDelivery Platform: Tablet PC, Laptop, Plasma, iPhone, Blackberry, etc

Self-Directed DetailingDefinition: HCP is driven to a destination from which they can walk through a detail at their own paceDelivery Method: HCP-drivenDelivery Platform: Web, iPhone, BlackberryThe opportunity: Be there when and where they wantMobile on demand3

RemoteLive video detailing Any HCP; AnywherePersonalConversation live, in office 24/7 Accessibility to engaging digital experience and learning Peer DiscussionEngage with trusted HCP sources remotely Knowledge ConsumptionOf medically relevant contentThe challenge: efficiently enable and complement the sales force (without losing control of the message) Mobile on demand3

What if a sales reps business card was a portal to his on-demand office? ONE IDEAMobile on demand3A physician scans the QR tag on a reps business card and is taken to a custom, transactional mobile web page

Its got to work great for the mediumIMPORTANT NOTEMobile on demand3

Location (, location, location)Location is set to be the new peer influence. Its what makes content more relevant, searching more personal. Today, most locations apps are about travel, navigation, lifestyle, and productivity. But, new opportunities are on the horizon for healthcare 4

August 2010: When location went mainstreamLocation (,location, location)4Why it matters (now)

Where it fits inLocation (,location, location)4

Location (,location, location)4How it will change thingsTHE NEW VALUE EQUATION+Know my previous choices

Know what my contacts think KNOW WHERE I AM

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US app developed by GSK Oncology in collaboration with MedTrust Online for patients and doctors to find cancer trials within 150 miles of their current location. MAKING DATA MORE ACTIONABLELocation (,location, location)4

Sneak peek: A concept in development by our innovation labPROVIDING CONCIEREGE SERVICELocation (,location, location)4The challenge: Finding your way around a complex medical or university campus can feel overwhelming. Even if you can find a map, it only shows the buildings, not whats inside.

So we asked: What if we could use location to give every visitor a personal concierge who would effortlessly get her where shes going?

A bluetooth broadcaster at the visitors entrance, could automatically send a message to most cell phones that pass by itPROVIDING CONCIEREGE SERVICE4Location (,location, location)

Visitors who want concierge help can enter their destinations4Location (,location, location)Welcome to XYZ Med. Do you need help finding your way?

Yes No

Dont show this againEnter a professionals last name

SUBMIT

Or, select an office

PROVIDING CONCIEREGE SERVICE

And get step-by-step directions right to the office door4Location (,location, location)You are 2 minutes from DR LINDAUERs OFFiCE.

Get a mapGet directions

Search again:

PROVIDING CONCIEREGE SERVICE

Sneak peek: A prototype from our innovation labMAKING ADHERENCE EASIERLocation (,location, location)4The challenge: Physicians and patients have been battling over adherence for years. Sometimes patients choose to stop taking a Rx, but often we just forget to refill it

So we asked: What if you could be reminded to refill when it was actually convenient?

See the video: http://bit.ly/afw8eh

Pro socialTheres no question that social media is harder in highly regulated industries like ours. There are questions about adverse events, off label references and clashes of cultures. But, physicians arent sitting on the sidelines. More and more of them are connecting in social media all the time.

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65% of docs plan to use social media for professional developmentManhattan Research 2009, 2010 Sermo,com Compete.comThis doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers115,000 docs talk to each other on Sermo.Pro social5Two-thirds of physicians use UCG content for professional purposes

115,000 physicians ~20,000 PCPsCreated by physicians for physiciansFastest growing physician community by farThree key uses:Collaborate on diagnosesShare observations from daily practice Discuss value of new research, drugs and therapies

Pro social5Their #1 destination for sharing: Sermo

Accelerates the emergence of trends and new insights on medications, treatments, etc., in the medical communityProvides instant access to peer opinions from around the world (more on demand than most sales forces)Is part of a fundamental shift that were seeing online, via text, over Skype, etc.

Pro social5Why Sermo and other networks matter

In the run-up to last years gastroenterology conference, AstraZeneca created a tool that started collaboration before the event - and, kept people talking right up to it. Now, it continues as a place to stay engagedAPPROACH: TAKE ACTIONPro social5What are the opportunities to engage?

Pro social5What are the opportunities to engage?APPROACH: LISTEN & RESPONDNexium listens for people with complaints about its products and then directs them to its customer service line to find help. Great way to show youre listening and find new ways to use big investments (like a call center)

RFID out of the warehouse6Remote observers7Personal aggregators8Generation gamer9Bluetooth comes of age10 What else?

RFID out of the warehouse6WHAT IT IS WHAT WERE WATCHINGStands for radio frequency identification At a simple level, it tracks things (its an alternative to bar codes)It involves tags that emit radio signals and devices called readers that pick up the signal

How it can personalize experience (ex. Providence Saint Joseph Medical Center)

Sneak peek: A concept in development by our innovation labA SMARTER CONFERENCERFID out of the warehouse6The challenge: Standing out on the crowded convention room floor is nearly impossible and new sponsorship opportunities are harder and harder to find.

So we asked: What if we found a way to make every presentation more relevant and make our booth the smartest one on the floor?

The same technology that tracks your packages from warehouse to pharmacy. Can better connect conference attendees.A SMARTER CONFERENCERFID out of the warehouse6

A small RFID sticker is placed on a conference lanyardA SMARTER CONFERENCERFID out of the warehouse6

A SMARTER CONFERENCERFID out of the warehouse6It lets conference rooms know whos there

RFID out of the warehouse6And helps your booth personally greet every attendeeA SMARTER CONFERENCE

Remote observers7WHAT IT IS WHAT WERE WATCHINGMonitoring networks that let us participate in places and events remotelyWebcams, social widgets and biometrics that create a clear view of another space

How it powers virtual caregiving (ex. MEDCottage)

Remote observers7CHANGING THE OB/GYN SPACEAirStrip OB is already FDA cleared and actively used in the OB space. It offers the latest remote healthcare surveillance technology allowing physicians to directly access patient tests and readings. Other apps are in development for cardiology, critical care, imaging and laboratory.

Personal aggregators8WHAT IT IS WHAT WERE WATCHINGA tool that keeps track of updates to blogs, news sources, and other websites all on one pageBringing all your personal content to one placeNew UX that makes boring old RSS readers more like high touch magazines

Personal aggregators8TRACKING THE CONVERSATION

Generation Gamer9WHAT IT IS WHAT WERE WATCHINGHighly interactive games with HD graphics and seamless connectivity have changed an entire generations expectations for what a digital experience should beSmart integrations of entertainment and health

Generation gamer9A WHOLE NEW CME EXPERIENCEIn this award-winning site, GSW connected with doctors in very unexpected ways during pre-market conditioning

Bluetooth comes of age10WHAT IT IS WHAT WERE WATCHINGA way for wireless devices to easily exchange information over short distancesChanging up the waiting room experience

Sneak peek: A prototype from our innovation labTRACKING REAL PATIENT PROGRESSThe challenge: To create the best care plan, physicians need to understand that daily journey both how the patient feels and what shes doing for daily pain management

So we asked: How could a patient with limited mobility easily give her treatment team a fuller view?

Bluetooth comes of age10

See the video: http://bit.ly/a42T0f

Leigh:leigh.householder@gsw-w.comAdvergirl.comWhatsYourDigitaliQ.comBrandLiberators.com@leighhouse@iqlab

Sean:scowan@gsw-w.comWhatsYourDigitaliQ.comGSW-w.com@Sean_P_Cowan#iqlab

Thank you.

(keep in touch!)

What to look for

Battling OSWindows 7AndriodiOS

New hardware features

~30*What to look for

Battling OSWindows 7AndriodiOS

New hardware features

~30*17% always prefer a sales rep17% like a choice23% want to replace some calls with edetails43% prefer all edetetails