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THE NEW NORMAL: DIGITAL, SOCIAL MEDIA, & HEALTHCARE
April 11, 2014Brad Einarsen
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CONTENTS
DIGITAL
SOCIAL
MOBILE
REGULATORY
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
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
DIGITAL
PEW Internet 2014
86% of boomers want to access health information online
66% of boomers use social media for health topics
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
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
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
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
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
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
MOBILE USAGE IS INCREMENTAL
comScore US Digital Future in Focus 2014
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AND INFLUENCES PATIENTS
Manhattan Research
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
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
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
HCPS ARE DIGITAL OMNIVORES
computer
smartphonetablet
digital omnivore
82% of HCPs expected to be digital omnivores by June 2014
Epocrates
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
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
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
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
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
THE TRUTH IS OUT THERE