Changing lives through healthcare engagement
THE e-PATIENT: EMPOWERED, ENABLED AND ELECTRONIC
Paul GrantHead of Strategy Implementation
Changing lives through healthcare engagement
Insurer
Patient
Doctor
Specialist
Media
Hospital
Pharmacist
The Internet
Changing lives through healthcare engagement
Global internet access
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*0
10
20
30
40
50
60
70
80
71.6
30.1
21.1
Internet users per 100 inhabitants, 2000-2010*
Developed World Developing
Per 1
00 in
habi
tant
s
*EstimatesSource: ITU World Telecommunication /ICT Indicators database
Changing lives through healthcare engagement
1996: “Web 1.0”
250,000 websites
45 million global users
Published content User Generated Content (UGC)
The Internet
Source: Adapted from http://socialcomputingjournal.com
Changing lives through healthcare engagement
2006: “Web 2.0”
> 80 million websites
> 1 billion global users
Published content User Generated Content (UGC)
The InternetCollective
intelligence
Source: Adapted from http://socialcomputingjournal.com
Changing lives through healthcare engagement
The Internet for health
Source: “The State of eHealth: Trends of Today’s eHealth Consumer” Manhattan Research, 2008
36% in
crea
se
33% in
crea
se
27% in
creas
e
23% increase
18-34 years 35-44 45-54 55+
2004 2008
Changing lives through healthcare engagement
0%
5%
10%
15%
20%
25%
30%
35%32% 31%
16%
13%
8%
Reasons for discussing health• Find other people's
experiences regarding treatment
• Find other people's experiences regarding an illness
• Share own experiences regarding an illness
• Share own experiences regarding treatments
• Other
N=642; UK, France, Germany, Spain, Italy Source: IMR International (Australia) Pty Ltd “Social Media and Healthcare” (March 2010)
Changing lives through healthcare engagement
The 90-9-1 Principle
Source: Ant’s Eye View & 90-9-1.com
Changing lives through healthcare engagement
The ‘e’ in e-Patient• Equipped with the skills to manage their own condition• Enabled to make choices about self-care and those choices are
respected• Empowered• Engaged in their own care• Equals in their partnerships with the various physicians involved
in their care• Emancipated• Expert patients can improve their self-rated health status, cope
better with fatigue and other generic features of chronic disease such as role limitation, and reduce disability and their dependence on hospital care
Source: E-Patient, //en.wikipedia.org/w/index.php?title=E-Patient&oldid=437847665 (last visited Oct. 4, 2011).
Changing lives through healthcare engagement
Sharing can be very personal
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Can UGC = clinical data?
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Health
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Impact of health searches• 4 in 5 Internet users search online for health
information. Of these so-called ‘e-Patients’;– 1 in 3 consumers compared doctors before choosing one– 6 in 10 say the information found online affected a decision
about how to treat an illness or condition– 1 in 2: it led them to ask a doctor new questions, or to get a
second opinion from another doctor– 1 in 2: it changed the way they think about diet, exercise, or
stress management– 1 in 3: it affected a decision about whether to see a doctor– 1 in 3 consumers compared prescription treatment options
Source: Susannah Fox, Sydney Jones “The Social Life of Health Information” Pew Internet, June 2009
Changing lives through healthcare engagement
Source: Manhattan Research, Cybercitizen Health® Europe v10.0 (2010)
Discussed online info at appointment
Used Internet instead of doctor
Said online info influences health decisions
Asked doctor to prescribe Rx/change Tx because of online info
Challenged physician's diagnosis b/c of online info
Actions taken by e-Patients
50 m
> 76m European e-Patients
Changing lives through healthcare engagement
The new “Second Opinion”
Source: Health Influence in the Era of Public Engagement. Edelman, (January 2009)
Changing lives through healthcare engagement
Participatory role in outcomes
• It is also largely accepted that when patients play a role in their care, there are benefits:– Improved experience and thus better overall
outcomes • (Stewart et al., The Impact of Patient-Centred Care on Outcomes,
Journal of Family Practice, September 2000, Vol. 49, No. 9)
– Improved adherence • (Robinson et al., Patient-centered care and adherence: definitions
and applications to improve outcomes, J Am Acad Nurse Pract. 2008 Dec;20(12):600-7)
Changing lives through healthcare engagement
People >> technology
“...patients are arguably the greatest untapped
resource…”
Source: Corrigan P, DIY doctors: patients can boost NHS’s value, Health Service Journal 30 April 2009, pp12–13
Changing lives through healthcare engagement
Doctors seek online information
Source: Manhattan Research, Taking the Pulse® Europe v10.0 (2010)
Professional info sources used among physicians
Double digit % growth since 2007
Source: Manhattan Research, Taking the Pulse® Europe v10.0 (2010)
Changing lives through healthcare engagement
Changing channels for HCPs
Pharma Reps
Pharma Sources
New Technologies
Colleagues
Smartphones and other mobile
devices
Print and Online Journals
Social Media
Online networksSource: Meredith Ressi, President, Manhattan Research
Changing lives through healthcare engagement
Two-way impact on healthNearly half of EU Physicians recommend websites to patients;
Source: “Cybercitizen Health Europe” Manhattan Research, 2009
Changing lives through healthcare engagement
Participatory Medicine
Physician-directedMedicine
Static Content
2020Real-time Information, Tools, Data
2000
2011
A rapidly changing landscape
Source: Meredith Ressi, President, Manhattan Research
Changing lives through healthcare engagement
Insurer
Patient
Doctor
Specialist
Media
Hospital
Pharmacist
The Internet
Pharma
Pharma
Pharma Pharma
Pharma
Changing lives through healthcare engagement
Changing lives through healthcare engagement
The content available from the Johnson & Johnson health channel is for informational purposes only. The content is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition. Reliance on any information provided herein is solely at your own risk.
Some producers have received nominal compensation for use of their videos on this channel. Their views and opinions are their own, and not those of the Johnson & Johnson Family of Companies. Dr. Nancy Snyderman was formerly employed by Johnson & Johnson Services, Inc.Comments are subject to approval. Comments which are off-topic, offensive, or promotional, will not be posted.
Neither Johnson & Johnson nor any of its operating companies (Johnson & Johnson) are responsible for third-party materials appearing on the Johnson & Johnson health channel, including but not limited to linked third-party videos, linked third-party sites, and third-party advertisements. J&J does not control or endorse this third-party content and makes no representations regarding its accuracy. ©Johnson & Johnson Services, Inc. 2008-2011
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Opportunities for Pharma
• Empower consumers to shift from online health information seeking to online health management and participation
• Creating tools to bridge the ‘digital divide’ between patients and providers
• Beyond social media: ‘Engaging’ with customers• A holistic view of healthcare delivery• Service as marketing
Source: Meredith Ressi, President, Manhattan Research
Changing lives through healthcare engagement
Get the strategic edge!
• Subscribe for the e-Journal for business leaders and communicators in healthcare:www.engagementstrategy.com