E-PATIENTCONFERENCE10 Big Ideas From e-Patient 2010

About conference wrap ups

iQ is the innovation lab of GSW Worldwide. We research emerging trends in both how technology and expectations are changing. Then we model innovative tools and experiences designed just for health care marketers

One of the ways we stay connected to the thought leaders in our industry is speaking at and live blogging from top healthcare marketing conferences

After the conferences we collect the top 10 big ideas we heard to share in conference wrap up sessions. We use presentations like this one to lead those discussions

MOBILE HAS A MULTIPLIER EFFECTMobile devices activate patients and care teams in

compelling new ways

MOBILE HAS A BIG IMPACT ON ADHERENCE

• Have you ever left your house without your cell phone and decided to go back to get it?

• Mobile tools are simply more present and integrated in our lives. Their reminders are more relevant.

• Mobile reminders increase adherence 27%

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In a study of hypertensive patients, Partners Healthcare’s Center for Connected Health found that Vitality’s GlowCap service raised medication adherence rates from 71% to 98%

POWERFUL SENSORS EMPOWER EPATIENTS

• We’ve made a big move in how people can participate in their own healthcare:

• New biometric tools like Zeo and Fitbit help people track their sleep, activity, even vitals

• The tools generally offer longitudinal tracking online and even make healthy recommendations

• Patients love the new sensors, but physicians have been slower to integrate them into overall care plans

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FROM: SUBJECTIVE PATIENT DIARIES

TO: OBJECTIVE HEALTH TRACKERS

THERE’S A NEW METRIC IN TOWNIt’s not trial or even adherence – instead, it’s about

bringing better health to more people

TODAY PHARMA IS LOOKING FOR REAL CHANGE

Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health

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• Every speaker we heard talked about the ultimate metric:

sustained behavioral change

• It’s not about taking one drug or asking one question

• It’s about making better choices, one by one, every day

“There's a huge disconnect between

our long-term aspirations and

moment-to-moment choices”

HEALTHCARE IS INNOVATING IN A NEW KIND OF LAB

• Joe Shields came to the conference to crowdsource a plan. He was set to be Pfizer’s first global innovation chief and wanted to hear from us: what are the ehealth challenges his company should focus on?

• He’s one of a flurry of new innovation heads in the corridor

• Healthcare leaders like J&J, Lilly and the Mayo Clinic are building innovation practices around business strategy. These new labs are looking at changing demographics, new communications tools, and emerging markets

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ADVICE DOESN’T CHANGE BEHAVIORBut personalized, highly relevant coaching just might

TAILORED MARKETING CAN CHANGE HOW OUR BRAINS PROCESS INFORMATION

• Tailored marketing isn’t just demographics; it’s connected to the real-world influences on the patient’s healthy behaviors

• More tailored messages activate the medial prefrontal cortex (the decision-making part) and the precuneus (where ideas are attached to long-term memory)

• In a smoking cessation case, high-depth tailoring moved a 6-month adherence rate from 28% to 39%

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In the study mentioned above, researchers used MRI machines to scan people’s brains while giving them 60 random messages, with varying degrees of personalization

MARKETING DOESN’T HAVE TO BE DISRUPTIVE; CONNECT WITH PEOPLE WHERE THEY ARE

• Designers and innovators are looking for new ways for health information to fit seamlessly into our lives or even line of site

• In one example, New York state partnered with Xbox Live to deliver emergency alerts (and connect with tens of thousands of people who weren’t watching live TV)

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David Rose, Vitality,creator of GlowCaps

In-game xBox emergency alert:“Pervasive

information is persuasive information”

HCPs AREN’T SATISFIED WITH BUSINESS AS USUAL“Our generation of physicians was never satisfied not communicating well with people. These tools give people choices and an ability to be there with patients.” (Ted Eytan, MD, MPH)

MEDICINE IS MOVING ONLINE FAST

• Kaiser Permanente has over 3 million people enrolled in its online health management system. In the second quarter, those people sent over 2.6 million emails to their physicians. 

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All that participation makes a difference. For example, KP’s customers in Hawaii have near-unbelievable compliance for annual mammograms:

PHYSICIANS WANT TO END THE ASSEMETRY BETWEEN DOCS AND PATIENTS

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Partnering with them for better

healthDoing things for

and with patients rather then to them

Admitting docs don’t know everything

Medicine changes every 3-5 years – how can anyone

know everything?

Talking to patients about

all the info they’re gettingWhat have you found online?

WE’RE MOVING TOWARD A PATIENT-CENTRIC MODELAway from the top-down model of planning

IT’S TIME TO DESIGN CLINICAL TRIALS WITH ePATIENTS IN MIND

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Or radical and revolutionary

MORE PARTICIPATORY

MORE GENEROUS

Enroll from anywhereReport in from real life

Own your dataSee the results

EVEN MEDICAL MEDIA IS BECOMING PATIENT FIRST

• Twenty years ago, medical journalists tended to open their advance copies of JAMA and New England Journal of Medicine to write stories

• The medical news was top down• Now personal stories reflect

bigger challenges in navigating the healthcare system

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Elizabeth Cohen, CNN Senior Medical Correspondent, author of

The Empowered Patient

“I’m not in the business of changing systems; I’m in the business of helping

people use the system as it is.”

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse