Health Consumer / Patient-centric e-Services

Business model & technological solutionStefan Wild, External Affairs Director, MSD Switzerland Silvio Frey, Head of Marketing & Sales Switzerland, InterComponentWare AG

Agenda

Questions:

− Where is the challenge in the prevention of widespread heart, lung and bone health/risks/diseases?

For example: a person and their bone lifecycle pathway

− How can Health Information Management and eHealth Services support living healthy as well as staying healthy through holistic prevention and treatment? Example: Bone Health and Osteoporosis – a widespread disease.

− What is the use in bringing the establishment of suitable HealtheServices to the commercial segment of health enterprises ?

The human individual in the healthcare system

life time cycle

• Saluto-genetic approach

• Prevention / Health promotion /Health Literacy

• Patho-genetic approach

• Treatment / Rehabilitation / Care

Patient

Consumer

sick

Hea

lthy

Healthy or Sick? Clear differentiation and corresponding definitions

Patients

Healthy People

sick

Hea

lthy

STAY HEALTHY“ market as win-win opportunity What about the immense risk group?si

ckH

ealth

y

Risk groupHealth Consumers

Patients

Healthy People

STA

Y H

EA

LTH

Y“M

arke

t

E-Health from the cradle to the grave Lifecycle of the human individual (schematic)

Healthprotection

Avoid worsening

Relapse preventionand post-treatment

Evente.g. Broken bone

In-/Out-patienttreatment

Rehab

1 st Doctor‘s visit

Event2nd Prevention 3rd Prevention

sick

heal

thy

e-healthe-healthe-healthe-health

Process: 1st Prevention

bone lifecycle pathway

Bone awareness along the individual lifecycleBone cycle of the human individual (schematic)

Birt

h

15 y

ears

30 y

ears

45 y

ears

60 y

ears

75 y

ears

Dea

th

Building

bones

Onset bone deterioration

End

of b

uild

ing

bone

s

Onsetmenopause

Osteopeniarisk Osteoporosis

risk

Ascertainbone

density

Risk test for Bones

Do bonedensity scan

Individual responsible

“bone behavior”School:

Healthy/ diseasedbones?

“Mother (Father)

and Bones”

bone lifecycle pathway

Changing information needs during the bone lifecycle pathway (schematic)

Birt

h

15 y

ears

30 y

ears

45 y

ears

60 y

ears

75 y

ears

Dea

th

Bone literacy• Knowing the bone risk

• Nutrition• Exercise• Treatment possibilities

• Medication

Bone risk• Clarifying bone risk

• Preventive measures

Ageing literacy• Knowing bone density value

• Nutrition• Exercise• Treatment possibilities/

• Medication

Building

bonesOnset bone deterioration

End

of b

uild

ing

bone

s

OnsetMenopause

Osteopeniarisk Osteoporosis

risk

School: Our bones?• Vital organs/ backbone

• Nutrition• Exercise

“Mineralization”• nutrition• Dietary supplements

• Sports• Social environment

“Healthy bones"

• Nutrition• Sports• Treatment possibilities

Phases of healthy bone behavior Phases of risk bone competence

A car• What‘s the HP?• Acceleration from 0

to 100 km/h?• Gearbox?• “Turbo”• etc.

Own body• Height• Weight• BMI?• Blood pressure ??• Cholesterol ??• Blood sugar levels ???• Lung volume ????• Bone density ?????• etc.

What does the health consumer know?How health literate is the individual?

Example “Motor specs”:

Steps towards becoming more health-literate in all lifecycle phases

Information actingunderstanding

Input Support Motivation/ Monitoring

Basic Health Literacy• Heart (“motor”)• Lung (“fuel”)• Bone (“chassis”)

Agenda

Questions:

− Where is the challenge in the prevention of widespread heart, lung and bone health/risks/diseases?

For example: a person and their bone lifecycle pathway

− How can Health Information Management and eHealth Services support living healthy as well as staying healthy through holistic prevention and treatment? Example: Bone Health and Osteoporosis – a widespread disease.

− What is the use in bringing the establishment of suitable HealtheServices to the commercial segment of health enterprises ?

bone lifecycle pathway

Prevention and awareness along the bone lifecycle pathway (schematic)

Birt

h

15 y

ears

30 y

ears

45 y

ears

60 y

ears

75 y

ears

Dea

th

Building

bones

Onset of bone deteriorationEnd

of

build

ing

bone

s

OnsetMenopause

Osteopeniarisk Osteoporosis

risk

Starting point for preventive measures

Fact: Target group has low awareness / no motivationChallenge: How to bring that about

Lower osteoporosis risk

Approach

Prevention campaigns with widespread impact

Physical Channel (push principle)− Communities & organizations (schools, clubs, state)− Events, media, radio, television, newspapers− Personal health network (family doctor / pharmacist / hospitals)− Family

Virtual Channel / eServices (pull principle)− Health portals− Games− Mobile Health (Apps)− Social Networks / Virtual Communities

Approach

Knowledge:

Combining physical and virtual measures is the right way to proceed.

Consumer’s access to the healthcare market

Healthcare marketHealthcare marketPhysical Channel− Communities &

Organizations − Events, media− Personal health

network − Family

Virtual Channel / eServices−Health portals−Games−mHealth (Apps)−Social Networks / Virtual Communities

Consumer / Patient

live healthy

Info

rmat

ion,

Pro

duct

s an

d S

ervi

ces,

Con

tact

live sick

stay healthy

be healthy

Example: Quevita – First health and lifestyle community in Europe

PHR

Quevita: Focus on “healthy living”

Preventive measuresPreventive measures

Physical Channel

From social network to a personal health recordand mobile health

bone lifecycle pathway

Birt

h

15 y

ears

30 y

ears

45 y

ears

60 y

ears

75 y

ears

Birt

h

Personal Health Record - LifeSensor

Mobile HealthMobile Health

Specific portal Specific portal

Value proposition

− Creating awareness and motivation in the search for and establishment of preventive measures among the population

− Procurement of products and services for prevention

− Electronic identification and linking of citizens in the context of preventive products and services

− Establishing of Health eServices and with it the creation of newmarketing and sales channels for sustainable business developments

Thank you

Contacts:

Stefan WildExternal Affairs DirectorMSD SwitzerlandTel: +41 79 467 15 80stefan_wild@merck.com

Silvio FreyHead of Marketing & Sales SwitzerlandInterComponentWare (Switzerland) AGTel:+41 44 209 92 14Silvio.frey@icw-global.com