power to the patient (by sofie bruggeman)

Sofie@insites-consulting.com

@SofieBruggeman

http://be.linkedin.com/in/sofiebruggeman

Power to the

People //

Patient

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

The power

tools of the E4

patient

Sofie Bruggeman Research Manager Life Sciences & Healthcare

InSites Consulting

sofie@insites-consulting.com

@SofieBruggeman

http://be.linkedin.com/in/sofiebruggeman

Nice to meet you! I am Sofie Bruggeman

I am 28 years old, working in Ghent area (InSites HQ) & living

in the city centre. I like to explore cities & to be overwhelmed

by nature’s beauty!

As a researcher, I soon was intrigued by the fascinating & rich

triangle patient – physician – pharmaco!

After 6 years, this fascination has only grown, especially in the

direction of the patient revolution.

This movement will change the industry & even more… the world!

Empowered patient

Research Manager Life Sciences and Healthcare

Power to the

patient has

IMPACT

4

Driving force

behind patient

engagement?

Conversations

are out there

A third globally

impactful movement

in history

1 2 3

e-Patient Dave

“Gimme my damn data”

Diagnosed with stage IV kidney cancer 2007

Took an active role in his treatment & survived

Inspiration for Novartis

Current job: healthcare consultant!

Who is this guy?

@ePatientDave

Power to the

patient has

IMPACT Source: IMS data 2011

Physicians feel their power is weakening

Treato collects

patient

conversations

Treato collects

patient

conversations

Empowered patients

are a FACT today

Local marketers

start interacting

Healthcare marketeers engage in conversation management

How do marketing managers

manage the world of conversations?

Empowered patients

are a FACT today

Enter the

conversation

challenge!

Empowered patients

are a FACT today

Patients connect with other patients …

a big impact!

Empowered patients

are a FACT today

Patients help each

other!

…. government

follows

Facebook supports donor campaign of

Belgian government with app

Moetiknaardedokter app?

Empowered patients

are a FACT today

Explosion

of

apps

Towards the E4-patient

E

M

P

O

W

E

R

E

D

ENGAGED

EQUIPPED

ENABLED

Empowered patients

are a FACT today

The E4 patient

What about …

your own

personal

defibrillator?

Empowered patients

are a FACT today

Speaking of

powerful

equipment…

Logbook app

Automatic logbook

Internet logbook

Manual logbook

Empowered patients

are a FACT today

Evolution of health

management

The IBG star, a tool for patient engagement by Sanofi Aventis

EQUIPPED

ENABLED

Empowered patients

are a FACT today

Evolution of health

management

“ “Pharma companies would do well to provide

tools that help patients help themselves.

Even if they’re not promoting your product,

they can offer it as a service of their

company. Then people who are swimming

around in the current talking to each other

say good things about the company because

it helped them.” E-Patient Dave

Healthcare consultant

Boosting patient

conversation

#WhatsInIt4HealthCareProviders

Apps: think B2B2C

Patients

Life Sciences & health-

care industry

Physicians

#WhatsInIt4HealthCareProviders

#WhatsInIt4HealthCareProviders

Maximizing

compliance

Apps that

boost sales

directly (through

compliance)

What is the % of

smartphone

owners in EU?

%

Higher or Lower than

?

What is the % of

smartphone

owners in EU?

%

Source: “Social media around the world”

by InSites Consulting - 2011

Apps are

selected

carefully

8(!) 24 installed in use

(weekly)

Source: “Social media around the world”

by InSites Consulting - 2011

18% today uses

health apps

1. Apps for practical purposes

2. Apps for entertainment

3. Apps for connecting with others

Room for healthcare apps: 18% in 2012 30% in 2015!

Source: “Social media around the world”

by InSites Consulting - 2011

Apps throughout the patient journey

Apps are definitely not restricted to

medication reminders.

Different apps have already been

developed for patients in different

disease stages.

Let’s take a look at different apps in the

diabetes patient journey.

From prevention to insulin reminders

Case study

Apps in diabetes TA

to calculate the risk for a disease (prevention)

to find info about a disease

to keep track of what one consumes

to support in changing lifestyle

to create logbooks

…

… equipment which is enabling & empowering the engaged chronic patient!

Equipped

diabetic patients

EU support for

apps

“Health apps represent a technological

tool to help inform &

support citizens in the self-

management of their

health & wellbeing. They can bring

health information to our fingertips.

The best of these apps enable

us to act swiftly and

decisively on self- care

issues.”

Robert Madelin, Director General, DG CONNECT,

European Commission

Glucose buddy – free app

Health ecosystem

Rule 1_Successfull apps are part of a digital health ecosystem

Rule 2_Successfull apps are reliable & effective

Apps influence

patient behaviour

1 2

3

Rule 3_Successfull apps require sustainable business models

Example: risk assessment calculator

Long-term

thinking

Rule 4_Successfull apps target behaviour change

Bant – blood value measurement app

Bant (app) included a reward program.

Once they leveled up, they were able to

buy apps & music with the points

redeemed.

The rewards were quite the hit.

Over a 3-month period they increased

their frequency of

measurement by 49.5%.

Return on app

investment?

Vree – by Merck

Rule 5_Successfull apps maximize the power of the data it generates

Leads to an integrated

overview of the health

status of a person –

combined with potential

actions to be taken.

e.g. progress charts,

supporting interaction with

physician (e.g. follow-up of

weight control)

Giving

(feed)back

HeartVille Winner of 2012 Future of

Health Award

Apps for mental

health as well

“A very well designed idea. It combines

lifestyle and mental health and is

expandable to broader groups. We love the

idea to embed this game in a care group.

Interesting that it uses a proven concept.”

The Future of Health Jury

App development

• Pharma companies

• Patient organisations

• Governments

• Hospitals

• Health insurers

• HCPs

• Social Media companies

• …

Different potential players / stakeholders

Let’s not go too

fast!

is

NOT

the take away of

this presentation

Start creating

your own app

Just 1 example,

many more, so let’s

not go too fast!

Listening to what the patient needs

Apps for patients are only successful if they fill in

an existing need of a patient & if they take into

account existing barriers (practical, emotional,

physical…).

Connecting with the patient in an ongoing way

is the key to success.

Observe, get

inspired & then

act

People are out there Making conversations Patients are just like people Making use of social media As a healthcare sector Let’s not ignore but support the empowered patient

Structural

partnerships

E

M

P

O

W

E

R

E

D

ENGAGED

EQUIPPED

ENABLED

Sofie@insites-consulting.com

@SofieBruggeman

http://be.linkedin.com/in/sofiebruggeman

+32 497 06 19 49

Ask for our

latest papers!

Sofie@insites-consulting.com

@SofieBruggeman

http://be.linkedin.com/in/sofiebruggeman

+32 497 06 19 49

Ask for our

latest papers!