360 Overview of HealthPads in Medical Practice

Mary J Cronin Boston College

cronin@bc.edu www.medhealthworld.com

Most Frequent Use Categories

How Are Doctors Using Tablets (and Smartphones) Today?

Source: QuantiaMD ”Tablets Set to Change Medical Practice” June 15, 2011 based on online survey of 3,798 physicians

QuantiaMD Survey of Mobile Physicians in May 2011

LEARN: iPads in Medical Training and Keeping Up to Date

Yale University

HumanSim, a medical training simulation program

Incoming Med Students, Yale University

LOOK UP/KEEP UP: Sample iPad Apps

DIAGNOSE/DECIDE/ORDER LABS

INTERACT: Educating Patients

“At least half of our staff here in the emergency room has their own iPad and carries it and uses it.” Dr. Richard Watson, ER, MetroSouth Medical Center

“The iPad is useful because we can now seamlessly bring scans to our patients for discussion and review.” Dr. Aaron Rogers

“Showing a patient their labs, particularly around chronic diseases that the patient has to manage such as diabetes, is so useful… Many patients commented it was the first time they understood their disease.” Dr. Henry Feldman, Beth Israel Deaconess

Marketing In a Healthpad360 World

The “HealthPad” at BIDMC

John D. Halamka MD

By the numbers

•  18000 user accounts •  9000 desktops/laptops/tablets •  3000 printers •  600 iPads •  1600 iPhones •  450 servers (200 physical, 250 virtual) •  1.5 petabytes of storage

A history of innovation •  First web-based Healthcare Information Exchange,

CareWeb - 1997

•  First Personal Health Record, Patientsite - 1999

•  First web-based provider order entry system -2001

•  First fully electronic medication reconciliation system - 2007

A history of innovation •  First hospital to achieve federal

certification of its systems - 2011

•  First hospital in the US to achieve meaningful use - 2011

•  First hospital to receive federal IT stimulus - 2011

•  Information Week #1 Healthcare IT organization in the US - 2011

A history of innovation

•  Emergency Department will be paperless this year

•  Handwritten orders will be eliminated this year

• We’ve been filmless (x-rays) since 2000

• We’re experts in mobile, wireless, disaster recovery, security, and standards

The ideal mobile device for physicians

•  Under a pound

•  12 hour battery life

•  Disinfectable

•  Can be dropped from 5 feet on to carpet without significant damage

•  Small enough to fit in a coat pocket but large enough for order entry

The ideal mobile device for nurses

•  Vital sign capture

•  Inputs/outputs

• Medication workflow

•  Lab workflow

• Nurse call workflow

HEALTHPAD 360

Jill Guimont Sr. Marketing Manager Medtronic, Inc.

Medtronic and Apple

•  Who is Medtronic? •  A world leader in medical equipment

and therapies for cardiovascular, neurological, and musculoskeletal disorders, chronic health conditions, and surgical procedures

•  Why Medtronic and Apple? •  Medtronic purchase 4,500 iPads for

employees in year one of the iPad launch; largest purchase for one company

•  Primary purpose: provide an interactive platform to showcase companies products and therapies

http://www.apple.com/ipad/business/profiles/medtronic/

Medtronic App Store

Leverage Technology in Relevant Manner

•  Incorporate a digital strategy into your marketing strategy where meaningful and relevant •  Avoid a digital tactic because it’s cool and you can. Utilize where

appropriate so that it aligns to and optimizes your marketing strategy.

•  “Mistakes are made. But, fundamentally, if you're sound, you eliminate as many mistakes as possible” – Wayne Gretzky

Medtronic ITB Therapy iPad Project

•  App for sales reps to use in customer facing discussions •  Goals

• Reduce costs by significantly reducing printed pieces •  Improve efficiency and effectiveness of sales call •  Improve overall productivity of sales organization

•  iPad to address today’s challenges • MD time • Resources limitations (financial and human) •  Version control

App Strategy – Contained Content

Content Organization

Library → Consultative Selling → Infographic Message Delivery

Additional Features • MY Binder – pre-call prep

• Shopping Cart/ Email – post call follow up

• Sync – allows for most up-to-date content “real time”

Lessons Learned

•  Less is more •  Effects download time • May prevent successful download

•  Create enduring pieces • When the rep leaves, the iPad leaves • Where can customers find the pieces and programs

for their use

Lessons Learned

•  Sales Training is critical •  Assume the lowest common denominator • Create training materials that can be accessed 24/7

•  Vendor Selection and Management •  Frequent and consistent communication •  Ask for references • Consider capability and capacity •  Prioritize: Budget, Timeline, Quality

Consider this…

•  What is the role of the sales rep in the future? •  Information concierge

•  Who will win in the competitive space? •  Assume safety, therapeutic effectiveness and cost effectiveness at parity •  Companies that make it easy to utilize their product

•  Know your customer •  50% of MDs expected to own at iPad in 2012

•  Is that your customer base? •  Is this for clinical application or personal use?

•  Suggest observational research •  Treat your app like a product

•  Only 5% of customers use apps 1 year post-launch •  Keep it fresh, intriguing and valuable

•  Expand imagination beyond today’s technology •  “A good hockey player plays where the puck is. A great hockey player

plays where the puck is going to be.” – Wayne Gretzky

WD BOS.

WD SF.

GRAPHIS DESIGN ANNUAL 2011 PLATINUM AWARD

Identity Web/Mobile Photo Print Video Services Video

For more information: www.weymouthdesign.com/healthpad360