mastering mobile social media to improve health outcomes

© 2015 Pharmaguy™

Mastering Mobile Social Media to Improve Health Outcomes

PharmaGuyBayer Pharma AG

STEM4Health MeetupBerlin, 23 September 2015

© 2015 Pharmaguy™2

1. >165,000 consumer mHealth apps in US app stores2. 26K of most widely used apps analyzed by IMS Health3. 10% capable of connecting to device or sensor4. 50% of downloads generated by 36 apps, 40% have fewer

than 5K downloads!5. 65% of top mHealth apps connect to social media6. Studies are needed to evaluate effectiveness in

improving patient outcomes or lowering healthcare costs

IMS Health Study

Source: “Patient Adoption of mHealth: Use, Evidence and Remaining Barriers to Mainstream Acceptance,” IMS Institute for Healthcare Informatics. September 2015.


1. On Startups & Pharma 2. Lessons Learned from Awesome #FAILs3. Lessons Learned from Awesome Success Stories4. mHealth App Guiding Principles5. Lessons from Pioneers

What I Have to Say Today


Options for Working with Startups

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Easy entry into mHealth offers incredible opportunity for innovation in healthcare; however, the open market comes with certain concerns...

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Who’s Your App Developer?


Many technology companies are novices when it comes to gov’t regulations

Anne Wojcicki, CEO of 23andMe, creator of “Spit for Science,” for example, ignored FDA for the sake of preserving the “customer experience.”

LESSON: Be Creative Within the Limits Imposed by Regulations

Startups Must Keep FDA in Mind


Some Recent Social Media Faux Pas(Branded)

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Some Recent Social Media Faux Pas(Unbranded)

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The Pharma Social Media Hype Cycle


Most Mobile Apps Won’t Require FDA Regulation, Says FDA

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Concerns Beyond Regulations

Undocumented Efficacy Flawed Privacy Protection & Data

Security Lack of Useful Functionality User Experience Issues


Test for Efficacy & Document!

“We have a profusion of healthcare apps with undocumented efficacy and basically existing in a vacuum of scientific evidence.” - Carolyn Gauntlett, IMS Health

Janssen PASI Calculator did not cite the source used to perform calculations

Pfizer’s Rheumatology Calculator App recalled via “Dear Doctor” letter because of a “bug in the app ... gives wrong results.”

LESSON: Test, Test, Test LESSON: Document


Ensure Privacy & Secure Data

Unreliable eHealth Data Management“Ambitious app designs are being stuck down by internal medical/legal reviews because of concerns about the storage and use of healthcare data,” said Gauntlett.

Don’t Be another Ashley Madison (or Lilly or Pfizer)!

LESSON: Use Best Available Security Measures

LESSON: Have a Privacy Policy & Train Employees!

LESSON: Limit the Amount of Personal Data Collected in the First Place!


What Needs to Be Done?

Options include: Independent Certification Patient Involvement Guiding Principles Rewarding Innovators Who Get It Right


Independent Certification: #FAIL?

IMS Health, for example, mentions “certifications” as part of its mHealth App ranking process. But certification programs are tricky, resource intense, and prone to failure.


Improving mHealth Apps

1. Improve connectivity & integration into physician workflow

2. Robust data confidentiality, privacy, and regulatory compliance

3. Scientific evidence to measure efficacy (clinical trials for apps)

4. Involve patient advocates and healthcare providers in development, testing, & promotion


A Formula for Patient-Centric mHealth Apps

Quality mHealth App = Satisfy Patients’ Needs§ + Transparency + Reliable Health Data Management*

§Satisfy Patients’ Needs = Useful Functionality + Efficacy

*Reliable Health Data Management = Good Privacy Practices + Data Security


Full Disclosure Assure Accuracy Informed Consent/Good Privacy Practices Good Privacy Practices Data Security Assurance Regulatory Compliance HIPAA Compliance (where applicable)

Pharmaguy’s mHealth App Guiding Principles

“Guidelines for Mobile Health Apps Developed by the Pharmaceutical Industry” (alone or in conjunction with technology startups)

Based on eHealth Code of Ethics


1. Protect the privacy of a user’s health data2. Clearly define who owns a user’s health data3. Make it easy for users to accurately interpret their data4. Integrate validated scientific evidence into product design5. Incorporate evidence-based approaches to health behavior

improvement6. Be accessible to marginalized populations

Vitality Institute Guidelines

Industry* guidelines for the responsible use of wearables, smartwatches & health apps

*Vitality Institute, Microsoft Corporation, the University of California San Diego and others


Bayer Healthcare Grants4Apps®

Looking for novel software, hardware, technologies, or processes that can be applied on particular areas contributing to improve health outcomes or pharmaceutical processes.

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The Pharmaguy Mobile & Social Media Pioneer Award

Recognizing pharmaceutical executives or teams who have “pioneered” in the use of mobile apps & social media for engaging patients, healthcare providers & other stakeholders with the goal of improving health outcomes.http://bit.ly/PGpioneer

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http://bit.ly/PGpioneer



Lessons from Pioneers

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2010: First Pharmaguy Social Media Pioneer Award Given to Janssen's Alex Butler: First Pharma Facebook Page to Allow Comments

2011: AZ's Tony Jewell Receives 2nd Annual Pharmaguy Social Media Pioneer Award: First Pharma Twitter Chat

LESSON: Don’t Be Afraid To Be First!



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2012: Sanofi US Diabetes Team Receives the 3rd PharmaGuy Social Media Pioneer Award: Excellent Patient Engagement via Social Media & Real World

LESSON: Engage Patients!

2013: Roche Italy Receives the 4th Annual Pharmaguy Social Media Pioneer Award: Roche Digital Academy

LESSON: Train Employees!



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2014: Boehringer Ingelheim Global Social Media Team Accepts the 5th Annual Pharmaguy Social Media Pioneer Award: Twitter Chat Playbook

LESSON: Share Your Lessons!

2015: Who Will It Be??


Socialize Your Patient Engagement Strategy

‘As patients increasingly embrace technology to learn, manage, and track their own health outcomes, providers and vendors seeking to engage or motivate consumers to take action (or change behavior) must embrace a patient-focused strategy within their overall marketing and communications strategy. Affinito and Mack provide a historical overview of the market trends as well as a future roadmap that is helpful to anyone charged with making the shift to patient-centered care today - and planning for what is possible tomorrow.’

Mark Bard, Co-founder Digital Health Coalition

Order Here: http://bit.ly/gowerSMbook

Use Code G15JNY35 to Get a 35% Discount!

http://bit.ly/gowerSMbook

http://bit.ly/gowerSMbook


The Sorry State of Pharma mHealth Apps; http://bit.ly/mobcat-pmn1304-02

“Leaky” Pharma Mobile Apps; http://bit.ly/LeakyPharmaApps

Many Smartphone Apps Lack Privacy Policies; http://bit.ly/PharmaAppPrivacy

Pharma mHealth App Best Practices Survey; http://bit.ly/PharmaMoSurvey

Patients Demand High Quality mHealth Apps; http://bit.ly/pmn1307-01

Vitality Institute Guidelines; http://bit.ly/vitalityGLs

eHealth Code of Ethics; http://www.virsci.com/code0524.pdf

PharmaGuy SoMo Pioneer Award; http://bit.ly/PGpioneer

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Resources

http://bit.ly/mobcat-pmn1304-02



http://bit.ly/LeakyPharmaApps



http://bit.ly/PharmaAppPrivacy

http://bit.ly/PharmaAppPrivacy

http://bit.ly/PharmaMoSurvey

http://bit.ly/PharmaMoSurvey

http://bit.ly/pmn1307-01

http://bit.ly/pmn1307-01

http://bit.ly/vitalityGLs

http://bit.ly/vitalityGLs

http://www.virsci.com/code0524.pdf



mastering mobile social media to improve health outcomes

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