The Social Consumer: Cashing in on the social graph - MaRS Market Insights
MaRS Market Insights - Consumer Digital Health: Market Opportunities and New Business Models
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Transcript of MaRS Market Insights - Consumer Digital Health: Market Opportunities and New Business Models
MaRS Market Insight Series
Michael Matthews
National Health Services
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Problem Statement
Today patients and their families operate in a predominantly paper-based health data environment.
What will be the some of the key issues driving change in 2020 that will see the shift to Digital health information?
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In 2020 Globalization will drive a different environment for healthcare
Interprofessional
Consumer Demand
Pandemic Planning Resource
Shortages
Demanding Demographics
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Converging Relationships
Comparative Effectiveness
Pay for Performance
Medical Tourism
Private Care And more…
Consumer Demand
Pandemic Planning Interprofessional
Enhanced Primary Care / Medical Home
Interprofessional
Chronic Disease Prevention and
Management
Enhanced Primary Care / Medical Home
Interprofessional
Expanding Scope of Practice
Chronic Disease Prevention and
Management
Enhanced Primary Care / Medical Home
Interprofessional
Pay for Performance
Expanding Scope of Practice
Pay for Performance
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Medical Tourism
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance Private Care Medical
Tourism
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Comparative Effectiveness
Private Care Medical Tourism
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Converging Relationships
Comparative Effectiveness
Private Care Medical Tourism
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Demanding Demographics
Converging Relationships
Comparative Effectiveness
Private Care Medical Tourism
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
Resource Shortages
Demanding Demographics
Converging Relationships
Comparative Effectiveness
Private Care Medical Tourism
Interprofessional
Enhanced Primary Care / Medical Home
Chronic Disease Prevention and
Management
Expanding Scope of Practice
Pay for Performance
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Consumers are spurring the demand for digital health
• Centres around the consumer
• Offers self-care, self-management and learning capabilities
• Is offered through a trusted source and secured from privacy breaches
• Provides a flexible platform for a consolidated view of a patient’s health
Deloitte’s 2009 Survey of Health Care Consumers revealed that consumers are very interested in use and benefits of a personal health record:
• Over 65% of respondents feel it would be beneficial to have access to the PHR of a family member whose care they are helping to manage
• Over 60% of respondents are interested in a PHR or online medical record provided by their doctor’s office, hospital and government
• 2/3 of respondents are interested in health monitoring technologies that can feed data to PHRs
This calls for a personal decision-support model that…
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How will we get there and what will it look like
• In 2020 PHRs will be in broad use by Canadians and a culture shift will have occurred (e.g. similar to how we conduct on-line banking today).
• New care models such as ACOs will allow for better interaction and sharing of health information electronically (PHR / EMR linkages). Pay for Performance
• Government, Providers, Professionals, and other organizations will be expected to post data to an individual’s PHR in order to help them develop a longitudinal health record (EHR linkage).
• Patients will have ubiquitous access to their record and will not be bound in the information they see.
• Patients will now be able to view, edit and update their information through the PHR making them active participants in the maintenance of their health record.
• Patients may be encouraged to interact and sustain their own information as part of a care plan.
• PHRs can provide the interactive platform for patient self management and customized care scenarios (e.g. Chronic Disease, healthy lifestyles).
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Getting to 2020
• What is the overall strategy and plan?
• What are the ownership and structure issues?
• How will PHRs be funded and sustained?
• How can adoption be encouraged (providers, professionals and patients)?
• How do we link back the use to digital health to better outcomes?
• What are the plans for consolidation and re-alignment among current players (PHR, EMR, etc).
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Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than 6,800 people in 51 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. The firm is dedicated to helping its clients and its people excel. Deloitte is the Canadian member firm of Deloitte Touche Tohmatsu.
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, its member firms, and their respective subsidiaries and affiliates. As a Swiss Verein (association), neither Deloitte Touche Tohmatsu nor any of its member firms has any liability for each other's acts or omissions. Each of the member firms is a separate and independent legal entity operating under the names “Deloitte,” “Deloitte & Touche,” “Deloitte Touche Tohmatsu,” or other related names. Services are provided by the member firms or their subsidiaries or affiliates and not by the Deloitte Touche Tohmatsu Verein.
© Deloitte & Touche LLP and affiliated entities.
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Questions
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Q1- Who pays and what are the business models for revenue generation ?
• Current “claim-staking” will not continue and investments will need to be recovered at some point.
• Some patients may pay (Parents, Care Given/PoA, Chronic Disease Patients) due to their context.
• Patients will need to experience value (Prescription Refill, Referral, electronic consult) or their initial interest may fade. Incentive models for use.
• Scale of Canada means that funding sustainment may need to be come from government to ensure projects continue.
• Accountable Care Organization models are expected to spur innovation in care delivery and patient self management. Digital Health will be key in linking data back to outcomes.
• Content linked to health information may provide a new model
• As pressure continues to be applying to health costs, Payers will be looking to create methods for driving down costs
• Kaiser Permanente – 5 diseases driving over 85% of their health costs.
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Q2 - What is the role of regulatory agencies ?
• Regulatory Agencies will need to establish expectations on privacy, security and secondary data use.
• If new operating models are considered like AllScripts in the US, there will be a need to have oversight to make sure data in not shared inappropriately.
• Balance will need to be struck, medical device-like licensing is a good idea but does it actually address many of the key risks of digital health.
• Avoid duplication and vendor dominance issues.
• Standards and Compliance
• System Strategy, Investment Plan and Execution
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Q3 – How do you assure consistency and accuracy of data?
• Make sure the foundation is right: Identification and linking of health information to a person is first point of failure
• Maintain the chain of ownership for health data (HIC) and make it immutable.
• Create audit, testing and re-fresh programs to make sure that the feeds are working properly.
• Allow patients to see their own information (PHRs or Patient Portals).
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Q4 – Who ensures privacy and security of data ?
• The infrastructure has to be trustworthy. Solid applications and technical foundation is key to being able to manage and secure information.
• The consent and management models have to be clear, understandable and accepted.
• Caregivers and other key stakeholders who can access the systems have to understand their responsibilities and penalty structures should be established.
• Privacy Commissioners should be the enforcers in managing any discrepancies or violations.
• Who audits the information that is “out there” (e.g. physician offices).
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For more information, please contact:
Michael Matthews National e-Health Leader [email protected]
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Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than 6,800 people in 51 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. The firm is dedicated to helping its clients and its people excel. Deloitte is the Canadian member firm of Deloitte Touche Tohmatsu.
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, its member firms, and their respective subsidiaries and affiliates. As a Swiss Verein (association), neither Deloitte Touche Tohmatsu nor any of its member firms has any liability for each other's acts or omissions. Each of the member firms is a separate and independent legal entity operating under the names “Deloitte,” “Deloitte & Touche,” “Deloitte Touche Tohmatsu,” or other related names. Services are provided by the member firms or their subsidiaries or affiliates and not by the Deloitte Touche Tohmatsu Verein.
© Deloitte & Touche LLP and affiliated entities.
How Pfizer Canada is Earning Trust…
…More Than Medication
Veronica Piacek Director Consumer Communications & Relations
2
3
That was then…
… this is now.
4
Canadians are global connectivity leaders
Globally Canadians lead in connectivity
5
Web 2.0 is the new health influencer
85% of Canadians are online ! 69% are likely to visit a health website ! 1/4 state that their doctor encourages them to use the Internet to
search for health-related information ! 1/5 agree that they now visit the doctors office less often because of
the information found on the Internet
We Surveyed Our Public Image…
! Controversy over DTC advertising ! The expense of healthcare ! Drug recalls ! Big profits ! Big payouts ! US media spill-over
…to get to the root of the distrust
7
8
Here’s what they said:
Consumers in Focus Groups 2007
CONSUMERS ONLY SEE US AS SELLERS OF PILLS
Pfizer?
«I think this person is cold not warm. Pushing pills. Only interested in profits not people »
«!I imagine a passionate scientist but I don’t understand anything he is saying. He doesn't speak my language. He is not connected with the reality of this world. »
9
From being in the
Selling Pills Business
To being in the
Healthcare Business
10
11
Web Demo Video
Consumer Health
MaRS Market Insight Series
January 26, 2011
2
Introduction
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Consumer health is
The question for all
TELUS plan is aboutRemoving the logjamsCreating critical mass
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84%of Canadians consistently respond2 in favour of being able to access their own health information summary, they will no doubt be even more interested in the opportunities online PHRs may be able to deliver Privacy commissionners of Canada
3 3
Consumers are looking for new tools and services
Willing to pay for more servicesMore than half of all Canadians are willing to pay more for a wider range of services and improved timelines
Want better connections
72-78% of consumers want access to online medical records, test results, scheduling and appointments, home monitoring, and communication with doctors
65% of Canadian want a PHR for family members they take care of
Up to 26% would pay for these
Want home care
80% Canadian want more home and community care programs
4 4
Over 5M Canadians are searching for Health news online, 30% of which are between 29-42.
Consumers are active online
5
Lessons learned worldwide
UK MSFT direct market entry. Just sold healthvault to NHS as sponsorAustralia After 2 national effort failure, lead is now at regions level w/ privateDenmark Ongoing progress with National Patient register. 15% usage.China - $128B improvement in healthcare productivity, including PHRBrazil Ambitious national PHR rollout plans, drives EHR adoption and fundingRussia Performing technology refresh, then planning PHR rolloutMalaysia Centralising data centers, then planning PHR rollout
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Germany Siemens wants to sell to private insurers and other sponsorsFrance Orange « Voute Santé » sold top insurers. Focus on vaccination.Singapore Infrastructure upgrade by Accenture & DBMotion, PHR includedIndia Largest Hospital chain, Appolo, planning PHR rolloutUSA 7% Americans used consumer health eTools for. Source of these tools: 50% frompayers, 25% from providers. <10% from GoogleHealth or HealthVault. USA - Google Health recently redesigned and relaunched.
US Kaiser Permanente: Success stories around PHR
Denmark : High value attached to patient-MD communication
US: Value and importance of email consultation
Germany: Value of subsidies from insurers
Israel: Consumer need for advice, and personalized recommendations
Spain: Positive impact of SMS functionality when properly utilised
US: Cloud model shows slow take-off
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6
Industry dynamics create tangible opportunities
Ministries
Regions
Infoway
Pharmacy chains
EMRVendors
Employers
Long term care
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Doctors
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Pain points:-Ease of use-Universality-Accessibility- Portability-Security-Connectivity
Shift of roles between institutions and consumers
drives search for new tools
Private and public institutions focus on efficiency gains, new $, and quality of care
PUSHConsumers look to address pain points, and want to be better participants in the
management of their healthPULL
7
Emerging Portfolio
An online consumer destination
MedPals
Mobile Apps
Upopolis
Devices
Content
9 9
Summary
Role of the consumer is changingConsumers are central to their careConsumer health solutions are here tools are now available
Consumer Health
Zak Bhamanimember of the TELUS team
Thank You
Your Evidence-Based Medical News Channel
By PresenterMedia.com
Sanjay Sharma MD, MSc, MBA
ON
TARGET
IM Social Network Distribution + Hardware Platform
Agenda
Overview of Insidermedicine.com
Our Story
Case Studies
Insidermedicine’s Content
ON
TARGET
From the basement….
ON
TARGET
Insidermedicine.com
Insidermedicine is a physician-led news and knowledge-translation organization providing credible, fair balance reporting on key medical interest issues and topics.
Our goal is to reach consumers, patients, medical doctors and students to ensure that each has access to and receives "evidence based" health and medical updates.
ON
TARGET QUICK FACT
- Established in 2006 to bring “high quality, unbiased health information” to the market
- Our editorial board includes leading medical doctors, noted researchers, and experienced biostatisticians and epidemiologists
- As a news and knowledge translation organization, we get access to embargoed information from various medical journals (such as the NEJM and JAMA).
- IM has established relationships with Key Thought Leaders at leading universities throughout North America
- IM has created medical content with over 100 research intensive organizations, including Harvard and Stanford Universities and the CDC.
- IM has created over 4,500 education based videos over the past 4 years
QUICK FACT
- July 2009, IM was awarded a Public Education Award from the Canadian Dermatology Association for its “If I Had a” dermatology video series
- IM site acknowledged by YouTube as one of the their TOP 10 News Sites
Quick Facts about Insidermedicine
ON
TARGET
INSIDERMEDICINE– A NEW VOICE
Feed business
Distribution business
ON
TARGET
Using Insidermedicine (IM) News Story
Moving beyond the traditional PR release
o The IM News Story solution is the combination of a press release in Video format with distribution via social networks and SEOs
o IM News Story converts your pre-embargoed Press Release into a high quality video news story that “goes live” at the time of the embargo lift and with the potential to go viral
o IM News Story goes live on Insidermedicine.com (crawled by Google spiders every 5 min.)
ON
TARGET
IM Social Network Distribution o IM News Story video is distributed through a proprietary IM Platform
o Your message is tied to specific search terms ensuring faster pick up/ recognition
ON
TARGET
The Stats Speak for themselves...
o Over 200,000 views per month on
o Over 20,000 views per month on the Insidermedicine TV Network
located in doctor’s offices and hospitals
o Insidermedicine’s channel has had over 800,000 views
o Insidermedicine’s is one of and Partner sites
o Insidermedicine’s content is featured on
OVER 3,000,000 views per year
ON
TARGET
+ +
InsidermedicineTV
Signal box
IPTV
ON
TARGET IM Touch
ON
TARGET
CASE STUDY – LUCENTIS
ON
TARGET
Case Study – Lucentis
o Manuscript showing effectiveness of Lucentis for diabetic retinopathy; potentially a $1B market
Goals: o Deliver a high quality, evidence based video (consistent with brand), with a
3D animation within 7 days o Gain high search relevance for “Lucentis video” on search engines o Deliver high viewer reach o Gain access for video on social networks including iTunes, Facebook and
You Tube
ON
TARGET
Case Study - Lucentis
ON
TARGET
Case Study – Lucentis - Results
o #1 video - within 6 minutes of posting
o Overall views = 15,773 on insidermedicine
o Estimated views on InsidermedicineTV = 16,320 over 3 week period
o 3 months post release - Google search for “lucentis video” –
#1 url (denominator = 243,000)
o Client signed 4 video deal for further video knowledge translation
o 2 videos created within 7 days; including 3D MOA
ON
TARGET
CASE STUDY – CMAJ
ON
TARGET
Case Study – CMAJ
Goals: o Create high quality evidence based video of OPALS with CMAJ branding
o Creation of two videos – one for patients, one for physicians
o Generation of CMAJ presence on
ON
TARGET
Case Study – CMAJ - Results
o #1 video (April 20, 2008)- within 5 minutes of posting
o Overall views = 22,353 on insidermedicine
o 2 years post release - Google search for “OPALS video” –
#3 url (denominator = 20,000,000)
o 2 years post - both videos sit in top 5 viewed search
“CMAJ” - #1 result (2606 views) and #4 (905 views)
o 2 videos created within 7 days; including intubation animation
ON
TARGET
Final Thoughts
o Insidermedicine has become a leading EBM news and KT
channel
o Source of differentiation on content is MD-led
o Invested heavily in partnership
o Leveraging emerging distribution channels
o Using different biz models