Mastering Mobile Social Media to Improve Health Outcomes
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Transcript of 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.
© 2015 Pharmaguy™3
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
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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?
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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
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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
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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
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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
© 2015 Pharmaguy™13
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!
© 2015 Pharmaguy™14
What Needs to Be Done?
Options include: Independent Certification Patient Involvement Guiding Principles Rewarding Innovators Who Get It Right
© 2015 Pharmaguy™15
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.
© 2015 Pharmaguy™16
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
© 2015 Pharmaguy™17
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
© 2015 Pharmaguy™18
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
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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
© 2015 Pharmaguy™
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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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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Lessons from Pioneers
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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!
© 2015 Pharmaguy™
Lessons from Pioneers
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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??
© 2015 Pharmaguy™25
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!
© 2015 Pharmaguy™
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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