Presentation developed by Tim Lewis and Lynnette Hunter focused on mHealth Trends and future opportunities for the pharmaceutical industry.

1. Get better, not burned
from the mHealth
explosion
Presenters:
Tim Lewis, Director Interactive Strategy
AbelsonTaylor, Inc.
Lynnette Hunter, Account Director
AbelsonTaylor, Inc.

2. Today’s reality
MHEALTH CURRENTLY
2

3. mHealth Overview
mHealth – “the practice of medicine and public health supported
by mobile devices”
Sonnier definition
Professional
health
Mobile
communication mHealth
technology*
Consumer
health
*Gathering and transmission of health information
“mHealth.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 12 May 2012. Web. May 23, 2012.
Tapella, Michael. "Defining mHealth." Scientia Advisors Blog. Scientia Advisors, LLC, 20 06 2011. Web. May 23, 2012.
3

4. Internet Users Have Indicated a Strong Interest in mHealth Services
56% 41% 40%
Like the Prefer more of Would pay monthly
idea of their care via fee for remote
remote care mobile phone monitoring device
“Healthcare Unwired”. PricewaterhouseCoopers’ Health Research Institute. Sept 8, 2010.
4

5. And Many Are Using Smartphones as a
Key Tool for Health
People using smartphones
Millions
91
67%
61
59
mHealth
46 Participation
30 28
33% 20
mHealth 10 Own a Smartphone Use Mobile Phone for Health
Participation
2008 2009 2010 2011
Cybercitizen Health US 2011. Manhattan Research, LLC.
5

6. How are Pharma Companies Responding to This Rapid Mobile
Growth?
By type, 2006–2009 and 2010*
% of total
Educational websites
Social media/online communities
Patient support programs
2006–2009
2010
Smartphone apps
mHealth (excluding smartphone apps)
Patient-controlled medical services
0 10 20 30 40 50 60 70 80 90 100
*Excludes categories of risk/cost-sharing with payers, open innovation, and other.
Ernst & Young. “Progressions: Building Pharma 3.0.” Feb 15, 2011.
6

7. Apps Are Playing a Big Role During
the Infancy of mHealth
Availability of mHealth apps Use of mHealth apps*
Thousands
Health-related apps on all Research
platforms (2010)
Apps
Mobile
browser
iOS Health-related Track
apps (2011)
0 5 10 15 0% 20% 40% 60% 80% 100%
MobiHealthNews blog. Sept, 2010. *n=177. “Dr. Mom Study 3 (Survey IV).” BabyCenter.
148Apps.biz blog. Sept, 2011. March, 2011.
7

8. User Choice for Apps Is a
Low-Investment Decision
Factors for choosing mobile health apps
Percent of users polled
64%
No cost/free
45%
Good user reviews
37%
Trust brand/creator
23%
Friend/expert
19% 18% 17%
App store Magazine/ Doctor’s
approval feature web advice
“Healthcare Unwired”. PricewaterhouseCoopers’ Health Research Institute. Sept 8, 2010.
8

9. And Impacts the Quality of User
Engagement Over Time
App usage over time
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0 1 2 3 4 5 6 7 8 9 10 11 12
Months
“iOS & Android Apps Challenged by Traffic Acquisition Not Discovery”. Flurry blog post. Oct 13, 2010.
9

10. Users of mHealth Apps Are Very Active
and Differ From Typical App Users
mHealth app users
Number of health apps downloaded
Number of health apps used regularly (2 or more times per month)
0 0.5 1 1.5 2 2.5 3 3.5
Cybercitizen Health US 2011. Manhattan Research, LLC.
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11. A brief look forward
EVOLUTION OF MHEALTH
11

12. mHealth: A Broader Definition
mHealth means more than just mobile devices. It is a healthcare experience that
eliminates space constraints to enhance the healthcare continuum across channels.
Sonnier definition
Professional
health
Mobile
communication mHealth
technology*
Consumer
health
*Gathering and transmission of health information
12

13. mHealth: A Broader Definition
mHealth means more than just mobile devices. It is a healthcare experience that
eliminates space constraints to enhance the healthcare continuum across channels.
Professional
health
ALL
communication mHealth
technology*
Consumer
health
*Gathering and transmission of health information
13

14. mHealth: A Broader Definition
mHealth means more than just mobile devices. It is a healthcare experience that
eliminates space constraints to enhance the healthcare continuum across channels.
Professional
health
mHealth
Consumer
health
14

15. Recall: Many Are Using Smartphones as a
Key Tool for Health
People using smartphones
Millions
91
67%
61
59
mHealth
46 Participation
30 28
33% 20
mHealth 10 Own a Smartphone Use Mobile Phone for Health
Participation
2008 2009 2010 2011
Cybercitizen Health US 2011. Manhattan Research, LLC.
15

16. Revenue in mHealth is in Its Infancy
but Growing Quickly
Advertising Services*
$ Millions $ Millions
35 1050
30 900
25 750
20 600
15 450
10 300
5 150
0 0
2010 2011 2012 2010 2011 2012
*Does not include app download revenue.
Mobile Healthcare Marketing: Prescriptions for Health and Wellness on the Go. eMarketer. Sept, 2011.
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17. The mHealth Patient Journey
Px Dx Tx Cx
PREVENTION DIAGNOSIS T R E AT M E N T COMPLIANCE
17

18. Prevention (Px)
Improve healthcare and experience system cost savings
by working with patients to prevent disease before onset
2001 2011 2020
2001
63 million U.S. adults online 173 million U.S. adults Online for health
for health online for health likely ubiquitous
Health channels on portals, Health video, social media Increasing access to
search engines, mostly and mobile access reached experts, care providers,
symptom driven critical mass medical data
DIGITAL
INFO ONLY
CARE
Cybercitizen Health US 2011. Manhattan Research, LLC.
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19. Current Information Trend
• Consumers use digital sources to:
– Manage their benefits
– Improve treatment adherence
– Track and manage their conditions
– Exchange information with their physicians
• 43% of consumers seek information via smartphone when first experiencing
symptoms, with Pharma Rx brand sites being the #2 source of info
• Millennials are leading interest group in mHealth but all age groups show engagement
72%
Generation Y
52%
Generation X
42%
Baby Boomers
26%
Seniors
52%
Total
24 – 33 33 – 47 47 – 65 65+
Cybercitizen Health US 2011. Manhattan Research, LLC.
2011 Survey of Health Care Consumers in the United States. Deloitte Center for Health Solutions.
19

20. Pharma Opportunity
• Start the process of information connectivity at the earliest possible point in the disease
cycle.
EXTEND ENGAGE
Create mobile content that extends beyond Make user engagement
owned media a priority
• Disease information centers • Mobile web responsive design/WAP
• Information portals • Optimize mobile enrollment
• Mobile app rich media • Provide lifestyle management tools
• Mobile SEM (SMS, mobile health programs)
20

21. Expanding Access to Improve Prevention
• Retail pharmacies, healthcare providers and
patients converge in a kiosk environment to
expand point of care access
• The information system is modified and accessed
by patients across devices to improve health
outcomes to dramatically reduce health care costs
for millions of people through self service
• This represents an opportunity to drive more
productive patient/HCP conversation and allows
companies to target key messages
SoloHealth presentation, May, 11, 2011
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22. Diagnosis
Improve healthcare and experience system cost savings
by diagnosing diseases or conditions earlier
43%
36%
Online health 34% 32% 34%
info seeking in
various medical 26%
scenarios
Info
seeking from
smartphone/cell
11% 10% 8% 9% 10% 7%
phone
When experiencing To prepare for a After receiving a After receiving a When experiencing For support/info
new symptoms doctor visit diagnosis from a prescription from a side effects or about living with a
doctor doctor concerns about a condition
drug
Cybercitizen Health US 2011. Manhattan Research, LLC.
22

23. Telehealth Will Provide a Key
Intervention Opportunity
• Tomorrow patients will do more “just in time medicine” using both phone and video for
consultations.
• Their benefits will include more timely physician intervention and reduced emergency
room visits.
Average callback time
from a leading telehealth company:
22 minutes
from anywhere in the country.
Health Care and Business: Using new technologies to reduce costs, improve access and increase employee satisfaction. Teladoc. 2011.
23

24. Pharma Opportunity
• Evolve mobile patient profiling tools and training
– Telehealth is very dependent on a chart review
– Pharma can help prepare physicians for how to identify appropriate patients remotely for their specific
drugs
• Develop process to address complex prescription behaviors
from a distance
– Prior authorization requirements
• Provide feedback to users of mHealth to enhance value
Would you be more likely to use an app that can analyze the information you’re logging
and give you feedback as to how you’re doing?
No
Yes
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Motivating Patients to Use Smartphone Health Apps. Consumer Health Information Corporation. April 21, 2010.
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25. Treatment
Improve healthcare and experience system cost savings
by providing patients with information to discuss treatment decisions
and initiate effective treatment of their conditions
43%
36%
Online health 34% 32% 34%
info seeking in
various medical 26%
scenarios
Info
seeking from
smartphone/cell
11% 10% 8% 9% 10% 7%
phone
When experiencing To prepare for a After receiving a After receiving a When experiencing For support/info
new symptoms doctor visit diagnosis from a prescription from a side effects or about living with a
doctor doctor concerns about a condition
drug
Cybercitizen Health US 2011. Manhattan Research, LLC.
25

26. mHealth Apps Provide an
Intriguing Opportunity
Factors for choosing mobile Patients with smartphones would accept and use mobile
health apps app if recommended by physician
They were free
YES
User reviews were good
0% 10% 20% 30% 40% 50% 60%
I trust the brand or app author
Friend or patient expert
recommended it Physicians want patients to track
and monitor more at home
Read about it in magazine/on
website
It was featured in the app store YES
Doctor/HCP told me about it 0% 20% 40% 60% 80% 100%
0% 10% 20% 30% 40% 50% 60% 70%
Cybercitizen Health US 2011. Manhattan Research, LLC.
“Healthcare Unwired”. PricewaterhouseCoopers’ Health Research Institute. Sept 8, 2010.
26

27. Pharma Opportunity – Patient
• Recognize that activities done via mobile differ in many respects from those done via
desktop
– Shorter and more focused
• Deliver targeted mobile display and search against these queries
– A mobile search for your drug name is likely someone who just left the physician office
– Provide savings and brief information to these searchers
• Consider providing dynamic content to mobile visitor to optimize a short visit
• Think of apps as accomplishing either ST or LT goals
– It is OK if an app has a short shelf life if it is designed that way
– Educate HCPs on relevant apps that can be recommended to patients
27

28. Compliance
Improve healthcare and experience system cost savings
by making patients compliant and persistent through indicated length of
therapy
Would be more likely to adhere to a treatment
program if I had a mobile app to keep me on track
0% 10% 20% 30% 40% 50%
Total Basic mobile users Smartphone users
“Bigger than DTC? The promise of mobile health.” MicroDialogue for EuroRSCG Life 4D. Nov 10, 2010.
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29. Using Mobile Tools to Drive Compliance
• Connect desktop and mobile experiences together to keep medication “top of mind”
• SMS is an underutilized tool in healthcare messaging
Method by which US smartphone owners prefer to receive health-related reminders, April 2011
% of respondents
3% 1%
Text Message
15%
App
41%
Phone alarm
20%
Email
Buzzing drug vial
20%
Phone call
Cybercitizen Health US 2011. Manhattan Research, LLC.
29

30. Pharma Opportunity
• Provide access to content across devices
• Create responsive messaging based on specific patient journey
• Deliver information in a way that motivates continued beneficial
patient behavior
30

31. Sample Program: HealthPrize
• One early direction is to incorporate behavioral economics
and gaming dynamics to the compliance issue
• Uses rewards program to incent positive patient behaviors
– Disease/drug education
– Compliance reporting
– Provides desktop and mobile app engagement
Results
• 6-month pilot program with RealAge
• Asthma/COPD sufferers (n=282)
• Avg. of 7.7 logins/wk
• Self-reported medication compliance 90% (at 6 months)
31

32. mHealth Considerations
• Keep target in mind
– Avoid age bias
– Must ensure that smaller screens are still usable by an elderly user base – who are you designing for?
• Understand the implications of any apps that are created
– Can the app be classified as a medical device and subject to PMA requirements?
– See FDA draft guidance on Mobile Medical Applications (July 21, 2011)
• As tablet ownership grows, consider designing for three screens
– iPads alone are estimated to be used by 1/3rd of all Internet users by the
end of 2014
– Experience on a tablet can be very different than on a desktop
or a smartphone
• Consider the patient journey holistically
– As EHR moves from provider to patient, look for ways to be a contributor to their health data
• Keep program goals in mind
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33. Thank you
33

34. Tim Lewis
Director, Interactive/RM Strategy
15 years of medical device and pharmaceutical sales and
marketing experience
Designed/managed corporate/product/consumer
websites, microsites, mobile sites, and mobile messaging
Designed over 14 multi-channel RM programs for
consumers, patients, and HCPs across multiple therapeutic
categories
– Dermatology
Therapeutic categories include:
– Orthopedics – Men’s health
– Spine – Women’s health
– Patient care – HIV
– Dental implants – Diabetes
– Insomnia – Dyslipidemia
– Gastroenterology
8 product launches, 2 global campaigns
Published author of digital and relationship management topics in
industry magazines
BS in Business Administration – Grace College 34

35. Lynnette Hunter
Account Director, Client Services
12 years of healthcare marketing and advertising
experience, including healthcare professional and patient CRM
program design, website launches and relaunches, mobile web
and text programming
Therapeutic categories include:
– Diabetes/endocrinology
– GERD/acid reflux
– Insomnia
3 product launches, 1 product relaunch
BS in Biological Sciences – University of Illinois
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