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The Digital KOL 6.2015

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The Digital KOL 6.2015

  1. 1. The Digital KOL: A New Paradigm David Lee Scher, MD, FACP, FACC, FHRS Director, DLS Healthcare Consulting, LLC Clinical Associate Prof of Medicine Penn State College of Medicine @dlschermd Blog: The Digital Health Corner
  2. 2. Who is the customer? • Physicians? • Other HCPs? • Consumers? • Patients? • Caregivers? • All of the above?
  3. 3. Digital Technology as a Patient Advocacy Tool “Patient advocacy regards any activity which ultimately benefits a patient. Using that definition, it can apply to caregiving for an individual patient, to groups that develop policies and advice that help patients, to government groups that develop legislation to improve systems or processes for patients” ----Trisha Torrey
  4. 4. Five Imperatives of a Digital Pharma Strategy* • Physician KOLs • Business partners • Apps • Social media • Data sharing *The Digital Health Corner 9/26/2014
  5. 5. What is a Digital KOL? • Physician expert in the focused field, but not the usual suspects • Social media leader • Champions of patient engagement and role of digital tools
  6. 6. Why Digital Physician KOLs?* • Physicians are at intersection of Digital and Healthcare • Digital tools need clinical outcome studies • KOLs provide insight into clinical and process workflows • Patient engagement necessitates a clinician • A different type of KOL needed today *The Digital Health Corner 10/20/2014
  7. 7. KOLs as a Bridge to Digital Business Partners • Medical device/remote patient monitoring companies • Patient engagement tool companies • Digital marketing partners • Mobile clinical trial companies • Academic institutions
  8. 8. Social Media
  9. 9. Social Media: Who do People Trust?
  10. 10. Source: MedData Group, June 2014
  11. 11. Social Media* • 85% of oncologists and PCPs use social media at least daily to scan or explore health information • 65% say it improves their care delivery • 14% contribute information daily, 46% weekly • 58% perceive SoMe as way to get current high quality information *J Medical Internet Research Sept 2012
  12. 12. Twitter: The Healthcare Hashtag Project: Tweet Chats #HCLDR #BCSM #ARNS #OTalk #BRCA #hcsm #hpmglobal #hcsmca #diabeteschat #HealthcareChat #BTSM #ChatRosacea #hpm #BrainTumorThursday #khchat
  13. 13. General • #digitalhealth • #PatientsInvolved • #FOAMed • #CDCwhistleblower • #patientsincluded • #SuicidePrevention • #GeriMedJC • #IARC • #GeneticTesting • #MeaslesTruth • #EndSuicide • #TX4VaxChoice • #SERMOasksOz • #HIT100 • #mHealth
  14. 14. Diseases • #IwishPeopleknewThatDiabetes • #BCSM • #ChildhoodCancer • #Migraine • #BRCA • #MenHaveBreastsToo • #BTSM • #BrainTumorThursday • #Lyphoma • #malebreastcancer • #Suicide • #Diabetes • #PainSomnia • #ClusterHeadaches • #TesticularCancer
  15. 15. Patients are Social
  16. 16. Can We Measure Healthcare Conversations in SoMe?
  17. 17. Can We Measure Healthcare Conversations in SoMe?
  18. 18. Physicians in SoMe: 2015’s biggest health story was broken by a doctor – not a reporter
  19. 19. Physicians Connected to Each Other*
  20. 20. Measles outbreak raises question of vaccine exemptions Liz Szabo, USA TODAY8:45 a.m. EST January 23, 2015
  21. 21. Tweets re: Childhood Diseases and Vaccines:Docs vs Media
  22. 22. Twitter: Docs vs Media
  23. 23. Can Social Media ‘Reach’ be Measured?
  24. 24. Social Media: Role of Physician KOLs • Physician KOLs know their role and regs, same as traditional KOLs • Disseminate accurate information • Attract followers to them and industry • Become bridges to patients (close the Pharma-patient loop)
  25. 25. Health and Medical Apps
  26. 26. Five Pitfalls of Designing a Medical App* • The motivation for the app development is misguided • Lack of clinician involvement • Poor attention to usability • Not knowing the healthcare landscape • Not building to regulatory specifications *The Digital Health Corner 1/31/2013
  27. 27. Uses of Mobile Apps • Provider education – New drug/device awareness – Reference tool • Patient education – Disease state awareness – Rx to OTC – Medication adherence – Social networking
  28. 28. Uses of Mobile Apps • Marketing to Providers – Direct communications tool – MARKETING ON DEMAND (PUSH -> PULL model)
  29. 29. Sensors • Implantable Sensors • Wearable Sensors • Biochemical sensors: glucose, pulse ox • Positioning sensors • Environmental sensors
  30. 30. Proteus Digital: The Ultimate Adherence App
  31. 31. Mobile Apps Bridge Divides • Can bridge health literacy divide – Disease state and drug education – Improve communication with HCPs • Can bridge digital divide – Smartphones will be health tools and incidentally phones
  32. 32. Medical Apps: Role of Physician KOLs • Consult in design process: HCP/patient UX/workflow • Design/lead mobile clinical trials • Publish/present studies of mobile health tools
  33. 33. Clinical Trials
  34. 34. Mobile Clinical Trials
  35. 35. Clinical Trials on Mobile
  36. 36. Mobile Clinical Trials
  37. 37. Apple’s ResearchKit
  38. 38. Mobile Clinical Trials: Role of Physician KOLs • Advisors re: recruiting venues • Clinical investigators • Disseminate trial results to peers digitally
  39. 39. Identifying Digital Physician KOLs • Analytics companies: MDigital Life • Blogs • Non-profit orgs – Patient advocacy orgs – HIMSS
  40. 40. The New Paradigms in Pharma Traditional • ‘Push’ business model • Print education • Liaison/rep face to face • Increasing lack of access • Co$tly Digital • ‘Pull’ business model • Digital interactions using AI • Customized interactions • 24/7 timeline • Efficient
  41. 41. The New Paradigm: Role of Digital KOLs • Help industry transition • Disseminate content via digital interactions, SoMe • Liaisons with digital business partners
  42. 42. THE TOP 41 HEALTH-ORIENTED SOCIAL MEDIA INFLUENCERS • BRAD EINARSEN • DIRECTOR, DIGITAL INSIGHT • MAY 29, 2015 INSOCIAL • •
  43. 43. SUMMARY • Digital Pharma needs to adopt new paradigms for marketing and education • Traditional KOLs have been successful • Digital Pharma requires a new breed of physician KOL • The technology is here…the processes aren’t • The future is NOW
  44. 44. “If you ask me a question I don’t know, I’m not going to answer” ------Yogi Berra

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