Power to the patient: a new challenge for the pharma industry (by Sofie Bruggeman), presented at the STIMA Healthcare Congress in Brussels on October 10, 2012.

1. Power to the
People //
Patient
Sofie Bruggeman
Research Manager Life Sciences & Healthcare
InSites Consulting
The power
Sofie@insites-consulting.com tools of the E4
@SofieBruggeman
patient
http://be.linkedin.com/in/sofiebruggeman
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York

2. Nice to meet you! I am Sofie Bruggeman
Empowered patient
Research Manager Life Sciences and Healthcare
I am 28 years old, working in Ghent area (InSites HQ) & living
sofie@insites-consulting.com
in the city centre. I like to explore cities & to be overwhelmed
by nature’s beauty! @SofieBruggeman
As a researcher, I soon was intrigued by the fascinating & rich
triangle patient – physician – pharmaco! http://be.linkedin.com/in/sofiebruggeman
After 6 years, this fascination has only grown, especially in the
direction of the patient revolution.
This movement will change the industry & even more… the world!

3. Power to the
patient has
IMPACT

4. 4
Driving force
behind patient
engagement?

6. Conversations
are out there

7. 1 2 3
A third globally
impactful movement
in history

8. e-Patient Dave
@ePatientDave
 “Gimme my damn data”
 Diagnosed with stage IV kidney cancer 2007
 Took an active role in his treatment & survived
 Inspiration for Novartis
 Current job: healthcare consultant!
Who is this guy?

9. Physicians feel their power is weakening
Power to the
patient has
Source: IMS data 2011
IMPACT

10. Treato collects
patient
conversations

11. Treato collects
patient
conversations

12. Healthcare marketeers engage in conversation management
Local marketers
Empowered patients
start interacting
are a FACT today

13. How do marketing managers
manage the world of conversations?
Enter the
Empowered patients conversation
are a FACT today challenge!

14. Patients connect with other patients …
a big impact!
Patients help each
Empowered patients other!
are a FACT today

15. Facebook supports donor campaign of
Belgian government with app
…. government
follows

16. Moetiknaardedokter app?
Explosion
Empowered patients of
are a FACT today apps

17. Towards the E 4-patient
E ENGAGED
M
P
O
W EQUIPPED
E
R
E
D ENABLED
Empowered patients The E4 patient
are a FACT today

18. What about …
your own
personal
defibrillator?
Speaking of
Empowered patients powerful
are a FACT today equipment…

19. Manual Automatic
logbook logbook
Internet
Logbook app
logbook
Evolution of health
Empowered patients management
are a FACT today

20. EQUIPPED
ENABLED
The IBG star, a tool for patient engagement by
Sanofi Aventis
Evolution of health
Empowered patients management
are a FACT today

21. #WhatsInIt4HealthCareProviders
“Pharma companies would do well to provide
tools that help patients help themselves.
Even if they’re not promoting your product,
they can offer it as a service of their
company. Then people who are swimming
around in the current talking to each other
say good things about the company because
“
it helped them.” E-Patient Dave
Healthcare consultant
Boosting patient
conversation

22. #WhatsInIt4HealthCareProviders
Apps: think B2B2C
Life Sciences & health-
care industry
Patients
Physicians

23. #WhatsInIt4HealthCareProviders
Apps that
boost sales
directly
(through
compliance)
Maximizing
compliance

24. Higher or Lower
than
%
?
What is the % of
smartphone
owners in EU?

25. %
What is the % of
Source: “Social media around the world” smartphone
by InSites Consulting - 2011 owners in EU?

26. 24
installed
8(!) in use
(weekly)
Apps are
Source: “Social media around the world” selected
by InSites Consulting - 2011 carefully

27. 1. Apps for practical purposes
2. Apps for entertainment
3. Apps for connecting with others
Room for healthcare apps: 18% in 2012  30% in 2015!
18% today uses
Source: “Social media around the world”
by InSites Consulting - 2011 health apps

28. Apps
throughout the
patient journey
From prevention to insulin reminders
Apps are definitely not restricted to
medication reminders.
Different apps have already been
developed for patients in different
disease stages.
Let’s take a look at different apps in the
diabetes patient journey.

29. Case study
Apps in diabetes TA
… equipment which is enabling &
empowering the engaged chronic
patient!
to calculate the risk for a disease (prevention)
to find info about a disease
to keep track of what one consumes
to support in changing lifestyle
to create logbooks
…
Equipped
diabetic patients

30. “Health apps represent a technological
inform &
tool to help
support citizens in the self-
management of their
health & wellbeing. They can bring
health information to our fingertips.
enable
The best of these apps
us to act swiftly and
decisively on self- care
issues.”
Robert Madelin, Director General, DG CONNECT,
European Commission
EU support for
apps

31. Rule 1_Successfull apps are part of a digital health ecosystem
Glucose buddy – free app
Health ecosystem

32. Rule 2_Successfull apps are reliable & effective
Apps influence
patient behaviour

33. Rule 3_Successfull apps require sustainable business models
Example: risk assessment calculator
3
2
1
Long-term
thinking

34. Rule 4_Successfull apps target behaviour change
Bant – blood value measurement app
Bant (app) included a reward program.
Once they leveled up, they were able to
buy apps & music with the points
redeemed.
The rewards were quite the hit.
Over a 3-month period they increased
their frequency of
measurement by 49.5%.
Return on app
investment?

35. Rule 5_Successfull apps maximize the power of the data it generates
Vree – by Merck
Leads to an integrated
overview of the health
status of a person –
combined with potential
actions to be taken.
e.g. progress charts,
supporting interaction with
physician (e.g. follow-up of
weight control)
Giving
(feed)back

36. “A very well designed idea. It combines
lifestyle and mental health and is
expandable to broader groups. We love the
idea to embed this game in a care group.
Interesting that it uses a proven concept.”
The Future of Health Jury
HeartVille
Winner of 2012 Future of
Health Award
Apps for mental
health as well

37. App
development
Different potential players /
stakeholders
• Pharma companies
• Patient organisations
• Governments
• Hospitals
• Health insurers
• HCPs
• Social Media companies
• …

38. Start creating
your own app
is
NOT
the take away of
this presentation
Let’s not go too
fast!

39. Just 1 example,
many more, so let’s
not go too fast!

40. Listening to what
the patient needs
Apps for patients are only successful if they fill in
an existing need of a patient & if they take into
account existing barriers (practical, emotional,
physical…).
Connecting with the patient in an ongoing way
is the key to success.
Observe, get
inspired & then
act

41. People are out there
Making conversations
Patients are just like people
Making use of social media
As a healthcare sector
Let’s not ignore but support
the empowered patient

42. E ENGAGED
M
P
O
W EQUIPPED
E
R
E
D ENABLED
Structural
partnerships

43. +32 497 06 19 49
Sofie@insites-consulting.com
@SofieBruggeman
http://be.linkedin.com/in/sofiebruggeman
Ask for our
latest papers!

44. +32 497 06 19 49
Sofie@insites-consulting.com
@SofieBruggeman
http://be.linkedin.com/in/sofiebruggeman
Ask for our
latest papers!