EVIO, Databases, and All That Elliott Wolin CODA Fest 7-Jun-2004.
Big Data, Health Outcomes & Marketing by Ben Wolin
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Transcript of Big Data, Health Outcomes & Marketing by Ben Wolin
What is BIG DATA?
Big data is data sets so large and complex that they can’t be processed using traditional data management tools.
How Big is
BIG?
In just TWO DAYS, we create as much data as we did from the dawn of civilization through 2003!
-Eric Schmidt, chairman of Google
170MConsumers Go Online for Health Info Every Month…
…which equates to 36 BILLION health-related interactions a year to capture and analyze.
9 out of10Doctors Interact with Digital Health Infoto stay on top of medical news, learn and make critical decisions
If you stored all of this data on iPads, they would circle the Earth
12+ times! But this blur of information is useless if nothing is done with it.
You need to step back, make sense of it all, then drive an outcome or action.
Whether a pharmaceutical manufacturer, an agency, a health insurance company, a publisher or a provider, we’re all asking the same question:
How can we use data to make people healthier?
It’s what you do with the data
THAT MATTERS
Big Data to Drive HEALTH OUTCOMESEveryday Health is working hard to use data to make a change. We want to know:
How can we predict disease outbreaks?
What will be the next health epidemic?
How can we make marketing more efficient and effective?
How can we help people harness data to improve their lives?
Data to MANAGE DIABETES26 million Americans have diabetes
Welldoc’s FDA-approved mobile app helps diabetics better manage the disease—it’s shown a significant lift in adherence and improved health outcomes
The app offers data-driven alerts and coaching, integrating clinical analysis and trends so users can stay adherent
Data is sent to healthcare providers for better patient/doctor communication, called the Automatic Expert Analytic System
Zydoc created a product that can detect pre-diabetes
The system assesses data from Ophthalmologist and Retinal Specialty EMR transcripts—this analysis has identified 4 million pre-diabetics that would have previously gone undetected
Data to PREVENT DIABETES
Rescue inhalers are often overused, which decreases their efficacy over time
Propeller Health has created a sensor that attaches to the top of the inhaler, tracking when and where it’s used
The data connects wirelessly to a mobile device, where users can input attack-causing triggers
Users can assess the data with their healthcare provider to better manage their disease—resulting in fewer ER visits and healthier patients
Data to MANAGE ASTHMA & COPD
Medicine adherence rates currently hover around 55%
Proteus is combining wearable sensors with ingestible sensors embedded in medications
The sensor in the medication communicates with a wearable patch to track heart rate, activity, rest, and the exact time the medication was ingested
This allows us to know what the effect of the medication was on some of a patient’s critical functions
.
Data to MANAGE COMPLIANCE
Everyday Health created CORE, a new data tool to power the 2B newsletters we send annually—it customizes content based on user behavior
CORE goes through 400 billion comparisons a day, using 150 TB of data
We have increased the engagement rate by 75%
In the diabetes category this drove 2M additional patient interactions/month
THIS RESULTS IN…
Data to DRIVE HEALTH ENGAGEMENT
AIR QUALITY DATA for Marketers Many companies are tying data and marketing together in smart, innovative ways—including The Weather Channel
Weather.com aligns marketing messages with the current pollen count or UV Index
This data can be used to send a patient a coupon or marketing message the exact day BEFORE the pollen count sky rockets!
DATA TO INFLUENCE the InfluencersPharma marketers have long targeted Key Opinion Leaders—influencers ranging from doctors to consumers
Companies like Klout can identify the most influential, behavior driving consumers across all categories
Influencing the influencers can be dynamic—why not spend a disproportionate time on those who can have a multiplier effect?!
PREDICTIVE MODELING for Better Targeting
Everyday Health’s Health Reach uses data and the power of predictive modeling to extend a marketer’s reach of a specific health audience across the web
We harness the power of predictive analytics— registration info, content consumption, visit history, time of day, demographics, and shopper history— to define the ideal profile and allow a marketer to reach them
We then focus the marketer’s display, mobile, and social tactics to that specific audience to efficiently deliver a true 1:1 marketing initiative
With Great Data ComesGREAT RESPONSIBILITYTo make the most of data – and really change healthcare – we must also be responsible and not abuse our power
Everyday Health’sGUIDING PRINCIPLES
NOTICE: let users know what’s happening
CHOICE: let them opt out, if desired
THE GOLDEN RULE
It’s not hard to be a data-driven champion of marketing - the principles are still the same
Market to the right person, at the right time, with the right message and then prove that it works…data makes it better or more exact
You just need to ask the right questions to get the right data
No matter the initiative, you simply have to ask:
CAN DATA MAKE IT BETTER?
Data Makes Marketing BETTER
It’s daily monitoring and constant adjustments based on data
It’s continuous, connected care
It’s making more informed decisions and identifying risks before they happen
It’s personalized, patient-centric marketing
It’s improving compliance through data tracking and data-driven feedback
It’s closed loop measurement that removes guesswork
IT’S ALL ABOUT THE DATA!
The FUTURE