Big Data, Health Outcomes & Marketing by Ben Wolin

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Big Data, Health Outcomes & Marketing Presented by Ben Wolin, Co-Founder & CEO of Everyday Health

Transcript of Big Data, Health Outcomes & Marketing by Ben Wolin

Big Data,Health Outcomes

& MarketingPresented by Ben Wolin,

Co-Founder & CEO of Everyday Health

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.

500MHealth Searches on Google each month…

…or 56 BILLION per year!

340MPrescriptions per Month

That’s 4 Billion Rx that are filled and tracked annually.

500MHealth Claims Filed per Year

220BMonthly Health Interactions on Mobile Devices by 75M App Users

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

20%MoreAdherence &

$2.3BOF SAVINGS

Big Data For

MARKETING

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

Data To Prove

EFFICACY

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

What should

MARKETERSDO?

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

THEFUTUREIS

NOW