Competitive Collaboration: the Impact of Social Media on Medicine by Emma D'Arcy

An in-house team at inVentiv digital+innovation dedicated to creating Social Health Experiences in partnership with our clients to help add value to all external stakeholders and truly build communities of purpose

Our belief in the power of social media is taken from the theories of sociology - social change is sparked by the people who are closest to the problem and whose drive for better outcomes creates real, actionable solutions

We therefore believe that social platforms should enable communities of purpose in health, empowering people to deliver experiences of value to patients and consumers alike

Introducing Social Hx

Competitive Collaboration: the Impact of Social Media on MedicineBy Emma D’ArcyHead of Participatory Medicine, inVentiv digital+innovation

Socialised Medicine Means

An era of participatory medicine that can be

personalised and is consumed by personality – person first



New classesof opinion leadership


Amplification / dilution of influence with great channel

choice


choice

Real time insights & dialogue about disease, drugs, doctorsReal time insights & dialogue about disease, drugs, doctors

Changing dynamics of clinical research and evidence


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Let me introduce you

Constantly multi-tasking

Shorter attention spans

“Busier” than ever

But that doesn’t mean they don’t still love to be inspired and entertained…

What’s Your Health Personality?

Health Hedonists

Focused on a balanced, healthy lifestyle – confident they are already healthy

Like websites that offer good general advice, apps that support maintenance of health, trackers and diagnostic online tools

Focused on a balanced, healthy lifestyle – confident they are already healthy

Like websites that offer good general advice, apps that support maintenance of health, trackers and diagnostic online tools

Healthy Laidback

Keen to suppress illness asap

Like to search for quick answers, use websites that are simple and contain immediate direction and recommendations

Keen to suppress illness asap

Like to search for quick answers, use websites that are simple and contain immediate direction and recommendations

Health Hedonists

Highly conscious, believes in prevention and will actively collect information about health

Confident digital consumers who research directly about drugs

Highly conscious, believes in prevention and will actively collect information about health

Confident digital consumers who research directly about drugs

Health Expert

Much less-engaged about their health

Would rather change their habits than take medication.

Might appreciate encouragement and empathy from community ‘peers’

Much less-engaged about their health

Would rather change their habits than take medication.

Might appreciate encouragement and empathy from community ‘peers’

Non-Conformists

Trend --Taking Your Doctor Home

We don’t always do what we’re told – or, even what we agree to. The problems of adherence and compliance are as old as medicine itself, but new research on remote monitoring tools and payer interventions are showing an incredibly efficacious way to help more people be more successful managing their health and illness.

Trend -- Increasingly Ageless Society

60 is the new 50 is the new 40, which, of course, is the new 30. Driven partly by medical innovations and prolonged life expectancy, consumers are staying forever young—mentally as well as physically. Meanwhile, Gen Y is turning the age expectation on its head, too, creating what cultural anthropologists are calling an increasingly ageless world.

Communities of Purpose

Volunteering is increasingly an entrepreneurial activity, fueled by new niche social networks that let users convene around specific objectives. The ad hoc groups join forces around the world to effect a specific change or create something entirely new.

Serialized Storytelling

Our fractured attention spans still want the drama of big plots, but maybe just not with so many pages or viewing minutes. New devices and media distributors are fueling a move toward more serialized storytelling – “episodes” of content that offer the right time commitment at the right time.

The Digital Default State

2007 iPhone

launched

2006 Crowdsourcing'

coined

2006Twitter founded

2001 Wikipedia founded

19601960 19801980

20102010

20202020

1965 Mail command

introduced

1971 @ sign used

2004 Facebook launched

2011 UK Digital

Economy Act

1973 Mobile

phone used

1970 Personal computer

19701970

1974 Word

'internet' used

19901990

1989 WWW

proposed

1993 Webtrends

launched

1990 Internet search engine

2003 LinkedIn launches

1995 Amazon & eBay launch

1991 WWW publicly

available

1997 First

smartphone demo

1998 Google founded

2001 dotcom

crash

20002000

1997 Word 'weblog'

used

2003 'social

bookmarking' coined

2003 iTunes

launched

2005 YouTube launched

2010 Apple

iPad/tablet

2010 App store, 400k apps, 10b

downloads

2010 Wikipedia logs

100million human hours of labour

The rise, reach and relevance of social media

5 million - 845 million in 6y 1-12 million in 6m

>1,200 hospitals

participate in 4,200 networking sites

>200 HCP communities

all online adultsuse sites in 6y (went up

from 5% to 65%)

“It’s like my personal electronic megaphone...”

Translating social data to social transactions

5 million – 845 million in 6y >1 billion LIKEs/day

>1 billion LIKEs/day

Direct relationships

Share and appeal

460,000 new accounts/day

>1,200 hospitals participate in 4,200 networking sites

>200 HCP communities

‘Like-lihood’ of sharing positive/negative experiences using social media

40%

44%

33%

43%

35%

42%

37%

40%

35%

37%

34%

38%

36%

38%

Carereceivedat hospital/medicalfacility

Experiencewithmedication/treatment

Specificdoctor,nurse,healthcareprovider

Healthinsurercustomerservice

Cost ofhealthinsurance

Coverageby healthinsurer

Cost of careat a hospital/healthcareprovider

Positive

Negative

n=1,000

Social health has altered consumer approach, attitudes and expectations

Post reviews of health insurers

Share health-related images/videos

Post reviews of medication/treatment

Track and share symptoms / health behaviours

Post reviews of doctors

Join health forum or community

Post about health experiences

Comment on other’s health-related experiences

Support health-related causes

27%

16%

17%

28%

24%

15%

20%

18%

17%

Percentage of consumers using social media for health-related activities

PWC HRI Social Media Consumer Survey 2012

Consumers are proficient users of social media for health

Entitlement and responsiveness>75% consumers expect healthcare companies

to respond within 1 day

Healthcare actions are influenced45% say info from SoMe affects their decision

to seek opinion,

Healthcare management is influenced40% find SoMe affects how they approach/

manage a chronic condition

Facebook and YouTube – most commonly used SoMe channels

Find answers – to wants, needs, preferences42% consumers have used social media to access

health-related reviews

Trust influences willingness61% trust fellow social media providers

vs 37% trust pharma info

Age influences participation (and sharing)90% 18—24 ‘young invincibles’ trust and engage in health

activities vs 56% 45—65 ‘baby boomers’

Monitoring is acceptable1/3 willing to be monitored if data leads to improved

care

Source: Percentage of consumers using social media for health-related activitiesPWC HRI Social Media Consumer Survey 2012

Proliferation of patient networksUsing social networks for patient-directed research

Awareness of Facebookis close to 100%

More than 1 billion people(>70% of internet population)

use social networks

0 10 20 30

Oncology

Endocrinology

Psychiatric &behaviour

General health

Inflammation & autoimmune

Rare/and or severe disease

Lifestyle

CNS

Cardiovascular

Orthopedic

Ob/gyn

Infectious disease

Allergies/asthma

Data from online patient communities

Real-World Efficacy

Becoming a condition of continued reimbursement

Pressure of daily life – not as per physician / trial protocol

Effect in patients with co-morbidities

“Authenticity in drug performance”

Improve compliance

Identify areas of unmet need

Generate new hypothesis for trials

Support reimbursement


An era of participatory medicine that can be personalised and is

consumed by personality – person first

An era of participatory medicine that can be personalised and is

consumed by personality – person first



Amplification / dilution of influence with great

channel choice

Amplification / dilution of influence with great

channel choice

Real time insights & dialogue about disease,

drugs, doctors

Real time insights & dialogue about disease,

drugs, doctors

Changing dynamics of clinical research and

evidence

Changing dynamics of clinical research and

evidence

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Building New Classes of Opinion Leadership

Academia no longer the exclusive domain of KOLs

Informal, personally-invested leaders, non-medical

Clinical dossier / currency of followers, readers, influence

Today’s HCP: from information to interaction overload

NOW

Doctor

eJournals

eDetails

Blogs

eForums

Email

Reps

Meetings

Portals

eLearning

InstantmessagingSocial networks

SMS

Mobile apps

Sales Rep

Doctor (passive recipient of info)

PREVIOUSLY

Manuscript

Journal

Detail aid

Data

http://www.linkedin.com/home?trk=hb_logo

http://images.google.co.uk/imgres?imgurl=http://www.mapds.com.au/newsletters/0807/iphone_home.gif&imgrefurl=http://www.mapds.com.au/newsletters/0807/Newsletter_18_July_2008.htm&usg=__9BQoqRpk7EGBuSYVGp8OxkJcEoQ=&h=495&w=300&sz=41&hl=en&start=1&um=1&tbnid=AaWJZbhjD6s-CM:&tbnh=130&tbnw=79&prev=/images?q=iphone+image&hl=en&sa=N&um=1

http://www.bmj.com/

http://content.nejm.org/

http://www.bmj.com/

http://content.nejm.org/

HCP Activity Exceeds Company Use

5 million HCPs use LinkedIn1

Innovations in Health network has 20,000 ‘actions’/month2

271 medical blogs written by HCPs in 20073

95% US Medical Schools (45% Students) have an active FB account4

45% activity is positive role-modeling 5

Gold standards published by governing bodies6

42% described interactions with patients (16% identifiable)7

Docs Are People too

HCPs consume by personality, so delivery must be personalized as engagement

confidence matures

Insight 1: Digital proficiency

Insight 2: Knowledge preference

nativetraditional

ongoing

high science peer validation

on demandInsight 3: Engagement preference

Accepting Socialised medicine

“These days I’m recommending more apps than meds...” Topol 2013

Teaching others(McGowan, 2011)

Doc-preneurs

90% use SoMe(Modahl, 2011)

95% US Medschools Digital KOLs Intersection

Trend -- App’versation In the Exam Room

Today’s empowered patients want more than a diagnosis and a prescription. They want to participate in their care – from bringing new data points to the conversation to taking action to improve their health with new tools and digital coaching. The big news: They’re looking to their doctors to be their guides.









choice


choice




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Trend – Real World Data in the Practice

The shift to more outcomes-driven reimbursement is changing the kind of data doctors want.

EHR will power the Investigator-Initiated Mini Trial

• Physicians working in large practices will increasingly pilot new drugs/indications with small numbers of patients

• They’ll mine/compare the data before rolling it out to larger segments.

• Creating entirely new kinds of KOLs – ones driven by numbers, relevant to small groups of peers, and connected across digital networks

Trend – Real World Data in the Consumer World

Transparency across other “buying” decisions is spurring consumer demand and expectation for real data

Real World Data will uncover new unmet needs – both for our customers and our brand

• New skillsets needed in both how to interpret and compare real world data

• New influencer networks created, with increasingly micro KOLs and POLs

• New bridges needed from clinical learnings to real world experience

Access: Advocacy: Participation:

Dissonance in the System

80%ad

ults want to be

empowered about

treatment1/2LESS THAN

of chronic disease brands have a patient support

program

70%

MORE THAN

of doctors seek colleagues' opinions

through digitalchannels









choice


choice




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Communities

Clinical research

Subjective exchange

Self-selected participants

Ubiquity of online conversation

Complex systems – micro narratives, spontaneous, unconstrained

2008, Lithium and ALS PatientsLikeMe conversational study published

2011, REMOTE Pfizer’s first virtual clinical trial

Rigor of randomised trials

Trend -- Real World SOCIALIZED Data Will Be The New Authority

Performance will increasingly be tracked and published in healthcare, creating a transparent meritocracy that will drive everything from consideration to adoption to income.

Trend -- Innovation From (True) Insiders

A growing trend in collaborative health research is creating potentially life-saving global partnerships between pharmaceutical companies, large practices, disease advocates and people living with a disease. Enabled by new technologies and new connections, they’re crowdsourcing the next big innovations in treatment and experience.

Started with faster solutions for neglected diseases

Collaborations

The Re:Search brings together 185 UN member states to create

a more global interpretation of intellectual property to spur

health innovation

Competitions

Foldit poses puzzles to players and then tests variations on the players’ best designs in the lab. Researchers have created an enzyme with more than 18-fold higher activity than the original.

Connections

NASA, USAID, Department of State, and NIKE host LAUNCH events that bring together ten

innovators and 40 thought leaders will to address issues in

human health

Will quick grow to identify high-potential solutions for mass adoption

That’s creating new expectations for global leaders and innovators

"Competitive advantage now comes from having more people working with you than with anyone else”

Accelerating high-potential ideas: Enabling bio-hacking pioneers who have created high-potential ideas on their own with technology and tools. (Like the $5 “bionic” hand blueprint created in part due to a hardware donation by Makertbot)

Co-creating with practices: Joining with inspired doctors –like Endo Goddess– to quickly prototype and test new tools and approaches with their patient populations

Cycling improvement with the crowd: Testing ideas with the audience and creating a process of rapid improvement based on their feedback, like the U.S. Veterans administration has done with break-thru telehealth tools

Trend -- Innovation from Outsiders

The next innovation in healthcare may not come from healthcare at all. Google, Microsoft, Turkcell, AT&T and others are investing in completely new approaches to diagnostics and care. These outside influencers bring bold new perspectives and high expectations for what healthcare really could and should do.

Competitive Collboration

THE MORE CONNECTED, THE HEALTHIER THE SOCIETY

proliferation of symptom trackers, digital dosing guides, IVAs, electronic medical records, EMR wristbands, connected patient communities, shared medical appointments,

customized health content, bio-connected devices, virtual hospitals

Illness to wellness by 2017 with parallel customer responsibility

Wearable devices100million sales

mHealthadherence

Point-of-treatment personalisation

Healthentrepreneurs

LifeGame

NIH tech grants

EHR & bigdata donorship

Truth About Wellness 2012

The creative destruction & Innovation of medicine

Personal computer

Timings of the big 6 major digital advances over the past 40 years that have set up the Great Inflection of Medicine

Topol, 2013

Acc

eler

atio

n o

f te

chn

olo

gy

1970 1980 1990 2000 2010 2020

Cell phone

The Great Inflection of

MedicineInternet

Digital devices

Sequencing

Social networks

The Era of Participatory Medicine

Digital platforms, communities and tools have changed the landscape and empowered customers

New medicine

Wireless sensors

Information systems

Imaging

Genomics

Mobile connectivity

Internet

Social networking

Computing power and data universe

Super convergence

Old medicine

Impact of Socialized MedicineIN

SIG

HT

SC

HA

LL

EN

GE

S

Personalizing medicine

HCP as health-broker

New clinical trial approaches

Real-time management

More authentic engagement

Expedited education

Transparency

Digital natives

Tenets of professionalism

Accuracy of content

Qualitative participation

Blurred relationships

Dilution of leadership

D’Arcy, 2013

To find out more:

Emma D’Arcy

Head of Participatory Medicine, inVentiv digital+ innovation

[email protected]

Competitive Collaboration: the Impact of Social Media on Medicine by Emma D'Arcy

Health & Medicine

Transcript of Competitive Collaboration: the Impact of Social Media on Medicine by Emma D'Arcy