Developing an environment for

change

Ilaria PassaraniHead of the Food and Health Department

50th AESGP Annual Meeting

18th WSMI General Assembly

London

5 June 2014

The consumer perspective

Behavior change pathway

Know meMy life is complicated: many

products, many brands, many supply channels

I’m overloaded with info : many channels, many

sourcesI’m

demanding,analytic/lazy,empowered/ vulnerable

I’m super social / not IT savy

I want to be more involved in the decisions about my

health but need the tools to do so

I have to take a more active role to stay healthy

What I want from self-medication

- Will work for me- Does not have many side effects- Will be as effective as a prescription- I can afford it

Connect me

97,000 mHealth apps are currently available across multiple platforms on the global market

approximately 70% of mHealth apps target the consumer wellness and fitness segments, 30% of apps target health professionals, easing access to patient data,diagnostic imaging, pharmaceuticals information etc

by 2017 3.4 billion people worldwide will own a smartphone and half of them will be using mHealth apps

23% of consumers have used any sort of mHealth solution 67% said they would like to do “nothing at all” on their mobile phone

in support of their health 77% had never used their phone for health-related activities 45% of consumers say they are concerned about the unwanted use of

their data when using mobile devices for health-related activities

European Commission, April 2014

mHEALTH

Health information through social media

Getting social: challenges and opportunities

Key principles

Give consumers a secure digital environment

data protection

Maintain a clear distinction between information and advertising

The source of the information/ the “sponsor” of the advertising should always be clearly indicated

Maintain a clear distinction between different sources of information (e.g. competent authorities, health care professionals, companies)

High quality information

l objective and unbiased consumer friendly evidence-based up to date reliable understandable accessible transparent relevant and appropriate non promotional

objective and unbiased consumer friendly evidence-based up to date reliable understandable accessible transparent relevant and appropriate non promotional

consumers’ empowerment compliance

and adherence to treatments patient safety

health outcomes

consumers’ empowerment compliance

and adherence to treatments patient safety

health outcomes

Empower me

HLS – EU Consortium, 2012

Guide me

More information is not enough. Consumers need the tools to interprete it and support from health care professionals

Healthcare professionals: from decision makers to

advisers

Consumers’ expectations from pharmacists

Honest and credible

Objective , unbiased and proactive advice

Clear and consumer friendly

Comparative information

More questions and more answers

More active role in the detection of possible interactions

Continued training and quality controls

Symplify it for me

BETTER LABELLING• Less medical jargon and more straight forward language• Better use of simple design techniques (ex. bullet points,

paragraphs, short sentences)• Clearer safety information, including standardized frequency indications • Larger print• More visible expiration date and storage information• More pictures and pictograms• No repetitions

MORE CONSISTENT CLASSIFICATION OF BORDERLINE PRODUCTS ( OTC, medical devices, herbal medicines, food supplements)

ALLOW CONSUMERS TO MAKE EASY AND MEANINGFUL CHOICES

Cooperation among stakeholders

Stakeholders involvement in regulatory decisions EMA

European Commission Process on Corporate Responsibility in the field of pharmaceuticals

Working Group on Promoting good governance of non-prescription drugs

Promoting safe and responsible self care

• Address complexity• Promote informed choices • Investments in IT and health

literacy• Incentives • Coordinated efforts• Trust, ethics and transparency• Adapt to the new consumer

changing needs

www.beuc.eu – health@beuc.eu

Thank you