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Transcript of Health Smartees 2012
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Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
Healthcare Smartees April 2012
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09.15 – 09.45 Healthy welcome breakfast – thank you
09.45 – 09.55 Welcome @ our 2012 Health SMARTEES
Thibaud De Meester, Research Consultant Life Sciences & Healthcare
09.55 – 10.40 Janssen Case - 3 steps to get to a winning new strategy in Diabetes using a mix of contemporary observational methods with patients
Carl Vandeloo, Senior Research Manager Life Sciences & HealthcareRobert Dossin, Head of Life Sciences & Healthcare Research
10.40 – 11.00 Coffee break
11.00 – 11.25 Rules of engagement: What we can learn from conversations taking place on YouTube, Twitter & Facebook
Saartje Van den Branden, Senior Research Manager Life Sciences & Healthcare
11.25 – 12.15 What is the role of patient services through applications? Patient Empowerment: Perspective of the patient Perspective of other healthcare stakeholders
Sofie Bruggeman, Research Manager Life Sciences & Healthcare
12.15– 12.30 Questions?
12.30: Sandwich lunch and more time for networking
Agenda
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@Saartje_VDB
http://be.linkedin.com/in/saartjevandenbranden
Rules of engagement
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
What we can learn from
conversations taking place on
, &&
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4% 4% 1% 2% 6% 0%
25% 31% 32% 13% 10% 24%
23% 24% 27% 20% 15% 35%
30% 32% 26% 41% 46% 21%
18% 8% 14% 24% 23% 20%
FMCG & Retail
Travel & Leisure
Doing nothing with social media
First small steps
Setting up/ running pilot projects
Integrating social media
Social media are fully integrated
To what extent is social media integrated in your company?
Healthcare not very active on social mediaSource: Social media integration study – the Conversation Manager 2011
Healthcare Finance Media Tech & Telco
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Main barriers to integrate social media:
39%: lack of top management support
42%: no fit with product offering
48%: no clear financial benefits
‘Legal conditions’ was no answering option – for the pharmaceutical industry it is obviously one of the major barriers.
Main barriersSource: Social media integration study – the Conversation Manager 2011
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Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
(Health) consumers take the lead
We believe consumers (including
health consumers) will take the lead
in shaping any company in the future.
We need to learn how to let go and
take down walls as companies and
professionals who are actively listening
and involving (health) consumers will
prevail.
Health consumers take the lead
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Patients are taking the lead
e-Patient Dave
38.780 tweets & 10.306 followers 1.351 friends on facebook. His presentation on TEDxMaastricht 2011
is viewed 6,711 times on YouTube. Active blogger:
e-patients.net patientDave.blogspot.com impatientDave.blogspot.com
@ePatientDave
Never underestimate the power of 1 consumer, client or patient KOL
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Social media empower patients
People use social media to help make health care decisions
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9Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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Positive & Negative
In general
On Healthcare
11%
19%
30%
36%
NegativePositive
The majority of online conversations is positive…
On diabetes medication 40%33%
…except when they are about medication.
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THE BIG 3
Now, let’s take a closer look at THE BIG 3
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Awareness of Facebook is close to 100%
More than 400 million people (>30% of internet population) use Facebook daily.
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Average Facebook session lasts
37 minutes…
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210.238 21.439 19.120 1.972.191 107.392 60.299
15.883 670 2.376 42.423 7.890 3.903
2.777.457 79.557 96.063 13.457.864 3.253.294 323.048
Fan bases on facebook
FMCG & Retail
Travel & Leisure
Average # fans
10% worst in class
10% best in class
Healthcare Finance Media Tech & Telco
Average number of fans per sector?
Media has the biggest fan base.
Healthcare & Finance have the least number of fans.
Source: BIG 3 study
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979.792 people like the US Weight Watchers group.Over 3.000 people like 1 of
the Belgian groups.
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87.869 people like the Juvenile Diabetes Research Foundation
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18Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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51.587 people like the Pfizer page
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19Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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20Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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Consumer activation
More fans = more conversations?
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21Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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0,11
0,92
0,63
low medium high
You #Rule: A large audience is not enough. You have
to manage it!
Correlation between volume &
#fans
Conversation management% contribution of the group owner
Consumer activation
Foto van circus
But
don’t overdo iteither
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22Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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Some inspiration…
Facebook is appropriate for sharing corporate news raising awareness on charity projects/CSR showing your human side making your beliefs tangible communication on specific diseases
through targeted groups
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23Health Study 2010 | How to engage in the conversation with empowered patients | © InSites Consulting, 2010.© In
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YouTubehttp://www.youtube.com/watch?feature=player_detailpage&v=1Uov0cV8CdY
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http://www.youtube.com/watch?v=x0n4Zu4ehK4&feature=fvsr
YouTube
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Some inspiration…
YouTube is appropriate to educate the audience on specific diseases
(e.g. symptom recognition…) show best practices on how to live with a
certain disorder (e.g. coping T2 diabetics…)
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There is a big Twitter paradox:80% is aware of Twitter, only 16% is using it.
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Tweetdeck
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Tweetdeck
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Local experts
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Some inspiration…
Twitter is appropriate for …factual updates (e.g. FDA approval…) …picking up on hypes (e.g. Movember) …sharing links to online sources which are
considered relevant by patients (& don’t forget to use URL shorteners)
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Strategize first
Strategize
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www.theconversationprism.com Worry about the tools after
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Know what you can & should do
Respect the
of engagement
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Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
Success is going from failure to failure without a loss of enthusiasm.
Winston Churchill
What would Churchill do?
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1. Set the rules: explain first what you can and
cannot do
2. Keep your website up-to-date in order to avoid
tactical comments on your social media
3. Focus on the patient, not on the disease or
product and help them manage their disorder
4. Entertain your audience, but don’t overdo it
5. Avoid on/off mentality
6. Use an integrated approach across different
social media
7. Consider listening before facilitating and joining
8. Always, always, always consult your legal
department!
Limit the number of failures with these tips:
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@sofiebruggeman
http://be.linkedin.com/in/sofiebruggeman
The power tools of the E4-patient
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
How to Equip &
Enable the
Engaged &
Empowered
patient
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Patients have stepped forward
to actively participate in the
conversations about their health
Empowered patients are a FACT today
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A third globally impactful movement
in history
1 2 3
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e-Patient Dave
“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?
@ePatientDave
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… to look for information on health
related topics.
The internet enables them to look for
information themselves.
Dr. Google is their guide in their
search.
83%already used the
internet
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of patients says info found online affects decision about treatments
56% says it changed their overall
approach to maintaining their health
or the health of someone they help
take care of.
53% says it leads to ask a doctor a
new question or to get a second
opinion from another doctor.
Online information is impactful.
Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx
60%
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Companies (finally) start to realize!
Social media is more than a marketing tool.
It is a business strategy
But healthcare has arrears
Source: Social media integration study – the Conversation Manager 2011
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Patient power tool: personal informationAn opportunity for the industry to join or facilitate the patient conversation!
General information ≠
Personal information
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Logbook appAutomatic logbook
Internet logbook
Manual logbook
Evolution of logbooks
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If patients (have to) track information,
they appreciate help.
Convenience is key, they already suffer enough.
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““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 DaveHealthcare consultant
Boosting patient conversation
#WhatsInIt4Pharma I
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More than selling products
Building your CSR
image
#WhatsInIt4Pharma II
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CSR: Equip patients in the
3rd world
"Many opportunities to improve health very much
depend upon cell phone technologies, since cell phones
are so rapidly expanding in many parts of the world that otherwise don't have much access to communication."— NIH Director Dr. Francis
Collins
#WhatsInIt4Pharma II
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Apps: think B2B2C
Patients
Pharma companies
Physicians
#WhatsInIt4Pharma III
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#WhatsInIt4Pharma IV
Maximizing compliance
Apps that boost sales
directly (through
compliance)
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What is the % of smartphone
owners in EU?
25%
Higher or Lower than
?Source: Social media around the world by InSites Consulting - 2011
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What is the % of smartphone
owners in EU?
38%
Source: Social media around the world by InSites Consulting - 2011
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Apps are selected carefullySource: Social media around the world by InSites Consulting - 2011
1225installed in use
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17% today uses health apps
1. Apps for practical purposes2. Apps for entertainment 3. Apps for connecting with others
Room for healthcare apps: 17% in 2012 30% in 2015!
Source: Social media around the world by InSites Consulting - 2011
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Apps throughout the patient journey
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.
From prevention to insulin reminders
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Warning: patient focus only
GPs & specialists
Nurses
Pharmacists
PATIENTS
Insurers
…
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Case study Apps in diabetes TA
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…
… equipment which is enabling & empowering the engaged chronic patient!
Equipped diabetic patients
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App example
1
2
3
Prevention toolsCSR opportunities
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Patients news!
Health general information
Broad Therapy Area
Disease specific
Diabete
sONCOLOG
YMENTAL
HEALTH
DepressionADHD
Breast
cancerLung
cancer
App example
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Nutrition coachSupporting (newly diagnosed) patients
in their struggle with the disease or connect with people on a diet
“Daily totals for Carbs & Cals
Store a Breakfast + Lunch + Dinner + 3
Snacks/day
Calendar function to store and view past meals
for up to 2 years
For diabetic patients made by diabetes experts
(extended usage opportunities: non-patients)
App example
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360° view of health (insurance) spending
Overview of:
total health care expense
out-of-pocket expenses
paid versus unpaid bills
breakdown by family member
Financial coach! Making (chronic) patients conscious about healthcare expenses
App example
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Ranked the #1 diabetes iPhone app (for free) by Manny Hernandez (founder of TuDiabetes.com)
Integrated with calory track
enter glucose numbers,
keeping track of carbohydrate consumption,
insulin dosages &
activities.
Glucose buddy – free app
App example
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By Merck & Co.
Integration of different aspects of disease management.
Guiding the (newly) diagnosed patient to change his life
– Blood glucose monitoring– Activity tracking– Nutrition tracking
– Weight loss
(in cooperation with doctor)
– Medication tracking– Progress charts
Pharma companies start investing in apps as wellThey like to focus on the relation patient – health care provider
App example
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“Participatory medicine is not about patients taking over. Far from it – I’m fond of saying
that I’d be in sorry shape if I’d had to dream up the high-dosage
Interleukin-2 treatment that saved my life.”
E-patient Dave
Dave is no threat for physicians
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Carb values for many basic foods
Customize the food Guide by adding your own foods
Fun, interactive games to test knowledge
Compete for game high scores against players across the nation.
Gamification: a relevant trend for patient servicesNutritional coach app for kids: carb counting with Lenny
Gamification for kids – boosting
motivation
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Lara (14 y.o.) has been diagnosed with diabetes type I October 2nd 2006.
Coping with the disease hasn’t been easy for Lara. She realizes, she will have to deal with the
disease for the rest of her life.
Keeping track of glucose levels is
boring
“I don’t always make note of my blood sugar values. But sometimes when I have issues, my
doctor makes me do it. Then I have to fill in these huge cards with notes about what I ate, how much insulin I take…
But it’s annoying cause people whine a lot about it. There are periods that I do a
lot and when I don’t, my parents really
make it hard on me.”
Gamification: a relevant trend for patient services
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Patient insight: reminders and phone calls are just automated versions of nagging parents.
Gamification is impactful
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%.
Gamification: proves to be an effective trend!
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HeartVille Winner of 2012 Future of Health Award
Gamification also for adults…
“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
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THE FUTURE - WHAT’S NEXT?
Logbook appAutomatic logbook
Internet logbook
Manual logbook
Future of logbooks
“It would be nice to have an app where all you
would have to do is plug in your meter and it would
take your results, and you wouldn’t have to do any
Patti Ruggiero
more entering of info.”
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Future of logbooks
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Let’s not go too fast!
is
NOTthe take away of this presentation
Start creating
your own app
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Just 1 example, many more, so let’s
not go too fast!
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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
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Patients are engaged!But they are not similar!You need to observewhat they are doingYou need to engage With the right patient!
Need to engage!
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Keeping track of glucose levels is
boring
You all remember Lara
She was probably born with an iPhone
in her hand
& for now in full puberty
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“Voor patiënten is dit ver van hun bed, het is misschien niet veel werk maar je moet het je wel eigen maken.”
“Ofwel ga je all the way ofwel blijf je bij wat je nu aan het doen bent. Ik wil toch mijn tijd nemen om dit af te wegen. Ik ga niet over 1 nacht ijs.”
“Wat is mijn voordeel? Als het kan bewijzen dat het de Ha1bc waarden van patiënten van 75mmol/mol naar 53mmol/mol kan brengen, is dat voor mij wel overtuigend!”
Meet Eddy. He is more critical
Not convinced of the added value of
apps
Used to his way of keeping track of blood values
for years (written textbook)
You stay or you move (no trial period)
a tough decision
What’s in it for me? Just doing the same
will not do the trick
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It is about coping with diabetes
Different barriers to overcomeDifferent motivations to use But same end goal
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………………………………………..……..…
Collaboration
………………………………………..……..…
Involve customers in EVERYTHING you do.
Structural partnerships
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Structural partnership is the
future
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In case you had a sugar dip , I’m here to help you out
Apps enable …the pharma industry to connect with patients
the pharma industry to build a CSR image
the pharma industry to connect 2 stakeholders
BUT success depends on the
understanding of the patient. Patients choose
apps very carefully (cf. +- 12 apps in use!)
based on their needs otherwise
“the giveaway will become a throwaway”
& don’t forget to make it fun
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Patient apps dealing with
headwind
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
Putting ‘patient services through applications’ in perspective.
Threats & Opportunities in the broader healthcare area.
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What about them?
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Are apps a threat for physician
income?
More apps & mobile contact means less offline contactless visitsless income
Another way to look at the phenomenon from a physician point of view
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Case: telemonitoring
(Dr. Buysse)
Case telemonitoring by UZ Gent, Prof. Dr. Heidi BuysseTelemonitoring: digitally tracking of patient data (e.g. blood values, insulin intake…) that are afterwards transferred to & monitored by physicians
timely (personalised) feedback by physician
less transcription errors
positive evaluation by patients
& healthcare professionals!
“RIZIV should provide a compensation for e-consulting”
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2.070 Belgian people yearly diagnosed type I diabetes. 1.180 patients are younger than 14 years old890 are aged between 15 & 39 years old
23.500 Belgian people yearly diagnosed with diabetes type II.
The growing number of diabetic patients, definitely within diabetes, puts pressure on the GP.
Apps can release the burden…
considered the other way around…
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considered the other way around…
A combination of face-2-face & mobile/online contact with patients, enables the physician to enlarge his/her ‘patient base’ and serve the need of newly diagnosed patients.
Apps can release the burden…
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“I’d consider my doctor to be quite innovative, she tells me about innovative technologies, how the future of a diabetic patient might look like. I think my doctor would recommend apps to me,
The industry needs to inform them ass well
Fact: physicians have only a low awareness of the app offer
but I think she just doesn’t know about them yet.” Lara, diabetic type I patient, 15 y.o.
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Apps are relevant for national
policies
Apps have a public dimension
Better healthcare quality for a lower cost.
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Positive effect on social security
costs
e.g. UK government made a list of 500 trustworthy applications
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Patient organisations
“The impatient patient is a force for good, to be
harnessed in support of sustainability of
healthcare systems.”
Alexandra Wyke, CEO, Patient View
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Patient organisations are a
partner
Patient organisations:
Numeric impact (membership – e.g. VDV 23.000)
Credible source for patients (domain expert & no commercial interest)
Covering more than just specific medical conditions
In touch with multiple stakeholders – well-networked
Lobbying for the needs of the patient
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Diabetes UK on track!
Diabetes UK released iPhone app
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1. Physicians, pharmacists, patient
organisations believe in the added
value of patient apps & technology
2. On the condition that it does not
intend to replace the role of health
care professionals
3. APPS need to be positioned as an
extra SERVICE towards end-
clients (the patients)
In case you had a sugar dip , I’m here to help you out
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Don’t forget to communicate to
HCPs or patient organisations as well about
patient apps (you created)!
“It’s hard to love or promote something
you do not know yet.”
Boost HCP conversation!