The Digital KOL: A New Paradigm

David Lee Scher, MD, FACP, FACC, FHRSDirector, DLS Healthcare Consulting, LLC

Clinical Associate Prof of MedicinePenn State College of Medicine

@dlschermdBlog: The Digital Health Corner

Who is the customer? • Physicians?• Other HCPs?• Consumers?• Patients?• Caregivers?• All of the above?

Digital Technology as a Patient Advocacy Tool

“Patient advocacy regards any activity which ultimately benefits a patient. Using that definition, it can apply to caregiving for an individual patient, to groups that develop policies and advice that help patients, to government groups that develop legislation to improve systems or processes for patients”

----Trisha Torrey

Five Imperatives of a Digital Pharma Strategy*

• Physician KOLs• Business partners• Apps • Social media• Data sharing

*The Digital Health Corner 9/26/2014

What is a Digital KOL?

• Physician expert in the focused field, but not the usual suspects

• Social media leader

• Champions of patient engagement and role of digital tools

Why Digital Physician KOLs?*

• Physicians are at intersection of Digital and Healthcare

• Digital tools need clinical outcome studies • KOLs provide insight into clinical and process

workflows• Patient engagement necessitates a clinician• A different type of KOL needed today

*The Digital Health Corner 10/20/2014

KOLs as a Bridge to Digital Business Partners

• Medical device/remote patient monitoring companies

• Patient engagement tool companies• Digital marketing partners• Mobile clinical trial companies• Academic institutions

Social Media

Social Media: Who do People Trust?

Source: MedData Group, June 2014

Social Media*• 85% of oncologists and PCPs use social media at least daily

to scan or explore health information

• 65% say it improves their care delivery

• 14% contribute information daily, 46% weekly

• 58% perceive SoMe as way to get current high quality information

*J Medical Internet Research Sept 2012

Twitter: The Healthcare Hashtag Project: Tweet Chats

#HCLDR#BCSM#ARNS#OTalk#BRCA#hcsm

#hpmglobal#hcsmca

#diabeteschat#HealthcareChat

#BTSM#ChatRosacea

#hpm#BrainTumorThursday

#khchat

General• #digitalhealth

• #PatientsInvolved• #FOAMed

• #CDCwhistleblower• #patientsincluded• #SuicidePrevention

• #GeriMedJC• #IARC

• #GeneticTesting• #MeaslesTruth• #EndSuicide

• #TX4VaxChoice• #SERMOasksOz

• #HIT100• #mHealth

Diseases• #IwishPeopleknewThatDiabetes

• #BCSM• #ChildhoodCancer

• #Migraine• #BRCA

• #MenHaveBreastsToo• #BTSM

• #BrainTumorThursday• #Lyphoma

• #malebreastcancer• #Suicide• #Diabetes

• #PainSomnia• #ClusterHeadaches• #TesticularCancer

Patients are Social

Can We Measure Healthcare Conversations in SoMe?

Can We Measure Healthcare Conversations in SoMe?

Physicians in SoMe: 2015’s biggest health story was broken by a doctor – not a reporter

Physicians Connected to Each Other*

Measles outbreak raises question of vaccine exemptions

Liz Szabo, USA TODAY8:45 a.m. EST January 23, 2015

Tweets re: Childhood Diseases and Vaccines:Docs vs Media

Twitter: Docs vs Media

Can Social Media ‘Reach’ be Measured?

Social Media: Role of Physician KOLs

• Physician KOLs know their role and regs, same as traditional KOLs

• Disseminate accurate information• Attract followers to them and industry• Become bridges to patients (close the Pharma-

patient loop)

Health and Medical Apps

Five Pitfalls of Designing a Medical App*

• The motivation for the app development is misguided

• Lack of clinician involvement• Poor attention to usability• Not knowing the healthcare landscape• Not building to regulatory specifications

*The Digital Health Corner 1/31/2013

Uses of Mobile Apps

• Provider education– New drug/device awareness– Reference tool

• Patient education– Disease state awareness– Rx to OTC– Medication adherence– Social networking

Uses of Mobile Apps

• Marketing to Providers– Direct communications tool– MARKETING ON DEMAND (PUSH -> PULL model)

Sensors

• Implantable Sensors• Wearable Sensors• Biochemical sensors: glucose, pulse ox• Positioning sensors• Environmental sensors

Proteus Digital: The Ultimate Adherence App

Mobile Apps Bridge Divides

• Can bridge health literacy divide– Disease state and drug education– Improve communication with HCPs

• Can bridge digital divide– Smartphones will be health tools and incidentally

phones

Medical Apps: Role of Physician KOLs

• Consult in design process: HCP/patient UX/workflow

• Design/lead mobile clinical trials

• Publish/present studies of mobile health tools

Clinical Trials

Mobile Clinical Trials

Clinical Trials on Mobile

Mobile Clinical Trials

Apple’s ResearchKit

Mobile Clinical Trials: Role of Physician KOLs

• Advisors re: recruiting venues

• Clinical investigators

• Disseminate trial results to peers digitally

Identifying Digital Physician KOLs

• Analytics companies: MDigital Life

• Blogs

• Non-profit orgs– Patient advocacy orgs– HIMSS

The New Paradigms in Pharma

Traditional• ‘Push’ business model• Print education• Liaison/rep face to face• Increasing lack of access• Co$tly

Digital• ‘Pull’ business model• Digital interactions using AI• Customized interactions• 24/7 timeline• Efficient

The New Paradigm: Role of Digital KOLs

• Help industry transition

• Disseminate content via digital interactions, SoMe

• Liaisons with digital business partners

THE TOP 41 HEALTH-ORIENTED SOCIAL MEDIA INFLUENCERS

• BRAD EINARSEN• DIRECTOR, DIGITAL INSIGHT• MAY 29, 2015 INSOCIAL• •

SUMMARY

• Digital Pharma needs to adopt new paradigms for marketing and education

• Traditional KOLs have been successful• Digital Pharma requires a new breed of

physician KOL • The technology is here…the processes aren’t• The future is NOW

“If you ask me a question I don’t know, I’m not going to answer”

------Yogi Berra