Mobile Enabling the Health Care Revolution

An overview of concepts, strategies, tactics and technologies for mobile enabling the health care industry. Prepared by:

Michael Ahearn, VP Strategic Marketing

michael.ahearn@iloopmobile.com

MedAgenda Alert It’s 9am take your morning Lipitor with water on a full stomach. Reply OK within 60 minutes.

What Mobile Means to Health Care

Mobile is part of your overall digitization and ROI strategy for health care

• The move from paper based information, mailed information and phone consultations that are rarely reimbursed

• Mobile substitutes automated touch points for unneeded and inefficient human touch points (get people off the phone)

• Achieve mission critical marketing objectives

• Improve patient or customer service

• High impact, low cost opportunities for the industry

Reducing the Cost of Health Care

Mayo Clinic Study: In 2 year study, e-visits were able to replace in-office visits in 40% of 2531 cases. Patients could log on online where detailed histories were taken and could upload pictures and other files as needed. Physicians would respond within 24 hours and patients could view results via the Web.

PriceWaterhouseCoopers HRI “Healthcare Unwired” 2010

Mobile Health By the Numbers

• 40% of consumers would pay for mobile remote monitoring with a monthly fee to send data to their doctors

• 1 out of 3 physicians said they make decisions based on incomplete information. The greatest benefit of mobile is that it will help them make decisions faster as they access more accurate data in real time.

• 40% of physicians said they could eliminate up to 30% of office visits through mobile health technologies such as mobile monitoring, email and SMS

• Primary care physicians are most interested in prescribing medication wirelessly, specialists in accessing EMRs (electronic medical records) wirelessly

• Cell phones are ubiquitous—80% of Medicaid patients text regularly

• Men are twice as likely as women to use their cell phones to get health reminders

• Patients in good health with health insurance are more likely to pay for mobile health monitoring

• Physicians use mobile Internet twice that of other mobile users

PriceWaterhouseCoopers HRI “Healthcare Unwired” 2010 & Health Research Study

Mobile Health Efforts From Multiple Stakeholders

Lowering employee health insurance premiums

Outpatient care with access to records, track vitals, order meds

Physician to physician consultation

Find physician in network and check claims

Patient self monitoring

Prescription management

Image data transfer

Proprietary remote monitors

PriceWaterhouseCoopers HRI “Healthcare Unwired” 2010

Why Mobile Now for Health Care

• We know biggest challenges are financial issues—the cost of services and operating costs

• Mobile has higher penetration than Internet & more people have phones than Internet access

• Mobile offers digital reach to hard to reach people e.g. lower income demographic…mobile is the only way to reach them other outside of a voice call

• Because patients and customer are already using the channel now

• Because your competitors are doing it

The Strategic Advantage of Mobile

• Talking to people in the channel they use most

• Allows health care providers to focus on their most import job…taking care of people (efficiency factor)

• Again the mantra….reduce operating costs

• Pre-existing solution platforms are available, no expensive or proprietary infrastructure foundation required

• Integrates into whatever you are already doing or using…marketing channels or IT

• Offers immediacy of communication or interaction…no time lag

• Everything that happens is measurable for analysis

The Mobile Channels

• SMS

• MMS: advantage of unlimited text (think HIPPA & DDMAC compliance copy)

• Mobile Internet

• Apps: their utility merits a permanent place on users’ phones

• Mobile Enabled IVR (integration of text and voice calls)

• Mobile Coupons & Promotions with POS redemption integration

• Location Aware Service (LBS)

• UPC/2D barcodes and picture recognition

mHealth Verticals

• Health Care Enterprise Messaging/IT: Utilitarian communication between people that are already talking with each other, either care giver to care giver or doctor to patient

• Hospitals • Private doctors/health care providers • Clinics • Health care administrators • Health care IT systems

• Health Care Brand/Product Marketing: Used to sell something, marketing related • Drug/Pharma brands • Health care insurance providers • Health care providers: health care services, clinics, hospitals etc. looking to promote

and sell to health care to consumers

• Retail Pharma: Pharmacies or retail stores who sell pharmaceutical products • Walgreens, CVS, Long’s etc.

Mobile Enabled Health Care Enterprise Messaging/IT

• Decrease operating costs for delivering health care related information or content

• Deliver time sensitive content (from doctor to patient or vice versa)

• Offer 24/7 access to medical information and content

• Make internal and external organization/enterprise communications more efficient—e.g. information delivery within a hospital or from a health care organization to doctors or pharmacists

• Enable doctor initiated communications to patients or patient initiated communications to doctors

• Aggregation of medical/health care information or data for public service needs

• Emergency medical information resource—virtual doctor/nurse

• Important Factor: HIPPA compliance with patient data in mobile channel

Mobile’s What the Doctor’s Ordered…

Physicians Want Patients to Track/Monitor Health at Home

PriceWaterhouseCoopers HRI Physicians Survey 2010

Mobile’s Benefit to the Physician

Percent of physicians surveyed who said mobile health would have these impacts

Case Studies: SMS Reminders

North Carolina Health & Trust Fund Smoking Cessation Alerts • Quiz questions around smoking cessation • Cessation reminder texts twice a week •  “Quit tips” mirror phone based advice on their QuitlineNC

Ignite Health HIV Meds Alerts • Pill reminder • Physician appointment reminder • Refill meds reminder

Horizon Marketing & Research “MedAgenda” • Web application that allows physicians to enroll patients into mobile

alerts • Patients can be organized into groups e.g. respiratory, diabetes etc. • Physician logs all medications used by each patient, and can select

medication from a master list with dosage and medication type • Patient created SMS notes are available • Email integration • Physician can measure patient compliance via patient SMS reply

“OK” (I’ve taken my meds) after they’ve received their reminder

MedAgenda Alert It’s 9am take your morning Lipitor with water on a full stomach. Reply OK within 60 minutes.

The Virtual Nurse: iTriage

• Smartphone app & website • Look up symptoms and causes • Guide to appropriate treatment path • Locates the closest healthcare provider • Info on thousands of symptoms,

diseases and medical procedures • Turn by turn directions to all facilities

using GPS, IP address or specified location • Millions of downloads in 80+ countries

General Mobile User Stats • 36% of all mobile users use their

phones to search for doctors • 23% use their phones to find hospitals

Mobile Enabled Health Care Brand/Product Marketing

• Increase customer acquisition

• Increase brand awareness

• Provide value add information for customers e.g. a mobile site that delivers geo-relevant pollen count, or an allergy guide. This is utility based information that can increase brand awareness or loyalty.

• Delivery of health care related content

• Delivery of non-drug/product/service content e.g. drug brand has NASCAR sponsorship, delivery of branded NASCAR content and brand interactivity

• Promotional campaigns: sweepstakes, coupons, promos, event based interactivity

• OTC product sampling: try a new aspirin, allergy medication, antacid etc.

• Loyalty & customer retention: again with promotions and other campaigns that give something of value to the customer building loyalty to the product

• Important: FDA/DDMAC drug marketing regulations and best practices

Case Study: Pfizer/Advil

• Brand awareness campaign using mobile opt-in to sweepstakes to win a “personal Black Friday shopper” • Promoted with out of home posters in

major malls • Hook is “provide congestion relief” for

shoppers with a personal assistant for holiday shopping trips • Targeted holiday shoppers during

cold & flu season wanting to avoid congested store lines filled with sick shoppers • Winners received Black Friday

“Decongesters” who will wait in line, run mall errands and carry bags

Marketing Health Care Services: UPMC Health Plan

University of Pittsburgh Medical Center Health Plan mobile optimized site • Virtual ID card and access to personal health records via the mobile site will soon be

available

Mobile Enabled Retail for Health Care

• Store/pharmacy loyalty e.g. useful alerts around health products or services. This is utility based help to customer.

• Promotions and coupons to build loyalty and drive store traffic

• Customer service e.g. easy mobile prescription refills or prescription management, alerts prescriptions are ready to be picked up etc.

• Delivery of health related information (a site or alerts to high pollen counts etc.)

• Consumer managed messaging…self-service alerts scheduled/managed by customer reminding them when and how much medication they need to take

• Pharmacist to customer communications…e.g. 1 to 1 question answering—customer can send a SMS with a question and a pharmacist (either local store or centralized SMS response center) sends back a response

Case Study: Walgreens Multi-Modal Mobile Offering • Consumer touch points across

multiple mobile channels: SMS, mobile Internet site and apps (iPhone, Android, Blackberry)

• Transactional Messaging: SMS alert signup for prescription pickup, checking orders, delivery status, text chat with pharmacists (WALGREENS to 21525)

• In one year since launch more that 1M customers have subscribed to alerts

• mCommerce Site & Smartphone Apps • Prescription refills • Product information • Locate nearest store (manual

entry & now GPS for apps) • Create accounts to upload photos

from iPhone for prints • Check product availability • View prescription history

Mobile Site: Walgreens.com (auto redirect to mobile site) or m.walgreens .com

Case Study: Walgreens Prescription Scanning

• App scans prescription labels to confirm prescription info and then click to refill

• Refill to Scan has been added to existing iPhone and Blackberry apps

• Checks availability of inventory in Walgreens stores

• Planned GPS to inform consumers of product promos at nearby stores

• Walgreens reports in less than 4 months its Refill by Scan in iPhone and Android apps account for +50% of all mobile refill orders indicating very high and fast uptake of this service

iLoop Mobile HealthTouch™ Mobile Programs

HealthTouch Connect™ (SMS/MMS)   1 to 1 doctor/patient communications   Prescription refills and fulfillment alerts

  Medication reminders   Public health alerts

  Delivery of health care records and information with embedded links to rich media medical documentation   Patient compliance reporting for clinical tests

HealthTouch Promote™ (SMS/MMS)   Coupons and promotional messaging for pharmaceutical drugs

  Mobile marketing programs for health care services   Mobile marketing programs for health care products

  Promotional marketing campaigns: giveaways, product sampling, sweepstakes, quizzes, polls, surveys etc.

HealthTouch Engage™ (Mobile Sites & Apps)   Informational mobile sites/apps: pharma products, health care provider directories, health care services etc.

  Prescription refills with barcode recognition   Mobile sites for customer/patient surveys and clinical tests

  Delivery of rich media (video) via the mobile Web or apps   B2B health care mobile sites/apps ex. insurance company sites/apps for doctors

  Management and delivery of rich media medical records and documentation (video, images, audio etc.)   Public health sites/apps (local pollen count, air quality etc.)

  Promotional marketing including barcode coupons

Visit www.iloopmobile.com to learn how we can help you mobile enhance your health care marketing.

Contact sales@iloopmobile.com (408) 907-3360 and we’ll help you get started.

Thank You

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