Ten big ideas from the ePatient conference in Philadelphia

1. E-PATIENT
CONFERENCE
10 Big Ideas From e-Patient 2010

2. About conference wrap ups
iQ is the innovation lab of GSW Worldwide. We
research emerging trends in both how technology and
expectations are changing. Then we model innovative
tools and experiences designed just for health care
marketers
One of the ways we stay connected to the thought
leaders in our industry is speaking at and live
blogging from top healthcare marketing conferences
After the conferences we collect the top 10 big ideas
we heard to share in conference wrap up sessions.
We use presentations like this one to lead those
discussions

3. MOBILE HAS A
MULTIPLIER EFFECT
Mobile devices activate patients and care teams in
compelling new ways

4. 1 MOBILE HAS A BIG IMPACT
ON ADHERENCE
• Have you ever left your house without your cell phone
and decided to go back to get it?
• Mobile tools are simply more present and integrated in
our lives. Their reminders are more relevant.
• Mobile reminders increase adherence 27%
In a study of hypertensive patients,
Partners Healthcare’s Center for
Connected Health found that Vitality’s
GlowCap service raised medication
adherence rates from 71% to 98%

5. 2 POWERFUL SENSORS
EMPOWER EPATIENTS
• We’ve made a big move in how people can participate
in their own healthcare:
FROM: SUBJECTIVE TO: OBJECTIVE HEALTH
PATIENT DIARIES TRACKERS
• New biometric tools like Zeo and Fitbit help people
track their sleep, activity, even vitals
• The tools generally offer longitudinal tracking online and
even make healthy recommendations
• Patients love the new sensors, but physicians have
been slower to integrate them into overall care plans

6. THERE’S A NEW
METRIC IN TOWN
It’s not trial or even adherence – instead, it’s about
bringing better health to more people

7. 3 TODAY PHARMA IS LOOKING
FOR REAL CHANGE
• Every speaker we heard talked about the ultimate
metric: sustained behavioral change
• It’s not about taking one drug or
“There's a huge asking one question
disconnect between
• It’s about making better
our long-term
aspirations and choices, one by one, every day
moment-to-moment
choices”
Margaret Morris, PhD,
Intel Digital Health Group
on the tension between
diet and health

8. 4 HEALTHCARE IS INNOVATING
IN A NEW KIND OF LAB
• Joe Shields came to the conference to crowdsource a
plan. He was set to be Pfizer’s first global innovation
chief and wanted to hear from us: what are the ehealth
challenges his company should focus on?
• He’s one of a flurry of new innovation heads in the
corridor
• Healthcare leaders like J&J, Lilly and the Mayo Clinic
are building innovation practices around business
strategy. These new labs are looking at changing
demographics, new communications tools, and
emerging markets

9. ADVICE DOESN’T
CHANGE BEHAVIOR
But personalized, highly relevant coaching just might

10. 5 TAILORED MARKETING CAN
CHANGE HOW OUR BRAINS
PROCESS INFORMATION
• Tailored marketing isn’t just demographics; it’s connected to
the real-world influences on the patient’s healthy behaviors
• More tailored messages activate the medial prefrontal cortex
(the decision-making part) and the precuneus (where ideas
are attached to long-term memory)
• In a smoking cessation case, high-depth tailoring moved a 6-
month adherence rate from 28% to 39%
In the study mentioned above, researchers
used MRI machines to scan people’s brains
while giving them 60 random messages, with
varying degrees of personalization

11. 6 MARKETING DOESN’T HAVE TO
BE DISRUPTIVE; CONNECT
WITH PEOPLE WHERE THEY ARE
• Designers and innovators are looking for new ways for health
information to fit seamlessly into our lives or even line of site
• In one example, New York state partnered with Xbox Live to deliver
emergency alerts (and connect with tens of thousands of people
who weren’t watching live TV)
In-game xBox emergency alert:
“Pervasive
information is
persuasive
information”
David Rose, Vitality,
creator of GlowCaps

12. HCPs AREN’T
SATISFIED WITH
BUSINESS AS USUAL
“Our generation of physicians was never satisfied not
communicating well with people. These tools give
people choices and an ability to be there with patients.”
(Ted Eytan, MD, MPH)

13. 7 MEDICINE IS MOVING
ONLINE FAST
• Kaiser Permanente has over 3 million people enrolled
in its online health management system. In the second
quarter, those people sent over 2.6 million emails to
their physicians.
All that participation makes a difference.
For example, KP’s customers in Hawaii
have near-unbelievable compliance for
annual mammograms:

14. 8 PHYSICIANS WANT TO END
THE ASSEMETRY BETWEEN
DOCS AND PATIENTS
Partnering with Admitting docs
Talking to
them for better don’t know
patients about all
health everything
the info they’re
Doing things for Medicine changes
getting
and with patients every 3-5 years –
What have you
rather then to how can anyone
found online?
them know everything?

15. WE’RE MOVING
TOWARD A PATIENT-
CENTRIC MODEL
Away from the top-down model of planning

16. 9 IT’S TIME TO DESIGN
CLINICAL TRIALS WITH
ePATIENTS IN MIND
MORE MORE
PARTICIPATORY GENEROUS
Or radical and revolutionary
Enroll from anywhere Own your data
Report in from real life See the results

17. 10 EVEN MEDICAL MEDIA IS
BECOMING PATIENT FIRST
• Twenty years ago, medical journalists tended to open
their advance copies of JAMA and New England
Journal of Medicine to write stories
• The medical news was top down
• Now personal stories reflect “I’m not in the
bigger challenges in navigating business of changing
systems; I’m in the
the healthcare system
business of helping
people use the
system as it is.”
Elizabeth Cohen, CNN Senior
Medical Correspondent, author
of The Empowered Patient

18. INNOVATION LAB 2010