How online trends and tools can endorse healthcare and improve quality of life. Presentation in Paris july 2009.

1. HOW ONLINE TRENDS AND TOOLS
CAN ENDORSE HEALTHCARE AND
IMPROVE QUALITY OF LIFE.
A conversation about search, social media, co-creation, patient empowerment and new business models.
Saturday 3/07/2009
remi.maddens@fishtank.be

2. When you’re sick, you have a lot
of questions
•Questions you might ask relating to illness or symptom(s)
•What's wrong with me?
•Can you draw a picture or show me what is wrong?
•What causes this kind of problem?
•Can I give this illness to someone else, and if so, how and for what period of time can I pass this on?
•Are there any activities or foods which I should avoid?
•When can I return to work or school?
•What is the long-term prognosis of my condition?
•How can I prevent this from happening again?
•How will this problem affect me in the future?
•What will happen if I don't treat my condition right away?
•What treatment should I follow, including dietary, medical treatment, and lifestyle changes?
•When do I need to see the doctor?
•Where can I get more information about my condition?

3. So you start searching Google
• In Belgium more than 50% of the
total population uses internet in
search for health information (2006).
• People in Nordic countries tend to
be frequent users (does it have to do
with the weather?)
• And in the US the number of adults
on the web searching for health
information has doubled in the past 2
years from 31% tot 60% (june 2009).

4. Or you can ask somebody else to
search Google for you
• 50% of all online health searches are on behalf of someone
else

5. People love using thet net when
they’re sick
• 26% (fully) agrees with ‘when I feel something I first look on the Internet to see what might be
the cause’
• 24% (fully) agrees with ‘before I go to a doctor, I first look for more information on the Internet’
• 50% (fully) agrees with ‘when my doctor makes a diagnosis, I often look on the Internet for extra
information’
• 27% (fully) agrees with ‘when my doctor makes a diagnosis, I will check it based on online
information’
• 26% (fully) agrees with ‘when I need to take medicine, I first look up more information on the
Internet about this medicine’
• The physician remains by far the most reliable source of health related information. But the
patient has joined the online conversation

6. And Microsoft doesn’t help
•Bing gives us 10% more
results than Google,
82.300.000 in total.

7. They send surfers to strange
places

8. They want to learn about their medication,
treatment, alternatives and what the illness
will cost them
1. Specific disease or medical problem;
2. Certain medical treatment or procedure;
3. Diet, nutrition, supplements;
4. Excercise or fitness;
5. Prescription or over-the-counter drug;
6. Alternative treatment or medicine;
7. Health Insurance;
8. Depression, anxiety, stress, mental health;
9. A particular doctor or hospital;
10.Experimental treatments or medicines.

9. And as far as diabetes is
concerned, they look for:
1. Symptoms of Diabetes
2. Diabetes Diet
3. Types of Diabetes
4. What Causes Diabetes?
5. Type 1 Diabetes
6. Treatment for Diabetes
7. Facts About Diabetes
8. Diabetes Tests
9. Prediabetes
10. Type 2 Diabetes
11. Gestational Diabetes
12. Hypoglycemia

10. And questions evolve over time

11. Chronicle patients use search
engines less
• Chronicle patients use less search engines in search for health information;
• 56% chronicle patients start with search engine;
• 67% non-chronicle patients start with search engine;
• 50% of chronicle patients talk to their fysician about information found on the
internet;
• 30 of non-chronicle patients talk to fysician about information found on the
internet;
• It could be that chronicle patients become more experienced with higher quality
results and more networked (worth talking about tot physician) over time.

12. The web will provide some
answers

14. But the web will also provide you
with some tools
• so
that you can start monitoring yourself and make the right
choices

15. …also available on the iPhone, of
course

16. And people enter the
conversation
• Health consumers are often looking for tailored information, searching for a “just-in-time
someone-like-me.” For example:
• 41% of e-patients have read someone else's commentary or experience about health
or medical issues on an online news group, website, or blog.
• 24% of e-patients have consulted rankings or reviews online of doctors or other
providers.
• 24% of e-patients have consulted rankings or reviews online of hospitals or other
medical facilities.
• 19% of e-patients have signed up to receive updates about health or medical issues.
• 13% of e-patients have listened to a podcast about health or medical issues.

17. Sharing is healthy
Sharing on other sites:
• All information sources
today encourage visitors
to share the information
in their own community Discussion on Google Friend Connect:
and networks.
• Natural selection: Get e-mail alerts on related topics:
people share only
information they find
interesting

18. Even the pope is sharing
• Pope-to-You (P2Y)
• Facebook application
• Receive messages from the pope
• Meet the pope on Facebook
• Listen to his words
• See picture of the pope
• Send virtual postcards
• But the pope is not only on Facebook:
• WikiCultura
• iPhone application
• YouTube channel

19. Sharing occurs through numerous
channels
• 35.755 links
• Top rated diabetes
• America Diabetes
Association
• Diabetes Mine
• DLife
• Sugar Stats
• Glycemic Index

20. With Audience engagement
depending on disease

21. It can give us (false) hope
• A break-through in diabets
research?
• And we are off on a journey
through cyber health space
(via “Newest First”):
• Checkdiabetes.org with
message ‘Sharing is
healthy’.
• NYTimes: bycicle challenge
by Type1 patients

22. Or “interesting” insights
• Guardian: Cannabis
might treat diabetes,
says top researcher
• MSNBC: No more
needs for expensive
equipment. Dogs will do
the job in the near
future.

23. And even confort.

24. Similarity breeds connection. Homophily is the
principle that a contact between similar people
occurs at a higher rate than among dissimilar people.

25. Take Lise’s story for example
• Diabetes is a
complex
condition. For at
the end of the
day, no one can
better understand
the challenges we
face and deal
with, better than
those of us who
share this
condition, having a
faulty pancreas.

26. There are more people like Lise
out there

27. Look at Firas’ profile for example
• Firas

28. Maybe Firas and Lise want to
share more

29. And more

30. And more

31. even more than we could ever
imagine

32. Chances are
• they will make kids...
• they will become involved in making us aware ...

33. Chances are
• they become assertive and start a blog
Picture 2
Picture 2
Picture 2

34. Chances are
• they will post their stories
on http://
stories.barackobama.com/
healtcare, just like hundreds
of thousands of ordinary
Americans who have
watched their premiums
rise faster than wages, and
spiraling costs shackle
American businesses — put
a personal touch on the
health care crisis.

35. Chances are
• they will come up with solutions for future generations.

36. using collaboration platforms
• Learn the secrets to managing
diabetes.Ask questions and
get answers in minutes.
• Get real-time support in Live
Chat.Meet people who
understand what you're going
through.
• Stay up-to-date on critical
advances.Be the first to know
about research discoveries
and new treatments.

37. Which can be set up in seconds
• In 60 seconds a private or public platform is
created with
• Personal pages
• POI’s on Google Maps
• Chat history
• Network
• Blogs
• Pictures
• Links
• Wiki’s
• ....

38. If they get access to the right data
• Have the right to our own health
data
• Have the right to know the source
of each health data element
• Have the right to take possession of
a complete copy of our individual
health data, without delay, at
minimal or no cost; if data exist in
computable form, they must be
made available in that form
• Have the right to share our health
data with others as we see fit

39. Getting a complete medical record
centralized online is almost accomplished
• Tracking medical history and
learn about your conditions
• Import your medical records
• Find out how medications
might interact
• Share your medical records
• Make your health information
work for you
•

40. They will become e-patients
• E-patients: individuals who
are equipped, enabled,
empowered and engaged
in their health and health
care decisions.
• Health care as an equal
partnership between e-
patients and health
professionals and systems
that support them.

41. e-Patients know how to use
webtools
• Social networks, webvideo and
weblog are also for e-patient most
popular webtool.
• 61% is more then 11 hours
online per week;
• 31% is more then 20 hours
online per week;
• 35% on social networks;
• 25,2 % on webvideosites;
• 22,5 % on weblogs;

42. Like DIEP

43. It is time for business models
based on collaboration

44. The web will provide us with
solutions
• Not to find the cure for the diabetes (never say never) but
certainly to endorse health care and to improve the quality of
life.

45. Thank you
Fishtank
Aalststraat 7-11
1000 Brussel
remi.maddens@fishtank.be
+32 477 99 99 81
+32 2 888 78 89

50. The pharmaceutical, payer and provider
value chains will be much more closely
intertwined

51. Because the situation want get
better without drastic change
• Adult obesity rates now
exceed 25% in 31 states, up
from 28 states last year and 19
the year before that.
• Among children 10-17, about
30% are overweight or obese
in 30 states.
• "There is a huge wave of obese
adults coming that will
bankrupt us as a nation unless
we get this under control now,"

54. Design efficient tools for co-
creation
• Working across disciplines and institutions
• Design is a process that makes connections.The design process hasthe proven ability to forge connections
between people and organisations,unlock solutions and address change.
• The user process
• The design process is a set of techniques and approaches that puts users at its heart,works from their
perspectives,engaging with articulated knowledge,latent perceptions and emotional responses.
• Usable interfaces
• Design is a practical tool.It helps to make things more visible,legible, coherent and easy to navigate.
• Platforms,tools and motivators
• Distributed,collaborative services will involve the need for new tools andplatforms that enable the sharing of
knowledge and resources and the continual adaptation of services.