PPT document related to a presentation made by Pierre De Nayer at BDMA congress

1. Breaching Boundaries
Ethics:
The Health/DM boundary
p. 1
The Health/DM boundary
Business Summit by BDMA-
Mechelen 18/11
Pierre De Nayer, Partner, Citobi

2. Citobi’s (1to1)«Concept Car »
( For Pharma)
p. 2
« If we can do this, we can do anything…. »

3. Personnal Health Management: a heavy trend
3

4. 2009-08_v05
Imagine your cell phone is used to collect some
health related data…
2009-08_v05
p. 4

5. 2009-08_v05
…and that your physician is associated in the
process
2009-08_v05
p. 5

6. 2009-08_v05
One Step Further
in breaching the boundaries…
2009-08_v05
p. 6

7. 2009-08_v05
Adherence to treatment: A major health issue
Costing >USD 200 Billions a year to US Health
(TC: USD 1,7 Trio )
US: 125 000 deaths per year
Annual cost to pharmaceutical companies :
>30 USD Billions
2009-08_v05
Annual cost to pharmaceutical companies :
>30 USD Billions
WHO: The most pressing healthcare issue in
the western world.
Benchmark? Health services companies
spent USD >3 billion on direct marketing
advertising in 2009 (Source DMA)

8. 2009-08_v05
The advent of PERSONALIZED medicine
2009-08_v05

9. 2009-08_v05
e-Compliance Platfom based on device fit for purpose
Smartsticker™
Fits in real-life treatment process
Patient can easily stick it to blistered drug
No prior deblistering required
2009-08_v05
No constraint for practical use by patient
Reliable material
Adaptable to 95% of blister formats
Can be integrated in simple logistical flow

10. SCORES: Linking Health & Communication
Exceptionally detailed
individual compliance reports
For their patients treated with
your drug
In pdf format for convenient
reading, printing and saving
Branded with your product /
company
In the form of a service,
not a study…

11. 2009-08_v05
SCORES as therapeutic tool
FROM REAL-LIFE
EXAMPLE
“Mr Smith regularly
forgets his
medication, then
compensates by
taking a double or
even triple dose.
This could explain
some of his side
2009-08_v05
some of his side
effects.
This compliance
issue should be
addressed prior to
considering second
line treatment.”

12. 2009-08_v05
SCORES as therapeutic tool
FROM REAL-LIFE
EXAMPLE
“Daily variations
in Mrs. Jones’
intake pattern are
worrisome, and
lead to
omissions.
Patient needs
adequate support
2009-08_v05
adequate support
to ensure proper
drug intake prior
to considering a
change in dosage
or a switch.”

13. 2009-08_v05
Get your compliance report on your cell phone…
2009-08_v05
p. 13

14. Typical content:
What is your “adherence”
profile and how you can
improve it
How to handle your
disease/condition?
… And (personalized) more in-depth content by post.
disease/condition?
What is a Smartblister, and
why does your doctor
propose you one?
How to use your Smartblister
Processing of your personal
data
p. 14

15. 2009-08_v05
Tailor-made, self-adhesive, Attached micro-chip records
precise date and time of each
Just to summarize how it works (1/2)
2009-08_v05
p. 15
Tailor-made, self-adhesive,
strip is applied to back of
drug blister
precise date and time of each
tablet extraction
Data is read in centrallyCompliance report is produced

16. 2009-08_v05
@
@
@
Just to summarize how it works (2/2)
2009-08_v05
p. 16
CRM platform &
database
1.As requested in leaflet, patient
activates kit by sending SMS
with kit identification code
2.Patient is reminded per SMS to
return Smartblister if applicable

17. 2009-08_v05
Results/ Take aways…
Health Related Objectives
ROI: The forbidden word
Are we saving lives? Maybe.
Did we improved the quality of life of patients? Certainly!
And a lot!
2009-08_v05
Marketing and Sales objective
Impact on corporate branding
Impact on relationship with physicians
Impact on consumer trust
Calculate yourself the ROI: A cancer live saving drug is
costing up to 40 000 USD a year (to…you, the taxpayer).
Imagine now the patient has only a 50% adherence to
treatment. p. 17

18. 2009-08_v05
One Step Further…
How will our next (1to1)
« Concept Car » looks like?…
2009-08_v05
p. 18
Just ask us…
Pierre De Nayer,
Partner, Citobi
+32 478 554 667
pierre.de.nayer@citobi.com or
denap@citobi.com