Case Study: Cancer.Net Mobile: Helping Patients Take an Active Role in Their Cancer Care Cancer and cancer care have become increasingly complex. For patients, navigating these complexities can be overwhelming. Learn how one major cancer organization addresses these needs with an award-winning mobile application, allowing patients to take a more active role in their care. Presented by: Brendan Kelly, Manager, Cancer.Net Operations, American Society of Clinical Oncology www.bdionline.com

1. Cancer.Net Mobile
Helping Patients Take
an Active Role in Their
Cancer Care
Brendan Kelly
Manager, Cancer.Net Operations
American Society of Clinical Oncology

2. About ASCO
• World’s leading professional organization
representing physicians caring for those with
cancer
• Serves more than 30,000 members
• Improves cancer care through:
– Scientific meetings
– Educational programs
– Peer-reviewed journals
• ASCO Mission: ASCO is a professional oncology
society committed to conquering cancer through
research, education, prevention and delivery of
high quality patient care.

3. ASCO Promotes and Provides For:
• Lifelong Learning for Oncology Professionals
• Cancer Research
• Improved Environment for Oncology Practice
• Access to Quality Cancer Care
• Expertise of Global Network of Oncologists
• Educated and Informed Cancer Patients

4. ASCO Patient Information Program
• To increase accessibility of accurate and credible cancer
information
• To be the authoritative
source of high-quality
cancer education
materials
• To provide reliable
materials for ASCO members to give to their patients
• To disseminate timely information to help put cancer
issues/advances in context for patients

5. Guiding Principles
• Audiences: Primary – patients, their families and friends.
Secondary – ASCO members, nurses, other
healthcare providers, and patient advocates who
reach patients.
• Expand ASCO’s capabilities to deliver high quality educational
materials directly to patient (formerly a small section of
ASCO.org).
• Brings the “voice of the physician” to people living with cancer.
• Designed to be an integral part of ASCO’s vision of improving
cancer care and prevention.
• Adapting to new technologies to deliver patient information in the
most efficient way.

6. “I have cancer”… But which one?
Stage 0
LUNG Non-Small
CANCER Cell
Stage I
Adeno-
carcinoma
IIA
Small-Cell
Stage II
Squamous cell
IIB
Stage III
Large cell
undifferentiated
Stage IV

7. Cancer  Cancers
Lung cancer in the “molecular era”….

8. Cancer care: “Knotted Up”

9. Untying the Knot: Three Major
Patient Needs
Reliable, comprehensive
information…
Accessible whenever it’s needed…
With practical tools to help
Patients navigate their care

10. “Who can I trust for
information?”

11. Reliable Information: 2002

12. But…Accessible when needed?
How Patients Access Health Information on
Mobile
• 85% of US adults own a cell phone and 53% have a smartphone
• 31% of cell phone owners
have used it to search for
health information
• 52% of smartphone owners
gather health information on
their phone
• 19% of smartphone owners use
a health app (exercise, diet, and
weight are the most popular)
• 13% of people with smartphones
who identified as having a
“significant health change” over the past 12 months have downloaded a health
app
Pew Internet 2012

13. Making it accessible: More than a
mobile website
Cancer.Net’s Intuitive Oncologist-
Best New Driven
Content Interface Features

14. Making it practical: Addressing
four key patient challenges
Accessible Information
Tracking medications
Recalling symptoms
Getting questions answered

15. Cancer.Net Mobile
• iPhone App released April 27, 2011
• Android App released April 23, 2012
• Together more than 35,000 downloads since
launch

16. Accessible Information

17. Tracking medications

18. Recalling symptoms

19. Getting questions answered

20. Feedback
“Where the app truly shines is in
App Store user review
three key features: Ability to store
“As a cancer survivor…I find
questions, medications and
this to be a great tool. The
symptoms. The way this app implements
information is updated and I love
these key features is absolutely stunning,
that I can use it to save questions
and makes the application a must have
and have easy access to
for cancer patients and their family
resources.”
members.”

21. Cancer.Net Mobile 2.0
• On-the-fly content updates
• Passcode lock
• Rating reminder
• iCloud backup
• More robust user analytics

22. Advertising
• Advertising has been geared toward both
professional and consumer-oriented audiences
• Included in overall digital advertising campaign
• Print ads include a QR code that can be
scanned by both Apple and Android devices that
take folks to the respective app store

23. Advertising
• Varied messaging to appeal to more
audiences
• iPhone and Android pocket cards for
distribution during exhibits/meetings

24. The Road Ahead
• Maintenance update
currently in
App Store
• Spanish-enabled
version, Q1 2013
• Full app update
Q3 2013

25. How Mobile Can Assist in
Healthcare Decisions in the Future
Patient- Patient- Physician-
Directed Directed Directed
App Data
Center
Physician Patient Physician
Discussion Decisions Discussion

26. Thank You!
Cancer.Net Mobile:
www.cancer.net/app
Brendan Kelly
brendan.kelly@asco.org