1. Delivering value to Doctors, Patients, Hospitals and Pharma’s
A Mobile App Solution For Pharma’s

2. Graham Player P.h.D.( Health Sciences)
Hugh McClung
EmedToday
The use of mobile medical apps on
smartphones and tablets is revolutionizing and
reinventing the way patients are engaged

3.  It is about health consumers: their needs, expectations, experience
and engagement
 Going from “ we provide world class care” to
 Develop Online brand
 Engage customers
 Support customers
 Move outside traditional strategies
 Move to mobile channels
 In the future, everything that can be done digitally will be done
digitally
 Digital health lies in highly personalized medicine, delivered via the
smartphone. or mobile device “Digital Ecosystem,” Only 13% of
heath organizations have developed a mobile app
Consumerization of HealthCare

4.  Mobile e Visits
 ePatients want to asks questions
 ePatients want to talk to a doctor
 ePatients want help in understanding their
health, their disease, their therapies and on
going wellness
 Different Platforms
 ePatients live in a multi-media
environment
 ePatients want to watch mobile videos
 Medical History
 ePatients want to access their medical
history
What ePatients Want

5.  Check for Health Conditions
 ePatients want to get trusted health information
 ePatients want to solve or prevent a health problem
with actionable solutions
 Regular Updates
 ePatients want custom ized content
 ePatient Education
 Want to learn from their doctors and Pharma’s
 ePatients prefer a mobile app versus mobile web site
What ePatients Want

6.  Giving Patients what they want
 Facilitating Pharma eDetailing
 Developing critical marketing channel for both hospital
and Pharma’s
Mobile App For Hospitals: Focus

7.  Improve Patient Service and Facilities
 Patient Engagement and Satisfaction
 Enhance Doctor/Patient Relationship
 eDetailing for Pharmas “ The Last Customer Mile”
 Satisfying Doctors Needs
 Saving Time for Doctors
 Direct Access to Doctor by Specialty
 Improved Relationships between
 Pharma-Doctor
 Pharma-Hospital
 Pharma -Patient
Mobile App For Hospital: Objectives

8.  Connect any where, any time on any device
 Ask a doctor a question
 Find a Doctor
 Weekly mobile video
 Hospital Services
 Health tips
A Mobile Hospital App: The Menu

9.  Fast News: Curated magazines
 Interesting
 New
 Cool
 Trustworthy
 Special event and promotions
 Success Stories
 Survey
 Medical library
 Book library
A Mobile Hospital App: The Menu

10.  Curated mobile Videos
 Interesting
 New
 Cool
 Trustworthy
 Health trackers
 Consolidate your health information
 Pharma E Detail Solution
A Mobile Hospital App Menu

11.  Pharma’s need to reset the value proposition of the
online channel
 Pharma’s are struggling to keep pace with
consumers' needs for timely information
 Pharma are not able to engage healthcare
professionals and patients effectively
 Need to differentiate a brand by adding value”
beyond the pill”
 Pharma need to develop value-added services
around specific disease areas
 Over 100 million consumers search on line for drug
information.
 Yet, Pharma’s are last place patients look.
 Over 86% of doctors search on line for drug
information.
 Yet, doctor want credible, non-promotional
content and unbiased opinion
Pharma & Digital
e Detail

12.  Pharma’s believe their marketing organizations
need a complete overhaul
 25% of direct sales people havie been replaced by
digital initiatives
 Pharma’s print advertising, down 44%; direct-to-
consumer advertising, , down22%
 Over 31% of Doctors make RX decision using a
smartpone
 Doctors no longer have time to conduct sit-down
meetings with drug reps.
 Making tablet edetailing a success is the top priority
of over 300 Pharma marketers in 2013
 40% of pharma marketers agree that patient
adherence activities involving mobile "apps" will
increase over the next five years
 The next BIG opportunity for targeted marketing to
patients and physicians is mobile apps on "smart
phones"
Pharma & Digital
e Detail

13. 1. Patient Focused Healthcare “ Patient Centric”
Educate patients about specific diseases with accurate, safe,
trusted drug information as well as providing interactive tools for
medication adherence with a strong focus on multimedia
Create a brand image of caring for patient so they can make
informed choices about their health. Increase number of
interactions with patients ( 2X). “ Patient Engagement is the
Blockbuster Drug of the Century”. Need to measure “ return on
relationship”
2. Doctor Engagement “ Doctor Centric”
Use targeted self- guided e detailing, to quickly give technology
smart doctors, at their convenience, creditable, accurate and
value added drug, point of care and CME information and order
sample opportunities with a strong focus on multi- media “ fully
integrated solution”
Create a brand image of accurate, trusted and useful drug and
CME information to help Doctors. Increase number ( 3X) and
time of interaction ( 5X) with doctors
Pharma e Detail : 2 Goals

14. 1. Patient Focused Healthcare organized by diseases
• Patient videos
• Pharma app trackers
• DTC messages
• Push technology
• Regular updates
•Developed by emedtoday & Pharma’s staff( legal, regulatory,
marketing, outside agency)
2. Doctor Engagement organized by diseases & specialty
( emedtoday “ Clinical Desk”)
•Virtual live e detailing( drug profile)
•Scripted e detaling( information/insights/news/video)
•Drug library/CME
•Pharma app trackers
•eSamples
•Push technology
•Regular updates
•Developed by pharma’s (outside agency , legal, marketing,
regulatory)
Pharma e Detail : Product & Diseases

15. References
1. http://www.scoop.it/t/hospitals-trends-in-branding-
and-marketing
2. http://www.scoop.it/t/mhealth-advances-knowledge-
and-patient-engagement
3. http://www.scoop.it/t/pharma-trends-and-uses-of-
mobile-apps
4. http://www.scoop.it/t/pharma-trends-in-e-detailing
Pharma & Digital
e Detail